Public Relations
Case Study
Demandbase
Website: demandbase.com
Industry:
B2B Technology, Marketing, ABM. SaaS
Employees: 300+
Revenue: $100M+
Objective
In September 2023, Kelly Hopping assumed the role of Chief Marketing Officer at Demandbase with a bold mandate: build brand equity fast, unify sales and marketing under a cohesive vision, and drive measurable growth in one of the most competitive categories in tech—B2B marketing technology.
Recognizing that her visibility as a strategic leader would be critical to achieving internal and external alignment, Kelly tapped Convey, Demandbase’s long-time PR partner, to help architect a high-impact thought leadership strategy that would establish her voice and credibility in the market.
The Approach
Convey didn’t dust off a recycled playbook. Instead, the team leveraged its deep category knowledge and insider understanding of Demandbase’s positioning to craft a bespoke thought leadership campaign. This was about precision, not volume—establishing Kelly as a clear, confident voice in the B2B marketing world, particularly on the issue of sales and marketing alignment.
Key Elements ofthe Campaign
Convey didn’t dust off a recycled playbook. Instead, the team leveraged its deep category knowledge and insider understanding of Demandbase’s positioning to craft a bespoke thought leadership campaign. This was about precision, not volume—establishing Kelly as a clear, confident voice in the B2B marketing world, particularly on the issue of sales and marketing alignment.
Key Elements of the Campaign
- Forbes Council Membership
Convey secured Kelly a position on the Forbes Communications Council, creating a high-authority platform to showcase her expertise. Articles like “They’re Just Not That Into You” and “What It Takes to Build a B2B Dream Team” earned organic reach and demonstrated her real-world experience and strategic POV. - NextGen CMO Podcast
From concept to launch, Convey owned the full creation, launch and production of Kelly’s podcast, NextGen CMO. The show became a hub for smart conversations about leadership, innovation, and modern B2B marketing. Convey handled everything: guest booking, content strategy, scripting, recording, editing, and promotion. It’s now in the top 50% of marketing podcasts, per Buzzsprout. - Book Launch: Yes, It’s Your Fault!
Co-authored with Demandbase CRO John Eitel, Yes, It’s Your Fault! tackled the complex issue of sales and marketing misalignment head-on. Convey project-managed the entire publishing process—from outlining and 100% ghostwriting to Amazon publishing and promotion. The book became a definitive resource and a conversation starter across the B2B world. Book on Amazon - Influencer Endorsements
To boost credibility, Convey secured endorsements from industry heavyweights including Amos Schwartzfarb, Max Altschuler, and Sangram Vajre. Their support gave the book—and by extension, Kelly—instant legitimacy among GTM leaders. - Awards & Speaking Engagements
Convey strategically nominated Kelly for top-tier industry awards and secured speaking slots on prominent stages. Results include:
- Finalist, CMO of the Year, GTM Awards
- Named Top 25 GTM Podcast Interviews
- Mentor, B2B Marketing Exchange
- Speaker, Women in Tech Global Conference
- Keynote, Demand Gen Summit
See Kelly’s GTM nomination post
Results &Impact
In less than a year, Kelly Hopping emerged as one of the most talked-about CMOs in B2B marketing:
- Established brand authority: Published multiple Forbes articles and ranked as a top GTM podcast voice.
- Built content equity: Launched a hit podcast and co-authored a widely read book.
- Earned executive credibility: Recognition from peers, influencers, and key platforms solidified her reputation as a must-follow thought leader.
Conclusion
This wasn’t luck. It was strategic planning and flawless execution. Convey took a high-stakes challenge—establishing a brand-new CMO in a saturated space—and delivered a results-driven, multi-channel campaign that built lasting authority and opened doors for future growth.
This campaign is a case study in how smart PR and bold leadership can align to drive serious impact—and it’s worthy of recognition anywhere strategic thought leadership is valued.