The Whitepaper That Generated $4M in Pipeline

Rishabh Sharma 3 min readJuly 9, 2024

The hook

Proprietary survey of 500 CMOs on a contentious topic. Original data nobody else had.

Email only. No phone, no company size. The higher friction you add, the lower your volume. We wanted volume for nurture.

14-day email sequence post-download. Each email = one data point from the paper + a question. 8% booked calls from nurture.

The tradeoff between two content styles and when to invest in each.

If your content briefs are shorter than your drafts, you're not briefing. Here's the bar we hold ourselves to.

Most articles fail in research, not writing. Here's the research discipline that elevates everything after.

Our team ships content marketing programs every week. Book a free consult — we'll tell you what would move the needle for your brand.