WHERE THEY WERE:
Shoplift is the CRO platform built for Shopify Plus brands. In 2026 the company set out to double down on its leadership position as a CRO platform and move to sales-led from self-serve, which meant generating qualified leads from mid-market brands that are sophisticated buyers who expect deep operator experience from a partner.
The plan was one omnichannel campaign per month, each aimed at a single ecommerce category, with an indepth operator playbook (lead magnet), a live event, partner co-marketing, and full outbound behind it. The marketing team was small and the channel list was full-featured: a paid media agency, a RevOps vendor, a designer, a web agency, a ramping BDR team, and 200+ agency partners. Nobody had the capacity to produce all of it every month and orchestrate the campaign.
THE MESSAGE:
CRO is a year-round program, not a seasonal project, and Shoplift is the only CRO platform built for Shopify Plus brands to run it. Said to activewear operators in April, supplements in June, and non-BFCM brands in October, each with its own playbook and partners, it became the reason a director of ecommerce shows up and stays for an hour.
THE SYSTEM:
One coordination point across every channel owner and vendor: one standup, one calendar, one board. Three components ran on top of it.
Industry-segment campaign delivery. A category campaign every month on a 7 to 9 week cycle: strategy doc, partner kickoff, 100+ test-idea playbook, landing page, seeding blogs, partner enablement kit, HubSpot sequences, live event, replay, and follow-up outbound.
Ongoing targeted content engine. One to two long-form and three to six short-form pieces a month, plus customer case studies, comparison pages, an SEO and AEO audit, and the newsletter. Playbook chapters became blogs, recordings became social cuts, case studies became outbound proof.
Multi-partner live virtual events. Each masterclass paired a tier-one agency with a tech partner, each owning a content pillar, with Shoplift's VP of Revenue as emcee. Trelliswork packaged the outline, run of show, deck, and dry run, then hosted and edited each masterclass in Riverside for audiences of 150+ registrants, cut the recording into segments linked to HubSpot for follow-up, and built the evergreen playbook page that keeps collecting leads after the event. Partners got a shared Slack channel, a schedule, and rights to the recording.
WHAT IT PRODUCED:
Six campaigns in ten months, each with a live event, a playbook, an evergreen page, and a follow-up sequence. Roughly 60% of registrants attended, and most stayed past the hour. The BFCM masterclass set a company registration record at 175+ RSVPs. Ten or more agency and tech partners co-presented and left with content and leads to work. When the engagement wound down, the playbooks and production process were handed to Shoplift to run in-house.
See the work:
