How We Got 3,500 Views And 150 MQL Leads
With The Help of Talks

Goal

We offer complex services for a narrow software niche. Only a few google “marketing for software.”

Therefore, the sales cycle is usually very long; we often sign contracts with companies that had first heard about us a couple of years ago. But we are not in a hurry.

That’s why we had two main goals:

1) Get quality relevant traffic from the target audience — CEOs, co-founders, CMOs, heads of Sales and Marketing.

We have a clear way to measure whether the goal has actually been achieved (more on that below).

2) Get MQL leads. This refers to those who leave an email and with whom it will be possible to communicate in the future.

It is hard to imagine that anyone would immediately rush to order our services based on reading a talk article, although we unexpectedly received several SQL leads.

Quality traffic

Solution

We decided to create and publish a series of talks with people who are well versed in software marketing and sales and are ready to share their knowledge and insights.

The Outcome

1. 3,500+ views of our talks

The most important point here isn’t the number of views, but who is doing the viewing and what the results are:

A significant proportion of visitors are senior management, which constitutes an expensive and high-quality audience.
All visitors got on our remarketing lists.
We have received more than 150 MQL leads.
Of all the visitors who initially switched to talk, 100 looked through our case studies and 200 looked through our services.

2. A significant proportion of visitors are senior management

There is a good way to see the quality of traffic: you can set remarketing tags on LinkedIn, and after a while, look at the demographics in your dashboard.

Let’s take one of the talks (others have similar data). Here are the job titles of our readers:

As you can see, more than a quarter are company executives; other job titles are also relevant.

Positions (Job Seniority) are also good:

3. More than 150 MQL leads

In each talk, part of the information was hidden to casual browsers, available only to subscribers. As a result, we received:

Thanks to the web version of Outlook, we could get a link to LinkedIn profiles of our leads knowing their emails. As a result, we could see the company positions of readers:

Get 1,000+ visitors from the US/EU regions and 30+ MQL leads.
Pay for performance. Learn more.

Process

This is how we organized the process of creating and promoting the talk.

1. Looking for a great interviewee

The interviewee should be familiar with the topic. Our topic is software marketing, so we are looking for a marketer. Specifically, the Head of Marketing or the Head of Sales. If the company is small, then both the company Director and the Founder are suitable—those people who are engaged in marketing, manage the budget, plan strategy.
The interviewee must be a famous person; in our case, in the technology industry. We need the “wow” factor. Either the person or the company brand should be popular.
The interviewee should be an interesting person. It’s important to find someone who can share some insights, real data.

2. Scheduling a talk

Our goal is to do everything quickly. We try to publish a talk within a week or two, including an actual talk with a person and publishing the article on the website.

3. Getting ready for a talk

We look at what happened to the company the person works in over the past few years, what investments it received, what clients it worked with, whether it was mentioned in the news.
We also look for information about the interviewee, including in his or her LinkedIn and Facebook accounts.
We analyze the company’s website: how it looks, how it evolves, how the product or service is presented. All of this helps us come up with relevant questions during a talk.

4. Having a talk

The most convenient tools for organizing a talk for us are Skype or Zoom. Be sure to record the conversation both via the computer and via some external device (we use a cell phone).

5. Transforming the sound file into text

6. Editing

If you transform the sound into text and immediately publish it without editing, the reader will be disappointed. Even a lively conversation will read awkwardly if it isn’t edited properly.

The published article usually includes 50-60% of the original word-for-word conversation.

It is important to consider a focus: What is the main topic of the conversation? Based on this topic, we then come up with a catchy title.

7. Fact checking

We send the text to the interviewee to make sure that all the facts are correct.

8. Publication

In this new article, we add links to our other posts, to encourage the visitor to spend as much time as possible on our site.

This creates cross-promotion. Cross-promotion refers to articles that promote each other. For example, users go to one article, the flagship, and the other articles mentioned in it receive additional views.

9. Promotion

We use various channels to promote the article: We post it in relevant Facebook groups. We distribute content through related Skype and Telegram channels, including our Telegram channel @KraftblickClub.
We also use paid media—Google Ads, Facebook, LinkedIn.
For most of our posts, we create an individual remarketing campaign and show our new article to website visitors.
For each article, we create a remarketing audience to collect our own pool of visitors.

How We Got 3,500 Views And 150 MQL Leads With The Help of Talks