Background
Arcadia Cloud provides cloud infrastructure and managed services to enterprise IT and finance buyers. Long sales cycles and committee decisions require sustained nurture, not one-off lead gen.
The challenge
Arcadia's blog traffic was high but rarely converted to sales conversations. Content was generic thought leadership disconnected from ABM priorities and sales stage needs.
Our approach
NexisBlue launched an insights hub designed as a pipeline engine:
- Quarterly research reports on cloud cost optimization and security trends
- Interactive ROI calculators prospects could customize with their inputs
- Vertical guides for financial services, healthcare, and retail synced to ABM account lists
- Sales enablement library with one-pagers mapped to common objections
UTM discipline and CRM integration attributed influenced pipeline to specific assets.
ABM alignment
Target accounts received coordinated outreach referencing relevant hub content. SDR sequences linked to reports their prospects' peers downloaded.
The results
- 3x improvement in MQL-to-SQL conversion
- 65% of pipeline influenced by content assets within 12 months
- Sales enablement library adopted by global team
- Average deal cycle shortened by 18 days for content-influenced opportunities
Key learnings
Enterprise content must serve sales stages explicitly. Arcadia's hub succeeded because marketing and sales co-owned asset priorities and attribution.
