Objective: Develop a comprehensive distribution strategy to maximize lead generation for our ebook titled “Guide to Outsourcing Procurement."

This assignment is intended to create a thoughtful, data-driven content marketing strategy focused on lead capture. 

Timeline: 3 days

1. Target Audience (Buyer Persona)

Who should read this eBook?

Procurement Manager / Supply Chain Director from Mid to Large Enterprises (Manufacturing, Retail, Healthcare) from the North American, European, and APAC regions.

What are their pain points?

• Struggling with vendor management and cost optimization
• Limited internal resources to manage procurement at scale
• Lack of clarity on outsourcing ROI
• Hesitant due to compliance and quality concerns

Why should they read this eBook?

• Reduce operational costs
• Streamline procurement processes
• Find reliable third-party vendors
• Justify outsourcing to leadership

2. Campaign Duration

Timeframe: 6 weeks

Week 1: Pre-launch activities

• Content planning
• Landing page setup
• Email list segmentation

Weeks 2–5: Launch Announcements

• eBook promotion across all channels (Email and Social Media)
• Retargeting based on open rates, with a stronger CTA
• Influencer outreach

Week 6: Lead nurturing 

• Email drip for eBook downloaders, guiding them towards the next step
• Retargeting follow-ups who interacted but didn’t download

3. Content Channels

Webinars & Podcasts

• Hosting a webinar about the topic relevant to the eBook and selling the eBook as a takeaway. Webinars engage key decision-makers and persuade them to discuss the topic.

LinkedIn Ads

• Banner Ad for the eBook launch or insightful carousel about the eBook, to act as a lead magnet to download the book on the go or delivered to the submitted email address. LinkedIn is a primary platform for B2B targeting and helps us target by job title, industry, and company size.
• A case study video showing how the eBook transformed industry leaders to make key changes to their business. The CTA should be rewarding rather than requesting.

Email Marketing

• Personalized subject lines for each segmented list of industry leaders – procurement, supply chain etc. Email marketing is a cost-effective channel for acquiring leads and to capture existing leads. Also, through email marketing offering valuable content will help gain loyal customers. High conversation guaranteed for gated content.

Meta Ads

• Meta Ads is significant for promoting eBooks as the meta platform allows specific targeting audience relevant to industry, interests, and behavior. Moreover, Meta ads are cost-effective than LinkedIn ads, allow using any visual ad forms like videos, carousel, and allow retargeting interested users.

Influencer Marketing

• Reaching credible voices in the procurement and supply chain industry to promote the eBook, either as a post or through their channel. By any means, influencers build trust, foster engagement, expand reach, and drive niche-specific high-quality leads.

4. Email Marketing Copies

Version 1

Subject: A Step-by-Step Guide to Master Procurement Outsourcing
Body:
Hi [First Name],
Outsourcing procurement doesn’t have to be risky or complicated.
We’ve put together a practical guide to help procurement leaders navigate outsourcing with confidence.
What to expect from the guide:

🔹 Common pitfalls to avoid
🔹 Success stories from leading companies
🔹 Step-by-step outsourcing framework

Join thousands of procurement leaders using this resource.

[Get Your Copy]

Version 2

Subject: 5 Outsourcing Strategies that Work for Procurement Leadership

Body:
Hi [First Name],

You're already doing a great job managing supplier negotiations, compliance, and cost control, but at the same time, it's hard to stay strategic.

That’s why we created the “Guide to Outsourcing Procurement.” It’s a concise, practical resource built every leader should read.

Here’s what’s inside:

• How to reduce efforts while solving procurement outsourcing challenges?
• How to ensure every task and outcome is included in the action plan?
• How to save time evaluating strategic and tactical options?
• How to keep opportunity costs low while outsourcing?
• How to deliver tailored advice with a clear, forward-looking roadmap?

Access the full guide while the access is still open

[Grab Yours Here]

5. LinkedIn Ad Copy

Ad 1: Challenge Hook

Headline: Still Managing Procurement, the Expensive Way?
Copy:
Discover how Company A reduced their outsourcing costs and boosted their production efficiency with outsourced procurement.
[Case Study Video]
CTA: Claim Your Free Guide on Procurement Outsourcing 

Ad 2: Insight Hook

Headline: Are you one of the 73% of Firms who Are Outsourcing Procurement – You have to know this
Copy:
Discover why more companies are outsourcing procurement to cut costs, boost efficiency, and stay competitive.

In this guide, you'll learn:

• What procurement outsourcing really is (and what it’s not)
• The key benefits: cost reduction, supplier expertise & faster turnaround
• When you should consider outsourcing (and when you shouldn’t)
• Common challenges and how to avoid them
• Real-world tips for choosing the right procurement partner

Download the Free PDF

CTA: Download Now to Learn the Secrets of How Top Companies Outsource Procurement Right

6. Outreach message to Influencers

Influencer Kelly Barner
Subject: Potential Collaboration – Featuring Our New Procurement Ebook

Hi Kelly,

I’ve been following your insights on procurement and found your recent article, “Art of Procurement, The Key to Doing More with Less?” extremely relevant. 

I’m reaching out because we’ve just published a new eBook titled “Guide to Outsourcing Procurement,” which explains how companies can strategically outsource procurement to reduce costs and improve efficiency, without compromising control or quality.

With your deep expertise and the engaged audience, you’ve built around your LinkedIn community. I’d love to explore a possible collaboration:

• Maybe a quick feature or mention on your podcast/newsletter?
• Or even a LinkedIn Live where we can unpack together the key takeaways from the eBook?

I’d be happy to send you an advance copy of the eBook to review, you would be the first one to receive it. I just thought it could be a great fit for your audience.

Let me know what you think, and thanks again for your valuable contributions to the procurement space!

Warm regards,
[Sender Name]

PR Manager,

Brand X

 

Influencer Philip Ideson

Hi Philip,

I’ve been following your work through The Art of Procurement and appreciated your conversation around “doing more with less”. The insights resonated with the current challenges and changes many procurement teams are facing.

We recently published a guide titled “Guide to Outsourcing Procurement, " which focuses on helping supply chain and procurement leaders streamline sourcing operations while maintaining control and value. I believe this aligns with the strategic conversations you're fostering.

Would love to share a copy and hear your thoughts, and if it resonates, explore ways it could add value to your community.

Looking forward to connecting!

Regards,
[Sender Name]

PR Manager,

Brand X