Establishing a Program that Attracted Inbound Leads

Challenge

The company relied heavily on events for its lead generation and they needed a programmatic approach to driving inbound leads.

Solution

I created an integrated marketing strategy focused on three core elements: launching a cornerstone campaign, building a third party review program, and implementing an SEO strategy. We launched a full-stack campaign around the company's inclusion in a Gartner report, integrating sales enablement and an employee-driven social push to maximize reach. In tandem, I also implemented a customer review program on G2, and served as a bridge between customer success and marketing to build trust, automate workflows, and enhance overall efficiency of getting these reviews in on a consistent basis with the goal of creating a new channel to bring in leads via G2.

Finally, I collaborated with an SEO expert to optimize existing content, taking the opportunity to consolidate competing pages, and improve keywords in critical ways to boost organic search performance and ensuring our efforts were aligned for maximum impact.

Altogether, these efforts resulted in a 3x growth in net-new leads during the first six months. To date, the SEO strategy has been one of the highest performing lead generation strategies has been directly attributed to new business.