Building a Lead-Gen Engine
A large professional services firm sought to transform a multi-year survey initiative – which had historically been used to grow brand awareness – into a lead-generation engine.
Challenge
Through the reimagined initiative, they sought to demonstrably drive revenue, with securing media coverage as a secondary goal.
Solution
We worked with our client to reconsider every step of the survey initiative, from initial ideation through to media outreach and performance measurement. We used audience research to calibrate our deliverables – not just substance, but also form, delivery method, and more – and refactored our project management strategy for a speedier and more efficient workflow.
This redesigned initiative integrated content, digital, and media to extend our reach across distribution channels.
Tactics included:
- Development of six reports segmented by industry and one overarching report spanning all survey respondents.
- Gated landing pages teasing the key survey findings of each report.
- Extensive media outreach, including exclusive coverage in The Wall Street Journal.
- Ongoing social media posts for all corporate channels, as well as social shares for employee advocacy.
- LinkedIn Lead Gen Ads and programmatic display ads targeted by industry sector.
- Website pop-ups to cross-promote the survey on other relevant pages.
- Full-funnel content strategies to engage audiences at every stage of the buyer’s journey.
- Automated email nurtures to warm up leads post-download.
- Sales enablement guides to support the business development team.
Impact
As a direct result of this lead-generation initiative, our client built a $3 million pipeline and secured $2 million in revenue. They saw 58 percent increases in both new names and form fills.
While media was not the primary objective, we nonetheless secured 59 unique media placements, including 25 feature articles on the survey. Top-tier placements included The New York Times, The Wall Street Journal, Forbes, and Bloomberg Law, among others.