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Marketing Leadership Development Trainers

B2B Helps Academy Leaders Launch With Speed

Steve Alltop and Bob Mason offer leadership development expertise backed by decades of military and business experience. They lead groups and individuals through a rigorous process of reflection and improvement -- enhancing companies' most valuable asset: their leaders. And as Academy Leadership affiliates they have the backing of the finest leadership development company in the nation. After deciding to collaborate on marketing, they contacted B2B Communications. B2B provided a 12-week plan to brand the joint venture, launch its website, and market its seminars in key cities.


Figure 1: B2B Communications designed the Academy Leaders logo.

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Figure 2: B2B built Academy Leaders' website on the Hubspot COS.

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Figure 3: B2B helped Academy Leaders develop and publish infographics.

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Figure 4: B2B interviewed customers and got approval to publish their testimonials.

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Figure 5: Academy Leaders' followers on LinkedIn quickly surpassed comparables.

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Figure 6: With B2B's help, AL published press releases for lead generation.


Steve and Bob briefed the B2B account team and gathered brochures, photos, examples of past marketing communications, and other assets for our account team to review. More than a dozen satisfied clients shared their views with B2B in phone interviews. These phone interviews yielded valuable testimonials, informattion for case studies, and insights that helped during branding.


Academy Leaders gave input on the recommended website structure and design within hours, enabling B2B's web developers to immediately start building the website to specifications. The process included creation of several types of website page templates, creation of the site's information architecture, and copywriting the 20 key pages needed to launch the site.


A robust, search-optimized and conversion-optimized website was ready within a couple of weeks. During preparation, we discovered that we needed to update each founder's bio and develop core positioning statements about Academy Leaders and Academy Leadership LLC. We rolled that work into the website build. To ensure Academy Leaders put its best foot forward at launch, we also edited articles for the Leader's Compass Points newsletter and designed infographics to accompany newsletter articles.



To provide plenty of reason to engage at the Academy Leaders website, the team built landing pages where visitors could download literature, and ensured newsletter subscribers could control the frequency at which they received updates. All available downloads were organized in a Resource Room.

"Red and her team did a great job creating our website," said Academy Leaders cofounder Bob Mason. "She also helped us improve our LinkedIn profiles and created a company page. She even showed us how to craft sponsored content that has driven traffic to our site. B2B knows the business and how to effectively put these tools to use."


Meantime, the team prepared a company LinkedIn page and company Twitter account, and set them to automatically update with any new articles that Bob and Steve published through Hubspot. This marketing automation combined with Bob and Steve's consistent drumbeat of original articles enabled Academy Leaders to steadily gain new company page followers - surpassing Leadership & Change Magazine and other comparable pages within months.


With branding and website launch complete, we'd achieved two of three project milestones. But harder work lay ahead: actually filling upcoming seminars. B2B and Academy Leaders divided a hand-built a list of prospects and contacted each to introduce Academy Leaders and explore needs. At the same time, Academy Leaders steadily published newsletter articles optimized for local search; issued search optimized press releases targeting the city where the seminar would be held, and built a presence in social media.


"From start to finish Red and the B2B team were a joy to work with. We started with very little knowledge about content marketing and came away with a firm understanding of not only what it can do, but also what it can't do, says Steve Alltop, co-founder at Academy Leaders. "The website they helped us develop not only looks great but, more importantly, is fine-tuned for attracting our customers. It would have been a LONG trial and error process to get to where we are today without B2B's help!"


Within a few months, Academy Leaders gained:

  • Polished brand identity
  • Website built for lead generation
  • Active blog with growing readership
  • Customer success stories
  • Templates for future press releases, case studies, flyers, email invitations, and other marketing communications
  • Familiarity with inbound marketing processes and best practices
  • Growing following in social media
  • Enhanced traction in its target markets

Recap of services provided

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List Building
Lead Follow
Search Engine Optimization
Conversion Optimization

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Ebooks & Guides
Case Studies
Website Content
Blog Articles
Social Media & PR

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Ebook Design
Banner Design
Brochure Design
Landing Page Design
Website Redesign

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Marketing Roadmap
Agile Implementation
Dedicated Team
Proven Method
Weekly Reporting


We are a business to business (B2B) marketing agency helping companies accelerate trust, leads, and growth. We help Marketing Directors and Business Owners engage more potential clients, while using limited resources. Allstate, National Business Group on Health, Qualys, Sutter Health, Surewest, and Swagelok, as well as dozens of $1M-$50M firms have hired us since 2001. Close teamwork with clients has helped produce roughly $2.2B worth of qualified leads over the last decade.

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