At Semrush, traditional B2B marketing is outdated.
“We don’t want to limit ourselves to what’s classically thought of as B2B marketing,” says Semrush CMO Andrew Warden. “Consumer brands, usually, they talk to us as people, B2B brands and tech brands… they don’t do that,” adds Olga Andrienko, Semrush’s VP of Brand Marketing. “
To learn more about how the team at Semrush is breaking out of the B2B box, we asked them to give us a deep dive into their “My Life, My Terms” campaign.
Read on for the episode’s key takeaways, or catch the full conversation above.
| Project name | “My Life, My Terms” | Semrush |
| Stakeholders | Andrew Warden, CMO Olga Andrienko, VP of Brand |
| Campaign objectives | Instead of anchoring the campaign around the product’s features and benefits, the Semrush team wanted to increase new user activations by challenging the expectations of B2B marketing and acting like a consumer brand. By featuring Gaby, a New York-based SEO expert who DJs at night, the campaign emphasizes how Semrush simplifies her workday, allowing her to enjoy living a full life after hours. |
| Goals | – Increase new user monthly recurring revenue (MRR) – Increase payment metrics – Increase social media engagement – Improve conversions from trial to paid plan |
| Timeline | The entire campaign took roughly two and a half months, from meeting Gaby to launch, to execute. |
| Resources | With a combination of internal talent and external agency support, Semrush produced roughly 400 assets including: – 3 primary campaign videos – Full video interview with Gaby – Landing pages – Retargeting ads – Memes – Banners In addition to all of this, the campaign was internationalized and translated into seven different languages. |
| Key takeaways | – Customers are everywhere, just be sure to look! – Champion in-house creativity whenever possible – Brand content can drive real business (even for B2B) |
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