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 enables sales teams, marketers, and recruiters to identify, engage, and close deals with their ideal prospects by providing accurate, up-to-date contact information and firmographic data.

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

02—Project Goals

When I joined Lusha, the in-house content manager was managing content alongside multiple priorities.

With the company actively rolling out new features and expanding its SaaS platform, it needed to scale content production without sacrificing quality or conversion focus.

I was brought on to relieve the bandwidth strain and build a consistent pipeline of conversion-focused, SEO-driven content that aligned with the product, brand voice, and SMB buyer personas.

Working cross-functionally with the content manager, SEO manager, product manager, and demand generation teams, I helped strategize and deliver content that supported the full funnel, from search visibility to free-trial sign-ups and demos.

Together, we set out to:

• Launch and scale Lusha’s content marketing engine by delivering weekly, conversion-focused blog content built to attract high-intent traffic and free-trial sign-ups, demo requests, and pipeline growth.

• Shift from top-of-funnel to bottom-of-the-funnel content, enabling Lusha to drive conversions, grow its brand, and position itself as a go-to intelligence solution for sales, marketing, and recruiting teams.

• Create sales enablement assets, including a 20,000-word ebook, to support SDR outreach and help convert inbound interest into pipeline leads.

03 — Key Challenges

1. Scaling content during hyper-growth

Lusha’s user base tripled within a year, and with that growth came the need to rapidly scale content output without sacrificing quality or focus.

We needed to build a high-performing content engine that could consistently deliver conversion-focused content for three distinct audiences: sales teams, marketers, and recruiters.

Each required tailored messaging, use cases, and keyword strategies aligned with their unique pain points and buying triggers.

2. Communicating a shifting product narrative

As Lusha expanded its SaaS platform with new features and capabilities, the brand underwent a strategic repositioning of its products.

The challenge was twofold: re-educate existing users on the value of new solutions, while simultaneously attracting and converting new audiences through content that communicated differentiated value.

Every blog post, landing page, and asset had to reflect this evolving narrative with clarity and consistency.

3. Elevating thought leadership and product-led storytelling

To move beyond basic top-of-funnel content, we needed to position Lusha as a strategic partner for go-to-market teams—not just a contact data provider.

This meant creating thoughtful, product-led content that addressed real-world sales, recruiting, and marketing challenges, incorporated perspectives from internal stakeholders, and provided decision-makers with clear, relevant use cases.

Balancing thought leadership with SEO goals while keeping the content highly relevant and conversion-oriented required careful planning and execution.

04 — Solutions

1. Built conversion-focused content libraries

In close partnership with Lusha’s Growth Marketing and SEO managers, I developed strategic content libraries for each core audience—sales, marketing, and recruiting.

Each library focused on high-intent, product-led topics designed to rank well in search, educate prospects, and drive free-trial sign-ups and demo requests.

This approach allowed us to move from scattered blog posts to a scalable, conversion-optimized content engine.

2. Aligned content with customer pain points and search intent

I analyzed Lusha’s customer data, user behavior, and search trends to uncover revenue-driving topics that aligned with search intent, buying signals, and product capabilities.

This informed our content strategy across the funnel from SEO blog posts to thought leadership, ensuring every piece served a clear purpose: to attract qualified leads, request a demo, or sign up for a free trial.

3. Embedded internal expertise into content production

To accelerate production and ensure every piece reflected Lusha’s unique voice and value proposition, I conducted interviews with subject matter experts across marketing, product, SEO, and sales.

Their insights were woven into the content to add credibility, context, and product relevance—key to creating high-performing, trust-building assets that convert.

05—Select Work

1. Should Sales Reps Rebrand as Thought Leaders?

2. What Sales Leaders Get Wrong About Sales Enablement

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

4. What is Account-Based Marketing?

5. 10 Best B2B Sales Prospecting Tools