QuantiFire Pilot Campaign: Strategic Overview
Our objective is to position QuantiFire’s Feedback Intelligence as a category leader through an evergreen, simulive webinar funnel, generating qualified leads via strategic LinkedIn distribution.
Campaign Components
1
Funnel Infrastructure & Messaging
Establishing the technical backbone and persuasive content for lead generation.
- Website pixel setup (Meta + LinkedIn)
- Optimised landing page with webinar CTA for Feedback offering
- Webinar wireframe & script (evergreen)
2
LinkedIn Assets
Developing targeted creative and messaging to engage prospective clients.
- Brand-aligned company & personal banners - better consistency
- Updated "About Us" with clear CTA
- 4 static post visuals with captions driving to landing page
- 2 carousel posts using testimonial and quote content
- 2 CEO InMail messages (invite + follow-up)
3
Delivery
Optional creative and editorial guidance for webinar production, and the actual Linkedin campaign itself
- Creative direction for recording/ editing oversight (cutdowns, visuals, tone)
- Hand-off to WTV for hosting (platform research excluded)
- Linkedin campaign set up, optimisation and monitoring
ASSUMPTIONS:
- WTV will provide tech and be able to support the Simulive (common name for pre-recorded webinars). No time is included for me to research and find the best platform to use.
- If not, lights, microphones and tripods mayneed to be purchased (c. £200-300 on Amazon in total).
- No TASM (Total Addressable Search Market) analysis will be carried out (no spreadsheet like in the example sent over email).
Time Allocation & Cost Breakdown
This table details the estimated hours and associated costs for each workstream within the pilot campaign, calculated at a transparent rate of £100 per hour. This allows for clear budgeting and understanding of investment. All costs exclude VAT.
Further Detail
Goals & Strategic Context
As we approach our GTM push in 2026, this comprehensive action plan establishes the marketing foundation necessary to position QuantiFire as the definitive solution for investor sentiment analytics.
Our strategy focuses on four critical pillars:
Brand Awareness
Elevate QuantiFire's profile amongst IR professionals through targeted content and strategic positioning ahead of 2026 GTM push
Market Position
Establish QuantiFire as the most effective platform for accessing and applying investor sentiment and perception analytics
Digital Foundation
Build robust infrastructure including refined web messaging, content engine, and LinkedIn presence leveraging existing assets
Pipeline Preparation
Generate qualified beta engagement for Market Radar and Feedback Intelligence tools whilst nurturing early-stage opportunities
Meet the Head of Investor Relations (UK & USA)
Persona Overview
A senior professional responsible for managing communication between a public company and the investment community (buy-side, sell-side, and board).
Common titles include Head of IR, Director of IR, VP of IR (sometimes CFO for smaller firms), predominantly within FTSE 350 and Russell 1000 companies.
Goals
- Maximise investor confidence and stock valuation.
- Attract new long-term institutional shareholders.
- Strengthen board trust and internal influence.
Pain Points
- Finding high-quality investor targets.
- Proving IR’s ROI internally (to CFO/CEO).
- Managing resource limitations and increasing demands.
- Navigating market volatility, ESG disclosure, and activist threats.
Mindset: Data-driven, risk-aware, reputation-sensitive, and short on time. Prefers actionable insights, benchmarks, and credibility-backed content.
Strategic Engagement Channels
Professional Associations
- UK: IR Society (annual conference, "Informed" journal, weekly bulletins).
- US: NIRI (National Conference, IR Update, member-only eGroups).
- Tactic: Sponsor events, feature in Service Provider Directories, contribute to insight panels.
Digital Discovery Channels
- LinkedIn (organic + Sponsored Content targeting IR titles).
- Email newsletters (IR Weekly, IR Society mailings).
- Webinars co-hosted with IR Society/NIRI or media partners.
- Peer recommendations via private Slack, LinkedIn groups, or forums.
Key Content Formats
- Peer case studies and benchmarking surveys.
- Board-facing reporting tools and dashboards.
- Thought leadership on regulation, AI, and ESG trends.
- ROI-driven whitepapers (e.g., “How feedback platforms improve valuation clarity”).
IR Persona Activation Strategy
We'll develop narratives addressing the core needs of IR professionals, from enhancing board credibility to demonstrating tangible ROI and navigating regulatory demands.
"Board-Ready" Insight
Help IROs translate complex data into actionable, C-suite credible insights that drive strategic decisions.
Quantified ROI
Tie QuantiFire tools to improved investor perception, enhanced valuation, and reduced market volatility, proving value.
Peer Validation
Showcase how other leading IROs have successfully leveraged our approach to achieve their strategic objectives.
Time-Saving & Compliance
Emphasise efficiency for lean IR teams and ease of regulatory readiness, crucial for evolving disclosure requirements.
Thought Leadership Topics
The ROI of Real-Time Perception Tracking
What Investors Really Think: Sentiment Beyond the Share Price
AI in IR: Use Cases & Cautions
How ESG Perception Impacts Valuation
Preparing for the Universal Proxy Era
Example Activation Tactics
A multi-channel approach ensures we reach IR professionals where they seek information and networking opportunities.
Phased Approach Overview
Our structured timeline ensures methodical progress whilst maintaining flexibility to adapt based on market response and emerging opportunities. Each phase builds upon the previous, creating momentum and establishing increasingly sophisticated marketing capabilities.
First 30 Days
Foundation & Discovery
- Complete website and messaging audit
- Rewrite website with outcome-driven copy
- Refresh LinkedIn company page and Charlie's profile
- Conduct comprehensive content review of existing assets
- Audit MarTech stack capabilities
- Launch consistent LinkedIn cadence
Days 31–90
Momentum & Beta Visibility
- Publish 2–3 strategic blog posts
- Complete first long-form case study
- Launch beta interest landing page
- Host inaugural webinar
- Integrate content tracking with CRM
- Build engagement measurement framework
Days 91–180
Visibility & Pipeline
- Launch cornerstone benchmark report
- Promote through gated content strategy
- Execute second webinar or roundtable
- Publish additional proof points
- Complete CRM and analytics integration
- Develop comprehensive 2026 roadmap
First 30 Days: Foundation & Discovery
The initial month establishes our marketing infrastructure and refines our core messaging. This critical phase ensures all subsequent activities rest upon solid foundations, with clear positioning and optimised digital properties that convert interest into engagement.
01
Website & Messaging Audit
Conduct comprehensive review of WordPress site, identifying gaps in messaging, user experience issues, and conversion barriers. Map current customer journey and identify optimisation opportunities.
02
Homepage Transformation
Rewrite homepage and core pages with outcome-driven, jargon-free copy that speaks directly to IR professionals' challenges and aspirations. Focus on clarity, confidence, and business impact.
03
LinkedIn Optimisation
Update company page and Charlie's profile with refined positioning (including new banners, creative etc), ensuring consistency across all touchpoints. Establish authority and credibility through strategic profile enhancement.
04
Content Review
Audit all existing materials, videos, and testimonials to identify repurposing opportunities and gaps in current content library. Create asset inventory for strategic deployment.
05
MarTech Stack Assessment
Evaluate Clearbit, Matomo, Mouseflow, and Pipedrive integration points and capabilities. Identify optimisation opportunities and ensure proper tracking implementation.
06
LinkedIn Cadence Launch
Establish consistent posting rhythm: 3 corporate posts and 1 Charles post weekly. Create content calendar and approval workflow to maintain momentum.
Messaging & Narrative Strategy
Effective positioning demands a compelling narrative that resonates with IR professionals' daily challenges and aspirations. Our messaging strategy should centre on investor outcomes, ensuring every piece of content reinforces QuantiFire's unique value proposition whilst protecting our intellectual property and sharpening market differentiation.
We want to demonstrate the value and outcomes to investors, in a way that maintains our IP and processes
Core Messaging Framework
All communications align around three investor outcomes: clarity (cutting through noise to understand true sentiment), confidence (making decisions based on robust data rather than anecdote), and focus (prioritising engagement activities that drive measurable impact).
Content Architecture
Structure all blog posts, LinkedIn content, and case studies under these narrative umbrellas. Ensure consistent voice, tone, and positioning whilst allowing flexibility for tactical topics and timely market commentary.
Campaign Idea 1
"What Investors Really Think" – An insight and data-led series that positions QuantiFire as the authoritative voice on investor sentiment. Uses anonymised data, case studies, and research to demonstrate market intelligence capabilities.
Campaign Idea 2
"IR's Hidden Asset" – Thought leadership positioning that elevates the strategic importance of investor feedback whilst showcasing how QuantiFire transforms raw sentiment into actionable intelligence that drives business outcomes.
Content Engine Development
A sustainable content strategy can leverage existing assets into a powerful demand generation engine. By systematically leveraging testimonials, interview transcripts, and video content, we create multiple touchpoints that educate, engage, and convert our target audience throughout their buying journey.
Content Mapping
Build comprehensive content map utilising existing interview transcripts, testimonials, and client conversations. Identify themes, quotes, and stories suitable for various formats.
First Publications
Publish inaugural blog post and case study by Day 30–45, establishing quality benchmark and editorial standards for all future content.
Video Asset Creation
Recut existing testimonial videos into 30–60 second social assets optimised for LinkedIn consumption. Create shareable moments that drive engagement.
Social Proof Integration
Add visual testimonials and compelling pull quotes to homepage and blog. Ensure social proof appears strategically throughout customer journey.
Blog Infrastructure
Configure WordPress blog section for optimal user experience, SEO performance, and social sharing. Implement tracking to measure content effectiveness.
Content Principles
Every piece must be outcome-focused, insight-rich, and actionable. Avoid jargon whilst demonstrating deep domain expertise. Protect IP through strategic framing.
MarTech Integration & Next Steps
The MarTech audit ensures all systems work in harmony to provide actionable intelligence whilst establishing clear next steps for immediate implementation.
Outcomes from this audit mean we can get proper tracking in place to ensure that all of our future marketing activities are tracked through to the website and contact requests etc.
Mouseflow Integration
Capture user behaviour patterns, session recordings, and heatmaps to understand how prospects interact with website content. Identify friction points and optimisation opportunities.
Matomo Analytics
Track site analytics, traffic sources, and content performance. Establish baseline metrics and measure improvement over time whilst maintaining data privacy compliance.
Clearbit Enrichment
Automatically enrich leads with firmographic data including company size, industry, and funding stage. Enable intelligent segmentation and personalised engagement strategies.
Pipedrive CRM
Centralise lead capture, track progression through pipeline stages, and enable sales handoff. Create visibility into marketing contribution to revenue generation.
Looking Ahead: 90-Day Execution: Building Momentum
The second phase shifts from foundation to execution, amplifying our presence through consistent content publication, beta programme (Market Radar, and the newer platform version) visibility, and interactive engagement opportunities. This period establishes QuantiFire as an active thought leader whilst generating tangible pipeline opportunities through strategic webinar programming and case study publication.
Content Publication
Publish 2–3 additional blogs aligned to "What Investors Really Think" and "IR's Hidden Asset" narratives. Ensure consistent quality and strategic positioning whilst building content library.
Case Study Launch
Finalise and publish first long-form case study using Q&A or story-driven format. Demonstrate tangible business impact and ROI through client success narrative.
Beta Landing Page
Launch dedicated beta interest landing page featuring early client testimonials, programme benefits, and simple conversion path for qualified prospects.
Inaugural Webinar
Host first webinar: "What Investors Are Really Thinking Ahead of 2026" – combining thought leadership with lead generation. Record for ongoing nurture campaigns.
Engagement Tracking
Begin tracking content engagement metrics inside CRM via Clearbit and Matomo integration. Establish attribution framework for marketing activities.
180-Day Milestones: Visibility & Pipeline
The final phase delivers substantial thought leadership assets and establishes QuantiFire as the authoritative voice in investor sentiment analytics. By combining cornerstone content with interactive programming and complete marketing-to-sales integration, we create a scalable engine for sustained growth into 2026 and beyond.
1
Cornerstone Asset
Launch benchmark report or "IR's Hidden Asset" whitepaper—substantial thought leadership that positions QuantiFire as industry authority and generates qualified leads through gated content strategy.
2
Multi-Channel Promotion
Promote through dedicated landing page, LinkedIn campaign, and IR Society channels. Create supporting social assets, email sequences, and partner distribution opportunities.
3
Interactive Engagement
Execute second webinar or host in-person IR roundtable to unveil benchmark data. Create memorable experiences that deepen relationships with qualified prospects.
4
Additional Proof Points
Publish second case study or testimonial interview, reinforcing credibility and showcasing diverse use cases across different market segments and company profiles.
5
Technical Integration
Complete CRM and analytics connection for seamless marketing-to-pipeline handoff. Ensure data flows properly and attribution is accurately tracked across touchpoints.
6
2026 Roadmap
Build comprehensive 2026 strategy based on 180-day learnings. Refine approach based on engagement data, conversion metrics, and market response to various content types.
Always-On LinkedIn Programme
LinkedIn serves as our primary channel for building awareness, establishing thought leadership, and nurturing relationships with IR professionals. A disciplined, consistent approach ensures we remain visible and valuable to our target audience whilst growing Charles Hamlyn's personal brand as an industry authority.
Weekly Cadence
- 3 corporate page posts mixing blogs, insights, proof points, and thought-provoking questions to drive engagement
- 1 Charles Hamlyn original post or article establishing personal thought leadership and building executive presence
- 5–10 new strategic connections per week to systematically expand IR network and increase reach
Content Series
Deploy branded hashtags #WhatInvestorsThink and #IRInsights to create recognisable content series. Build anticipation and consistency whilst improving discoverability.
Engagement Strategy
Actively encourage comments and interaction on posts. Monitor engagement signals as early indicators of prospect interest and readiness for sales conversations.
Network Growth
Strategic connection requests with personalised messages to IR Directors, Heads of Investor Relations, and CFOs at target companies. Build authentic relationships over time.
Action Plan Summary:
This timeline highlights the key deliverables and strategic outcomes at each major milestone of the QuantiFire marketing action plan, demonstrating a clear progression from foundational setup to advanced pipeline generation.
1
Day 30: Foundation & Setup
Establish core MarTech infrastructure, refine messaging, and lay the groundwork for a robust content engine. Focus on initial discovery and strategic alignment.
2
Day 90: Momentum & Execution
Drive consistent content publication, launch the beta programme with dedicated landing pages, and host the inaugural thought-leadership webinar for lead generation.
3
Day 180: Visibility & Pipeline
Release cornerstone thought leadership assets, execute multi-channel promotion, host interactive engagement events, and achieve full marketing-to-sales technical integration.
Flexible Engagement Models & Costing
Flexible support based on need. Pricing reflects volume commitment, all packages include strategy, content, delivery, and reporting support.