Industry Ebook for Airsiders
The Problem
Airsiders, a 25-person aviation tech startup had invested heavily in product and engineering while relying on founder-led sales and conferences to generate new business. Marketing was lacking, and they hired a generalist marketing manager which didn’t work out, meaning marketing activity stopped altogether.
"We need help with marketing"
– Yavuz, Co-Founder
The Project
After chatting with the team and finding out the main challenges when it came to marketing, I implemented a marketing sprint process internally which complemented Airsiders' existing outbound sales process.
As part of one sprint, I wrote and designed an industry ebook as a lead magnet for their website, something for their sales team to send out, and a huge piece of repurposable content to support their blog and LinkedIn going forwards.
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In order to gain stats and quotes for the ebook, I created a survey which the team could send to their target audience, promote via QR code at their conferences, and engage with their customers.
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All in all this project was more than a piece of content, but a lesson in how to think about marketing differently in a more cohesive, strategic way with their limited resources as a team.
