Driving Qualified Leads and Brand Visibility Through Partner-Led Thought Leadership and Content Strategy
Audience Need
With eCommerce evolving rapidly, global brand manufacturers needed deeper insights to compete in online marketplaces. Clavis Insight sought to educate product manufacturers on the benefits of eCommerce analytics—helping them optimize product visibility, pricing, and sales. The company also wanted to increase brand awareness, promote their 6Ps eCommerce Intelligence™ – for organizing and prioritizing eCommerce analytics, establish North American thought leadership, and streamline internal marketing processes before rebranding to Edge by Ascential.
Communication Strategy
The company implemented a thought leadership-driven communications plan, anchored by the development and launch of a flagship eBook, The Definitive Guide to the Perfect Page. Coordinated by the marketing team, the asset was co-created with seven industry-leading partners—including Salsify, Bazaarvoice, and Criteo—and served as both a lead-generation engine and a category-defining resource on eCommerce optimization. The program was supported by international event promotion, a customer/partner advocacy initiative, and performance dashboards to track engagement and pipeline impact. Strategic partnerships with global brands like Nestlé, Kimberly-Clark, Pfizer, and Alibaba further elevated brand visibility and trust across key digital shelf ecosystems.
Client Results
- News coverage positioned the Clavis CMO as an industry leader.
- Event registrations doubled through social media-driven international event promotion.
- The “Definitive Guide to the Perfect Page” eBook generated 1,500+ downloads in six months, resulting in weekly qualified leads, 32 Marketing Qualified Account (MQA) conversions, and eight sales opportunities.
- Successfully branded and promoted the company’s new analytics framework, driving increased site traffic, media coverage, and social engagement.