---
title: "Culture change content case study: 586 downloads | Honest Marketing"
description: "How a Culture Change Starter Guide and a multi-channel campaign became a culture change consultancy's go-to lead generator: 586 downloads and 16 deals."
---

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Mic drop moment

Culture change consultancy

# Culture change content that delivered the POW!

How one gated guide, and the campaign behind it, became a culture change consultancy's go-to lead generator.

![](https://www.honestmktg.co.uk/hubfs/Website/icon-halftone-dots.webp)

![Pop-art illustration of colourful brains and speech bubbles](https://www.honestmktg.co.uk/hs-fs/hubfs/Website/card-tone-of-voice-brains.webp?width=420&name=card-tone-of-voice-brains.webp "Pop-art illustration of colourful brains and speech bubbles")

## Mic drop moment

Over 18 months:

586

guide downloads

16

leadership influenced deals, where guide downloads featured in the nurturing

## The challenge

> "We know we need to change our culture, but we don't know where to start."

> "Changing our culture feels like such an overwhelming task."

Prospects at one culture change consultancy said these things again and again. So I created a Culture Change Starter Guide, packed with pearls of wisdom and plenty of reassuring hand-holding to kick-start a culture change journey.

It sat behind a HubSpot form, so every download started a relationship. But a piece of content is only as good as the people you drive to it. Cue the campaign cogs.

## What I did

- **Google Ads.** Targeted campaigns on key search terms, sending people to a HubSpot landing page.
- **Email.** The guide featured in a series of nurture emails and newsletters to existing contacts.
- **LinkedIn.** Posts shared knowledge nuggets from the guide, with a link to download it.
- **Partner webinar.** The consultancy ran a webinar with a trade publication and reached a whole new audience. The guide got a mention, and the download link went in the chat.
- **Website homepage.** The guide took pride of place, with a clear call to action to download it.

## More mic drop moments

[What clients say](https://www.honestmktg.co.uk/mic-drop-moments#the-love)

### [71 leadership influenced deals in 12 months A power-packed marketing strategy for lead generation success More](https://www.honestmktg.co.uk/mic-drop-moments/marketing-strategy-lead-generation?hsLang=en-gb)

### [60% increase in clients from social media marketing Building authority for an arts inclusion consultancy More](https://www.honestmktg.co.uk/mic-drop-moments/specialist-inclusion-consultancy?hsLang=en-gb)

### [316 new leads from one report When great content creates great brand awareness More](https://www.honestmktg.co.uk/mic-drop-moments/thought-leadership-brand-awareness?hsLang=en-gb)

### [1 message built for two very different NHS decision makers Messaging that speaks to the people who decide More](https://www.honestmktg.co.uk/mic-drop-moments/nhs-account-growth-messaging?hsLang=en-gb)

![Retro pop-art illustration of a smiling woman in glasses on the telephone](https://www.honestmktg.co.uk/hs-fs/hubfs/Website/cta-retro-phone-woman.webp?width=700&name=cta-retro-phone-woman.webp "Retro pop-art illustration of a smiling woman in glasses on the telephone")

## Want a mic drop moment of your own?

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#### Explore

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- [How I roll](https://www.honestmktg.co.uk/how-i-roll?hsLang=en-gb)
- [Mic drop moments](https://www.honestmktg.co.uk/mic-drop-moments?hsLang=en-gb)
- [Wisdom](https://www.honestmktg.co.uk/wisdom?hsLang=en-gb)

#### Let's connect

- [Book your free content convo](https://www.honestmktg.co.uk/book-a-content-convo?hsLang=en-gb)
- [Contact](https://www.honestmktg.co.uk/contact?hsLang=en-gb)
- [clare@honestmktg.co.uk](mailto:clare@honestmktg.co.uk)
- [LinkedIn](https://www.linkedin.com/in/clare-wener-02169513/)

© 2026 Honest Marketing

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