In hard markets with long, consultative sales, most of your buyers are still reading, comparing, and asking around while your sales team can only talk to the few who are ready now. For mid-market companies, we turn content into the thing that reaches those buyers first, arms your sellers when they are ready, and reports back in pipeline.
We call the operating model Content RevOps: content run like a sales operation, where every piece has a job and a number in your CRM.
What your buyer did this week, before calling anyone
Mid-market and enterprise teams that let content do the selling
You publish, you post, the dashboard looks healthy. Sales still asks where the leads are. The content attracts readers and then leaves them with nowhere to go.
What we do: build the content buyers use to decide, and measure it in meetings and deals, not sessions.
Paid search, paid social, sponsored events. They work, and they reset to zero every month. Each year the same result costs more.
What we do: build reach you own. Content that earns search, citations, and referrals keeps producing after the invoice.
Years of webinar sign-ups, event contacts, form fills, and closed-lost deals sit in the CRM. Nobody has a reason to write to them.
What we do: give them the reason. One strong asset and a segmented follow-up cadence. Lucid put 30 to 35 percent of its stalled deals back into play this way.
Buyers ask what it costs, what it replaces, and how it compares. The rep sends a PDF. The deal goes quiet for three weeks.
What we do: content as a sales layer. The comparison, the ROI model, and the proof, built to the stage and placed in the sequences your reps already run.
The automation tool says one thing, the CRM says another, the agency dashboard says a third. Nobody agrees on what a good lead is, so nobody trusts the report.
What we do: one written definition of a qualified lead, source captured in your HubSpot, Salesforce, or Marketo, and one report everyone reads.
You have bought demand generation before. You received activity reports and a lot of awareness.
What we do: publish our method, our prices, and our own numbers. Of the 1,700 agencies we studied, most cannot.
We audited close to 14,000 B2B company websites across seven sectors and read more than 5,500 marketing job postings. The same gap shows up everywhere. That is the bad news and the opportunity in one sentence: almost nobody in your market has built this yet.
pieces in the average content library helps a buyer decide. The rest is awareness. The middle of the buying process, where deals are won, is nearly empty. Source
companies, at the low end, offer a next step that changes with buyer intent. Everyone else offers every reader the same Contact Us. Source
of paid budget points at the content that warms a buyer up. Companies pay to attract and pay to close, and fund nothing in between. Source
the organic search value of the median company is what the top tenth earns at the same revenue band: roughly $39,000 a month against $4,200. Source
marketing job postings ask for SEO. About 1 in 6 name content as a discipline. Up to 9 in 10 ask for cross-functional coordination. The function is hired to coordinate, not to acquire. Source
Most content is published and then left alone. Content RevOps gives it a job from the start. Six steps, in order, built on what you already have and filling in what you do not.
We start with your systems and your sales motion, not with a content calendar. We clean and restructure the CRM, enrich and segment the database, and connect the tools that do not talk to each other. Then we study how you actually sell: voice of customer, win and loss patterns, the questions buyers ask, the communities and forums where they ask them. Out of that comes a sharp ICP and a written definition of a qualified lead that sales signs.
You get: one connected system of record, and a clear picture of who buys, why, and what stalls them.
Your people already produce more raw material than any agency could invent: sales calls, internal docs, support threads, usage data, expert opinions. Most of it never leaves the building. We extract it in hours of your experts' time, not weeks, and where you own proprietary data we turn it into original research your market will cite.
You get: source material no competitor can copy, captured without adding to anyone's workload.
Every Content RevOps system is anchored on a flagship: a resource hub, an original research report, or a webinar series, built from your expertise and aimed at your buyers. It defines the category on your terms, educates buyers who are not ready yet, and converts the ones who are. Around it we build the pieces that carry a deal: the comparisons, the ROI answers, the proof, and the objection responses. Pieces with no job get retired.
You get: a library where every piece has a buyer, a stage, and a next step.
Content does not wait to be found. We start conversations early by inviting your ideal buyers into the content as contributors, interviewees, and panellists, which turns the first touch into a peer conversation instead of a pitch. We reactivate your dormant database with pre-release access and insider updates. We put the flagship into your sellers' sequences and calls as the reason to meet. And we make sure the buyer who looks you up, in search or in an AI assistant, finds the same story.
You get: outbound that offers something instead of asking for time, and a sales team armed at every stage. At Lucid this took reply rates from 3 to 4 percent to 14 to 18 percent with the same team.
One asset becomes dozens of outputs: articles, email sequences, social posts, sales snippets, webinar clips. Distribution and nurture run on automation inside your own systems, with a senior person on every judgment call. The craft stays human. The multiplication does not need headcount.
You get: content that works every day, across every channel, without a bigger team.
Attribution is set up inside your CRM. Every page, email, and asset is tied to the meetings and deals it touched. Dashboards show revenue influenced, pipeline movement, and lead quality, with AI visibility tracked alongside. One page a month for the board, including a plain line about what cannot be traced and why. Then we scale what the data proves.
You get: the report that gets the budget renewed. How the reporting works
Today
the content budget is the hardest line to defend.
With the system
content is reported in pipeline and revenue, page by page.
You get: one report a month on what went out, who it reached, and what it produced, in dollars.
Today
three tools, three versions of the truth, manual reconciliation.
With the system
one definition of a qualified lead, source captured at the record, numbers that match sales.
You get: the lead definition in writing and a CRM that tells the same story as the dashboard.
Today
marketing sends names, reps send decks, deals go quiet.
With the system
reps open with the report, answer procurement with the ROI model, and close with the proof pack.
You get: content mapped to stages and objections, inside the sequences your team already runs.
Today
content is a cost with no return figure.
With the system
a number for content the same way there is a number for sales.
You get: what was spent, what it produced, and a plain statement of what we can trace and what we cannot.
Today
has read everyone's blog and still does not know what this costs, what it replaces, or what month one looks like.
With the system
receives the one document they forward to their boss.
You get: the reason to choose you, in the buyer's hands, before the first call.
Most mid-market companies grew on ads, events, referrals, and an outbound team. All of them rent attention. Here is how the three common options compare over two years.
| Paid media | More SDRs | Content RevOps | |
|---|---|---|---|
| First results | Days | Weeks | 30 to 60 days, from your own database |
| Cost over time | Rises every year as the audience tires | Rises with every hire | Flat monthly fee, no media markup |
| What happens when you stop | Leads stop the same week | Pipeline drops with headcount | The content, the reach, and the wiring keep working |
| Reply and conversion rates | Falling as ad costs climb | 3 to 4 percent replies is normal | Lucid: 14 to 18 percent replies with the same team |
| Who owns the asset | The ad platform | The rep who leaves | You. Every page, workflow, and report |
| What the CFO sees | Spend and clicks | Salaries and activity | Pipeline and revenue by page, plus what cannot be traced |
| Compounding | None | None | ~100x the median Source |
Financial services software, a large SDR team, sells into busy founders
Outbound was stuck at 3 to 4 percent replies. One first-hand industry report became the opener, the follow-up, and the reason to reactivate closed-lost deals. No new sellers.
Data centre cooling, a technical product, buyers who had to learn it first
Sales spent every call teaching the basics. We built a Learning Centre from the company's expertise, with a next step on every page, wired to qualification and nurture.
Online master's programmes, a £21,000 decision, expensive clicks
A content-led microsite with tools, student voices, and events became the path to the deposit.
You do not have to install the whole system on day one. Each of these pays on its own and fits into the full engine later.
Cleanup, enrichment, segmentation, and a flagship-led cadence back into the contacts you already own. Usually the fastest pipeline on this page.
Capture, scoring, lifecycle stages, and handover, wired into HubSpot, Salesforce, or Marketo.
Comparison pages, ROI models, proof packs, and objection answers, placed in the sequences and calls your team already runs.
Original research and captured expertise under your executives' names, built to be cited by peers, press, and AI assistants, and to open doors in outbound.
Run end to end into your database and your sellers' accounts. Counted in people who showed and conversations booked.
All six steps, installed and run on your stack, with one report to the board.
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Start with the free content revenue audit. Your content, database, and stack scored against how your buyers decide, the leak priced in dollars, the first three fixes named. Delivered in days, no call required. If the numbers warrant a conversation, book one. The prices are already on this page.