Building a content-driven demand generation platform
60%Of our total addressable market engaged
5K+visitors every month to the blog
HelloSign wanted to establish a leading voice in the document workflow space, reach key audiences, drive engagement, and boost sales, but it had limited content and internal resources to make it happen.
By holding in-depth strategy sessions with HelloSign, we distilled HelloSign’s audience to a series of personas—HR teams, Sales teams, SMBs leaders, and API decision-makers.
From there, the question became how to reach them. The answer: quarterly content packages choc-full of strategic and tactical advice about how each persona can thrive in their discipline. At the heart of each campaign was a deep-dive gated eGuide to capture leads and a cascade of spin-off collateral that feed multiple stages of the marketing funnel and drive to the guides.
In all, the project spanned consultancy, audience research, copywriting, influencer engagement and interviews, and design. As the year went on, our flexible approach to content creation meant we could pivot what we created dependent on parallel HelloSign campaigns and company objectives.
Through collaborative research and consultancy, HelloSign created core messaging that’s the foundation of its content to date.
In 12 months, HelloSign was stocked with a packed library of strategic, engagement-centred content for its target audiences, including:
14 landing pages
58 nurture emails (13 nurture campaigns)
40 supporting blogs — TOF, MOFU, BOFU
One webinar talk track + slide design
A 1000+ participant Small Business research report
4 mini-research reports on target sectors