t-three wanted to strengthen their sales pipeline by targeting specific client profiles across carefully identified markets. Previous strategies that focused on pushing their products had enjoyed limited success, so they briefed us to create a more innovative and engaging approach.
Although t-three had a rich amount of insight, they were failing to leverage it in a way that interested their audience. We designed and delivered a content strategy that added real value and differentiated t-three from its competitors.
BUILDING A COMMUNITY.
Key to the campaign’s success was creating an online community where personas could discover a wide range of resources and relevant content. Informative blogs, videos and the Little Book series of eGuides were all housed in a core hub for t-three’s audience to consume at their leisure.
FOCUS ON WHAT MATTERS
By researching precise persona pains, analysing the latest market trends, and co-authoring content with big-name brands, we were able to produce content that truly resonated with their audience. A clear narrative, and a differentiated look and feel, running through the Little Book series ensured the content really stood out in a competitive marketplace.
The campaign generated a huge level of engagement. New leads started coming in almost immediately, with two new clients onboarded in the first quarter alone. Within the first nine months almost £1 million had been achieved in contracted revenue. Out of almost 2,000 new contacts, nearly 1,000 converted to MQLs.
In new business in nine months
New contacts added
“We wanted a long-term relationship with an organisation, this wasn’t just a flash-in-the-pan for us. And with Tomorrow People we’ve definitely found that.”