Case Study 2
Webgility
Building Content Marketing from Zero to Revenue-Driving Engine
The Challenge
Webgility needed to:
Establish a clear brand voice in a highly technical SaaS category
Humanize complex product capabilities for non-technical SMB audiences in the multi-channel e-commerce space
Support revenue growth with content that aligned across marketing, sales, product, and customer success
Build credibility with prospects, partners, and customers—without a content foundation in place
In short: Content had to be built from scratch and immediately prove business value.
Strategy and Approach
1. Brand Messaging and Narrative
I developed Webgility’s:
Core brand positioning and messaging framework
Product and partner messaging aligned to customer pain points
Narrative strategy that translated technical SaaS features into human, outcome-driven stories
This work became the backbone for all downstream marketing, sales, and customer communications.
2. Content Operations from the Ground Up
I designed and executed the full content ecosystem, including:
Editorial strategy and production workflows
Campaign planning tied to business objectives
Cross-functional intake and collaboration models
Content became a repeatable, scalable operation—not a one-off asset factory.
3. Revenue and Lifecycle Content
I created and led content across:
Lead generation and nurture campaigns
Sales enablement and customer education
Customer service and retention content
Deliverables included:
White papers, guides, and case studies
Blog and thought leadership content
Webinars from concept to final execution
Infographics, articles, and press releases
Every asset was mapped to a specific business outcome.
4. Executive and External Influence
Ghostwrote for the C-suite and Board of Advisors
Managed press, media, and public relations efforts
Developed partner-facing messaging and content
This positioned Webgility’s leadership as credible voices in the e-commerce SaaS space, not just product sellers.
Key Insight
Content brings humanity to SaaS.
In complex, technical products, content isn’t about volume—it’s about clarity, trust, and empathy. When done well, it aligns teams, shortens sales cycles, and turns products into stories people understand and believe in.
Context
Webgility is a SaaS platform that connects e-commerce operations with accounting systems, serving fast-growing online businesses navigating complex operational and financial workflows. At the time I joined, content marketing did not exist as a formal function.
“[Abbie is] a true powerhouse of strategy and execution in driving results through expert content whether long or short form and across all mediums.”
My Mandate
I was brought in to create and operationalize content marketing end-to-end, including:
Brand and product messaging
Content strategy and execution
Executive thought leadership
Campaigns that supported the full customer lifecycle
This was both a strategic leadership role and a hands-on build.
Results and Impact
156% increase in social media reach
A full content library supporting marketing, sales, and customer success
A unified brand voice across internal and external touchpoints
Stronger alignment between marketing, sales, product, and leadership
Most importantly, content became a strategic growth lever, not a support function.
Cross-functional Collaboration
This work required deep collaboration with:
Sales (enablement, objection handling, pipeline support)
Product (feature storytelling and roadmap alignment)
Customer Success (education, retention, and advocacy)
Executive leadership (vision, narrative, and investor communication)
I operated as a connector across teams, ensuring content reflected real customer needs and business priorities.
