1. Case Study
QEDOD: Leaders in Corporate
Wellbeing
Content Strategy and Lead
Nurturing Campaign
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2. The Client
Personal Resilience are leaders in workplace transformation and wellbeing.
They frequently work with global names, making marked improvements to
productivity via their resilience programmes.
Their methods and training are cutting edge; indeed, members of their team
are currently working with leading neuroscientists at New York University in
addition to Professors at Reading University and the Chartered Management
Institute to further the field and study of resilience.
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3. The Brief
Fresh Source Digital was chosen as the digital agency
partner for Personal Resilience to help them generate
online leads for their resilience training services.
As thought leaders in this field, the client also wanted to
extend their speaking engagements which have proved a
successful way of demonstrating their expertise to
potential clients.
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4. What We Did
Persona Research
Our team began by researching their target market, coming up with three
target personas and their associated day-to-day role frustrations and
challenges.
To create these personas, we conducted telephone interviews with some of
their existing clients to understand the issues that led to them looking for
our client’s services and plotted out their buying journey. This helped us
understand what content we could produce to influence the prospect at
each stage of that journey.
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5. What We Did
Distribution Plan
We then conducted digital channel research to help us understand
what channels the target audience used at each stage of the
buying journey.
We then planned out a distribution strategy based around SEO,
LinkedIn Sponsored Updates and organic social media to promote
targeted content to this audience.
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6. What We Did
Content Plan
Next, we created a content plan based around eGuides, blog posts and webinars aligned to
the stages of the buying journey and created a marketing automation strategy to push
people along this journey.
Custom landing pages were created to boost conversion rates and we harnessed an email
database to promote initial content and webinars to an engaged audience.
Marketing Qualified Leads were then collected through gated content and handed to sales,
who then followed up with engaged leads.
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7. The Results
In a 12 week period, we achieved the following results:
120 Marketing Qualified Leads Generated
51 Sales Qualified Leads Generated
By including video content such as webinars in this campaign, we were able to generate a
high level of engagement between the prospect and our client, enabling them to show their
expertise and the business benefits of their services.
This took them from casual interest to serious sales lead and gave our client’s sales team a
pool of educated, engaged and enthusiastic prospects to close into clients.
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8. The Verdict
“Fresh Source Digital have delivered us a significant number
of qualified leads in a short space of time. They have also
re-purposed content that was previously doing very little on
our website into useful content that is contributing to our
lead generation program. We are hugely impressed with
their service and will continue using them in the future”
Russell Thackeray
Director, QED
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