Lead Gen Strategy Through Content Creation
Skills Used
Market Research, Sales Funnel Management, and CRM Management
A/B Testing, Digital Marketing, and Lead Nurturing
Communication, Collaboration, and Campaign Management
My Role
As the Marketing Operations Manager at BubbleUp, a key objective of mine was to gather more clients to build the CRM management side of the business. To accomplish this, I spearheaded initiatives to provide valuable information and resources to our target audience, positioning BubbleUp as a knowledgeable and reliable source of information in order to build trust and credibility to potential clients.
Creating Educational Content: Central to my strategy was the creation of high-quality educational content that addressed the pain points and challenges faced by our target audience. Through comprehensive market research, I identified key topics relevant to our industry and crafted informative, engaging content to address them. This content took various forms, including whitepapers, infographics, and blog posts, all designed to cater to the different stages of the buyer's journey. By providing actionable insights and advice, I aimed to empower potential clients to make informed decisions and come away from our content with the feeling of having gained something of value.
Facilitating the Buyer's Journey: Rather than adopting a sales-centric approach, my focus was on guiding users through their buyer's journey, from awareness to consideration to decision-making. Through strategic content mapping, I ensured that the content was readily accessible at each stage. This involved providing some assets free on our website, gating additional assets, and providing others through subscriptions.
Measuring and Iterating: To gauge the effectiveness of my efforts and continuously improve the approach, I tracked KPIs such as website traffic, engagement metrics, and conversion rates. This approach allowed me to identify strengths and weaknesses, optimize the content strategy, and refine the messaging to better resonate with our target audience over time.
Initiatives
Create a mix of branded educational content to live on the site, completely free with no strings attached for viewing privileges.
This content appeared in a "Free Resources" section, clear to users that it was meant to aid them in their research efforts.
Create branded gated content meant to collect contact information for future marketing efforts.
This content appeared as a popup on the user's screen, but not until they had already advanced past the area where the free resources were available for download.
Launch an email marketing drip campaign with A/B testing in place, providing content to recipients in an educational manner in order to add value to their communications with us.
CTA: Respond to learn more
Content
Click each PDF image to open the accompanying document.
Free Resources & Gated Materials
Checklist: How to Run an Inbound Marketing Campaign
The Benefits of Using your CRM to Power your Marketing
The 30 Greatest Lead Generation Tips, Tricks, and Ideas
The Beginner's Guide to Generating Inbound Leads
Infographic
Adapting to a Digital-First World
Email Drip Campaign
Includes A/B Testing
Email Step 1
Open Rate: 100%
Click Rate: 26%
Email Step 2A
Open Rate: 82%
Click Rate: 17%
Email Step 2B
Open Rate: 93%
Click Rate: 22%
Email Step 3
Open Rate: 59%
Click Rate: 15%