800 downloads turned into 12 contracts

What was not working

The company published a research report, collected a large number of downloads and then did nothing with them. Sales considered the list cold, and the report was treated as a marketing expense.

What we did

1. 01Gated the report behind a short form and tagged each download with company size and role.
2. 02Built a follow up sequence tied to the chapter the reader opened, not to the day they downloaded.
3. 03Handed over only the accounts that matched the sales profile, with the context attached.
4. 04Reported downloads, qualified leads and contracts in one table, so the report could be judged by revenue.

Published with written permission from the client, who asked not to be named. That is why the business is described by industry and location rather than by its name, and why every number here carries the system it came from.