Huntswood gets a content and lead gen overhaul

Hunstwood provides strategic support and advice to organisations across a range of regulated industries, specialising in complaints and customer service support.

Challenge

Their new business pipeline relies on engaging a diverse mix of decision makers across sectors like financial services, utilities and pharmaceuticals, at various stages of a complex sales journey.

So when they asked Speed’s business and corporate team to help them improve efficiency and effectiveness of their lead generation and nurture operation, we immediately embedded one of our lead gen specialists to audit their lead nurture process from top to bottom. 


Approach

We identified several improvement areas, both for Huntswoods’s content marketing and business development teams.

This informed our own content specialists, who devised a multi-channel strategy to address several key objectives with a mixture of short and longform editorial, advertorial and ads, delivered online, in trade and national press, and through LinkedIn.

Focused on carefully selected monthly themes and activated through targeted PR, the short form content and ads would boost awareness of the brand as a regulatory specialist and support consideration of Huntswood as a strategic partner, while insight-driven practical thought leadership downloads would drive a steady stream of genuine marketing qualified leads (MQLs).

Results

The improvements in lead processing and content targeting suggested by our embedded specialist drastically improved the conversion from MQLs to Sales Qualified Leads (SQLs).

PR activity, incorporating forward feature placement, newsjacking and news-reactive expert analysis, generated a 95% increase in brand coverage across relevant trade titles, while targeting specific personas with insightful thought leadership content via media, email and social delivered a 290% increase in MQLs.


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Huntswood gets a content and lead gen overhaul

Huntswood's new business pipeline relies on engaging a diverse mix of B2B decision makers across various industries. This is what happened when they asked Speed to help them supercharge their content and lead gen strategy.

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