• Google masthead 2448x1395a


Teaching A Search Giant How to Make Small Talk

How we changed the conversation to spark demand.


Sometimes when you’re as big as Google, you can forget how to talk to small businesses—especially when they aren’t convinced that digital works as a marketing channel.


We helped change the conversation for Google, creating a thoughtful program that taught the benefits of digital marketing… and it started all started with a handshake.

We Made It Human:

When you’re talking to people who aren’t convinced about marketing digitally, you have to meet them face-to-face. We co-created a series of “Think Digital” events in both the UK & US to talk with small businesses and gave away tablets loaded with great content on digital ROI 101.

We Made It Relevant:

Post-event, we followed up with a series of personalized emails, moving Google away from a “batch & blast” approach to a more targeted nurture stream and kept them moving toward the Google sales team. Educational content rounded out the experience, and was made available through a robust content portal online.

We Made It Integrated:

As small business leaders began to move through this journey, Google’s inside sales teams gained unprecedented insights they applied to their ongoing outreach. By focusing first on the journey a buyer takes, and building the right messaging, conversation and cadence to support it, we positioned Google as a trusted resource for SMBs and brought a stalled marketing pipeline up to speed.

And It Worked:

  • 33% improvement in lead velocity and shortened sales cycles
  • 20% improvement in sales conversions
  • Silver Medal Winner, CMI Content Marketing Project of the Year

See more work

  • Share
Assets in nurture flow