Content RevOps

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