Using targeted personas and high value content to develop qualified sales leads

  • Planning & Strategy
  • Performance
  • UX & Design
  • Inbound Marketing

Key results

  • 16,000

    contacts influenced

  • 149

    marketing leads qualified

  • £500,000

    in pipeline uplift

The challenge

AdviserPlus is one of the UK’s leading providers of specialist ER software, analytics and advisory support for the HR functions of large organisations in the UK. Big Brand Ideas was tasked with supporting the marketing and sales process by aligning website content and lead generation activity to target personas that would develop qualified sales leads.

The approach

Our initial approach was to look at existing prospect behaviour and their interaction with both on and offline content. This included reviewing content and identifying key personas to target, making UX recommendations to improve website performance and developing new lead generation nurture journeys to amplify interaction with high value content. In addition, we continued to review performance of campaigns and supported the in house AdviserPlus team across all their marketing channels including email marketing, organic and paid social and content generation.


During the initial six months of the project the work undertaken by Big Brand Ideas helped influence over 16,000 individual contacts across all target persona levels. These supported AdviserPlus in generating over 149 marketing qualified leads, that created 47 sales qualified leads and a pipeline of £500,000 in extra revenue.

Big Brand Ideas has been instrumental in supporting our lead generation process. AdviserPlus works in an extremely competitive marketplace and having the correct approach to lead generation is imperative. Their integrated approach to lead generation, from understanding the value of content within the prospect journey through to their support using Hubspot has been invaluable in generating predictable and growing pipeline.

Over the next six months we will be working with Big Brand Ideas to capitalise on the changes we have made to deliver even more qualified sales leads and hopefully more sales. I wouldn’t hesitate to recommend Big Brand Ideas to other businesses who are looking to maximise the potential of a lead generation campaign.

Rory Jackson,

AdviserPlus Head of Marketing and Customer Acquisition

Let’s work together