Building an insights platform for B2B brand marketing leaders

Frontify makes brand-management software, and the category talks like it: feature lists, comparison pages, webinar funnels. But beyond features and SEO, what really sets these companies apart is whether they can inspire marketers enough to become customers.

Frontify needed to own the conversation about where branding is going, not just compete on where the software market already was.

We built Frontify Futures: a standalone insights platform with real editorial and creative direction. We commissioned CMOs, founders, trend analysts and sector experts to write practical pieces on the future of brand building.

Every piece was produced for their three audiences that matter: prospective customers, B2B marketers, and the language models that summarise the category when a buyer asks.

Within the first year, Frontify's share of voice in its category doubled. Social following doubled with it. Now, when buyers ask AI assistants about brand management, Frontify appears 3.6 times more often than before the platform launched. That is a distribution channel most of the category hasn't noticed exists yet.