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Case Study

OpenAsset

openasset

Challenge

OpenAsset, the only project-based Digital Asset Management (DAM) software specifically tailored to the real estate and AEC (Architecture, Engineering, and Construction) industries, was ready for expansion. With advanced features and a growing demand for DAM solutions in the AEC sector, the potential for growth was significant.

However, OpenAsset was not achieving its marketing goals. The firm faced challenges with low SEO visibility for relevant search terms and inefficient results from their paid advertising campaigns. The mission from leadership was clear: Turn on the demand generation engine and generate pipeline.

 
"CommonMind was the first agency that came to mind because I knew how flexible and accommodating they are, and how they really understood B2B companies that have very specific pipeline goals."

Derek Ries, CMO of OpenAsset
 

Solution

To address these challenges, CommonMind guided OpenAsset in adopting a comprehensive strategy aimed at boosting OpenAsset's brand awareness and inbound sales pipeline. Our approach everaged deep expertise across multiple disciplines:

 
"What I really see as the difference is that there's an expert in each channel and in each effort that we do. Everyone at CommonMind brings years and years of experience to the table, and I feel that in every single interaction." 

Sesame Mish, Director of Revenue Marketing at OpenAsset
 

Content Strategy Using the "They Ask, You Answer" Framework: We focused on establishing trust with potential customers through high-quality content that addressed common industry questions, especially those typically avoided by competitors, such as pricing and unbiased product comparisons.

SEO Optimization: CommonMind enabled OpenAsset to increase organic traffic through SEO enhancements. This included planning top-of-the-funnel content aligned with high-volume search keywords, as well as resolving technical issues that hindered Google indexing, such as Core Web Vitals.

 
"From the SEO perspective, my goal was to move away from a thematic calendar and focus on what would increase search rankings, generate awareness, and convert to pipeline. It was critical to tie this into our online advertising, ensuring we hit everything end-to-end, from organic to paid.” 

Derek Ries, CMO of OpenAsset
 

Enhanced paid advertising: CommonMind revamped advertising approach included:

  • A full-funnel LinkedIn Ads strategy that utilized the content developed to generate awareness, encourage sign-ups, and increase demo requests.
  • Targeted Account-Based Marketing (ABM) to reach key accounts more effectively.
  • Optimized Google & Microsoft Ads campaigns to capitalize on the growing demand for OpenAsset's solutions.
 
"The thing that made the biggest impression was LinkedIn, since we can see those leads come in in real-time and I can actually associate a lead with the campaign. I can see, 'Oh, that campaign with that targeting gave us that exact person who filled out the form." 

Sesame Mish, Director of Revenue Marketing at OpenAsset
 

By collaborating closely with OpenAsset’s content, marketing ops, sales, and revenue teams, we ensured that each aspect of the strategy was thoughtfully integrated, amplifying overall campaign efficiency and effectiveness.

Results

The partnership between CommonMind and OpenAsset's content team yielded substantial results across multiple metrics:

Organic growth:

  • At the six month mark of putting our new They Ask, You Answer and SEO content strategies in place, Google organic search traffic began to surge. 
  • Google organic traffic increased by 196% within ten months
  • Keyword rankings grew from 50 to 483 in the latest quarter
  • 2.3x increase in clicks from organic content:


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The impact on pipeline goals was just as dramatic. 

  • Surpassed quarterly pipeline goal by 11%, despite a 20% higher target than the previous quarter
  • Generated over $5.6 million in opportunities since strategy inception
  • Marketing now sources 97% of all new business bookings

Most importantly, the results have transformed how leadership views marketing’s strategic role: 

 
"It's only been recently that leadership started to get involved in content because they are so excited by the numbers. They just viewed it as a function we have to have instead of a function that can really grow the business. And now that they're seeing those dollars are like, oh, wait, now I'm interested. " 

Janelle Poisel, Director of Content Marketing at OpenAsset
 

Pipeline

 

 
“Everything ties back to pipeline. At the end of the day, if we build our pipeline number as a goal, we celebrate. And everyone from the CEO down knows about it; we get accolades from everybody, and everyone's aware of marketing surpassing their goal. A lot of that is attributed to the work that Commonmind's doing” 

Sesame Mish, Director of Revenue Marketing at OpenAsset
 

These significant results stem from a truly collaborative effort between the CommonMind and OpenAsset teams. We are grateful for the opportunity to work alongside such a dynamic company, equipped with an industry-leading product and exceptional personnel.

With a strong foundation in place, OpenAsset and Commonmind are now focused on: 

  • Scaling successful campaigns across new market segments
  • Expanding content coverage to emerging industry topics
  • Enhancing marketing automation for improved lead nurturing
  • Further optimizing the marketing-to-sales handoff process
 
"I've worked with agencies. And it seemed so many times like a cash grab. Now’s the only time where, if CommonMind didn't hear from me for a week, I feel like they'd be genuinely concerned about me as a person. We have a relationship where I truly can't imagine what life would look like without you. CommonMind is an extension of us."

Janelle Poisel, Director of Content Marketing at OpenAsset