BACKGROUND
This project was for a client in the regulatory compliance SaaS space. The goal was to generate qualified leads from compliance managers and risk leads at mid-to-large enterprises through a gated asset, and convert a meaningful proportion of those leads into product trial starts.
I built a full four-stage funnel around a single asset, a 48-item compliance audit checklist, chosen specifically because compliance professionals have immediate operational use for a checklist in a way they don't for a whitepaper. The most consequential strategic decision was offering an ungated interactive version of the full checklist on the landing page before asking for an email address, which shifted the conversion moment from a trust request to a demonstrated value exchange. A five-email nurture sequence treated the download as the start of the relationship rather than the endpoint, delivering additional value before any product mention appeared.
The result was 840 leads against a target of 400, a landing page conversion rate of 28.4% against an industry benchmark of 12 to 15%, 60 trial starts, and £364,000 in influenced revenue from 13 new customers in the 90 days following the campaign.
