Establishing WP Engine as a Trusted Authority on the Future of the Web
WP Engine wanted to strengthen its position as the definitive authority on the future of the web. The company needed a strategic way to reignite the brand, shift brand perception, differentiate itself in the competitive landscape, and showcase insights that only WP Engine could provide.
The Strategy
To reach developers, marketers, and agencies, Dana helped establish a new research-driven brand authority program built around proprietary platform data, industry intelligence, and emerging digital trends. She worked directly with internal data analysts to pull data identify trends, and build narratives while working with content and design to build a living data trend report.
Launched in the second half of 2025, the initiative is an ongoing research program incorporating integrated marketing campaigns for each data report. The program created a repeatable framework for transforming unique first-party data and market insights into original research, executive thought leadership, media narratives, and demand-generation opportunities that could be leveraged across the business.
The inaugural Website Traffic Trends Report analyzed proprietary WP Engine platform data alongside broader web performance, security, and infrastructure insights from Google CrUX insights and Cloudflare Bot Management, to uncover how digital experiences are evolving globally. Furthermore the program expanded with a second research report AI Agency Trends, specifically examining how AI is changing web design and development and how digital agencies are adapting their practices to build for both humans and machines.
To maximize impact, each report was supported through an integrated communications strategy that included:
- Original research and data storytelling
- Executive and subject matter expert thought leadership
- Media relations and industry outreach
- Content marketing and digital assets
- Organic social amplification and employee advocacy
- Email marketing and audience engagement
- Paid media promotion
- Event webinars and the company’s DE{CODE} virtual conference
Results At-A-Glance
- 140M+ Media Impressions
- 48 Media Placements
- 100% Share of Voice & Message Pull-Through (during launch periods)
- 5,100+ Website Sessions
- 205+ Report Downloads and Form Submissions
- 70+ Leads Generated
- Up to 8.7% Conversion Rates (exceeded 1-3% benchmark)
The program has established a scalable cadence of industry research with a goal to release new reports twice annually. The third data report is currently in development for release in the second half of 2026.
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