Content Creation, Content Strategy
Column Five built a webinar engine for VideoAmp, a SaaS martech / adtech platform that helps advertisers measure and optimize campaigns across TV, streaming, and digital. In three months, we took them from zero webinar infrastructure to a repeatable content marketing system that 5×’d engagement and earned full-year program approval.
VideoAmp processes millions of viewing data points to help advertisers understand campaign performance. The platform is powerful but technical, and prospects were struggling to unlock its full value. VideoAmp needed a reliable way to drive funnel activity while helping users get up to speed, but they lacked a repeatable webinar process.
Rather than jumping straight to content, we partnered with VideoAmp’s team to design the backend systems that would make execution repeatable. We created a pre-launch checklist, coordinated cross-channel promotion across email, LinkedIn, and targeted outreach, and built time zone-aware scheduling to reach priority accounts when they were most likely to engage.
After each webinar, we analyzed performance data, reviewed attendee surveys, and updated our playbook. Topics, formats, and targeting all evolved month over month. The content focused on education — building dashboards, interpreting ROI metrics — not product demos.
Engagement increase in 90 days
Click-through rate (up from 2–4%)
—Carly Stein Rubin, VP, Product Marketing at VideoAmp
This wasn’t VideoAmp’s first engagement with Column Five. We’ve partnered for over six years across brand, web, and content — including a website redesign that increased MQLs 850% in the first month. The webinar engine was the next chapter: proving that content strategy works when you build systems, not just campaigns.
Ready to build a content marketing engine for your SaaS product? Let’s talk.
Vercel
Flashfood
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