From new market to real pipeline:
Building Glia's go-to-market strategy from scratch
$20 in pipeline generated for every $1 in marketing spend, up from $8, after Creo built the go-to-market strategy for Glia's launch into a brand new market segment.
Summary
Creo, a B2B growth marketing agency, helped Glia enter a new market segment - strategic banking - by building the go-to-market (GTM) strategy and messaging from scratch, then executing the demand generation that grew pipeline ROI from $8 to $20 for every dollar spent.
The challenge
Glia is a unified digital experience platform for financial services organizations. Glia had built strong traction with mid-sized financial institutions, but wanted to expand into a new target market: large, strategic banking institutions.
Entering that market meant starting from zero on positioning and messaging, and Glia's marketing team, while strong, didn't have the specific market-entry expertise in-house to build a new GTM strategy while still running day-to-day demand generation.
Why Creo was brought in
Glia brought in Creo as a B2B growth marketing agency because Creo could handle both GTM strategy, including messaging and storytelling, and demand generation execution within one team. Creo worked directly with Glia's marketing team to build the new market positioning first, then moved straight into demand generation execution without losing momentum or handing off institutional knowledge to a different team.
The results
Creo began with market research and segment sizing to understand the strategic banking market, then built a GTM strategy and persona-based messaging for Glia's new segment. From there, Creo moved directly into demand generation, creating content and campaigns across email, video, landing pages, and white papers that extended into Glia's broader segments, including consumer lending, insurance, banking, and credit unions.
The partnership delivered:
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$20 in pipeline generated per $1 of marketing spend, up from $8 before the engagement.
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A complete GTM strategy and persona-based messaging framework for Glia's new strategic banking segment.
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Demand generation content and campaigns extended across Glia's consumer lending, insurance, banking, and credit union segments.
Why this worked
The Creo + Glia partnership illustrates how Creo, as a GTM agency for B2B companies, takes a company from positioning to pipeline within one team. This effectively closes the gap between strategy and demand generation, a gap that can trip up otherwise well-resourced marketing teams entering a new market.
Considering launching into a new market? Let’s see how Creo can help.
