““Brand chemistry’s expertise in content development produced an excellent product that has been well-received by the procurement community and lead to great results for us.”
Dr Stefan Gassner, Practice Lead – Procurement, Grosvenor Management Consulting
From there, prospects were guided down the buyer’s journey. Bc implemented two nurture programs and the corresponding workflows to achieve this. The streams were comprised of consideration and decision stage content and featured a self assessment tool, additional supporting blog posts and case studies. The nurture programs segmented all new and existing prospects within Grosvenor’s database so that Grosvenor could continue to be more targeted in their content marketing, using both demographic and behavioural data to push customers along the buying journey.
The final stage was to drive more leads via relevant distribution methods and to guarantee that the maximum number of relevant leads were attracted and enrolled into nurture programs.
After implementing the content strategy Grosvenor’s CPO study, saw:
- 156 downloads
- 1030 new visitors through organic reach
- 110 new contacts through form submission
- 1 x customer
So Grosvenor could continue to amplify their content efforts, Bc mentored Grosvenor’s Marketing Manager through the entire process, advising on all aspects from content structure and effective writing, to promotion and nurture workflows.