case study
Sourcewell is a government organization that assists other government and education entities in purchasing equipment, products, and services more efficiently and quickly at affordable rates. Its cooperative purchasing program is available throughout North America, with over 200 vendors awarded on contract.
To achieve its objective of being seen as a key opinion leader in the fleet space, Sourcewell partnered with Responsify. Their goal was to increase inbound revenue by improving SEO rankings, generating leads, and growing monthly website traffic through strategic content.
Responsify created a growth content game plan that involved Research and Strategy, Content Production, Premium Offer Production, Email Production and automation, and Social Posting and automation.
The plan positioned Sourcewell as a leader in its industry, serving the public sector of state and local government and education entities. As a direct result, Sourcewell increased its website traffic by 1.5 million percent in 18 months. They also achieved a 316% increase in contacts using Responsify and lead generation over one year.
Sourcewell recognized the need to establish a unique identity and differentiate itself in the market. As a self-sustaining government agency that facilitates cooperative purchasing for government and education entities, Sourcewell needed to make its voice and brand heard in order to achieve business growth.
To accomplish this, Sourcewell and Responsify defined a content framework that included:
Over the course of 18 months, we created 144 unique strategic articles. These content campaigns helped Sourcewell offer strategic value to its customers, potential customers, and vendors and set its business apart from its competitors.
Sourcewell utilized Responsify to build full-funnel nurturing campaigns to nurture leads and improve conversions.
During the timeframe, we produced a total of 12 original strategic eBooks. Over 137 contacts downloaded eBooks demonstrating their interest or intent.
The eBooks helped establish and solidify Sourcewell’s status as an authority in the industry. Adding premium offers such as eBooks raised the value level as well, resulting in consistent growth in leads for Sourcewell.
In the 18 months we produced 188 high quality content for email feed.
In 18 months we produced 52 targeted lead generation emails (including both A and B versions)
We produced 144 social media posts.
Traffic sources:
(Total sessions less paid and other campaigns = 434,319 + total sessions)
Email marketing: sessions= 3198, 14 new contacts
Email Engagement: Overall (October 2022- March 2024)
Emails sent = 675,577
Emails opened = 42,872
Emails clicked = 2,388
Leads in the database clicked 863 lead nurturing emails to read and learn more.
Leads in the database clicked 312 lead generation emails showing a high level of interest in cooperative contracts.
In 18 months, One hundred thirty-seven (137) contacts downloaded the eBooks, demonstrating their interest or high intent.
The premium offer forms receive submissions continuously from visitors entering the site through organic search traffic or navigating to the premium offer page from CTAs on articles.
Sourcewell developed high-value lead generation assets with their premium offers. They used targeted landing pages and compelling calls-to-action (CTAs) to capture and nurture leads through the sales funnel.
The Top Premium Offer: A Stellar 34% Conversion Rate.
Optimizing your public fleet procurement schedule: 121 (34% conversion rate)
Accelerating the vehicle and equipment purchasing process:7 (19% conversion rate)
Simplifying the fleet procurement process: 4 (20% conversion rate)
Monitoring government vehicles with a fleet tracking system: 2 (11% conversion rate)
Breaking down barriers to drive electric for government fleets: 2 (14% conversion rate)
Accelerating the transition to zero-emissions vehicles in government:1 (8% conversion rate)
Sessions from Organic Search: 23 in January 2023 to 29,131 in March 2024= 126,557% + increase in organic search traffic. Traffic from organic search increased astronomically over an 18-month period as shown on the chart above.
