Case study
SkillsTX was taking its talent platform into North America. We built the system behind the launch, from content marketing to a booked call, and wrote its strategy and messaging. We also helped their Chief Growth and Alliance Officer pitch SkillsTX to US buyers.
The campaign, stage by stage
Attention
Content marketing brings buyers with the need
Its one job: A visit to the SkillsTX site
Interest
The free SFIA cheat sheet
Its one job: An email address
Desire
A common language for their team’s skills
Its one job: Enough trust to ask, over five emails
Action
Booked discovery call
Its one job: A meeting on the calendar
The client
SkillsTX helps companies answer two questions: what skills do we have, and what skills do we need? They are a global SFIA accredited partner. SFIA is the international common language for digital skills.
As they expanded into North America, they asked us for a sharper position and more leads. We built the campaign, wrote the message, and worked with John Kleist III on pitching SkillsTX to the US market.
“Their team demonstrated a keen understanding of our needs, delivering a comprehensive digital strategy that aligned seamlessly with our goals.”
John Kleist IIIChief Growth and Alliance Officer, SkillsTXThe challenge
Launch
They were launching their talent platform in North America with no demand-gen campaign to find and warm up buyers.
Buyers
SFIA sells to HR and IT at once. HR wants the talent-strategy story. IT wants the framework detail.
Trust
Ask for a meeting too early and people leave. The system had to give them something useful first, and ask later.
What we did
Automation
Strategy
Messaging
The US pitch
A visitor takes the cheat sheet, and the system does the rest: the contact goes into their CRM, the first email sends the PDF, and the series builds trust until a call makes sense.
Why it isn’t spam
Sample work
The landing page is redrawn from the campaign. The cheat sheet is the real PDF.
People land on a page with one offer. There are two ways out: take the cheat sheet, or book the call. Anyone not ready for a call still leaves an email address, and the email series takes it from there.
What is SFIA and why you need it for your business
Your powerful ally in the digital transformation age: a common language for the skills and competencies behind every technology role.
Attract
Top talent via SFIA-cataloged skills
Engage
Teams around real competencies
Develop
Through skill-based assignment
Retain
Staff with visible growth paths
Get the free SFIA cheat sheet
Six pages: what SFIA is and why to use it, the SFIA 8 summary chart, the seven levels of responsibility, and where to go next with SkillsTX.
What changed
Before
A North American launch with no demand-gen campaign behind it.
The plan
Buyer profiles, journey maps and one job for each stage of the campaign.
The build
A landing page, a gated cheat sheet and a five-email series, connected to their CRM.
The launch
The rebrand announced on social media, and a press release on the expansion.
After
One path from first visit to booked call, and a clear way to explain SFIA to new buyers.
The takeaway
Give people something worth their email address. Give each email after it one job. Ask for the meeting once they’ve taken something.
Get started
The complete report is built from your check, so it starts there.
Rather talk? Call us at 412.756.6656. Pittsburgh, PA.
