B2B Lead Generation for a SaaS Company in Government Digitization

Objective:

A SaaS company providing cloud-based solutions for local governments sought to generate leads among professionals working in local administration. The focus was to engage this target audience through a survey about digitization processes in city halls, with the offer of a free guide of best practices as an incentive for participation.

Strategy & Solution

Landing Page and Survey Creation:

To engage the target audience, we collaborated with a designer and developer to create a visually appealing and user-friendly landing page on WordPress. The survey aimed to assess the level of digitization in city hall processes, providing valuable insights for participants. Those who completed the survey received a comprehensive guide on best practices for improving digitization in local administration.

Campaign Promotion:

A multi-channel paid campaign strategy was launched to promote the survey and drive traffic to the landing page. This strategy included social media ads and blog posts that emphasized the importance of digitization in local government processes. The content highlighted the benefits of participating in the survey and receiving the free guide, encouraging strong engagement and participation.

Data Analysis and Key Findings:

After collecting the survey data, we analyzed the responses to uncover trends and insights about the current state of digitization in local administrations. These insights were then used to craft the guide, offering the target audience actionable solutions to improve their processes.

Press Releases and Media Outreach:

To extend the campaign’s reach, we distributed press releases announcing the survey’s launch and summarizing the key findings. The campaign garnered significant media attention, with over 25 national newspapers covering the story. Additionally, the company’s CEO was invited to participate in two TV interviews, further raising brand awareness and credibility.

Results

• Lead Generation: The campaign successfully generated over 200 qualified leads from local administrators across the EU, showcasing a strong interest in digitization solutions.

• Media Coverage: Press releases were picked up by more than 25 national newspapers, significantly increasing the company’s visibility and positioning it as a leader in the field of government digitization.

• CEO Interviews: The CEO secured two TV interviews to discuss the survey findings, reinforcing the company’s thought leadership in the digitization sector.

Conclusion

The lead generation campaign exceeded expectations, engaging local administrators and providing valuable leads for the sales team. By combining a well-crafted survey, a strategic multi-channel promotion, and effective media outreach, the campaign not only achieved its lead generation goals but also elevated the company’s brand through extensive media coverage and CEO visibility. This positioned the company as a key player in digitization solutions for local governments, ensuring future growth and market leadership.

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