Tricentis Content Syndication

Tricentis is an enterprise software company with a large global marketing team. I joined as a marketing specialist on a two-person content team responsible for everything from web content to ebooks to white papers. Shortly after joining, I took ownership of the company's content syndication program, a paid distribution engine that pushed Tricentis thought leadership into target markets worldwide.

By the time I left, the program had grown to $4M in budget. It didn't start there.

The program existed before I arrived, but it was in transition. Tricentis had just moved to a new syndication partner, JustGlobal, and the working relationship hadn't been established yet. There was no visible reporting system in place. Leadership didn't have a clear picture of how the program was performing, what was working across markets, or how content engagement was connecting to pipeline.

My job was to take what existed, optimize it, build the systems that gave internal teams visibility into performance, and develop a working partnership with JustGlobal that made the whole thing run better.

For pre-recorded webinars, I built the full top-of-funnel experience. That meant:

Pre-event landing pages designed to drive sign-ups, featuring related assets like one-pagers pulled from ebooks connected to the webinar topic. The goal was to get relevant material in front of people early and start building engagement before the webinar even aired.

The in-webinar experience itself. I built the interface and identified the right moments to surface content offers during the session. If we had an ebook related to the webinar's subject, it would be offered at key points during the broadcast.

Connecting engagement to nurture. Downloads triggered nurture campaigns that released additional knowledge assets over email. Contacts moved through those campaigns based on their interaction, not on a fixed schedule. My job was to identify the right value offers and pair the right content together in order to soft-qualify pipeline through engagement.

I supported and reported on a specific piece of that larger nurture ecosystem, but the strategic decisions about what content to pair, when to surface it, and how to use engagement signals to qualify leads were mine.

On the syndication side, I managed the distribution of white papers, ebooks, and other content assets into three audience markets: EMEA, Australia, and the US.

Setting targets and tracking performance. I worked directly with the JustGlobal team to set targets for each content piece and tracked downloads, interactions, and backlinks across markets.

Optimizing budget by market and content. Based on performance data, I made the call on where to increase spend, where to pull back, and which content pieces to retire or replace. If something wasn't performing, it was my responsibility to bring that back to the team, diagnose why, and determine what to change.

Shifting markets based on results. Not every piece of content performs the same in every region. Part of the ongoing work was reading the data, identifying which markets were responding to which topics, and reallocating budget accordingly.

When I came in, there was no centralized visibility into how the program was performing. I built reporting for syndication and webinar metrics into our Marketo instance and attributed content engagement activity to our lead scoring system. That meant content interactions weren't just vanity metrics. They fed directly into how we scored and prioritized leads for sales.