Here’s a case study on a high-performing white paper project, created as part of a thought leadership and lead generation campaign for B2B SaaS providers UrbanThings. This was a perfect example of how a carefully constructed multi-channel approach can get those all-important results!
The brief
Researching, writing and designing a 9-page white paper, and launching a multi-channel thought leadership campaign to generate high-quality leads.
Content creation
- Writing & designing the white paper
- Surveying 150 public transport users
- Interviewing 4 industry experts
- Interpreting government statistics & UrbanThings platform data to inform narrative
Launch campaign
- Data findings released to industry press, linked to gated landing page
- Campaign graphics and gated landing page created
- Lead scoring functionality set up in CRM
- 3-stage organic social media campaign created
- Targeted PPC campaign created and optimised
Results
- Became the business’ most downloaded piece of content
- Generated 110+ high-value, quality leads
- Initiated conversations with national government bodies
- Secured coverage and backlinks in 6 industry publications
There’s plenty more where that came from… check out more of my past work or get in touch to discuss how we can make your digital marketing perform.