B2B Guide & Lead Magnet
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The Goal
As is the case with most B2B Lead Magnets, our goal with this project was to provide a valuable resource for a relevant problem. With an appealing learning outcome and packaging, we aimed to generate leads for sales to follow up with or nurture, and build authority for the Chief brand.
The Plan
As with most content assets, the plan was simple:
- Research and write a brief
- Interview the Subject Matter Expert
- Outline the content
- Draft the piece
- Edit
- Design
- Publish
We also planned to build a landing page to gate the guide and collect email addresses, as well as point a LinkedIn ad campaign to it.
The Process
I interviewed Bret, our in-house sales workflow expert (also the founder and CEO) about he applies AI to processes and apply it to a sales context. I sat down with Bret, recorded his thoughts, and from the interview transcript drafted and refined a 10-step framework for strategizing and executing AI projects.
The Results
The project was quite successful. Over __ months, the piece was downloaded __ times. In addition to running ads, I also turned it into a nurture email sequence and developed custom assets for each step of the process.
Learnings
I took 3 key learnings away from this project:
- Lead magnets are not dead. If the content is interesting and useful enough, people are still willing to trade their email address to read it.
- Packaging matters. You can write the greatest guide in the world, but if it doesn’t look nice or sell whats inside, no one is going to read it. We were fortunate to work with talented design partners on this project.
- Good content still takes time. I used Generative AI to help me with research and drafting, but producing this guide still took about a month. It probably would have taken twice as long without the efficiency gains from AI.
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