Content RevOps

BACKGROUND

I am the Co-Founder & COO of CFO Alliance

CFO Alliance is a professional community for mid-market finance leaders. We are a national organisation covering 30+ major markets and have over 9 thousand members. Our primary business is from partnerships with companies like NetSuite Oracle, Bill.com and others. We also have a membership portal with basic and premium tiers of membership.  

OPPORTUNITY / CHALLENGE

• Grow top of funnel awareness
• Grow our membership base
• Grow event attendance
• Build AI-powered internal processes and workflows
• Systematise and integrate our data into a usable way in HubSpot

SOLUTION

Online Search

• Pricing fit our budget
• Good value for cost
• Company values aligned

2-5 Employees

We initially contracted Content RevOps to run our outreach via HubSpot to prospective members and net new prospects. 

This included creating email journeys for various stages of awareness - from the least aware, through the event-invite ready to the membership-ready. 

They also helped us clean up our database, deduplicate it and assign proper attribution for everyone. They connected our membership platform with our HubSpot in a 2-way API integration and used the new data to expand the email journeys and campaigns. 

On the content side they help run our content marketing across our original data reports, our webinars, PR features in reputable publications, founder visibility on LinkedIn and branded social media. 

They built a resource hub for us where we host all of our podcasts, reports and other content that is now being cited by AI and drives traffic to our main site and events. 

On an ongoing basis, they manage our data infrastructure and content marketing. This includes enrichment, sales signals tracking, sending our operating partners targeted lists of highly engaged prospects or those with sales signals to call each week, invite and call lists for each event that drive significant conversions to our in-person events. On the content side - a weekly content calendar and reports. 

RESULTS & FEEDBACK

On the membership growth side: 

• Active paying members went from 176 to 317, up 80%.
• Membership cash collected went from $123,050 to $240,900, up 96%.
• The annualised run rate went from $139,500 to $251,300.
• The annual renewal rate was 84%: 118 of the 140 members who were due renewed.
• Annual Basic members went from 105 to 202 and annual Premium from 34 to 67.
  
  Events: 
•  Events Attendances went from 2,250 to 3,168, up 41%, across 115 events (93 the year before).
• Average attendance per event rose 14% to 24.2, and unique attendees rose 29%.
  
  Partner revenue:
• Partners Closed partner deal value of $259,087 across 14 deals. Three sponsorship deals worth $61,500 were also closed won influenced by Content RevOps' work across content and revops. 

Their project management is amazing. They delivered some really big infrastructure projects with perfect timing - like the integration between our different platforms and the creation of the content hub. They are always on time with their weekly work too - like the calendar and the reports. They respond within 24 hours and usually within the next 1-2 hours if its during their working time over in Europe. I've had instances where I send a request at 10 or 11 pm their time and get it delivered right away despite it being so late for them. We've never really had any delays on any of the projects/day-to-day asks and assignments. 

Virtual Meeting

How they combine such varied capabilities into essentially one unified system. They are experts at CRM management, build internal apps and automations, create AI-powered workflows. At the same time, they are amazing at content - they capture our voice very well and maximise the potential of every piece of content we develop and have them distribute. Whether its used in membership growth or event growth - they really have a way of turning content in a revenue channel for us. But of course, a lot of it comes from the data work and automations they do too. They are a true revenue and operations partner - not just a content or CRM agency. 

Not that I can think of 

BACKGROUND

Please describe your company and position.

I am the Marketing Manager of VertexED LTD

Describe what your company does in a single sentence.

We are a sales enablement platform for EdTech and MedTech companies. The platform combines sales signals, enrichment and personalisation capabilities, giving GTM teams a better and more efficient way to conduct prospecting and outreach. 

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Content RevOps to accomplish?

• Create a full content marketing strategy around the core ICP
• Automate the content creation process from original data and stories provided by the team
• Create a powerful distribution system spanning personal LinkedIn, social media, an owned resource hub and direct outreach
• Wire up content with sales signals and enrichment workflows to create opportunities for the sales team
• Improve content conversion by streamlining the content experience
• Build a long-term nurture program to keep engagement high over longer sales cycles
• Stand up a thought leadership and webinar program for the team

SOLUTION

How did you find Content RevOps?

Referral

Why did you select Content RevOps over others?

• Good value for cost
• Industry expertise

How many teammates from Content RevOps were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

They created a content marketing program for our sales and marketing team. The program included a resource hub, a webinar series, different reports and ebooks (which our sales team also used in outreach), as well as automations. The way the structured the program - we had quarterly themes and dedicated "flagship assets" every quarter. Then these assets were seeded via the hub, webinars, outreach + supporting assets on socials, email and blog. 

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Marketing-Influenced Revenue

Traffic from SEO and AI Search

Number of MQLs/month
Revenue influenced by marketing 
Revenue generated by marketing 
CAC and CPL reduction 

Describe their project management. Did they deliver items on time? How did they respond to your needs?

We had monthly data and planning calls with the marketing, sales and Content RevOps teams. During these calls we reviewed the performance of the past month, provided feedback and commentary. We also used this time to source and brainstorm ideas for content for the month ahead - guided by Content RevOps and their research. After that we communicated almost daily via Slack. They were also fast to respond, would get on calls with us at any time and did their best to help with any request - including more technical HubSpot stuff that our team was struggling with and that were not part of the scope per se. 

What was your primary form of communication with Content RevOps?

Virtual Meeting

What did you find most impressive or unique about this company?

How they combine AI, automation and content marketing to deliver results FAST. We were told we need to wait 6=12 months for results but their approach was different. They took the content to the people who needed to see it to turn into conversations for our sales team and they used engagement with content as a sales signal, which they packaged with external data to deliver really strong, high-q leads. That and their advanced attribution and reporting - being able to see exactly which pieces of content originated a conversation. 

Are there any areas for improvement or something Content RevOps could have done differently?

None