From zero to 41 content-sourced leads a month

The challenge

A Pune HR software company had a blog that got traffic and never produced a lead. The posts answered general HR questions, which is how the visitors came in, and also who they were: students, job seekers and HR executives after a quick template. The HR heads and finance teams who sign off on software were rarely among them.

Nothing on the posts took a reader further. There was no mention of the product, no demo link and no form. A visitor who did arrive with a buying problem had to find the pricing page on their own.

The approach

Webzenia started from the questions buyers ask when they are close to choosing: moving attendance and leave off spreadsheets, getting PF and ESI right in payroll, how two HR tools compare. The team wrote 24 pieces against that list over 4 months. Each one answered the question properly, then showed with screenshots how the product handled it.

Four of the most useful subjects became longer guides, downloadable in exchange for a work email. Every download went into HubSpot tagged with the guide that brought it in, so the sales team knew what a lead was trying to solve before the first call.

The founders carried the content on LinkedIn. Each piece was cut into posts they published under their own names, pointing back to the guide it came from.

The results

Content went from zero leads to 41 a month. The same blog that only brought traffic now feeds the sales pipeline every week.

The four guides were downloaded 1,200 times in 4 months. Each download is a named contact in HubSpot with a known problem attached.

8.4% of content leads became marketing-qualified. The company can now judge each new piece by the pipeline it produces instead of its pageviews.

The stack behind it

• HuHubSpotCRM
• LiLinkedInSocial
• GAGA4Analytics