Case Study: HiP Outbound Lead Generation Connects Influence & Co. To A New Audience

"HiP has helped our team at Influence & Co. bridge the gap between the long-form marketing content we’re producing and a new audience. The HiP team has helped us better leverage our content and attract more attention from our target audience. HiP is an essential part of our marketing strategy and is a pleasure to work with.” –Taylor Bell, Creative Director, Influence & Co.

TESTIMONIAL

Influence & Co. is a content marketing agency that specializes in thought leadership and executive branding content creation and distribution. While creating and publishing high-quality content is at the heart of what Influence & Co. does, delivering this content to new and different target audiences was a struggle for its marketing team. Using a customized outbound lead generation campaign, HiP generated new, qualified leads for Influence & Co. to continue nurturing through its marketing funnel. During its most recent outbound campaign, Influence & Co. reported that HiP delivered the most qualified leads of any lead source.

SUMMARYInfluence & Co. is a content marketing agency specializing in knowledge extraction and content creation that fuel companies’ executive branding and content marketing efforts to achieve their business objectives. Influence & Co. helps its clients transform expertise into influence by blending strategy with storytelling and using relationships with editors at more than 1,000 reputable niche and mainstream online publications to distribute high-quality content to targeted audiences.

Using a unique Q&A format to extract clients’ industry insights and custom proprietary software to collaboratively manage and create content projects, Influence & Co. creates guest-contributed, internal, and executive branding content that positions company leaders as the industry experts they are.

CLIENT BACKGROUND

Case Study: HiP Outbound Lead Generation Connects Influence & Co. To A New Audience

While Influence & Co.’s marketing team excelled at creating and distributing effective and engaging content to its current readers, clients, partners, and leads, the team had trouble breaking into new audiences that could help it diversify content, increase demand generation, and improve lead quality.

Through email newsletters, drip campaigns, an active blog, gated content, and guest-contributed articles by company leadership, Influence & Co. had seen success in generating and nurturing website visitors through its funnel, but without an extensive contact database and a dedicated outbound strategy team, Influence & Co. struggled to deliver the right content at the right time to a new audience outside of its current network.

CHALLENGE

Based on Influence & Co.’s objectives, HiP recommended a classic outbound lead generation campaign. HiP worked with Influence & Co. to set meaningful parameters for its target contacts, and upon receiving Influence & Co.’s campaign asset, HiP set to work.

HiP created a derived content package, consisting of an email, a landing page, and a thank-you page and distributed this content to Influence & Co.’s target audience over the course of four optimally scheduled broadcasts.

Following each broadcast, contacts who engaged with Influence & Co.’s content were passed on to HiP’s call verification (CV) team to be validated. The CV team uses a brief phone call to confirm information including the phone number, company name, and job title for each lead. Finally, validated leads were passed on to Influence & Co. in regularly scheduled batch deliveries up to the previously agreed-upon lead allocation.

SOLUTION

Case Study: HiP Outbound Lead Generation Connects Influence & Co. To A New Audience

Distributing valuable marketing assets to a different yet targeted audience has allowed Influence & Co. to introduce high-quality, authentic content to a new audience, achieve internal lead generation goals, enter leads into a strategic email drip campaign, and nurture qualified leads down its inbound marketing funnel.

Influence & Co.’s marketing team reported that compared to other lead sources during the same month, the most recent campaign by HiP delivered the second highest total number of leads and the highest percentage of qualified leads. In fact, 32 percent of qualified leads Influence & Co. generated during that month resulted from HiP’s outbound lead generation campaign.

RESULTS

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