About the company

Provident is the leading CRM consultancy for some of the biggest companies in the UK. As a Platinum Partner of HubSpot, Monday.com, and SugarCRM, they help companies implement and optimize their CRM systems.

Challenges: No time or strategy for content creation left Provident reacting to other people’s ideas.

You can’t put together a fire prevention plan when you’re always busy putting out fires. Yet that’s exactly what was happening to our client Provident CRM. 

The company was facing the double-whammy of content marketing challenges: expanding business with limited resources for content creation and no long-term strategic plan. 

As a result, they were cranking out recycled content from their solution partners while struggling to meet their sales team’s urgent needs. 

“We were putting out these small fires with great urgency but no prioritization,” explained Leticia Nishida, Marketing Director at Provident CRM. 

“We knew that the quality was low because we needed to produce as much content as possible, as quickly as possible. It was frustrating.” 

With a new website to promote, account-based marketing campaigns to launch, and ambitions of growing their social media footprint, Provident CRM was under pressure to deliver engaging and original content.

“We decided that our main priority was to start developing authentic and high-quality content that would align with our branding and how we wanted to position ourselves in the market,” Leticia said. 

And so they turned to Leadwave. 

Solution: Create relevant, authoritative content by interviewing Provident’s experts—starting with a plan that takes back control.

The first priority was to help Provident CRM stop firefighting and start trailblazing. 

For that, they needed to look at what they had, where they wanted to go, and develop a plan to bridge that gap. 

Our first step was to create a robust content strategy.

At Leadwave, we believe that customer research should be the foundation of your content strategy—it’s the only way to create content that actually resonates with your buyers. 

We analyzed data from 10 recent customer interviews and 15 sales call recordings to identify key pain points and objections.

Based on these insights, we developed content pillars and brainstormed topics that would likely resonate with their audience.

Having this kind of guidance was revolutionary for Provident. 

According to Leticia, “We didn’t know where to start, to be honest. It was great to have a team with that expertise guide us so we would know where to focus and know that it’s not just guesswork. We’d have something to back up our decisions.’’

“We didn’t have the capacity to do this in-house. Without Leadwave, we probably would still be copying what other people were doing.” 

Once we had our topics, we needed expert input to source unique insights from—and Provident’s team were happy to step up to the plate. 

“We have many experienced colleagues at Provident,” said Leticia. “Just having a half-hour chat with them is very insightful. Abi, our Leadwave writer, is an outstanding interviewer. She keeps everyone on track and is able to work with detailed subject matter expertise.” 

For Leticia, who has never used expert interviews to create content before, the experience has exceeded all expectations. “What we’re doing feels different from what others are doing. Many pieces of content are just so similar, but the interview-based ones that we do, they’re unique. They’re so well-researched and authentic. You notice the quality and so does our audience.”

Results: Leadwave’s approach drives real results with a 53% increase in inbound leads.

When you focus on creating original content that truly resonates with your audience, the results will follow.

Since working with Leadwave, Provident has seen:

• a 42.5% increase in organic website traffic
• a 53% increase in contact forms submitted in 2023 
• Higher quality traffic coming to the website that is actually converting

The results go beyond the numbers: working with Leadwave has also saved Provident a lot of time. 

“Once we’ve scheduled an interview and put a briefing in place, we just let Abi do her work. There’s never much to review because she’s always spot on. We’re much more productive as a result,” said Leticia.

For members of the executive team, interview-driven content has been a successful way to build their personal brand. 

“Sara Tatam, Provident’s Head of Sales, wants to be recognized as the CRM authority and our collaboration with Leadwave is helping her achieve that,” Leticia explained. 

“Leadwave turns her ideas into engaging content, helping her build an audience on LinkedIn without spending hours writing. So I think Leadwave’s approach is a win-win for both the marketing team and the interviewees.” 

TL;DR 

Challenges

No time, resources, or strategy for content creation meant that Provident were relying on recycled content that wasn’t effective. 

Solution

Work with Leadwave to develop an effective content strategy and interview Provident’s experts to create thought leadership content.

 Results 

• 42.5% increase in organic website traffic
• 53% increase in inbound leads in 2023
• Higher quality traffic coming to the website that is actually converting
• Massive time and productivity savings 
• More visibility for the company and its executive team