Content marketing campaign drives niche leads for global information services client
"T&G can create great content to support the sales process or to drive a lead on its own."
Marketing Manager, SAI Global
One of the first projects for Anita Margetts, Marketing Manager at SAI Global, was to capitalize on the leverage changes in EU legislation, MDR2020, in May 2020, to drive sales its standards products to the global Medical Devices industry. There was a need to develop highly current and specialised content that would prepare the audience for a game-changing raft of legislative changes. The campaign was to target new business in the existing markets of USA, UK, Germany and Ireland. T&G needed to discover what kind of content would resonate and drive a nurture stream from initial conversation through to lead.
T&G interviewed subject matter experts to get insights into the right messaging for the Medical Devices (MedDev) space. These insights then formed the basis of the brief for the campaign and for the creative and digital collaborators T&G were to engage. A specialist writer was sourced from the MedDev industry who was qualified to provide thought-leading content as a whitepaper, a series of eDMs, and by hosting a webinar.
Deadlines were tight. Everyone had to move fast. Really fast.
T&G has put together both a campaign and a process for SAI Global’s Content Marketing that delivered tangible results. “We’re getting responses from content which we haven’t really had before,” was our client’s response. The campaign has “positioned us as an advisor to the MedDev market. It has given us confidence that as marketers we now know how to deliver. And we know we have an agency to work with to achieve this.”