How Strategy, Alignment, and Insight Reignited Lead Generation
When this mid-sized B2B tech firm reached out, they were stuck in a content rut. Despite publishing regularly, their efforts weren’t delivering.
The Challenge
They were experiencing common—but critical—symptoms of a broken content engine:
- ❌ Blog posts with little to no traffic or engagement
- ❌ Social media activity with minimal visibility or shares
- ❌ A sales team disengaged from marketing, labeling content as “fluffy”
After a quick audit, the root causes became clear:
- No defined content strategy
- No alignment between marketing and sales
- No meaningful data on audience needs or content performance
They were creating content—but without direction, purpose, or impact.
The Solution
I stepped in to reset the approach and implement a strategy-driven, results-focused content program. Here’s what we did:
1. Audience & Market Research
We conducted interviews, competitor analysis, and reviewed existing CRM and web data to identify what their target buyers cared about—and how they consumed information.
2. Strategic Content Plan
We developed a focused, documented content strategy aligned to business objectives, the sales funnel, and core customer pain points.
3. Analytics & Performance Tracking
I introduced content-specific KPIs tied to real outcomes—engagement quality, inbound leads, and conversions—allowing for continuous optimization.
4. Sales Enablement & Internal Amplification
We rolled out training and support to help internal subject matter experts and sales reps share content more effectively, especially on LinkedIn.
The Impact
With strategy and structure in place, results followed quickly:
- ✅ 70% increase in engagement across blog and social
- ✅ 3× more inbound leads generated from content
- ✅ Stronger alignment between marketing and sales, with regular collaboration
The Takeaway
This wasn’t about publishing more—it was about publishing smarter. For B2B and professional services firms, content must do more than fill a calendar. It should:
- Educate the buyer
- Build trust over time
- Support business development
- Deliver measurable results
If your content isn’t achieving that, it’s time for a strategic reset.
My Role
I help B2B and professional services firms move from scattered activity to content that actually drives business—through strategy, audience insight, sales alignment, and performance tracking.