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Scaling Organic Growth & Inbound Lead Gen

How A Leading B2B Research Advisory Firm Increased Organic Traffic by 230% & Lead Gen by 120% YoY

Overview:

An innovation and research consulting firm needed to establish itself as a thought leader while scaling inbound lead generation. The challenge was building a sustainable organic growth strategy that delivered high-intent leads.

Lead Generation YoY Graphics | Growth9

JOB SUMMERY

Industry:

Research Advisory & Management Consulting

Company Size:

Mid-Market (300+ employees)

Solution Areas:

Content Marketing, Lifecycle Marketing, SEO, Demand Gen

Challenges:

  • Establishing A Content Strategy – Needed two type of content engine to drive inbound leads – one for top of the funnel awareness, and a subject matter experts (SME) driven content engine for mid and bottom funnel and cementing the organisation as the thought leader.
  • Negligible Traffic from SEO and Social – The organisation was generating most of the traffic from branded search terms, and through direct traffic from their outbound campaigns. They had no blog setup and were receiving negligible traffic from non-branded search terms from organic channels and almost no traffic from social media and other channels. They required an optimized SEO driven content strategy to increase their share of voice in search engines, get organic traffic, and inbound leads.
  • No Inbound Leads – Needed better content, distribution, and lead generation processes to attract and convert inbound leads.

Solution:

  • Content Engine Development: Built a high-impact SEO content strategy, increasing traffic from 300 → 11K users/month.
  • SEO Growth: Focused on long-form, research-driven content and backlink acquisition to boost search rankings, dominate search share, and establish thought leadership of the brand.
  • Inbound Lead Gen: Improved lead capture mechanisms and aligned content with sales enablement.
  • Content Distribution Engine: Built processes to distribute existing and new content via various channels to increase content discovery and consumption.
  • Lifecycle Marketing: The organisation was selling to large enterprises with a long sales cycle (12-18 months). Continuously segmented the inbounds and ran long drips sequences and newsletter campaigns to push leads down the funnel.

Impact:

☞ 230% YoY increase in organic traffic, creating a sustainable growth engine, and dominating search market share for thought leadership and branding.

☞ 120% YoY increase in inbound leads, improving sales pipeline quality.

☞ Establishing the thought leadership via earned media mentions, strategic backlinking, and online events , driving higher conversion rates.

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