Accelerating B2B Growth Through Integrated Go-to-Market Communications

As BigCommerce expanded its B2B ecommerce offerings, the company needed to increase awareness, strengthen its position against established competitors, and build momentum around a series of strategic product launches designed to drive adoption throughout the year.

At the same time, communications needed to evolve beyond traditional awareness metrics to demonstrate measurable contribution to business outcomes, including influence on pipeline growth.

The Strategy

Rather than treating each announcement as a standalone launch, BigCommerce implemented a year-long, integrated communications strategy designed to sustain market momentum and reinforce its leadership in B2B ecommerce.

The program aligned closely with product marketing, sales, customer marketing, analyst relations, and executive leadership to connect communications efforts directly to broader go-to-market priorities.

To maximize relevance and reach, launches were anchored to timely market moments, including proprietary B2B buyer research, industry trends, partner milestones, customer success stories, analyst recognition, and major industry events.

The approach combined multiple components into a unified communications program:

Strategic messaging and narrative development
Press releases and launch communications
Executive and partner spokesperson engagement
Customer storytelling and advocacy
Media and analyst relations
Contributed thought leadership content
Cross-functional collaboration across GTM teams
Agency management and interview coordination
Executive reporting and performance measurement

Recognizing the need to better connect communications efforts to business outcomes, Dana spearheaded the development of BigCommerce’s first PR lead attribution framework. She partnered closely with internal data teams to design a Tableau-based reporting system that tracked inbound leads generated through PR initiatives as they progressed through the sales funnel. The framework both provided executive leadership with unprecedented visibility into PR’s contribution to demand generation and essentially changed how communications performance was measured within the organization.

The Results

Market Visibility & Share of Voice

48 tier-one media features
25% global B2B tier-one share of voice
30 spokesperson interviews
8 customer interviews
7 customer features
4 contributed bylines
5 new tier-one media relationships

Industry Validation & Analyst Recognition

IDC MarketScape Leader: IDC MarketScape: Worldwide B2B Digital Commerce Applications for Midmarket Growth 2023–2024
24/24 Paradigm B2B Combine medals for two consecutive years
Strengthened relationships with Gartner, Forrester, IDC, and Paradigm B2B Combine

Pipeline Impact & Measurement

Established BigCommerce’s first Tableau-based PR lead attribution framework
17 PR-generated MQLs
6 MQL-to-SQL conversions
Introduced executive visibility into PR’s contribution to pipeline growth

Business Impact

By integrating communications into the broader go-to-market strategy, BigCommerce transformed PR from a launch support function into a strategic growth driver.

The program elevated the company’s voice in the B2B ecommerce market, amplified customer and partner success stories, strengthened media and analyst relationships, and introduced new ways to measure communications effectiveness through pipeline contribution.

The result was a repeatable communications framework that aligned with the way modern B2B buyers make decisions: building awareness through earned visibility, strengthening trust through analyst and customer validation, and demonstrating impact through measurable pipeline contribution. By connecting communications activities to each stage of the buyer journey, the program showed how integrated storytelling can influence both market perception and business growth.

BigCommerce