approach

We started by working with the leadership team to better understand their audience and the specific problems facing their buyers. We also completed a competitive analysis, in order to identify key insights, opportunities and to identify buyer keyword phrases that would lead to a purchase.

Through this process, we identified content marketing opportunities by identifying problem/solution pathways that act as touch-points throughout the buyers journey that most customers take in the purchase process.

We aided in the setup of HubSpot (a leading content marketing & CRM platform) to provide key marketing metrics and track the client engagement from start to finish of the sales funnel. In addition, we made major changes incorporating a framework for Search Engine Optimization and ongoing content marketing efforts.