Case Study · Media Industry

Meredith Corporation

A B2B marketing, sales enablement, and lead generation success story: how Meredith successfully launched a multi-market B2B initiative with LeadG2.

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New business revenue, Year 1 $1.6M+

Markets launched 12

Initiative Create localized B2B Brands for the Markets

About the Partnership

While outbound sales tactics continue to be a critical and effective strategy for media companies, leadership at Meredith Corporation knew their continued success and growth depended on being innovative and forward-thinking. This initiative with LeadG2 focused on giving their local-market B2B brands and national advertisers online spaces to learn and interact.

The Challenge

Strong local relationships, but no unified B2B growth engine.

Meredith turned to LeadG2 to help them address key opportunities across broadcast television, B2B online presence for their local markets, attracting more and better sales-qualified leads, and enabling their salespeople to be more effective and consistent across every market.

No dedicated online presence for local-market B2B advertisers to learn about Meredith's offerings.
Inconsistent lead generation and follow-up across a dozen local markets.
Sales teams lacked a repeatable, modern process for attracting and qualifying B2B leads.
Limited visibility into which leads were sales-qualified versus early-stage interest.
Needed a scalable way to prove ROI to both local and national advertisers.

Why this matters

12 Markets

Meredith needed a way to launch a consistent B2B initiative across 12 local markets at once — without losing the local relationships that made each market successful.

The Problem

Local markets needed a modern, consistent way to reach B2B advertisers.

01

No Unified B2B Digital Presence

Local markets had no consistent online destination for B2B advertisers to learn about Meredith's multi-platform offerings.

02

Inconsistent Lead Generation

Lead flow varied wildly market to market, with no shared playbook for attracting and nurturing B2B prospects.

03

Sales Enablement Gaps

Salespeople lacked consistent content, training, and tools to convert interest into sales-qualified opportunities.

04

Difficult to Prove ROI

Without clear lead attribution, it was hard to show local and national advertisers the value of the partnership.

The Solution

A repeatable B2B marketing, sales enablement, and lead generation playbook.

LeadG2 partnered with Meredith to launch local B2B brands for each of their 12 individual markets and build the marketing, content, and sales enablement engine behind it — tailored to each local market's B2B advertisers.

01

B2B Brand Launch

Built a dedicated online destination for local-market B2B brands and national advertisers.
Created a consistent template rolled out across all 12 markets.

02

B2B Lead Generation Strategy

Designed inbound campaigns to attract and qualify new B2B leads market by market.
Built lead-scoring criteria to identify sales-qualified leads (SQLs).

03

Sales Enablement & Training

Delivered sales content and training to help reps convert leads into new business.
Provided ongoing coaching and consulting to local sales leadership.

The Results

Millions in new business revenue, driven by sales-qualified leads.

Key Outcomes

Over $1.6M in new business revenue in Year 1 (Meredith Corporation).
Over $215K in new business revenue in the first 6 months (Meredith Arizona).
778 sales-qualified leads in Year 1, with 60% of all leads qualifying as SQLs (Meredith Corporation).
Over 200 new leads for Meredith Arizona, 75% of which were SQLs.

Qualitative Wins

A consistent, scalable B2B brand experience across 12 markets.
Stronger, more confident sales conversations backed by qualified leads.
Clear attribution from marketing leads to closed new business.
A repeatable playbook local sales leaders can point to as proof of ROI.

Why this matters

Within the first year of all 12 markets being launched, Meredith was able to attribute at least $1.4 million in new business revenue to this initiative — including 151 new clients added from over 1,200 new leads. “Overall, this has been a great partnership that has affected our bottom line,” said Kristy Neck, Director of Sales.