Pluralsight × DemandWorks | Case Study
Content Syndication & Account-Based Marketing

How Pluralsight Scales Global Sales Pipeline with DemandWorks ABM

Pluralsight leverages DemandWorks' eBulletins platform and first-party intent data to reach senior IT decision-makers at target accounts — generating net-new leads that accelerate pipeline globally across 12 regions and segments.

Partnership Since 2016
Regions Ranked #1 11 of 12
Audience Reach 6.2M IT Professionals
× DemandWorks Media
#1
of 20+ Vendors in 11 of 12 Regions
2×
Spend Increase QoQ (2019–2020)
6.2M
IT Professionals in eBulletins Network
2016
Partnership Start Year
#2
Enterprise Pipeline Driver Globally
Background & Challenge

Reaching Senior IT Decision  Makers at Scale

Pluralsight is an industry leading online tech skills platform specializing in web development, IT certifications, and online training. With the majority of B2B leads generated through inbound and content marketing, Pluralsight has built a wealth of educational resources — white papers, research reports, and thought leadership — targeting software development, cybersecurity, and IT operations teams at mid-market to enterprise companies.


As Pluralsight expanded into new markets, demand grew to support global sales teams. Conventional methods like paid media, PPC, and display generated top-of-funnel volume but struggled to reach the senior-management and director-level decision-makers who control budget. DemandWorks' first-party intent data and ABM targeting solved that.

DemandWorks Helped Pluralsight With
Net-New Lead Generation
Global Sales Pipeline Acceleration
Senior-Level Decision-Maker Targeting
Account-Based Marketing (ABM)

"Content Syndication is the biggest channel that we currently have and I think the reason behind that and how we've been able to scale content syndication is because of partners like DemandWorks."

Demand Generation Manager, Pluralsight
The DemandWorks Difference

Consistent Results Across Every Region

Since 2016, DemandWorks has been a key component of Pluralsight's marketing. Helping them reach decision-makers within target accounts and creating a steady stream of high-quality leads for global sales teams.

#1
Top Vendor Across Regions
Out of 20+ vendors, DemandWorks ranked #1 in 11 of the 12 regions and segments that Pluralsight targeted in 2020 — an unmatched performance record.
2×
QoQ Spend Growth
Pluralsight increased spend 2× on average with DemandWorks quarter-over-quarter from 2019 to 2020 — a direct reflection of proven, consistent ROI.
#2
Global Enterprise Pipeline Driver
DemandWorks was the second biggest driver of enterprise pipeline creation for content syndication globally — across all of Pluralsight's partner ecosystem.
APAC
Most Efficient APAC Spend
DemandWorks generated the most efficient content syndication spend-to-pipeline ratio in APAC — delivering more pipeline per dollar than any other partner in the region.
Net New
New Account Focus
DemandWorks shifted Pluralsight's focus from expanding existing accounts to net-new accounts — proven to be potentially more valuable for long-term pipeline growth.
6.2M
IT Professional Audience
DemandWorks' eBulletins platform delivers Pluralsight's content to 6.2 million IT professionals globally — from Cloud Computing to IT Security and beyond.
The Solution

ABM That Targets the Right Buyer, Not Just the Right Account

DemandWorks' account-based marketing targets individual prospects rather than generalized buyer personas — using first-party intent data gathered at the contact level to ensure they're targeting the specific buyer, at the right time, within Pluralsight's target accounts.

eBulletins — IT-Focused Newsletter Platform
DemandWorks delivers Pluralsight's content through eBulletins — a series of IT-focused newsletters reaching 6.2 million professionals globally, covering Cloud Computing, IT Security, and more. Once a user engages, they become a lead passed directly to Pluralsight's sales team.
First-Party Intent Data at Contact Level
DemandWorks' proprietary first-party intent data places Pluralsight's content directly in front of the right person, at the right organization, at the right time in the buyer's journey — not just the right company.
Shorter Sales Cycles & Clearer ROI
ABM's personalized approach delivers benefits conventional marketing can't: sales and marketing alignment, shorter cycles, fewer wasted resources, and clearer ROI — all validated by Pluralsight's QoQ spend increases.
Key Performance Highlights
#1
of 20+ Vendors in 11 of 12 Regions (2020)
2×
Average QoQ Spend Increase
#2
Enterprise Pipeline Driver Globally
APAC
Most Efficient Spend-to-Pipeline Ratio
6.2M
IT Professionals Reached
eBulletins spans 12 global regions — the perfect channel for Pluralsight's IT-centric content.

"Nobody has delivered more high-quality leads for us quarter over quarter than DemandWorks."

Demand Generation Manager, Pluralsight
Conclusion

A Steady Stream of High-Quality Leads, Quarter After Quarter

For nearly a decade, DemandWorks has been a cornerstone of Pluralsight's global demand generation engine — ranking #1 among 20+ vendors, driving enterprise pipeline across every major region, and consistently delivering the kind of results that earn continued investment quarter after quarter.

See How It Works

DemandWorks specializes in customer acquisition for the complex B2B sale — combining content syndication, account-based marketing, and programmatic display to drive measurable pipeline.

#1
of 20+ Vendors, 11 of 12 Regions
2×
QoQ Spend Growth
6.2M
IT Professionals Reached
2016
Partnership Start Year
Ready to Learn More?
See What DemandWorks Can Do
for Your Pipeline

Talk to our team about content syndication, ABM, and programmatic display programs built for the complex B2B sale.