The Syllabus:
SmartBug Media is a globally recognized Intelligent Inbound marketing agency that assists businesses in growing revenue through content marketing, sales enablement, web development, marketing automation and PR. The company launched a themed campaign for SMASH, a senior living annual conference, designed to engage its senior living persona in the middle of the funnel and move deals further down the pipeline.
Lesson Plan:
The campaign included a physical “recipe book” that was printed and used as a gift at SmartBug’s booth during the conference. The book was also turned into a digital version that lives on the company’s website as an interactive infographic (ungated) as a lead gen asset. The “recipes” are inbound marketing strategies divided on the attract, engage and delight stages of the inbound marketing funnel.
Report Card:
Since Smartbug’s book launch:
- 15% of new leads from the conference led to booked meetings
- Approximately 10% of deals created from the conference have the “Recipe Book” download, attributed to a middle-of-the-funnel touchpoint in the deal attribution analysis
- 23X ROI from the printed book leading to closed/won revenue
Report Card:
Since Smartbug’s book launch:
- 15% of new leads from the conference led to booked meetings
- Approximately 10% of deals created from the conference have the “Recipe Book” download, attributed to a middle-of-the-funnel touchpoint in the deal attribution analysis
- 23X ROI from the printed book leading to closed/won revenue
