Situation
The firm wanted to be seen as the authority on a fast-moving topic in its sector, and its existing content repeated what everyone else was saying.
The question
What could the firm know that nobody else did, and how could that become a story the market would want to read?
What LeadStrategus did
- Designed a survey and an executive interview programme.
- Ran the analysis and found the findings that contradicted common assumptions.
- Storyboarded the report and the content that would carry it.
Evidence and deliverables
- Survey design and fieldwork
- Interview programme and analysis
- Storyboard and final market-facing report
Outcome
The report was cited in 12 trade publications and generated 60 qualified enquiries in its first three months.
What changed in the GTM motion
The firm went into sales conversations with evidence the buyer had not seen, rather than claims the buyer had heard before.