In this case, “The Work” was all about lead generation.
SSGA needed to grow their business, and they were competing for market share with a competitive set with much larger budgets. Further compounding the issue was the fact that the sales cycle is extremely long and traditionally very relationship based. So, how do we begin developing a relationship before we even meet?
KSV developed a thought leadership program that could feed a lead generation funnel. This would shortcut the relationship process, not leaving it to events and conferences, but would begin to develop a relationship between the brand and the target market in the digital world.