Situation
A SaaS company providing Marketing Automation software was struggling to generate qualified leads. Their content wasn’t resonating with their target audience, leading to low engagement and a lack of interest in product demos.
Task
The objective was to create an in-depth content marketing campaign using whitepapers and webinars to establish the company as an industry thought leader and drive qualified leads into the sales funnel.
Action
To achieve the goal, we implemented a multi-step strategy, here’s a detailed breakdown of the actions taken:
Audience Research and Content Mapping
We started by identifying the pain points and needs of the target audience—primarily marketing managers and executives. Based on this, we mapped out a customer journey, outlining which content would be most effective at different stages of the funnel (awareness, consideration, decision).
Content Creation
We created a data-driven whitepaper that provided in-depth insights into the latest marketing automation trends, backed by research, case studies, and actionable tips, with inputs from the internal team. The content was gated, requiring users to submit their contact information to download the whitepaper. We also developed a webinar series in coordination with the internal team, featuring industry experts discussing marketing automation strategies.
Content Promotion
To maximize reach, we promoted the whitepaper and webinars across social media channels and through industry publications. We also partnered with relevant influencers to share the content, increasing visibility among the target audience. The webinars were also promoted through email marketing, LinkedIn ads, and the company’s blog. A registration page was created to capture leads, and attendees were offered exclusive access to additional resources.
Nurture Campaign
After capturing leads through whitepapers and webinars, we set up a targeted email nurture campaign. The emails provided additional value with blog posts, case studies, and demo offers, gradually moving prospects through the funnel and encouraging them to schedule a product demo.
Results
+500
+50%
+30%
The whitepaper and webinar campaign generated over 500 qualified leads within three months, with a 35% email open rate and a 20% click-through rate on nurture emails. The company saw a 50% increase in demo requests, leading to a 30% boost in overall sales pipeline value.
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