Client Case Study
Building a sharper demand generation engine for Pivotly through a market repositioning
BRT Digital partnered with Pivotly to translate a brand and market evolution into a full-funnel digital demand system spanning SEO, paid media, content, HubSpot, and sales alignment.
Client
Pivotly
Industry
Enterprise SaaS / Data Infrastructure
Engagement Focus
Rebrand support, GTM strategy, demand generation, content, paid media, CRM infrastructure
Engagement Length
6-month contract
BRT Role
Director of Digital Demand
Core Channels
SEO, PPC, LinkedIn Ads, HubSpot, Content, Video
Strategic Focus
Markets, personas, funnel alignment, content clusters, paid acquisition
Engagement Focus
SEO, PPC, and web development at the core of the demand engine
Pivotly arrived with a defined brand and visual identity already in place from their rebrand out of SlickDigital. BRT was brought in to operationalize that positioning into a working demand engine, focused on organic search, paid acquisition, and the web experience that converts mid-market and enterprise buyers.
Visit pivotly.comBRT Scope of Work
SEO
Persona-led keyword strategy, content clusters, and technical foundation built for category authority across target markets.
PPC & LinkedIn Ads
Demand capture through paid search and persona-aware LinkedIn campaigns aligned to ICP and pipeline goals.
Web Development
Conversion-focused page work, landing experiences, and on-site infrastructure that turn paid and organic traffic into qualified pipeline.
HubSpot & Sales Alignment
CRM infrastructure, lifecycle workflows, and sales coordination so demand converts into a clean, trackable funnel.
Paid Creative & Brand Campaigns
LinkedIn ads engineered for the operator buyer
BRT built Pivotly's paid social around a simple principle: the ad should sound like the buyer, not the brand. Short-form video, persona-aware hooks, and category narrative that makes the right ICP stop scrolling. The clip alongside is a live example of a LinkedIn ad creative produced inside this engagement.
LinkedIn ad creative, Pivotly
Creative Strategy
Built around operator pain
Hooks led with the friction estimators feel daily. Messaging mirrored buyer language pulled from sales calls, RFP language, and category research, not generic SaaS copy.
Targeting Model
Persona-aware, account-aligned
LinkedIn campaigns layered job function, seniority, and firmographic signals against the ICP defined in HubSpot, keeping spend tight on the accounts that move pipeline.
Funnel Role
Brand demand, captured later
Paid social drove category awareness and trust at the top, while paid search and HubSpot lifecycle workflows captured intent and routed it cleanly to sales.
Campaign Themes
The Challenge
A sharper market position required more than a new brand
Pivotly emerged from SlickDigital with a focused enterprise SaaS positioning around an AI-enabled unified data hub, solving data silos, integration complexity, governance, compliance, and AI readiness for mid-market and enterprise buyers.
The shift demanded more than refreshed messaging. ICP and persona alignment had to tighten, sales and marketing needed to operate from a shared model, and content and paid campaigns had to reflect market-specific pain points. HubSpot and funnel infrastructure needed to support a more mature demand engine, not a legacy lead flow.
Strategic Repositioning
Translating a new direction into an executable demand framework
BRT helped convert Pivotly's repositioning into a working GTM system by aligning every layer of the demand engine around the same target markets, buyer personas, and category narrative.
What BRT Built
Four connected workstreams behind one demand engine
SEO Strategy by Market + Persona
- Mapped strategy across target markets and buyer personas
- Keyword strategy tied to pain points and buying intent
- Content architecture for category education, use cases, and solution discovery
- Cluster-based approach to authority building
HubSpot Infrastructure + Sales Alignment
- Built supporting infrastructure inside HubSpot CRM
- Coordinated with sales to align funnel logic and messaging
- Cleaner handoff between demand generation and sales follow-up
- Supported more organized lifecycle execution
PPC + LinkedIn Paid Campaigns
- Built paid search campaigns for demand capture
- Launched LinkedIn paid campaigns for persona-aware targeting
- Aligned campaign messaging to business pain points and segments
- Supported a more intentional paid acquisition motion
Content Engine + Thought Leadership
- 4-blogs-per-month publishing cadence
- Topic clusters built for search authority and depth
- Market and persona-informed editorial planning
- Video content support to strengthen authority and engagement
Audience & Market Intelligence
Built around real market structure
Targeting was grounded in defined segments, decision-maker realities, and the operational pain shaping enterprise data and AI initiatives.
Markets
- SaaS
- Fintech
- Logistics
- Healthcare
- Financial Services
- Retail / CPG
- Manufacturing
- Enterprise SaaS
Personas
- Director of Operations / IT
- Solutions Architect / Lead Engineer
- Product Leadership
- Data Governance Leadership
- Compliance / Risk Leadership
- AI / ML / Data Science Leadership
Pain Themes
- Data silos
- Integration complexity
- Governance & compliance
- Data quality
- AI readiness & trustworthy AI
Execution Highlights
What was actually delivered
Outcomes & Business Impact
A sharper, more scalable growth motion
Stronger GTM clarity
A sharper category narrative emerged from the rebrand, supported by persona-aware messaging across channels.
Tighter cross-functional alignment
Content, paid media, CRM, and sales operated against a shared funnel model and ICP definition.
Scalable demand foundation
Repeatable systems for content, campaigns, and lifecycle handoff that can compound over time.
Performance KPIs are reported privately to the client. This page reflects qualitative outcomes and the demand infrastructure delivered.
Why This Case Matters
More than channel execution
The Pivotly engagement reflects how BRT operates as a strategic growth partner, supporting rebrands and market shifts, building demand infrastructure, connecting strategy to execution, and working closely with SaaS leadership and sales teams to create full-funnel systems for complex B2B offers.
Need sharper positioning and a real demand engine?
If your SaaS company needs better demand infrastructure and tighter sales-marketing alignment, BRT can help build the system behind growth.
Services behind this engagement
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