As a newcomer to content marketing, Hay Group (global HR services provider) engaged us to design and build a Lead Lifecycle Program, with a supporting ‘insights’ content hub – Focus. Hay Group needed to achieve several objectives including:
- Improving brand awareness with target segments
- Positioning as a leader in its field, educating target audiences on its services and capabilities
- Providing unique, personalised user experiences
- Building a predictable lead pipeline for sales pursuit
We developed a strategy for an automated, measurable lead engine based on the Marketo marketing automation platform. A content hub drives up engagement, increases lead intelligence, tracks visits and leads. The program significantly increases the readership of their thought leadership content, and adaptive tactics improve conversion rates – with above-benchmark response rates. Highly targeted re-engagement and conversion campaigns can drive up to 65% for email opens, with real-time lead scoring highlighting the ‘best bet’ leads for sales.