Boardspan Benchmark Campaign
Results
More than 700 downloads in the first week – Boardspan’s most successful offering
Over 400 blog views
27% increase in new LinkedIn followers
Report and nurture campaigns resulted in $120,000 worth of new pipeline and re-engaged our existing pipeline
Served as a calling card to book multiple Fortune 500 board members as webinar and dinner guests
Clickthroughs for paid advertising focused on report downloads and outpaced our previous conversion campaigns by 5x
What: Revamp of the Boardspan Benchmark Campaign
Why: Boardspan began sharing its annual benchmark report in 2022. The report was straight numbers, without much context or insight. The presentation was flat and lacked a good flow. And, it was largely unpromoted and unheralded. Boardspan sent a single marketing email to approximately 1200 cold contacts and averaged a 0.6% clickthrough rate.
The Approach: In 2023, I expanded the benchmark report into a full analysis of the results and how the numbers aligned with trends, market conditions, and the changing role of boards:
Redesigned the report to reflect our unique brand and lead the reader through concise, clearly articulated information.
Created a distribution plan to our full contact list, divided into seven targeted segments.
Promoted the report via seven customized emails, our newsletter, a month-long organic LinkedIn campaign, blog posts, paid media optimization, outreach to partners and affiliates, and a press release/media engagement.
Followed up the report with a nurture campaign featuring deep dives into the biggest challenges and areas of focus.
Launched a Boardspan Webinar Series aligned with the top takeaways from the report.