Established B2B firm located in the Midwest was experiencing a shift. New leadership was moving into place as the second generation of owners took the reins from the founder. Core vertical expertise was seen as tired and lack luster, the desire to penetrate new strategic adjacencies was the focal point for new client acquisition.

At the time of our involvement, the agency was publishing three separate newsletter/e-mails to their core client/prospect base. They needed some assistance clarifying their outbound efforts, making connections with new brands and formalizing their growth posture.

Identifying relevant news and a more impactful/efficient outbound strategy was the key to turning the effort around. We implemented our outbound strategy which is to say, a strategic approach to leveraging their known expertise in a way that correlated with current industry conversations around leading issues and opportunities being faced by all. The tenor of the newly formed and combined outbound effort was created to generate confidence among our existing clients while attracting the interest of key prospects. This newly formed approach needed a face lift as well as a content infusion and that’s exactly what it received. We worked with the team to create a campaign calendar for the year that aligns with industry events, trade shows, and key milestones in the industry.

Not only did the audience respond with a resounding “well done” the interior agency team found a renewed swagger in their step and confidence as they lead key industry conversations to new heights. We were able to leverage our perspectives into a few speaking invitations as well.

Over the first year, 4 key meetings were set from this campaign, 2 of which converted to new business. One of the new clients is a long term on-going client now. This renewed approach has stayed the course and now includes a webinar series to augment the monthly e-blasts as well.