Storyblok, a leading headless CMS platform powering modern digital experiences, is on a mission to redefine how companies manage and deliver content across every digital touchpoint. With a remote-first workforce spread across 40+ countries and ambitious growth goals, Storyblok faced a common challenge: aligning sales and marketing around a clear go-to-market (GTM) strategy.
Storyblok quickly identified the need for a data-driven approach to unify GTM teams, define their ideal customer profile (ICP), and optimize territory planning, especially as the company targets significant expansion in the U.S. market.
Challenges
- Lack of clarity between sales and marketing on where to invest.
- No formalized or data-driven Ideal Customer Profile (ICP).
- Inefficient territory and account planning.
- Need for GTM alignment to support rapid headcount and revenue growth.
Solution
Storyblok partnered with HG Insights to build a robust propensity model
to power their GTM engine.
Key Steps:
- ICP and Propensity Modeling:
- Storyblok and HG Insights collaborated to define a data-backed ICP using firmographic and technographic attributes from existing customers.
- A lookalike model scored 4 million+ global accounts based on how closely they resembled Storyblok’s best customers.
- Territory Planning & GTM Alignment:
- The team narrowed the list to qualified companies, segmented into four tiers.
- Tier 1 and Tier 2 accounts were evenly distributed globally across reps using a normalized fit score, ensuring fair and equitable opportunity for each seller. This also resulted in maximizing their productivity
- Tech Stack Integration:
- Storyblok layered HG’s fit score with 6sense’s intent data to assess both fit and purchase readiness.
- This dual-axis model allowed them to prioritize accounts that were not only ideal matches but also in-market. It also enhanced the efficiency of paid spending by focusing solely on priority accounts defined within specific buying stages.
- Real-Time Visibility & Optimization:
- Using Sigma for visualization, Storyblok updates HG and 6sense data daily.
- This near real-time insight powers account prioritization, BDR workflows, and marketing nurture programs.
- Channel & Partner Strategy:
- Leveraged insights with Crossbeam to align partner efforts and maximize joint opportunities.
Results
- Significant pipeline growth through targeted, high-fit account engagement.
- Stronger sales and marketing alignment via a shared ICP and real-time insights.
- Improved efficiency across ads, territories, and partner motions.
“HG Insights has been a game-changer for Storyblok. By building a clear ICP and layering fit with intent data, we’ve aligned our entire go-to-market engine, from sales and BDRs to marketing and partners. We now operate with precision, clarity, and confidence. This is the backbone of our growth strategy.”
Mark Wheeler, Chief Marketing Officer, Storyblok
Significant Pipeline Generation Uplift: Storyblok experienced a sharp upward trajectory in pipeline generation since implementing the HG-driven strategy. In Q2, they generated more pipeline than in all of Q1, with April being a record month for pipeline creation. In the first quarter after adopting HG, the pipeline was approximately 50% higher than the previous quarter.
Increased Ad Engagement and Buying Group Penetration: By focusing ad spend on high-fit, high-intent accounts, Storyblok saw a significant increase in ad engagement. The average number of people engaging with their ads within target accounts rose from 1 to over 4, indicating a greater penetration of buying groups.
Enhanced Marketing Efficiency and Focus:The ability to move away from “spray and pray” advertising to highly targeted campaigns resulted in a significant improvement in marketing efficiency, ensuring every ad dollar was spent on accounts that truly mattered.
Improved Sales and Marketing Alignment: The clear ICP definition, equalized territories, and shared data visibility
fostered stronger synergy between sales and marketing teams.
Impact
Real-time account prioritization, updated daily in Sigma
Aligned GTM teams with a shared language and strategy for growth
Stronger partner motions, using Crossbeam to identify co-sell opportunities
