Driving pipeline growth with Lead Generation
Performance Marketing
OVERVIEW
Greenwood Plants sell plants to landscaping businesses, typically for use within commercial and homebuilding industries. They found they had a steady revenue stream from existing clients they had developed lasting relationships over the years but hadn’t yet explored in full the power of inbound marketing and acquiring new leads in order to ramp up their sales. This was becoming more necessary during 2020 where the effects of a worldwide pandemic was at its greatest.
At the time Greenwood Plants hadn’t needed to explore thought-leadership and content marketing but with the recent growth in marketing expertise due to the partnership with White Square Studio, Greenwood were able to not only explore and define the key buyer personas and the challenges they each have – but to map this insight with action such as blogs and lead-generation guides.
DELIVERABLES
Stakeholders engagement
Research
Copywriting
Design
Landing Page and Form Generation
Email automation workflow
As partners we worked with the key stakeholders and thought-leaders within Greenwood Plants to establish the correct information and in depth knowledge that would be the heart of the lead-generation campaign. With our understanding of the buyer personas set, it was now time to gather all the information into one place, ready to finesse into a more easily digestible and referenceable downloadable document.
For this particular campaign, the lead-generation (often referred to as a lead-gate or a lead magnet!) was aimed at busy Contracts Managers, Quantity Surveyors and Estimators who are responsible for selecting and obtaining quotations for a number of different plants for their projects. Even the most experienced, skilled and capable landscaping professional can find selecting the right plants for each project a challenge – especially when the demands of the environment can pose some challenges (and opportunities).
With this in mind we created the Greenwood Plant’s Guide to Difficult Soil Types. This document offers a comprehensive referenceable guide to selecting the best plants based on the soil types landscapers have to work with. This guide not only offers an opportunity to brush up on knowledge (a form of CPD) but also to consider alternatives – offering them an edge against competitors who may choose to work with common plant varieties time after time.
SUMMARY
We utilised HubSpot – a marketing automation and power-house CRM system for this campaign. Using the tool we were able to easily set up a data capture form, landing page and workflow for new and existing users to receive emails upon completion and download of the guide. By using HubSpot we were able to ensure that all leads generated went to a CRM system poised and ready to nurture and engage.
Greenwood Plant’s lead-generation guide on difficult soil types has been well received by both Greenwood Plants and their clients – offering true value to the industry whilst supporting the growth of the sales funnel for the business.