How we turned Harbr Data's marketing into a demand engine delivering a 3x stronger pipeline

A shift from lead generation to demand generation that united content, PR, and ABM to build pipeline and category credibility in enterprise data.

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Harbr Data is an enterprise platform for data management and monetisation, helping global organisations collaborate securely and unlock new revenue opportunities. Despite strong technology and a clear market need, Harbr's marketing was generating activity without traction. 

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The goal

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Shift Harbr from a lead-generation model to a demand-generation engine aligned with enterprise pipeline goals, while building the brand credibility and sales-marketing alignment needed to win and close complex B2B deals faster.

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The challenge

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Harbr needed to reach a technically sophisticated, risk-averse enterprise audience without a mature marketing function in place. Positioning, messaging, content, and sales alignment all needed to be built in parallel, fast, while commercial activity continued without interruption.

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Results

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3x uplift in pipeline value

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Total pipeline value tripled as targeting sharpened and messaging aligned with how enterprise data buyers actually make decisions.

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200% increase in sales-accepted leads

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More leads reached sales in a state worth pursuing, reflecting tighter alignment between marketing output and sales criteria.

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The strategy

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Ideal customer profiling and buyer research

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Built the demand engine on a foundation of genuine audience understanding:

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• Defined ideal customer profiles and buyer personas across enterprise data decision-maker levels
• Mapped how enterprise data buyers evaluate vendors, make decisions, and engage with content
• Rebuilt all messaging around business outcomes rather than platform features

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Always-on content engine

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Built a multi-channel content programme designed to generate demand continuously rather than in bursts:

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• PR placements in publications read by enterprise data buyers and influencers
• Podcasts and LinkedIn content establishing Harbr voices as trusted perspectives in the category
• Newsletter programme nurturing existing contacts and building audience over time

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Targeted ABM

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Layered account-based marketing over the content engine to accelerate specific opportunities:

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• Identified high-value target accounts and mapped stakeholders within each
• Created account-specific content and outreach to drive visibility with decision-makers
• Coordinated ABM activity with sales to ensure a consistent experience across every touchpoint

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