01— Client Overview

Lusha | Lusha.com

Lusha is a B2B SaaS company that provides sales intelligence solutions for small and medium-sized businesses.

Its platform helps sales teams, marketers, and recruiters identify, engage, and close deals by providing accurate, up-to-date contact and firmographic data.

With over 800,000 users, 300+ employees, and a $1.5 billion valuation, Lusha is a widely used tool for go-to-market teams.

02—Project Goals

When I joined Lusha, the in-house content manager was leading a product rebrand and managing social media alongside content execution. At the same time, the company was rolling out new features and expanding its platform, creating pressure to scale content production without sacrificing quality or customer intent.

I was brought on to relieve the bandwidth strain and help build a consistent publishing cadence focused on bottom-of-the-funnel content. The goal was to scale production while keeping content tightly aligned with the product, brand voice, and the questions SMB buyers ask when comparing tools and deciding what’s worth trying.

Working cross-functionally with the content manager, SEO manager, product manager, and demand generation team, I helped plan and deliver BOFU content that supported buyers from initial evaluation through deeper consideration of Lusha as a solution.

1. Launch and scale a consistent BOFU content program
   Establish a reliable weekly publishing cadence focused on evaluation-stage blog content.

2. Shift content emphasis from TOFU to BOFU
   Prioritize comparison, alternatives, and use-case content that supports buyers actively evaluating tools.

3. Create supporting sales assets
   Produce long-form assets, including a 20,000-word ebook, to support SDR outreach and inbound conversion.

03 — Key challenges

1. Scaling content during hyper-growth
Lusha’s user base tripled within a year, creating pressure to scale content output quickly without losing quality or focus. The challenge was building a content engine that could keep pace with growth while still producing content buyers could trust during evaluation.

At the same time, content needed to serve three distinct audiences: sales teams, marketers, and recruiters. Each group required different messaging, use cases, and angles based on how they evaluated tools and what problems they were trying to solve.

2. Communicating a shifting product narrative
As Lusha expanded its platform with new features and capabilities, the product story was evolving in real time. The challenge was ensuring content kept pace with those changes while remaining clear and consistent for buyers evaluating the product.

Content needed to reframe how existing users understood Lusha’s value while also introducing new audiences to expanded use cases. Every blog post and asset had to reflect the updated positioning without creating confusion or mixed signals during evaluation.

3. Elevating thought leadership with product-led content
Lusha needed to move beyond basic top-of-the-funnel content and be positioned as a strategic partner for go-to-market teams, not just a contact data provider. The challenge was doing this in a way that stayed grounded in the product and relevant to buyers actively evaluating solutions.

That meant creating content that addressed real sales, marketing, and recruiting challenges, reflected internal perspectives, and showed how Lusha fit into day-to-day workflows. The balance was building credibility and authority without drifting away from evaluation-stage relevance.

04 — Solutions

1. Built focused content libraries for each buyer group
I worked closely with Lusha’s growth marketing and SEO managers to create dedicated content libraries for sales, marketing, and recruiting audiences. Each library was organized around evaluation-stage topics that reflected how those buyers compared tools and assessed fit.

This structure replaced one-off blog posts with a scalable system that made it easier to publish consistently, maintain quality, and support buyers throughout the evaluation process.

2. Aligned content with evolving buyer needs and search behavior
As Lusha’s product offering expanded, I aligned content topics and messaging with how customers were actually searching for, comparing, and evaluating solutions. This meant prioritizing use cases, alternatives, and comparison-driven topics that reflected real buying intent.

By grounding content in buyer questions and product context, each piece reinforced the updated product narrative while remaining clear and consistent for readers evaluating Lusha for the first time.

3. Embedded internal expertise into product-led content
To elevate content beyond surface-level thought leadership, I worked directly with internal stakeholders across marketing, product, SEO, and sales. Their input helped ground each piece in real workflows, objections, and buyer questions.

I worked directly with teams across marketing, product, SEO, and sales to capture how Lusha was actually being used and discussed internally. That input helped ensure content reflected real workflows, common pain points, and value propositions prospects cared about.

05—Selected Work

1. Lusha vs. Zoominfo Competitor Comparison

2. Lusha vs. Apollo Competitor Comparison

3. 10 Best B2B Sales Prospecting Tools

4. Should Sales Reps Rebrand as Thought Leaders?

5. Why Data Transparency is Not Enough to Protect Your Business