Content and lead programs
Something worth giving your email address for.
Most gated content is a brochure with a form in front of it. Most nurture sequences are a newsletter nobody asked for. Both usually exist because a content calendar needed filling, and both teach the reader that handing over their email address wasn’t worth it.
A lead program works when the asset is genuinely useful to someone who isn’t ready to buy, and when what happens after the download has been designed rather than left to whatever the platform does by default.
Webinars are underrated for professional services in particular. They let a buyer sit and assess whether they like you, for an hour, before they have to speak to anybody.
Scope
What this usually involves
This suits businesses with something worth teaching, and a sale long enough that people need to hear from you more than once before they’re ready to talk.
- Webinar programs end to end, from the topic through to the follow-up
- Gated assets and buyer’s guides
- Mid and bottom-funnel content mapped to buying stages
- Nurture sequences
- Sales enablement material
- Content audits and funnel leakage reviews
Proof
Sydney Financial Advisory and IBM Envizi
Created resources to help a financial advisory client earn more high-net-worth retirement clients. In-house at IBM, on Envizi, a content audit, funnel leakage mapping and persona-informed content like buyers guides, thought leadership content and demo videos.