How FacilityGrid turned content into a core pipeline channel with Content RevOps
Industry
Facilities Management
Sales Motion
B2B, Multi-stakeholder
Buyers
Operators, Decision-makers
Sales Cycle
Long, Consultative
Core Constraint
High CAC, Outbound-heavy
Executive Summary
FacilityGrid sells into a complex, relationship-driven market with long sales cycles and a highly specific ICP. Historically, growth relied on outbound calling, email, LinkedIn ads, and founder-led relationships — effective, but expensive and difficult to scale predictably.
We implemented a full Content RevOps system centred around a flagship Resource Hub and tightly integrated with sales and CRM operations. Today, content is one of FacilityGrid's primary growth levers, accounting for approximately one-third of total pipeline and generating a steady flow of high-quality inbound leads.
Niche market, high-touch sales, rising costs
FacilityGrid's buyers
- • Have very specific pain points
- • Rely heavily on peer insight and industry trust
- • Take time to evaluate solutions
What wasn't working
- • Cost per lead was rising
- • Lead quality was inconsistent
- • Pipeline growth depended heavily on manual effort
The team wanted a more sustainable, scalable way to support pipeline —
without abandoning sales-led growth.
Resource Hub as the content product
We built a Resource Hub as FacilityGrid's main content product, supported by a complete Content RevOps system.
Content as a core pipeline channel
~33%
Of Total Pipeline
Content now accounts for approximately one-third of total pipeline
12–15
MQLs Per Day
The Resource Hub generates consistent daily lead flow
Lower
Cost Per Lead
Significantly lower than outbound and paid social
Additional outcomes
Lead quality is materially higher, with better sales acceptance
Content supports SDRs and sales teams across multiple deal stages
Predictable, compounding content engine operating alongside sales
Not in competition with sales — complementing it
This wasn't about producing more content.
It worked because:
Built from real insight
Content was built from real sales and customer insight
ICPs as contributors
ICPs were brought into the content, increasing trust
Intentional distribution
Distribution was intentional, not generic
Shared signals
Sales and marketing operated from shared signals
Content as infrastructure
Content was treated as infrastructure, not output
Ready to turn content into pipeline?
See how Content RevOps can work for your business. Book a strategy call.
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