To help risk management banking professionals navigate their new remote work environment, Dotted Line collaborated with Spinnaker leadership to develop a series of technical thought leadership pieces to help leaders:
The content was delivered via a webinar, a concise whitepaper, a tactical playbook, an online assessment, and a short-form desk resource to align with previously observed target audience consumption habits and meet the needs of a variety of learning styles. Dotted Line created context and interest for each piece through teaser blogs and organic social media content. We also leveraged a multichannel strategy to promote various offers via industry media (paid and through PR), relevant associations, conferences, search engine marketing and paid LinkedIn content.
In order to capture leads through the campaign, the Dotted Line team leveraged HubSpot to develop landing pages to gate campaign content and forms to capture insights on downloaders. We used automated email workflows to nurture downloaders and encourage engagement across all of the campaign assets and then score contacts based on their audience alignment with Spinnaker’s target prospect and their level of engagement.
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