Coaching Insight 3: When Content Falls Flat

Content Marketing Campaign: Initial Promise but Limited Impact

By the time summer rolled around, the Head of Marketing I was coaching had already learned two important lessons. First, that referrals from trusted clients could beat even the best sounding outreach campaigns. Second, that big splash conference sponsorships were not always the golden ticket they promised to be. But she was determined to keep testing and improving, so she set her sights on a content marketing push.

The idea was straightforward. Her team would publish a series of in-depth guides on warehouse automation trends, complete with downloadable checklists and case studies. They invested weeks of effort into researching, writing and designing the content. A targeted PPC campaign was set up to drive traffic to the landing pages, and everything was ready for launch.

At first the numbers looked encouraging. Clicks came in steadily, and the download form filled up with new names and email addresses. But after a few weeks, the cracks started to show. The majority of the leads were junior staff who enjoyed the content but had no decision-making power. Others were from overseas markets the company was not equipped to serve. Of the few who did fit the ideal client profile, a handful were ready to have a proper conversation. So good overall but still wanting for more.

It was a good learning moment. Great content had raised awareness, but without a strong way to convert that interest into real opportunities, the campaign was unlikely to deliver the quick wins her favourite sales guy needed that quarter.

Leveraging Happy Clients: The Power of Personal Referrals

I tasked her with asking a question in her next meeting with the sales team, “Who are the clients who rave about the new product the most? The ones who would happily tell a friend about you if you just gave them the nudge?” They rattled off a few names and they agreed they would intro her to them individually. She was to try and have a simple conversation about how things were going, her willingness to understand more about the sector and an invitation to introduce her (not sales!) to anyone they knew who might be struggling with similar challenges.

One call stood out. A long-standing client in Manchester, who had been with them since the early days, suggested something unexpected. “Why don’t I gather a few of my old operational friends for a dinner? Chatham House rules, so everyone can speak freely. We will talk about work topics we agree on and just catch up. I think you would get a lot of value from being there and just listening.”

The Dinner That Changed Everything: Building Trust Through Peer Connections

Two weeks later, she has booked the private dining room of a modest but well regarded restaurant, surrounded by a small group of seasoned operations directors of all shapes and sizes. Over the main course, one of them mentioned that the lady sitting opposite was only a few weeks in post but had been bragging about an innovation budget. Without hesitation, the client who had organised the dinner said, “You should speak to her. I’ll introduce you to her and get you that meeting”.

That single referral, born from a low key dinner among trusted peers, produced immediate, measurable impact at almost no cost.

Key Takeaway: Prioritize Referrals for High-Quality, Fast-Converting Leads

Her takeaway was simple. You do not have to stop investing in broad marketing tactics, but if you are looking for high quality leads that convert quickly, your happiest clients are a good place to start.

A structured referral platform makes this process repeatable. It turns those occasional lucky breaks into a consistent, scalable source of warm introductions. And for businesses that value trust, that is worth its weight in gold.