CASE STUDY: How Aberdeen Strategy & Research Boosted Engagement and Sales Enablement through a Tailored Content Strategy

Learn how Aberdeen Strategy & Research overcame a disconnect between exceptional research and sales outcomes, driving a 35% increase in website traffic and a 20% growth in gated asset downloads.

Background

Aberdeen Strategy & Research is a leading research firm that produces in-depth industry insights and data-driven analysis for businesses. Known for its expertise, Aberdeen provides research that empowers decision-makers to tackle complex challenges and capitalize on opportunities.

The Challenge 

Despite producing high-quality research, Aberdeen Strategy & Research faced a significant challenge:

• Sales teams were not leveraging research materials effectively.

• External audiences had limited awareness of Aberdeen's expertise.

This disconnect prevented the research from achieving its full potential in driving sales and building brand recognition.

My Approach 

Recognizing this gap, I developed a comprehensive communications strategy tailored to address both internal and external challenges:

1. Dynamic Newsletters for Sales Enablement:

   • Created newsletters highlighting key research insights.

   • Included actionable takeaways and short-form videos for easy application in sales conversations.

2. Analyst Spotlights:

   • Gave analysts a platform to showcase their expertise.

   • Empowered the sales team with confidence in the value they offered to clients.

3. Focus on Storytelling:

   • Positioned Aberdeen’s research as more than data by telling a cohesive story that connected insights with human expertise.

Steps Taken

Recognizing the disconnect, I devised a tailored communications strategy to ensure Aberdeen’s research became an integral part of the sales process and resonated with external audiences

• Designed and launched newsletters with a focus on engaging design and usability.

• Produced short-form videos to break down complex research insights.

• Promoted analyst thought leadership through targeted campaigns on social media and other channels.

The Results

The content strategy delivered measurable improvements:

• Social Media Growth: Followers increased by 20%, leading to greater engagement.

• Website Traffic: Traffic rose by 35%, reflecting enhanced visibility and interest.

• Lead Generation: Gated asset downloads increased by 20%, driving lead generation.

• Sales Enablement: Improved seller confidence and positioned Aberdeen’s insights as indispensable tools for clients.