About the campaign
The topic
In this campaign, we promoted Coligo’s offer within change management– discussing how they can help companies change and streamline working methods in an efficient manner, to become a modern workplace.
Campaign content
To promote the service – we produced a digital inbound marketing campaign with two premium content assets with the objective of taking the lead from awareness stage to consideration stage in the buyer’s journey. The campaign included creation of two gated premium content assets; an E-book and a live webinar.
The E-book was about the CIO’s guide to change management, and the webinar took a deep dive into topics that had been addressed in the E-book – such as how change management can be used to get the organization to use Microsoft Teams in a more efficient way.
The campaign structure
The E-book was advertised on LinkedIn with the purpose of getting the visitor to convert on landing page with a form where they could download the E-book. When the visitor was captured as a lead in the database, they went into a nurture email flow where we shared more content of value over a period of time. The last email in the workflow included a call to action to sign up for the webinar.
With an automated nurture email flow, we were able to engage all leads and at the same time push them closer to a purchase decision.
