Because so many people rely on this code for the majority of their billable revenue, there was a lot of confusion about what they should do instead. Practices needed clear, trustworthy guidance quickly.

We had an opportunity to reach speech therapy clinics who weren’t yet using Prompt by providing them high-value educational content before they ever talked to sales—content marketing in its best form.

The approach

Knowing this situation was going to be an on-going one, rather than do a lot of disparate assets, I designed an ecosystem we could bring people into and keep them in.

• Webinar: First, we hosted a webinar with 5 industry experts to lay out the facts: What’s happening, when does it go into effect, what can you do in the meantime to plan.

• Blog content: We then repurposed the webinar transcript into a series of blogs with clear, actionable steps that practice owners could take.

• Resource hub: We then created a centralize place on the website where we could host all the above content in one place, as well as continue to post updates as the CMS and other authorities announced them. This way, our sales team could send one resource to their prospects, but anyone interested in the change also had a trusted, centralized place for new information.

• Content subscribers & email nurture: In addition to equipping our sales team with this asset, we had a place for people to subscribe to updates on the hub, which gave us a list we could follow up with and nurture.

The results

• 1000 webinar registrants with a 55% attendance rate (well above B2B average, and well above our own average)

• 1000+ hub views in a single month

• 200 content signups, with about half of them being net-new prospects

• $50k in pipeline generated; 19 SQLs generated