The Edge Growth Project was initiated to define a strategy for end 2016 into 2017 with the sole purpose of lead generation. All of Edge Growth’s assets and content was looked at with lead generation in mind.
As the company operates in a niche market with unique offerings and lead generation is solely B2B, this means a naturally smaller market and more complex lead generation strategies needed to be put in place. A full brand research encompasses the following: social media platform audit, full content audit on both below and above the line content, digital audit, qualitative research, persona development and strategy development.
The brand audit assisted Edge Growth in identifying the channels and content that resonates best with personas, as well as whether there were pieces missing in terms of a current strategic direction and to help develop a strategy with set goals and KPIs in mind.