Turning Industry Data into Pipeline – The 2025 Social Media Benchmarks Report Campiagn
One-Line Summary
Led strategy, content, and campaign execution for a major B2B SaaS company’s 2025 Benchmarks Report, generating 1,930 responses, 208 MQLs, and $29K in pipeline through strategic segmentation, retargeting, and sales alignment.
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Context
In early 2025, a major B2B SaaS company launched its flagship 2025 Social Media Benchmarks Report, a major gated asset designed to strengthen thought leadership, generate marketing-qualified leads (MQLs), and drive real pipeline creation.
This wasn’t a quick-turn asset — it was the result of weeks of internal data analysis, strategic planning, content development, and cross-functional execution. The goal: make the report a cornerstone of Emplifi’s demand generation efforts for Q1 and beyond.
My Role
I led the end-to-end go-to-market strategy for the campaign, contributing to every phase of development and execution, including:
- Research & Outline Development: I worked with the Data team to determine the hypotheses we wanted to test, then created the structural outline and insight framework for the report based on the company’s proprietary platform data from 20,000+ brand social profiles.
- Content Creation: I wrote the full 26-page report, aligning trends and takeaways with the key challenges faced by social media marketing leaders in B2C enterprise organizations.
- Design Coordination: I partnered with our Design team to translate data and narrative into a visual format that felt both credible and compelling.
- Nurture Architecture: I partnered with the Campaigns team to architect a multi-stage email nurture strategy, starting with segmented messaging for prospects vs. clients and progressing through mid-funnel retargeting and down-funnel product CTAs.
- Prospects who downloaded the report received follow-up content focused on benchmark performance gaps and the strategic value of social listening, social care, and unified analytics — all areas where the company excels.
- Those who engaged with that content were further retargeted with product-oriented assets and direct nudges to book a demo or speak with an expert.
- Promotion & Amplification: I created supporting blog content, developed email copy, collaborated on paid and organic social snippets, and ensured assets were repurposed across multiple formats to extend the campaign shelf life.
- Sales Alignment: I worked with the sales enablement team to establish clear MQL → SAL handoff triggers and get frontline reps bought into the messaging and campaign goals.
Results
In just 60 days, the campaign delivered:
- 🧲 1,930 total responses across all channels
- 📈 208 MQLs generated — an ~11% conversion rate
- 🤝 122 Sales Accepted Leads (SALs) — a 59% acceptance rate, well above benchmark
- 💰 $29,268 in qualified pipeline
- 🔁 2 new sales opportunities early in the nurture sequence
And this was achieved with minimal paid media, relying instead on smart targeting, strong content positioning, and a high-impact nurture strategy.
Key Takeaway
Strategic content marketing isn’t just about creating a big asset – it’s about connecting the dots between content, promotion, and conversion. By owning the full go-to-market strategy and nurturing path for this campaign, I helped turn a single content investment into a repeatable pipeline engine.
Want to get a taste of what we can do for your brand? Let’s get you a quick 5-minute content audit to give you some actionable steps to get going.