From disconnected tactics to a
demand engine that doubled demos.

dotCMS had been in market for 20 years. Marketing was an afterthought. When a new marketing leader came in, the team was running isolated campaigns with no real strategy — in a space where differentiation is everything.

64%

increase in high-intent demo requests

6 months

64%

increase in high-intent demo requests

6 months

the problem

Twenty years in market. No real growth engine.

BEFORE

dotCMS is a leading hybrid CMS — teams use it to manage content across websites, apps, and beyond. But for most of the company's history, marketing was not a core focus. Campaigns ran in isolation. There was no cohesive strategy, no consistent message, and no way to know which efforts were actually driving revenue.

When a new marketing leader stepped in, the scale of the gap became clear. "We were engaging in random acts of growth marketing," the team said. "We needed a partner with the expertise to help us start fresh."

the work

Building the foundation
for repeatable demand.

dotCMS is a leading hybrid CMS — teams use it to manage content across websites, apps, and beyond. But for most of the company's history, marketing was not a core focus. Campaigns ran in isolation. There was no cohesive strategy, no consistent message, and no way to know which efforts were actually driving revenue.

When a new marketing leader stepped in, the scale of the gap became clear. "We were engaging in random acts of growth marketing," the team said. "We needed a partner with the expertise to help us start fresh."

64%

increase in high-intent demo requests

6 months

64%

increase in high-intent demo requests

6 months

The results were immediate and measurable. Inbound demo requests doubled. More importantly, the quality went up. "These leads were highly qualified and fit our ICP," the team said. One sales engineer who had been with dotCMS for nearly two decades put it plainly: "I've never seen such high-quality leads come through our inbound channel."

This wasn't just about lead gen. It was about building a repeatable, scalable growth demand generation engine — one the team could defend internally and build on over time.

”

Picking the right partner was really important to our early success. Refine Labs was progressive in nature — questioning what was in place in most organizations and driving the transformation required for growth.

Allison Munro · CMO

Vena

Ready to build a growth engine you can stand behind?

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From disconnected tactics to ademand engine that doubled demos.

Twenty years in market. No real growth engine.

Building the foundationfor repeatable demand.

Building the foundationfor repeatable demand.

Ready to build a growth engine you can stand behind?

From disconnected tactics to a
demand engine that doubled demos.

Building the foundation
for repeatable demand.

Building the foundation
for repeatable demand.