Content for Thought Leadership
This case is not about an article, or a single landing page. Neither it is about set actions one takes to reach a certain quantifiable goal, like a number of content pieces per month.
Rather it showcases how a niche SaaS product can establish itself as a leader in a completely new market, setting the standard for others to follow.
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And it all starts with content
Case profile:
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​Different concept known to market
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Low awareness & brand recognition
Revenue Grid has been a name that only a few recognized.
The rebranding that happened in April 2020 came partly as a solution to that problem of low awareness, but also as an evolution of the niche product into something more.
Something more was a new concept of Guided Selling that has been applied for e-commerce solutions, but in no way connected to B2B sellers. Early in 2020, Revenue Grid's product took e-commerce principles of Guided Selling and applied them to B2B sales.
The problem? No one knew they did it, and for the world to listen they needed to establish themselves as an expert and a thought leader in the area.
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And that's how we start the story.
Challenges
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A weak brand
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Undeveloped concept
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Confused TA
The task seemed unsurmountable.
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Given the low visibility of the company, the lack of VC support, and general high competition in the salestech arena, it was certainly a challenge.
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The concept itself was not well developed or defined by anyone in the world, and just Gartner, Forrester, and some other top research agencies were starting to look into AI-enabled assistance for sales teams.
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The audience was confused in the many terms that floated in the sales world, from sales enablement to sales engagement and beyond. It was hard to understand what was going on without getting completely confused.
Solutions
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Defining the concept
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Testing the messaging
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High volume of quality content
The first order of thing for content department was to develop the concept fully, to give it the shape and the matter that we wanted. For that I dived into the research paper that we available, listened to customer interviews with the Product Team, analyzed what the market had to offer already and came up with several descriptions, wordings, and problem statements for Guided Selling.
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The next step was to test. We have created a myriad of ads, banners, landing pages, etc to test the concepts I drafted and see which ones would get the best reaction.
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As soon as we have finalized the concept, the product descriptions, the feature set, and most importantly what problems in what exact words we address, we started the content production.
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Thanks to brilliant work of Revenue Grid's Director of Communications and hard work of the writers team we were able to produce, promote, and distribute a lot of high-quality of content. We went quite wide in range as well, working on webinars, podcasts, guest posts, and opinion pieces with major resources and publications.
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Thanks to cooperated work, we were able to become a name associated with Guided Selling and recognized in the sales community.
Team
Julia Nimchynska | Director of Communications
Rebekah Carter | Content Writer
Grace Sweeney | Content Writer
Robert Thompson | Content Writer
Viktoria Golovtseva | Content Writer
Iurii Osadchuk | Content Writer
Anna Valiukh | UX/UI Designer
Yara Nyvmerzhytska | SEO Specialist
Vlad Derevyaga | Web Developer
See it online
Results
Establishing a brand as a thought leader is an on-going task.
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In 8 months when this case was written there were the following KPIs of the results so far:
SERP position -> from 82nd to 3rd
Google Search clicks --> x6
Branded traffic --> x10
Organic traffic --> x4
LinkedIn mentions --> x6
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The biggest proof that we were on the right track was the fact that our competitors started to pick up the wording and terminology that we have introduced and used it in their own webcopy, pitches, and messaging.
