Using compelling content to generate leads
When 2020 thwarted planned physical events for video software provider, Milestone Systems, it was quick to adapt its marketing strategy. Milestone planned a series of targeted webinars for its end user audience, and wanted to support it with intelligent, useful content. The aim was to use content to generate leads for the webinars, and produce high quality content that could be used before, during and after the webinar events.
Henley Group’s content team produced two consecutive content-led campaigns that were designed firstly to generate leads, but to work hard as a robust piece of marketing and sales collateral in the weeks and months post-webinar. Our technical journalists worked closely with Milestone to produce high quality whitepapers, hosted by media partners and including gated pages for lead generation. We amplified the whitepaper content through LinkedIn articles, social media and public relations.
The campaign generated new quality leads for Milestone, and provided the sales and marketing team with a rich library of versatile content to be used against activity throughout the year. It has subsequently proved so successful that the French, Italian and Spanish Milestone operations have adopted the content for use in local campaigns.