Challenge
As a fast-growing Microsoft-certified partner (MCP), the customer wanted to switch from an outbound heavy strategy to an inbound approach.
Three key challenges it faced were content creation, overcoming the limitations of outbound marketing, and improving its online visibility.
The firm’s founding director reached out to kickstart an inbound marketing program to overcome the demand generation challenges.
Content and Lead Generation
All practice leads were tired of the old yet prevalent methods of lead generation and business growth. Although the business stakeholders knew the need to modernize their marketing strategy, setting one up required them to work with an external partner for content creation and digital marketing.
Overcoming Outbound Limitations
The founding partners built the firm on entrepreneurial resourcefulness. However, they mainly relied on non-scalable, outbound strategies, particularly LinkedIn networking, to reach new buyers. As a result, the company needed to adopt a more scalable and modern approach to attract new customers.
Establishing Online Visibility
The firm had a good lineup of reputable clients and an expert bench of qualified technical resources in BI, integration, and DevOps. However, it needed an uplift in its visibility. It was challenging to position the practice areas, so the company focused on one or two areas to implement the new inbound strategy.
Solution
The firm signed a 6-month contract to revitalize its digital presence and enhance its positioning in niche market segments (IoT, cloud integration, and modern workplace).
Strategic Content Calendar
Nopea’s founding partner, Sharjeel, helped the firm develop a monthly content calendar that reflected the firm’s buyer personas, practice areas, and buyer’s journey. The content calendar helped to ensure a consistent stream of high-quality and shareable content assets across various digital platforms—the approach aimed at capturing the audience’s attention and fostering engagement.
Inbound marketing & lead generation setup
We helped establish a trackable system for inbound marketing and lead generation. This system included tracking codes, SEO optimization, setting up lead capture forms, and integrating the website, social media pages, and landing pages with Google Analytics and HubSpot. Using new social media posts, blog posts, and email campaigns helped attract and engage the target audience in a personalized and meaningful way.
eBooks & Whitepapers
Recognizing the importance of establishing online visibility, the firm invested in creating informative and educational eBooks and whitepapers. The collateral was mapped according to the buying stages of prospective customers. The content assets helped the firm establish relevance and visibility in select market segments (IoT and BI).
Results
100+ marketing qualified leads in six months
The strategic overhaul resulted in 500 leads (of which 100 were sales-qualified) within six months. It marked a substantial increase in the quantity and quality of leads.
100+ CRM conversations initiated
The adoption of the new Inbound approach initiated more than 100 conversations within the CRM. Since the firm had more content resources (both internally produced and curated from third-party publishers), it could engage warm leads. New sales conversations were more relevant, reflecting the success of the refined lead generation strategy.
15+ landing pages
We produced fresh content, transformed it into offers (on landing pages), and made it accessible behind lead capture forms. We increased website traffic by combining blog posts, long-form content, and landing pages. Significant increase in visits was observed for more than 15 landing pages, which indicated an improvement in online visibility and user engagement.