How We Generated 362 Quality Leads from One Epic Piece of Content

For a brand new SaaS platform

362

C-Suite Leads

37

Target Accounts Unlocked

109%

Increase in Inbound Leads

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. I think it's the best marketing investment we've made as a group.

phil
Phil Atherton, Co-Founder, Solverboard

The client

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.

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 going to do the trick.

What separated Future Content from the other agencies was their results-first approach.

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.

charlie
Charlie Widdows, Co-Founder, Solverboard

The strategy

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 and email outreach was the way to go. No other approach would deliver the results they wanted with 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? 

We conducted our own research using tools like SEMRush and BuzzSumo and cross-referenced what we found with Solverboard's user-testing feedback.

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...

Innovation Blockers.

SB 2019 blockers report cover

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.

Literally every objective that it was possible to set you was surpassed.

We hit our targets and we have full pipeline for January. Above and beyond that, everyone in the company is proud of the webcopy and content you've made. Our investors are impressed. We've got industry specialists sharing and discussing our work. And prospects are coming to us saying how impressed they are with the report.
charlie
Charlie Widdows, Co-Founder, Solverboard

The results

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 website leads per month up 109% in 6 months

solverboard performance annotated

The number of leads would be enough but it’s the quality and seniority of the contacts we’re bringing in too.

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.”

aaron
Aaron Slater, Head of Marketing, Solverboard

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. 🤩

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.

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.

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