Case Study SummaryOptimist worked with Plytix to develop a demand generation strategy to help educate customers on the value of Product Information Management (PIM), establish key jobs to be done, and communicate the specific benefits of Plytix’s product for scaling ecommerce and retail businesses.Engagement: ~2 years Outcome: 5x increase in monthly inbound leads Outcome: 266% increase in total website traffic Result: Content marketing and SEO became Plytix’s #1 growth channel |
Plytix is a Product Information Management (PIM) platform designed to help e-commerce and retail teams manage product data at scale. When Plytix engaged Optimist, the market was still early.
The challenge wasn’t just competing against other PIM vendors. It was competing against adjacent, better-known solutions (DAMs, spreadsheets, legacy workflows) and educating the market on why PIM mattered at all.
Problem
Plytix faced a classic demand generation problem:
- PIM was still poorly understood by much of the market
- Buyers conflated PIM with DAMs and other e-commerce tools
- Prospects didn’t recognize the problem until they were already struggling
- Scaling merchants lacked a clear mental model for when spreadsheets and basic tooling stopped working
To drive growth, Plytix needed to legitimize the category, establish urgency, and position PIM as a strategic advantage—not a “nice to have.”
Solution
We built a demand-generation content strategy focused on education, clarity, and buyer self-diagnosis.
Category & Problem Education
- Clearly differentiated PIM from DAMs and adjacent tools
- Framed PIM as infrastructure for scale—not just product data hygiene
- Positioned PIM as a competitive advantage for growing commerce teams
Journey-Based Content Strategy
- Mapped the growth paths of e-commerce brands:
- Starting with a single storefront
- Expanding into multi-channel and omnichannel retail
- Identified friction points that emerged at each stage:
- Product data inconsistency
- Channel-specific requirements
- Operational bottlenecks as catalogs grew
High-Value Demand Assets
- Created guides, eBooks, infographics, and educational resources that:
- Helped buyers recognize when they had “outgrown” basic systems
- Showed how PIM solved multi-channel complexity
- Naturally positioned Plytix as the solution to scale confidently
Rather than pushing product features, content helped buyers understand their own constraints and why PIM was the unlock.
Outcomes
- 5x increase in monthly inbound lead volume
- 266% increase in total website traffic
- Content marketing and SEO became Plytix’s number one growth channel
- Stronger inbound demand from buyers already educated on:
- The PIM category
- Their scaling challenges
- Why Plytix was the right solution
Plytix moved from explaining what they do to owning why it matters—a critical shift for winning in an emerging category.
“Optimist helped us build a predictable growth strategy and turned organic into our #1 channel for traffic and leads.”
—Morten Poulsen, CEO
