OVERVIEW

Industry: Media & Broadcasting
Company Size: Independent, Family-Owned Media Company | 12 Radio Stations + Digital Agency
Services: Marketing Strategy, HubSpot CRM Setup, Content Strategy, Sales Enablement, Lead Generation

About Federated Media

Federated Media is an independent, family-owned multimedia company based in northern Indiana. Operating 12 radio stations alongside its digital marketing agency, Federated Digital Solutions, the company reaches more than 2.49 million people each week across radio, digital, and multimedia platforms.

Federated Media’s mission is to deliver high-quality information, entertainment, and advertising solutions while creating value for advertisers, listeners, and employees alike. The organization has long invested in training and development to ensure its teams are equipped to succeed in a rapidly evolving media landscape.

Industry Context

Media organizations face increasing pressure to modernize how they attract, engage, and convert advertisers—particularly as buying behaviors shift toward digital research and virtual sales interactions. For radio and multimedia companies, success requires tighter alignment between marketing and sales, stronger sales enablement, and measurable lead generation strategies that can prove ROI to advertisers.

Federated Media recognized that to remain competitive and grow digital revenue, they needed a structured, repeatable approach to lead generation and sales enablement—supported by the right technology and expertise.

THE CHALLENGE

In 2020, Federated Media made the bold decision to launch a new marketing and sales enablement initiative during the height of the COVID-19 pandemic. As in-person selling declined and virtual engagement became the norm, the organization faced several challenges:

• Launching a new marketing initiative amid uncertainty and operational disruption

• Developing the sales team to sell more strategically in a digital-first environment

• Creating a repeatable approach to warm conversations and trust-building with advertisers

• Lack of internal capacity and expertise to execute a comprehensive program independently

Federated Media knew that modernizing sales and marketing during this period was essential—but also recognized that it required an experienced partner to ensure success.

As Federated Media’s markets, offerings, and digital expectations evolved, the challenge shifted from simply generating leads to sustaining inbound performance over time. This included keeping content visible in modern search environments, maintaining alignment between marketing and sales teams, and ensuring consistent HubSpot adoption across markets.

THE PROBLEM

Before partnering with LeadG2, Federated Media faced foundational gaps that limited growth:

No Evergreen Lead Generation Engine

Sales relied heavily on outbound prospecting, making it difficult to consistently generate qualified opportunities.

Limited Sales Enablement Content

Sales teams lacked the educational content needed to establish credibility early and guide advertisers through complex buying decisions.

Fragmented Marketing & Sales Alignment

Without a unified strategy and CRM structure, marketing efforts and sales execution were not fully connected.

Complexity Across Two Divisions

Federated Media needed to support both Federated Media and Federated Digital Solutions—keeping brands and analytics separate while still aligned strategically.

These challenges made it difficult to scale sales efforts, improve conversion rates, and prove the value of digital marketing solutions to advertisers.

Marketing & Sales Enablement Strategy

• Designed and launched an evergreen lead generation and sales enablement program.

• Shifted sales conversations from cold outreach to warmer, trust-based engagements.

Content Strategy & Production

• Built a premium content library and ongoing blog strategy for both Federated Media and Federated Digital Solutions.

• Maintained two separate domains to ensure clean analytics and brand distinction.

• Created content aligned to advertisers’ needs and valid business reasons defined by The Center for Sales Strategy.

HubSpot CRM Setup & Enablement

• Configured HubSpot so both divisions could operate independently while maintaining consistency.

• Improved lead tracking, reporting, and follow-up processes.

Sales Training & Collaboration

• Facilitated inbound reboot training across both markets (Fort Wayne and South Bend).

• Led content brainstorming sessions directly with the sales team.

• Developed a 12-month content calendar to ensure consistent execution and alignment.

Through close collaboration, LeadG2 ensured marketing and sales worked together as a unified growth engine.

Ongoing Inbound Marketing & Loop Marketing Strategy

LeadG2 transitioned Federated Media from a campaign-based approach to an ongoing Loop Marketing model—where insights from sales activity and performance continuously inform inbound strategy. This ensures content, campaigns, and messaging are refined based on real buyer behavior, not assumptions.

SEO & Answer Engine Optimization (AEO)

As search behavior continues to shift, LeadG2 supports Federated Media with modern SEO and AEO best practices—ensuring content is structured to perform not only in traditional search results, but also in AI-driven and answer-based search experiences. This approach helps Federated remain visible, credible, and discoverable as buyers increasingly seek instant, trusted answers.

HubSpot Adoption & Optimization 

LeadG2 continues to support HubSpot adoption across Federated Media by refining workflows, improving data quality, and enhancing reporting over time. This ongoing optimization ensures HubSpot evolves alongside Federated’s sales processes—driving stronger adoption, clearer visibility, and more confident decision-making.

Key Growth Metrics (Jan-Dec 2021)

• $300,000+ in new business generated directly from these efforts
• 543 total leads generated, including 259 sales-qualified leads
• 26% of sales-qualified leads became customers in the same year
• Improved effectiveness in selling digital marketing solutions
• Stronger trust-building earlier in the sales process

Qualitative Wins

• Sales teams shifted from cold calls to warm, strategic conversations

• Stronger collaboration between marketing and sales

• Clear positioning as a digital marketing leader in both markets

• Increased confidence in launching and sustaining modern marketing initiatives