Awards
Content Marketing Institute Awards '22 Finalist – Best Marketing Automation in Content Marketing
Digital Media Awards '21 Finalist – Best Strategy
Services provided
SiteSeeer™ audit, Competitor analysis, Strategy, Content operations, Content managed service
The challenge
Position Vizor by Regnology as an industry leader, create efficiencies between sales and marketing to uplift lead generation and provide a framework for new content.
What we did
256 developed a robust content strategy to increase and nurture sales leads. A comprehensive discovery phase, including extensive gathering and validation of behavioural and persona information, shaped the strategy.
Using the results of our proprietary content discovery tool, SiteSeeer™ - which features mapping and gap analysis, multi-region keyword research, competitor and tone of voice analysis - we devised an insights-driven content strategy to drive growth.
256 developed the content architecture for the new-look website, writing and optimising content to attract visitors. A consistent publishing schedule and rolling calendar ensure effortless publication of customer-first content that meets persona pain points and interests. A full omnichannel framework supports each piece of content from ideation to amplification.
Vizor By Regnology was also searching for greater synergy between sales and marketing. We achieved this through integrating the CRM platform, Zoho and HubSpot to give the sales team real-time visibility on prospect activity. We worked to update their lead scoring process and attribution models to qualify contacts based on various data points, delivering the content most relevant to them at the right time.
How it looks
Within the first month of the website launch, we achieved all our goals. And we maintained the trend over the following months. We have also seen that prospects are moving faster through the pipeline as we are generating quality contacts that are genuinely interested in buying.
Veronika Slogar
Marketing Manager
