The global sales team for an international technology company wanted to penetrate the decision-makers and influencers for their target companies to build the long-term sales relationships that provided the company with stable growth.
We developed a thought leadership campaign that focused on elevating the profile for each member of the global sales team on LinkedIn. Each sales team member had an area of expertise that they enjoyed and felt passionate about, so we developed an editorial calendar of blog posts for each of them. Using journalistic interviewing techniques, our content creators spent about 30 minutes on the phone interviewing each of them for each blog post. Then we ghost-wrote the posts for each of them and posted them on their LinkedIn page. Each team member posted at least one original blog per month.
During the campaign, each member of the sales team expanded their LinkedIn interactions to include decision-makers and influencers at their target companies, helping to build the long-term relationships their sales cycle depended on.
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