TrendSource

Roughly ten inbound leads a year to hundreds a month, outranking Nielsen.

A national market research firm with no page-one rankings, no nurture flow, and manual sales follow-up. The fix started at the brand, not the funnel.

Where things stood

TrendSource, a national market research firm, had fewer than 10 qualified leads a year, no page-one keyword rankings, no lead nurture flow, manual sales follow-up, and limited press coverage. The deeper problem sat above the funnel: no clear articulation of who they were or why a buyer should trust them over an incumbent like Nielsen.

The call

The obvious move against a category incumbent like Nielsen is to compete on domain authority and wait, or to bolt on more marketing automation and chase volume. I discarded both. The gap was structural, starting with the brand, so I worked top down: repositioned the brand and rebuilt the website first, then built content and SEO around topical depth rather than a domain-authority play, using TrendSource's own market research capability as the content engine, original quarterly studies for each vertical we targeted rather than commentary on other people's data. That is what an incumbent like Nielsen could not match.

What got built

1. Repositioned the brand and rebuilt the website from the ground up
2. Built a content and SEO program around original quarterly research studies for each targeted vertical, using TrendSource's own research capability as the engine
3. Implemented HubSpot for segmented lead capture, replacing manual sales follow-up with automated nurture
4. Built the PR strategy around the research findings themselves, earning coverage without a dedicated press budget

Results

Scope

Strategic marketing advisor. Owned brand repositioning, the website rebuild, content and SEO strategy, and the HubSpot build.

“

My go-to innovator of marketing strategy.

Sarah Rowlett · Senior Account Director, TrendSource

now: Account Director (ex-Google)

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