Using Pop Culture Content to Generate MQL's

Avalaunch and Workfront collaborated to brainstorm ways to communicate new and engaging ideas. Ultimately, we decided that we wanted to conduct research around the “state of the union” of the American workforce. We believed that if we could tell the story of the typical American employee and how they were feeling about their overall work experience, we would be able to drive interest and create marketing qualified leads.

The first project started with a survey of 2000+ American employees. In this survey we learned that workers were completely exhausted with never ending interruptions, lack of recognition, constant overtime and total burnout. The results were astonishing!

With this fresh data, we decided that we wanted to do something different than just publishing your basic and boring B2B content. We wanted something visual that would stand out and create a buzz. So we created an infographic titled “Work is Hell” and published it. This infographic was picked up everywhere! Forbes, Inc., Huffington Post, etc. It was such a success that we continued to publish more infographics.

We started to publish more infographics that were themed on pop culture. The “Game of Phones” and “Walking Dead” infographics were two of our favorites. Over time we had designed dozens of these infographics and promoted them to all the top publishers. People began looking forward to the next infographics that would be coming out and Workfront quickly became known for their great content.

We had so much traction that we decided to product an annual “State of Work” whitepaper that became an annual report for teams to compare their workforce with the general population. This was a gated content piece that would generate thousands of MQL’s.