OVHcloud, whose marketing had become too focused on short-term capture, brought in Junto to build a global demand generation framework.
To structure its efforts within a complex matrix organization, OVHcloud co-built a complete strategic playbook with Junto, bringing together more than 20 actionable recommendations. This foundation aligned the Paid, SEO, Content, CRM, and Sales teams around clear personas, a defined ICP model, and audience segmentation by maturity. The result: a shift toward an educational, sustainable approach, coordinated at an international scale.
+20
strategic recommendations formalized
5
customer maturity levels modeled
1
global demand generation framework aligned
OVHcloud, a leading European cloud provider, turned to Junto to structure a more effective demand generation strategy, centered on market education and marketing/sales alignment. The goal was to move beyond a purely transactional logic and create a more sustainable, better-segmented, higher-performing engagement dynamic.
Clarifying targets & aligning teams
To lay the foundations for effective demand generation, OVHcloud benefited from precise segmentation of its ICPs by maturity level. A clear model was co-built with local and global teams, streamlining activation and aligning content, channels, and timing.
Structuration stratégique de la Demand Generation à l’échelle globale
B2B – SaaS – Demand Generation
The Junto team supported OVHcloud, working hand in hand with its teams to help durably structure its demand generation strategy
Co-building a complete strategic framework
Junto supported OVHcloud in creating a structuring foundation for its demand generation, building a clear framework based on customer maturity levels and well-defined ICPs. This foundation harmonized the work of the Paid, SEO, Content, CRM, and Data teams.
Cross-functional alignment of international teams
Faced with a complex matrix organization, we set up a cross-functional structure (Global Campaign Team) to streamline exchanges between local and global teams while keeping campaigns consistent.
Creating operational playbooks for each channel
Each team (SEO, Paid, CRM, etc.) received a personalized playbook with concrete recommendations, giving them fast execution autonomy while guaranteeing strategic alignment.
Shifting from a transactional logic to an educational strategy
Junto guided OVHcloud through a paradigm shift: moving from an approach centered on direct capture to a demand creation strategy — more educational, more relationship-driven, and centered on the real needs of the target personas.
Reaching their goals
The successful partnership between OVHcloud and Junto unified the Demand Generation strategy and delivered lasting gains in marketing campaign effectiveness
Working with Junto, OVHcloud was able to structure a coherent demand generation strategy at a global scale. By aligning the Paid, SEO, CRM, Content, and Product teams around clearly defined personas and maturity levels, OVHcloud strengthened the effectiveness of its marketing efforts.
Progressively activating the playbook's recommendations improved coordination between local and global teams, sharpened the use of both organic and paid channels, and distributed high-value content more strategically.
Campaign structuring
A unified framework created to guide all marketing efforts through a clear cross-team activation calendar
Better segmentation
Precise definition of ICPs and maturity levels, enabling far more personalized messages and content
Ramping up organic channels
Reduced dependence on gated formats through open educational formats and high-value events
Stronger cross-team alignment
A Global Campaign Team set up to streamline coordination between Product, Marketing, Sales, and Data teams
Raphaël Le Corre, CEO of Junto, supported OVHcloud in structuring a more sustainable, more effective demand generation strategy. In response to an overly product-centric approach, he co-built a playbook aligning content, channels, and personas around a clear framework.
His support improved coordination between global and local efforts while strengthening the marketing teams' operational autonomy.
Want to structure a higher-performing demand generation strategy?
Want to better align your teams and increase your marketing impact? With Junto, transform your approach by structuring your campaigns around clear personas, content tailored to maturity levels, and consistent activation across all your channels. Together, let's build a robust, sustainable program, just like OVHcloud.