Challenge
A family-owned and operated software business had appointed a sales and business development leader to lead marketing. The director had worked in the family business since college. My role was to help her align her marketing strategy to the way her customers want to buy, design campaigns that got prospects’ attention and moved them toward purchase, and lead a team.
Results
We developed a solid and exciting plan and began executing hard in Q1 2020. The plan quickly became obsolete in the Pandemic.
I helped the leader and team create content strategies that replaced the traditional in-person leads.
Our results: A 57% increase in opportunities in pipeline from 2019 to 2020, despite the loss of live events.
Strategies
Pick our spots by understanding our our customers want to buy - in this case, through an ERP partner, instead of primarily through search and ads.
Start simple and layer on complexity as we learn what works
Develop content that supports end users (influencers) and helps them influence their leadership
Coaching on the Content
I worked with the team of five to elevate our approach to earned, owned, and sponsored content placements.
We developed profiles of key buyers and decision-makers and built content plans that helped connect those people to our brand.
We built a strategic planning process for every piece of content that ensured our writer knew our business goals and how the piece fit into the buying journey.
We executed on gated content and webinars that built our audience and led to new sales opportunities.
We drastically reduced our spend on press releases and saw no decrease to overall performance.
Photo by Brittney Strange on Unsplash