MY ROLE:
Head of Marketing, Abstracta
OBJECTIVE:
To generate leads for our software test automation services and online training courses by creating a long-form, evergreen gated piece of content.
METHOD:
Abstracta cofounder, Federico Toledo, had written the first book in Spanish about practical aspects of software testing. We decided to translate his chapter about functional test automation to English and transform it into an ebook available on the Abstracta website for download.
RESPONSIBILITIES:
- Edited the translated material, checking that all technical aspects were properly conveyed and improved the verbiage
- Oversaw the format and design of the ebook, working with our graphic designer
- Created the copy of the landing page and worked with a web developer to produce it
- Set up a form and a sequence of automated emails to nurture the leads after they download the ebook, encouraging them to accept a free testing consultation with our sales team
- Promotional activities and materials
- Social media graphics
- Email announcement to existing subscribers
- Sponsored social media posts on Linkedin, Facebook, and Twitter
- Link building
- Measured results of the ebook and the quality of leads that it generated
Here is a look at the current version of the ebook landing page:
RESULTS:
- Increased our email subscriber list by 50%
- Achieved over 500 downloads in its first 2 months after release, with a very small advertising budget
- Improved Abstracta’s positioning in the market for test automation services