With These Tools, Storyblok Builds a Successful SaaS Business

1. International Communication
2. We drink our own champagne
3. Diverse Team Organization
4. New Social Media Channels in Planning
5. These tools are used by Storyblok

The new trend among content management systems is Headless CMS. What sounds like the title of a horror movie, is the successful product of the Austrian software company Storyblok. With Headless CMS, you can publish your content not only on a website, but also simultaneously in an app and e-commerce solution. Meanwhile, companies in over 130 countries use Storyblok, including Happy Socks, Adidas, and Oatly. Thomas Peham, VP of Marketing, shows us which tools Storyblok uses to organize itself internationally.

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In 2017, developers Dominik Angerer and Alexander Feiglstorfer founded Storyblok with the aim of building the world's first Headless CMS that works for both developers and business users. Traditionally, the front and back ends of a content management system are connected and users can only reuse content with difficulty. In contrast, Storyblok relies on a headless architecture that gives developers the flexibility to build fast and reliable digital platforms.

This approach seems convincing: currently, the tool is used by 54,000 developers and marketers in over 86,000 projects worldwide. About 55 employees continuously work remotely to further establish Storyblok in the headless CMS sector. In early 2021, Mubadala Capital invested a total of 8.5 million euros in the Linz company. Tier Mobility and Cazoo are already part of its portfolio. With the money, Storyblok is currently working on further developing its product and expanding its international team. The company does not have a fixed headquarters, making flexible organization with tools even more important. Reason enough to take a closer look at these in the Tech Stack.

International Communication

The most important communication tool for Storyblok is Slack: “As a 100% remote team, we work distributed around the world – from Europe, through the USA, to Latin America,” says Thomas Peham. “Slack is our primary and international communication channel.” The tool helps establish an asynchronous communication culture. For cross-departmental exchange, the Storyblok team uses the Slack Donut Coffee Chat Bot. “This way, colleagues can also get to know each other, who have no or only very few interfaces in everyday work,” adds Thomas Peham. However, it’s not without emails, because Peham is convinced: “Personal emails are the nicest, aren't they?” Therefore, there is no way around the Gmail inbox for Storyblok. “For our newsletter and other email campaigns, we use Mailchimp.

Everything in the CRM revolves around the tool Salesforce CRM. “We have a former employee on the team, so we can get the most out of Salesforce – we are very satisfied with that,” says Thomas Peham. The cloud-based CRM platform allows for managing leads, sorting support queries, or maintaining customer lists. At the same time, all departments work on a common platform.

We drink our own champagne

As a SaaS company, Storyblok has grown through inbound marketing. The international company receives several thousand product registrations and demo inquiries via its own website every month. No wonder then that Storyblok also uses its own tool and learns the most from it, as Thomas Peham confirms: “The website performance, the underlying technology, and the CMS with which we manage all content is also crucial for our business success.” Just like for other marketers, Storyblok allows the company to quickly and easily design and implement online campaigns. In addition to the website, Storyblok also uses its tool for its own blog, where the marketing team regularly writes content on current content trends, marketing strategies, and the topic of digital experiences. For tracking its own website, Storyblok uses Google Analytics. “In addition, we use Segment, so that we can control different event trackings from our website,” says Thomas Peham.

Storyblok invests the newly received capital further in the expansion of its own platform. These include, according to Peham, a new user-friendly design system for technology and service partners, the launch of a partner program, geo-location filtering, and Graph-QL support.

Diverse Team Organization

For the graphical development of their tools, the Storyblok graphic team uses Sketch. "For feedback loops we also use Abstract", says Thomas Peham. “The tool gives us a flexible workflow, so that our graphic designers can work together on current projects.”

Cooperation and organization are also given top priority in the product and development team. These two teams use the tool Jira, which is also specialized in the field of software development. “The other departments like to work with the boards of Notion, which are very practical for project and team management,” explains Thomas Peham.

New Social Media Channels in Planning

One of the new tools in Storyblok's tech stack is the social media publishing tool NapoleonCat. According to the VP of Marketing, this is mainly used for the most important channels Twitter and Linkedin: “The great advantage is that we can manage all channels from one place, which saves a lot of time in social media organization.” In the future, more channels are to follow in Storyblok's communication. “We are currently building our Facebook and Instagram account,” Thomas Peham tells us.

These tools are used by Storyblok

Here is a list of the most important tools used by Storyblok:

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