Building an Enterprise Demand Engine from the Ground Up
The Challenge
Descript had built impressive momentum in the B2C market, but had never launched a dedicated enterprise marketing motion. There was no existing demand engine, limited awareness among B2B video and marketing teams, and no historical benchmarks to guide performance. The mandate was ambitious: establish Descript as the go-to AI-powered video platform for enterprise organizations and generate meaningful pipeline impact quickly. We weren’t optimizing a program. We were building one from scratch.
The Approach
We designed and launched a full-funnel enterprise marketing program built to drive both awareness and high-intent demand. We developed net-new long-form content and supporting assets tailored specifically to enterprise use cases, repositioning Descript beyond individual creators and into scalable team workflows.
We activated coordinated paid campaigns across LinkedIn, Google Search, and YouTube, balancing thought leadership with direct demo capture. Search strategy intentionally targeted both branded and non-branded keywords to build awareness while capturing active demand. A layered retargeting approach, including competitor website visitor targeting, accelerated movement from engagement to opportunity. From day one, programs were optimized against MQL and opportunity creation to ensure performance translated into measurable revenue impact.
The Results
Within the first quarter of launching enterprise campaigns, Descript generated:
$280K
in closed won pipeline
4,402
total leads
2.3M
Impressions