Case Study: Intercom deploys 13x faster after moving its marketing site to Contentful
Key results
The challenge
Intercom's marketing site ran on a custom-built CMS that only engineers could update, creating bottlenecks that limited marketing agility. Pushing a page live took about two weeks from design sign-off, and deployments took 20 to 30 minutes.
The solution
Intercom adopted Contentful as a headless CMS paired with a modular component library built on Next.js. This let non-technical marketers manage and build content independently while engineers retained flexibility over the underlying components.
“It all helps us iterate faster, do faster launches, support components more quickly. It's pretty seamless, so that's great.”
LOLauren OttingerProduct Manager, Intercom
The results, in context
Intercom reported 13x faster deployments and 5x faster time to market after moving to Contentful. Deployment time fell from 20-30 minutes to about 90 seconds, and the average page build dropped from roughly two weeks to about two days.