Sometimes, you find a tool that shakes up your work so much that you can never go back to the way you used to do things before.
For Nathan Thompson, Head of Content at copy.ai, that moment came when he began working with AudiencePlus (f/k/a The Juice). He thought, “I am just a big old dummy, sitting on this powder keg that needs a light to explode with cool stuff.”
And once Thompson realized it, he lit the powder keg. The resulting explosion of results included:
- >$2 million in influenced pipeline and sourced revenue.
- 181 contact-level leads attracted in 3 months.
Thompson is definitely not a dummy. In fact, he’s one of the many smart marketers who has moved quickly to adopt AudiencePlus and seen fast results. We hope that Copy.ai’s story can show you what that value is, how to understand it, and where to leverage the “powder keg” for your own explosive success.
copy.ai’s moves to B2B
If you look at Copy.ai’s website today, it might be hard to believe where they started: as a direct-to-consumer (D2C) brand that helped individuals improve their writing and generate text for their content work.
Since 2023, Copy.ai has completely pivoted into serving the B2B enterprise market with AI workflows that connect different teams in the modern Go-To-Market (GTM) function: sales, marketing, product, and revenue operations (rev ops).
The transformation to such a drastically different business model wasn’t easy: Copy.ai needed to change not just their product, but also how they marketed it. Before, most of their traffic came from SEO (similar to our other customers). Now, they had to maintain a stable volume of traffic while also attracting the more sophisticated and discerning audience of C-suite decision makers.
AudiencePlus (f/k/a The Juice) has been their loyal partner throughout that entire journey, helping Copy.ai make a successful transition with targeted content distribution, reaching more than 900,000 content impressions in total.
The need for precision in B2B content marketing
Convincing marketing, sales, rev ops, and product leaders to sign an enterprise deal with an AI company in a sea of similar-sounding solutions requires a targeted approach.
Thompson explained that the hardest part of marketing a tool that “can do almost anything with text” is it “ends up doing nothing” without a clear focus on a specific value proposition for a narrow audience.
So, as Copy.ai moved to a B2B play, they had to make fundamental changes, like adapting the tone of their content to “address more the concerns of a CMO than a Head of Marketing or a VP of Sales.” Soon, they became quite good at engaging key stakeholders within target accounts on places like LinkedIn.
But even as their team learned to start effective conversations with B2B leaders, Thompson admitted “the tricky part was figuring out which accounts were worth our time.”
Thankfully, this was where AudiencePlus (f/k/a
The Juice) came in - helping Copy.ai locate priority accounts to focus their efforts on with detailed content analytics. Now, they’ve identified more than 12,000 high-quality intent signals, simplifying their ABM efforts.
Transforming ABM with The Juice’s content analytics
Thompson knew AudiencePlus (f/k/a The Juice) could be much more than a publisher of content. Once he understood the data available within their analytics dashboard, he found ways to incorporate The Juice into his team’s ABM workflows flawlessly.
Here’s the play that helped Copy.ai generate more than $2 million in revenue with the platform:
- Review Salesforce CRM data and account information.
- Cross-reference target accounts with “Intent Signals”, showing what companies are engaging with what specific pieces of content. AudiencePlus' (f/k/a The Juice) CRM integration makes this easy.
- Analyze what problems people from a particular account are trying to solve based on topics featured in content assets they interacted with.
- Create personalized content and marketing assets for that account, with messaging designed around pain points identified through AudiencePlus'
analytics. (For example, Copy.ai makes landing pages, outbound emails, social content, and paid ads.) - Launch a cross-channel ABM campaign using those assets before starting a sales conversation.
This approach gives Copy.ai a competitive advantage other brands don’t have. “We can really figure out what this company is trying to solve, based on what they’re reading through AudiencePlus,” Thompson said.
Lately, they’ve been able to take this ABM motion a step further with AudiencePlus'
new Effectiveness analytics that provide individual-level analytics in addition to account intent signals.
In just three months of having access to this feature, Copy.ai has attracted 181 contact-level leads.
Light your own spark with AudiencePlus
Copy.ai is unique in many ways, but its ability to capture value from AudiencePlus doesn’t have to be.
If you’re a B2B brand that’s trying to reach marketing and sales professionals, you can use a similar approach too. Thompson’s advice to you is simple:
“Take the time to set [your brand page] up well and to actually follow up with the accounts. The data is worthless if it just sits there in the dashboard and nothing happens with it.”
Want more?
For another example of how a brand learned to turn AudiencePlus'
content analytics into business results, read Compose.ly’s story.
