The content rebuild that lifted one funnel stage 50%

In this episode of Marketers of Technology, we speak with Shoshana Browne, Director of Marketing and Strategic Operations at enSights, a B2B SaaS platform helping solar and storage asset owners manage distributed energy portfolios as revenue-generating businesses. Running enSights marketing as a team of one, Shoshana explains how the company answers the build-it-ourselves objection, rebuilt sales enablement content to move specific funnel stages, and tied content engagement directly to pipeline ahead of a Series B.Topics Discussed: Handling the build-vs-buy objection when prospects consider building on tools like Salesforce and ClaudeReframing product positioning from monitoring software to business management Regulatory and compliance data gaps that cause missed availability guarantees on energy assetsRebuilding sales enablement content to lift conversion at specific funnel stages Connecting LinkedIn engagement data to pipeline attribution through a digital agency partnership Shifting from demand generation to pipeline progression as a long sales cycle maturesLessons For B2B Tech Marketers: Handle the build-it-ourselves objection with cost structure, not defensiveness: when prospects say they will build the equivalent on Salesforce and Claude, enSights doesn't argue the initial build. The differentiator is what happens after: normalizing data across manufacturers with different interfaces, then integrating that layer into ticketing and maintenance workflows, work in-house teams underweight for years.Reposition around the business outcome, not the software category: enSights shifted from monitoring and performance software to business management, treating each energy asset as a revenue-generating business. Missing the regulatory and contract data tied to an asset can mean missing availability guarantees, a prioritization failure, not a technical one. Rebuild sales enablement content as a conversion lever: rebuilding demos and content for sales enablement improved one funnel stage by 11 points and another by 50%. A single rebuild, targeted at a known drop-off point, can outperform broader top-of-funnel spend. Expect differentiation language to get copied within months, and plan around it: after enSights rolled out new positioning, competitors used near-identical language within two months. The team keeps prospect-facing specifics under NDA while building trust through partnerships and thought leadership, since public language alone is not defensible. Attribute pipeline to content, don't just track engagement: working with agency Cleantech Growth Lab, enSights connects LinkedIn engagement into HubSpot to identify which accounts engaged before converting. Roughly 60% of SQLs and booked meetings had engaged with content beforehand, precise enough to reframe conversations with leadership. Shift from demand generation to pipeline progression once the year's bookable revenue is already in-system: with a longer sales cycle, most of what closes this year was already in pipeline by mid-year. Focus shifts to progressing existing deals through intimate formats like roundtables and webinars, worth naming for teams assuming H2 should still be led by top-of-funnel volume. // Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. www.GlobalTalent.co // Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM //