How Pinata doubled conversions in one month with Verbatim

Challenge

Pinata needed to grow its qualified pipeline by building authority in a new market

By 2023, Pinata was already serving hundreds of thousands of devs at Web3 market leaders like OpenSea and Gala Games. But as the company expanded its reach beyond its core blockchain clients, Justin Hunter, Pinata's VP of Product, hit a roadblock: limited social proof on their site. In his words, "We needed content to build authority, but we didn't have the time or expertise for it in-house."

Specifically, Justin needed an experienced content partner with:

• Deep understanding of technical products: Pinata wanted to distill the benefits of their offering into premium content pieces that resonated with their audience.

• Quick time to value: The ideal partner would execute fast, fueling the company's momentum after its repositioning.

Soon, Justin came across Verbatim. Seeing the social proof "front and center" on the site made him realize this was exactly what he wanted to build for Pinata — and he knew Verbatim's well-oiled content machine was going to help him achieve it.

"Our site features the logos of some of the biggest players in Web3, but they don't carry the same weight with devs outside the field. We needed more robust social proof to show our new market the value of our service."

Solution

Verbatim built Pinata a robust content engine that generated leads and established credibility

Right away, Verbatim began producing engaging content to bolster the company's industry positioning. Justin says Verbatim's content assets thread the needle between technical terminology that speaks to their target market in clear, approachable language. What especially impressed him is how Verbatim:

• Conveys Pinata's impact through metrics like increased uptime and time savings – overcoming many of the core objections of their data-driven audience

• Distributes every asset across Pinata's social accounts to amplify reach and increase their customer pipeline

From case studies to LinkedIn posts, every element in Pinata's content engine serves as powerful social proof that highlights the company's value propositions and solidifies its authority in its new market.

And thanks to Verbatim's seamless communication and quick response to feedback, every content detail perfectly matches Pinata's preferences, cementing Verbatim's position as a true extension of Justin's team.

"Verbatim helped us hit the ground running when we repositioned our company. They execute our content end-to-end, from strategizing to production and distribution — and they always go the extra mile to iron out the details."

Results

Pinata converted 2x new customers by leveraging Verbatim's proven end-to-end content engine

Today, Pinata's content engine is fueled by Verbatim's expertise and efficient content creation. Justin says it feels like their marketing runs on autopilot, consistently shipping authentic social proof. The content expertly communicates the technical nuance of Pinata's product in an approachable way, which has helped to grow their customer base.

Because these content assets are evergreen, Pinata can use them throughout its growth stage to expand its market reach — and they've already helped Justin's team score some notable wins:

Now that Pinata has a core content portfolio, they’re ready to expand into more diverse content formats, such as listicles, blog posts, and educational guides on popular topics like optimizing file storage and learning new programming languages.

"Verbatim truly understands how our market thinks and speaks. We're beyond impressed by how effectively they produce premium assets that resonate with our audience."

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