One ebook, 174 new contacts in a month
The challenge they faced
An operational excellence software and consulting company faced sales cycles of several months and a demo-to-sale rate of around 3%, often closing one new customer in a good month. It already had personas, workflows, a pillar page and an in-house copywriter, but not enough qualified leads coming in.
The strategy we mapped
Rather than add more channels, we built a 90-day plan around a single high-value offer, an ebook for new operational excellence leaders, and pointed every existing asset at it. Blog posts, emails to existing contacts and on-site pop-ups all fed one landing page, and we A/B tested its form to find the version that converted best.
The solutions we executed
The offer and its landing page. We designed the ebook and built its landing page, testing two contact forms against each other.
Promotion across the site and inbox. We added CTAs to new and older blog posts, set up lead flow sliders and pop-ups, and sent promotional emails plus a follow-up workflow for contacts who didn't open the first one.
Content support. We edited the client's blog content and applied SEO best practices alongside its copywriter.
What changed after the engagement.
The campaign brought in 174 new contacts in one month, beating the quarter's goal of 117 and making up 78.7% of all new contacts that quarter, at $10.34 per lead. The winning form converted at 43.55%. The following month the company signed three new customers, three times its normal rate, and new contacts grew 24% quarter over quarter.
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