If you build the brand, the leads will come

About the organization

Simplifying Association Transformation

Cimatri helps association and non-profit leaders manage change through organizational transformation. Their ‘Disruptioneers’ are experienced association leaders who get their hands dirty with policy governance, digital strategy, workforce culture, service design and association IT.

Challenges and Objectives

  • Effective UI and sales funnel on website with call to actions to capture potential clients across the stages of the buyer’s journey
  • Content marketing (blogs, white papers, event promotions, research studies, hiring announcements) that captures the attention of Cimatri’s audience with a focus on SEO positioning
  • Content marketing (blogs, white papers, event promotions, research studies, hiring announcements) that captures the attention of Cimatri’s audience with a focus on SEO positioning
  • Generate leads within the identified target market through customized SEO strategy
  • Build analytics and identify KPI’s to track with agile methodology
  • Identify key persona’s, how they find information and what they’re looking to solve

Required Solutions

  • Marketing research and inbound strategy
  • Marketing research and inbound strategy
  • Website redesign
  • Content marketing
  • SEO and analytics
  • Public relations
  • Targeted social media

Website Traffic

+ 0%Year over Year

Lead Conversions

+ 0% Year over Year

SEO Ranking

+ 0%Year over Year

Marketing Strategy

Cimatri had an urgent need to raise their profile in the association space as a leader in transforming organizations digitally and culturally. The first step was to identify target persona’s, which included a comprehensive look into the psychology, problems to be addressed and how best to reach each target persona. A communication strategy was wrapped around this persona where PR conducted outreach to influencers and press at large industry events and speaking engagements.

Public Relations

At the 2017 American Society of Association Executive (ASAE) Annual Conference, the signature event for the target persona with 72% of attendees labeled as decision makers, Cimatri’s CEO led a workshop. Cast Influence leveraged this workshop to pitch the brand and CEO as an influencer in the space. The result was high visibility in media outlets covering the event including many one on one conversations and interviews. The CEO was published on ASAE’s Tech Center as an expert on digital and organizational change for associations, and highlighted on Associations Now, setting the stage for many inbound leads in the future.

Content Marketing

Content marketing was one of the first items Cast Influence prioritized around lead magnets and blogging. Cimatri now publishes a blog every other week and at a minimum produces a focused study or white paper. In addition, Cimatri is participating in the development of a new podcast effort to give association leaders a forum and place to learn about organizational transformation. The result has been a highly interactive web destination with a continually increasing conversion rate on form submissions and goals.

 

“Since I began working with Cast Influence, my professional social network has grown from 1,500 connections to more than 2,700 connections and still growing! This has resulted in 2-3 more qualified leads per week and several new speaking engagements.” — Rick Bawcum, CEO