Converting Knowledge into Leads: Professional Services Thought Leadership Campaigns

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Content marketing costs 62 percent less than outbound marketing and generates three times as many leads, according to Demand Metric. That makes it perfect for organizations looking to attract and nurture leads and customers.

For professional services firms looking to demonstrate their expertise, content marketing can be the fuel for an effective thought leadership campaign. Below is an example scenario of how such a campaign might look.

As a longtime industry leader, Chapman Wright Accounting Services wanted to showcase their experience and industry knowledge. Using the ClickDimensions campaign automation builder, the Chapman Wright marketing team created a thought leadership nurture campaign aimed at clients and prospects with an interest in tax law.

The team also created a marketing list of leads and clients interested in tax law. They then started the campaign automation with an email that includes one of their latest tax law blog posts. Using Email Interaction triggers, Chapman Wright sends participants in the campaign automation other content based on how they engage with the emails they receive. All the emails within the campaign automation are made with the easy-to-use ClickDimensions drag and drop email editor.

Using ClickDimensions, the Chapman Wright team was able to create the landing pages and forms needed for their thought leadership campaign – no coding required!

As a companion to the white paper they make available for download in this campaign, Chapman Wright conducts a tax law webinar. With event connectors to WebEx and GoToWebinar, as well as Eventbrite and Cvent for in-person events, ClickDimensions allows the firm to bring event, registration and attendee information automatically into Microsoft Dynamics CRM for greater insight into who registers for and attends their webinar.

Following the webinar, Chapman Wright wanted to gauge the attendees’ opinions on the event, so they used ClickDimensions to easily create and send a survey. When a respondent completes the survey, all their responses are linked to their CRM record.

In addition to campaign automation, email marketing, forms, landing pages, event management and surveys, ClickDimensions gives you a variety of tools that can be used in thought leadership campaigns or any other marketing efforts including SMS messaging, subscription management, lead scoring and web tracking.

Happy Marketing!

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