Case study

Driving relevancy at scale

Turning existing assets into high-impact demand drivers by rethinking how messaging aligns to buyer needs at scale. A practical example of how insight-led positioning can outperform content volume in complex B2B buying environments.

Performance under pressure

The challenge

Marketing teams are under increasing pressure to drive stronger performance without expanding content libraries or adding operational complexity. As buying groups become larger and more fragmented, engaging the right people with relevant messaging has become significantly harder.

For this client, the challenge was to materially improve engagement and conversion outcomes while working within existing content assets, maintaining data quality and scale, and avoiding additional production burden.

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Smarter message alignment

The approach

Rather than introducing more assets, the Q4 2025 campaign applied a relevance-at-scale framework to maximise the value of the client’s existing content library. The result was messaging that felt highly relevant to different audiences, without increasing content production or operational complexity. This approach focused on:

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Identifying dominant pain points at the account level using engagement and behavioural signals.
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Reframing existing assets through different abstracts and subject lines aligned to specific challenges.
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Aligning messaging so the same core content spoke differently to different audiences.
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Scaling relevance through message adaptation, not asset proliferation.

Campaign results

Q4 2024 vs. Q4 2025

16.5
%
Click through rate

4x YoY lift

26.6
%
Open rate

More than double YoY

3.46
%
Bounce rate

Comfortably below 10% threshold

Client feedback

It’s been great collaborating this year, we are seeing great results from the campaigns we ran together and the teams are very happy with the quality of the contacts.

Campaign takeaways

Key insights

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Emails that directly addressed a specific, known challenge consistently outperformed more generalised messaging, particularly on click-through rates.

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Performance uplift was driven by messaging relevance, not new assets, reinforcing that personalisation comes from how content is positioned, not simply what content is used.

Efficiency at scale

Why this matters for marketers

This approach unlocks a clear operational advantage:

  • Higher performance without expanding content libraries
  • Faster time to market, as existing assets can be repurposed quickly
  • Lower cost and resource strain, avoiding constant net-new production
  • A scalable model where relevance is driven by insight and messaging, not volume

For lean marketing teams, relevancy at scale turns content constraints into a strength, delivering materially better outcomes from existing assets.

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The takeaway

Smarter relevance at scale

Relevancy at scale proves that precision beats proliferation. By aligning messaging to real account-level pain points, rather than generic narratives, marketers can improve engagement, protect data quality, and scale impact without increasing content complexity.

What's next?

Turn relevance into repeatable results

You’ve seen what happens when campaigns are built around buyer behaviour, not assumptions. Let’s explore how the same relevance-led approach could improve performance across your own demand generation programmes.

Book a free consultation
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