The Association of Corporate Counsel is the only professional organization by in-house counsel, for in-house counsel. To help the ACC increase membership around the globe, we launched a digital marketing initiative to reach prospects in this niche market.
Our content-based strategy included curating ACC’s existing content—such as reports and survey summaries—as well as repurposing content to create original infographics. To capture contact info, we used built-in lead generation forms on LinkedIn and Facebook as well as customized landing pages. Our work included graphic design, digital advertising, and email automation to nurture prospects along the customer journey. To date, we’ve increased ACC’s prospect pool by nearly 2000 email addresses, gained 680 new members, and grown award nominations by 66%.