Case Study - B2B Content Ecosystem Strategy
From Stalled Leads to Sales Success
Overview / Challenges
- Despite strong landing page traffic, my client’s acquisition campaigns have seen a decline in performance over time, resulting in a decrease in free trial sign-ups.
Solutions
- It ‘s a fact in 2024, BtoB leads prefer to inform themselves instead of beeing annoyed by sales teams. To cater to this shift, set a proactive content strategy to engage leads and provide them with the information they need at the right time (BEFORE they ask).
- Study client’s audience and choose the narrow niche that felt had the best potential. Drew up the ICP (Ideal Customer Profile) (link), to understand where they spend their time online, what content they consume, how they buy and what are their pains.
- Work closely with the product team and graphic designers to create 10-15 pieces of high-quality content (blog post, ebook, social posts,…), ready to be published on the channels identified as being the most relevant for the ICP.
- The aim of the campaign was to offer valuable content. No price, no sale, just a gift… in exchange for lead data.
- Drive effective SEO optimisations to improve campaign’s keyword rankings and increase the reach of our content.
- Nurture leads with a streamline process (emails series and/or Linkedin messages) to close deals.
Results
- 450 email adresses collected in 2 months
- Achieved top Google rankings for target keywords
- Increased closed sales calls by 125% on this niche
- Improved conversion rates by 15% on dedicated landing pages.
Conclusion
A content strategy is a strategic investment that it can’t have a quick return of investment. Despite this, a well-executed content strategy is a proven method for acquiring high-quality B2B customers, especially for complex products.
Thus, implementing a well-crafted content strategy early in your product’s lifecycle is crucial for long-term success.
You don't know which content to push at what stage of your customer journey?
Worse still, you have no idea of what your customer journey is 🙂 ?
Let’s start exploiting this essential growth lever. Let’s discuss it during a free introductory call, and I’ll be able to give you some actions insights to get you started.
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