One campaign idea, a useful tool at its centre, every lead in the CRM
Content made piece by piece rarely adds up. This workflow starts from one idea your buyers care about, builds a useful tool around it, points the campaign at that tool and writes every user to the CRM with what they told it.
- Kind
- Workflow
- Service
- Lead tools
- Tools
- 5 connected
- Lands in
- Your CRM
A PDF behind a form, and the downloads go to an inbox.
The problem. Content gets made a piece at a time with no thread between it. The lead magnet is a PDF nobody finishes, the form sends an email to someone, and nobody follows up on what the person was actually interested in.
The solution. We start from one problem your buyers care about and build the campaign around a useful tool, such as a calculator, a checklist or a planner. The articles, posts and ads all point to it, and the tool writes every user to the CRM with their answers, so the follow-up can speak to them.
What we used
The campaign around the tool, and the tool feeding the CRM.
- ClaudeTurns one idea into the campaign plan and first drafts, which our writers and designers finish.
- Next.jsThe tool itself: fast, on your brand, built as part of your website.
- LinkedInAds and posts in front of the people who own the problem, each pointing to the tool.
- BrevoSends the follow-up, written around each person's answers.
- CRMHolds every user with their answers, their consent and their score.
How one idea becomes a lead in the CRM
Follow one person from an ad to a sales conversation.
- 01Claude
Plan the campaign from one idea
One problem, the cost of unplanned downtime, becomes a calculator, three articles, a run of posts and the ads. Claude drafts, people finish.
Campaign - 02LinkedIn
Bring the right people in
Ads and posts reach operations managers in manufacturing, and every one points to the calculator.
SourceAudience - 03Next.js
Give them something useful
They enter their lines, hours lost and cost per hour, and see the answer straight away. The full breakdown comes by email.
AnswersTheir estimate - 04CRM
Capture with consent
They give an email for the breakdown and choose whether to hear more. The record arrives in the CRM with their answers attached.
EmailConsent - 05Brevo
Follow up on their answers
The emails speak to their number and their sector, not a general newsletter.
- Day 0Your breakdown
- Day 3Where the hours go
- Day 8How to win them back
- Day 15A 20-minute review?
- 06CRM
Tell sales who's ready
A high estimate and a return visit raise the score, and the owner is told.
ScoreNot readyStays in the follow-up
Unknown visitor
Campaign: the real cost of downtime
- Campaign
- The real cost of downtime
- Source
- LinkedIn ad
- Audience
- Operations, manufacturing
- Answers
- 4 lines, 6 hours lost a month
- Their estimate
- £180,000 a year
- tom.ellis@brightwaterpackaging.co.uk
- Consent
- Marketing emails, yes
- Score
- High
Every user of the tool in the CRM, with their answers and their consent.
Why it matters
Published research behind the workflow, not results from one project. Each figure is numbered to its source below.
6.6%
median conversion rate of a landing page, across all industries ¹
94%
of B2B buying groups rank their shortlist before they speak to a seller ²