iris.TV: Launching Thought Leadership & Content for a B2B Video AdTech Platform
As Marketing Communications Manager at iris.TV, I launched the content and thought-leadership programs for a B2B video adtech platform serving major media publishers — turning an unknown brand into a category voice and a reliable top-of-funnel source.
The Challenge
iris.TV sold into sophisticated media buyers at major publishers and broadcasters. Product-led messaging wasn't enough — the brand needed to earn its place in the category conversation. But there was no blog, no consistent content program, and LinkedIn presence was minimal.
The challenge was to shift the brand from a product-first voice to a point-of-view-first voice in a crowded, opinionated adtech landscape.
My Thinking
I identified that the audience — senior media and ad buyers — wasn't looking for more product content. They were looking for credible perspectives on where video, data, and monetization were headed. So I focused on:
Executive voice over brand voice — the CEO and product leaders as named voices
Category-shaping POVs over feature explanations
Sales-enablement assets tied directly to how deals actually closed
The Approach
A. Editorial & Content Strategy
Launched the blog and email programs from scratch, anchored on category-shaping POVs rather than product updates.
B. Thought Leadership Program
Built a repeatable cadence of executive-authored pieces, industry commentary, and research-led content.
C. LinkedIn & Demand
Turned LinkedIn into a real distribution channel for the POV content, not a corporate bulletin board.
D. Sales Enablement
Produced case studies, one-pagers, and pitch assets aligned to how the sales team actually closed deals.
The Outcome
185% growth in LinkedIn following from the thought-leadership program
35% of top-of-funnel demand attributed to the content program
18% reduction in average sales cycle from the sales-enablement assets
Established iris.TV as a category voice among senior media and ad buyers
What I’d Do Next
Build an SEO and organic-search layer on top of the thought-leadership program
Expand executive presence into podcasts and speaking
Tighten attribution from content touch → pipeline → closed revenue
Work Samples
