A content strategy that grew booked demos by 30%.

At a glance

• ~30% increase in demos booked
• ~20% monthly growth in cold leads
• Email open rates averaging 40%+, CTR ~20%
• Webinar participation up over 50%
• Blog readership up over 30%

The challenge

Our client is a B2B proptech platform providing property and apartment management software. Its sales motion depended heavily on in-person field sales to reach property managers and leasing teams.

When the 2020 lockdowns hit, that channel disappeared overnight. Remote-work mandates meant the sales and marketing teams had to shift entirely to online channels, with no existing content or email engine built to carry that load. The Marketing Director needed a rebuilt strategy fast, one that could keep the pipeline moving without any in-person contact.

What we did

1. Email Strategy Overhaul

We started with a full database cleanup and list segmentation, to make every campaign more targeted. We then built out weekly newsletters, engaging broadcast emails, and strategic drip campaigns for cold lead nurturing, new member onboarding, and post-demo follow-ups.

2. Multi-Platform Content Engine

We developed a social media strategy and content calendar to build brand awareness and connect with the platform’s audience. Alongside this, we created digital sales collateral to support the sales team’s virtual outreach, plus long-form blog posts and feature guides that addressed real customer pain points.

3. Reporting and Analytics

We built weekly reporting dashboards so the marketing head could track and refine campaigns in real time. A separate, more consolidated monthly dashboard gave the CXOs the big-picture view they needed.

The results

The shift to a fully online, content-led strategy did more than offset the loss of field sales. It drove month-over-month growth in leads, conversions, and engagement across the board.

Demos booked increased by roughly 30% once the email campaigns were refined and the digital collateral was revamped.

Email performance stayed strong throughout, with open rates averaging over 40% and click-through rates around 20% among existing customers. Cold leads generated through multi-platform campaigns grew by about 20% every month, while webinar participation rose by more than 50% and blog readership grew by over 30%.