A strategic content campaign led by 1284 converted 33% of delegates at a single event into CRM leads.

The starting point was a detailed but highly technical white paper, built on insights from sales interviews with more than 80 SMEs. While rich in data, the document was dense, difficult to make sense of, and not designed to support marketing or business development activity.

1284 reworked the content into several concise, sector-specific research guides.

Each written to a ten‑minute read, built around clear frameworks, key findings, self assessment checklists. The actionable next steps gave readers a reason to download and engage, turning the research into something they could apply in their own organisation.

Making content work harder

The research guides were aligned with a clear communications goal to build awareness of the issues evidenced by the original research while supporting targeted audiences with usable collateral to generate qualified CRM leads.

To maximise impact, the content was launched in partnership with a regional business network and used to shape panel discussions and workshops at targeted conferences. 

Working through partner channels meant the guides reached an extended audience and increased visible touchpoints. 

Supporting blog posts and social media content were created around each guide, extending the lifespan of the work beyond the events and keeping key themes visible over several months.

The campaign delivered:

• 33% of delegates at one event converted into CRM leads

• One regional workshop filled to capacity

• Three industry guides developed from a single asset

• Six months of structured, multi‑channel campaign activity

1284 MD George Oliver said: “This work shows how existing content can work much harder when it’s linked to clear communications objectives and strategic partnerships. 

“By restructuring what was already there and aligning it with a focused campaign, we were able to generate qualified leads from sales material that previously had no external use.”