Case Study: MarTech → Loyalty / CRM SaaS

How one content model shaped Splio's MarTech scale-up

And stayed internationally relevant even 5+ years later

Core Launch Content | Still used 5+ years later | Part of a scale-up journey towards €30m ARR

The Backdrop

Splio was a Series-A MarTech scale-up on its journey toward €30m ARR — selling loyalty / CRM tech into ecommerce brands. The category was full of buzzwords. Everyone was yelling “omnichannel”, “1:1”, “personalisation”… but nobody was explaining what great loyalty actually meant — in plain English. I supported the Marketing Director over 12 months with content that turns loyalty from “big conceptual category” into something a retail marketer could actually understand, use, and explain internally.

Problem

We didn’t need more “content”. The space is busy and every player is pumping out blogposts and e-books.

We needed a concept.

Something people could see at a glance and think:

“Oh — THAT’S catchy!.”

And then share.

We needed a content asset that became the spine of Demand Gen — not a random PDF.

Insight

Mental models beat whitepapers.

If you give people a visual way to understand the category — they’ll stick around.
And once they understand it through you — they're more likely to choose you.

That’s when content stops being a deliverable — and becomes Demand Gen fuel.

So we created the flagship concept - “Periodic Table of Loyalty Maketing”.

Actions

  • Defined 132 industry terms for the 'Periodic Table of Loyalty' - to boost SEO and Demand Gen from every angle possible.

  • Created supporting guides about building your own Loyalty Programme in 2 weeks - specific, actionable, vertical-specific.

  • Aligned all messaging to the core narrative — so everything laddered up to strengthen the Splio brand.

Results

  • Referenced internationally 5+ years later (still in use!)

  • The model became the core launch content that anchored Demand Gen

  • Helped shape how Splio talked about loyalty during its scale towards €30m ARR

  • Got picked up as best practice by Digital Marketing educators (Ninja.it).

What I learned (and why I apply it everywhere)

Most brands put their biggest ideas into long PDFs.
But sticky ideas aren’t “documents” — they’re concepts you can see at a glance.
'The Periodic Table of Loyalty Marketing' worked because it was a familiar concept presented differently.
Concepts beat content volume — every time.

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