Waste Management “ThinkingGreen”
SMB Lead Generation Campaign
The insight:
Small- and medium-sized business owners are known to devour information about improving their operations’ productivity and profitability.
Waste Management wanted to be a go-to source of information and inspiration for SMBs, and to be seen as a reliable partner. To nurture and capture these prospects, we created the “Thinking Green” website. A curated collection of videos and articles, the site highlighted the accomplishments of small business owners, and delivered smart tips about how, by integrating green practices into their operations, they can actually save a lot of green.
The site was the destination for SMB lead generation efforts—a phased nurture email campaign, digital display ads, and paid social—where incoming prospects were captured and processed through conversion.
ThinkingGreen.com provided a web-based platform through which prospects could be nurtured with early-, mid- and late-stage content.
Blacksmith feature story page, an example of early-stage content that includes video and an article.
Email and display ads targeted SMB owners and managers who are growing their business or opening new locations.
Early-Stage Profile Videos
A series of videos were produced featuring interesting, relatable business owner/operator profiles that mention Waste Management services. The topics we covered: business philosophies, operational challenges and successes and sustainability. We focused on restaurants and retail.
8th Wonder Brewery
Eyeworks
Blacksmith
Hay Merchant