362 C-suite leads from one epic piece of content? It's our best case study yet
Anyone who's launched a content strategy from scratch knows how hard it is to get things going.
When you have next to no traffic, subscribers or followers, it's really hard to build momentum.
That's where Solverboard was when we started talking to them. They were a pre-launch SaaS platform who wanted to start building their audience.
Our KPI for this project was to generate just 10 leads.
We ended up generating 362 new leads over six months from one piece of content.
And when we say 'leads' we don't mean any old email addresses. We're talking 362 genuine decision-makers. Senior innovation professionals at some of the world's largest companies.
Put another way, we overshot our target by 3,520%. 🥳
We also helped our client start conversations with buyers at 37 out of the 100 companies on their target accounts list.
So yeah, we're pretty proud of this case study.
Keep reading to find out how to generate high-quality leads at scale no matter how new your business is.
And how a small number of high-quality pieces of content can deliver big results. 💪
These results are the best I’ve seen and I think it’s the best marketing investment we’ve ever made as a group.
Solverboard is an innovation management platform for enterprise organisations.
The quickest and easiest way to sum it up is...
Sales has Salesforce. Finance has Xero. Marketing has HubSpot. Innovation has Solverboard.
That’s our copy, in case you were wondering...
We began talking to them while the platform was still in development.
Our initial conversations around inbound marketing tactics quickly gave way to more important discussions:
"What results do you want from your content in the first three, six and 12 months? Where do you want to be in three years?"
Their ambitions were big.
Blue chip accounts, tens of thousands of users, peerless customer satisfaction and massive revenue growth.
It was obvious that the remit in the brief - a bit of inbound support - wasn't go to do the trick.
What separated Future Content from the other agencies was their results-first approach.
We’d got so used to agencies saying “we can do this cool thing or that cool thing”. So when Tom and Marc started drilling us on the numbers we needed to hit and making a plan around that, it was clear that we’d found a partner we could trust.
Solverboard wanted 10 new accounts on-boarded as part of their beta launch by Christmas 2019.
We started working with them at the start of October, giving us just three months to find those 10 beta users.
Organic SEO and social would take too long. Ads would be too expensive.
We decided that an inbound approach combined with targeted LinkedIn / Email outreach was the way to go. No other approach would deliver the results they wanted in the time and budget available.
Luckily, Charlie and Aaron at Solverboard already had a list of 100 dream clients for us to target. Our next step was to learn more about the people on that target accounts list.
Who were they?
What were they interested in?
How could we help them?
This gave us multiple quant and qual perspectives on their buyers.
We knew that whatever we did needed to be original and distinctive. This was Solverboard's first big content marketing campaign, so it needed to be memorable.
We were also aware that as a total newcomer in this field, Solverboard wasn't yet a 'thought leader'. So we needed to find a way of establishing some credibility.
After all, why would an experienced enterprise innovator take advice from a platform they've never heard of?
As briefs go, this was pretty tricky...
The big idea
As is often the case, the idea was staring us in the face the whole time.
It was right there in Solverboard's user-testing feedback.
It was right there in the conversations Solverboard had with customers while they were researching the product.
Enterprise innovators in different organisations were struggling with the same problems.
These problems that were already at the heart of Solverboard's product strategy. So why not put them at the heart of its content strategy?
And rather than just dish out our own advice, why not co-create the report with well-respected innovation thought leaders, at the same time as showing how the platform could help?
We called it...
Alongside the report and landing page, we produced a bunch of supporting blogs, social posts, social ads, as well as the outreach copy for the InMail and email campaign.
We'll go through the numbers in a moment.
But first, let's hand over to Charlie from Solverboard so he can share what might be our favourite testimonial of all time.
In terms of the hard measures…
- Did we hit our targets? Tick.
- Do we have a full pipeline for January? Tick.
And for the softer measures which are arguably more important to us at this early stage…
- Is everyone in the company proud of the webcopy and content you’ve created? Tick.
- Are our investors and the group we’re a part of impressed? Tick.
- Are industry specialists sharing and commenting on our content? Tick.
- And are prospects telling us how impressed they were with the report and the other content we’ve sent them? Tick.
Literally every objective that it was possible to set you was surpassed.
Yep, that feels pretty good. 🥰
As of May 2020, six months after the Innovation Blockers report was published, that one report had generated:
- 362 leads
- 37 out of 100 targets account engaged through ABM approach on the platform
- 100% increase in traffic to the site
- Session to conversion rate of 5.5%, up from 2% and above industry benchmark of 2-4%
- New contacts per month up 500% in 6 months
On that note, this feels like a good time to point out that if you're a SaaS marketer who wants to grow your leads and revenue through awesome content marketing, book a chat with Tom!
He's a great guy and we're sure he'd love to hear from you.
You can book a meeting using the module below. Or feel free to drop him a line via the website if you'd rather.
Onwards and upwards
Unsurprisingly, we're still working with Solverboard.
In fact, we recently published Innovation Blockers #2, which generated the most new leads Solverboard has ever got a single month. 🤩
“The quantitative results are good but they don’t really tell the story. It's the qualitative that’s making the difference.
When you have the Innovation Director at a FTSE 100 company on a call explaining how they can use the platform before they’ve even seen it! He’s talking about it based purely on the report and the blogs he’s read. Well, I’ve never known anything like it.
And it’s not a one off. It’s happening with Global tech firms, major-major banks… Outstanding.”
Every agency project is a collaboration and we can't claim all the glory.
Solverboard have made an exceptional product. The founders, their team and the freelancers they work with are all committed to doing awesome work.
Another interesting thing to note is how we work with Solverboard. Our contract doesn't specify number of hours or deliverables. It prioritises flexibility and creativity over control.
Solverboard trusted us to deliver the results they needed. That's the best kind of working relationship there is.
“I’m looking at this very, very healthy looking pipeline and I can attribute 80-90% of it to Future Content.
The numbers of leads would be enough but it’s just the quality and seniority of the contacts we’re bringing in. Just focusing on the numbers would not do the story justice.”
As you can probably tell, we're proud of this one.
We learned a lot while working with Solverboard and we're already applying those learnings to our other clients.
If you'd like to find out how we can do the same for you, drop us a line using the contact form below.