The Problem
Structured.Agency approached me at a critical moment: their marketing engine was essentially starting over. Their sales pipeline was dependent on influencers who were starting to move away from the company. Key challenges included:
No content strategy: No blogs, white papers, or thought leadership assets existed to attract and educate their target audience.
Ineffective newsletters: Existing campaigns were misaligned with audience interests, resulting in poor conversion.
No outbound prospecting: Cold outreach efforts were nonexistent, leaving a gap in the sales funnel.
Limited lead acquisition: Reliance on influencers produced only 12 leads per month, far below potential.
- Limited sales pipeline: The company didn’t build a sales lifecycle strategy, leading to a lag in results.
The company needed a cohesive, scalable strategy that would align content, thought leadership, and sales efforts.
The Solution
Over the course of a one-year sprint, I reworked Structured.Agency’s entire marketing plan with a focus on thought leadership and systematic growth:
Content Strategy & SEO: Created over 20 blog posts targeting high-value keywords, with several pieces ranking on page 1 of Google within 3 months. Sample topics included emerging trends in D2C marketing, cross-channel optimization, and ecosystem-driven growth strategies as well as trending topics, such as the emergence of AI and tariff changes.
Newsletters: Rebuilt campaigns with messaging aligned to audience interests, driving an average 1.5% CVR.
White Papers & Lead Nurturing: Developed in-depth resources that positioned Structured.Agency as an authority, generating an average of 30 new leads per month.
Cold Outreach: Implemented a targeted cold outreach program, producing 3–5 new sales acquisition calls per month.
Thought Leadership Assets: Produced trend reports, analysis pieces, and actionable guides to establish credibility and build brand trust.
The Results
By the end of the year-long sprint, Structured.Agency had transformed from a company with zero structured marketing to a fully functioning thought leadership engine:
+18 net leads per month from white papers, compared to prior influencer-only efforts.
3–5 new sales acquisition calls per month generated via cold outreach.
Over 20 SEO-driven content pieces, with several ranking on page 1 after only 3 months.
Newsletters converted at 1.5% CVR, creating a predictable channel for engagement.
Established a repeatable and scalable marketing framework aligning thought leadership, content, and sales initiatives.
Reflection
This project demonstrates the power of integrating thought leadership with strategic marketing execution. By building content ecosystems, aligning messaging across channels, and creating repeatable processes for lead generation, Structured.Agency not only accelerated growth but also positioned itself as a credible voice in its space.