Case study

How iResearch Services turned its own people into its thought leadership channel

iResearch Services partnered with noticed. on a refined LinkedIn content strategy across multiple accounts including the company page and employee profiles across the business, positioning the business as a credible authority in B2B research and thought leadership.

Headline figures

200,000+

Impressions generated through employee accounts

About iResearch Services

What they do

Research and thought leadership development for B2B brands

Industry

B2B research and marketing

Engagement

Content

TL;DR

iResearch Services helps B2B brands create research-led thought leadership. It partnered with noticed. to make its own LinkedIn presence prove the point, with a coordinated strategy across the company page and the personal profiles of people across the business.

• Visibility: thousands of organic impressions, with more than 200,000 generated through employee accounts.
• Positioning: recognised as a trusted research partner and a strategic voice in B2B marketing.
• Method: three types of account, each with a distinct job.

Challenge

A company that builds thought leadership for others has to demonstrate it on its own channel.

Their audience expects evidence-based, credible insight, so generic posting would actively undermine the proposition. The work is the proof.

The goal went beyond growing followers: iResearch Services wanted to be recognised as a trusted research partner and a strategic voice in B2B marketing.

Two kinds of account, two jobs

The company page and the people who do the work — each doing something the other cannot.

1. The company page proves the standard. Evidence-based, insight-rich thought leadership on a consistent schedule, every post designed to show the quality of thinking a client would be buying.
2. The people carry the reach. Specialists across the business published on their own subject areas, in their own names. That reaches networks the page cannot touch, shows the depth of expertise across the team, and builds each person's individual credibility alongside the firm's. It is where the strategy saw its biggest reach, at more than 200,000 impressions across employee accounts.

Employee accounts out-reaching the company page is the normal result, not the surprising one. Engagement flows through human networks; a page is something people check rather than something they follow. It is also the harder programme to run, because it depends on real people being willing to publish.

The standard the content had to meet

When you sell thought leadership, your own content is the portfolio.

Most B2B content can be adequate without consequence. This cannot. A research firm publishing generic observations has disproved its own pitch in public, and the audience it needs is exactly the audience equipped to notice.

So every post had to be evidence-based and insight-rich rather than merely frequent, and the schedule was set at a cadence that standard could survive. Publishing less often and meaning it beats publishing daily and proving the opposite of your proposition.

Results

A coordinated programme across the company page and employee profiles.

Visibility

Thousands of organic impressions, with more than 200,000 generated through employee accounts.

Audience

A steady increase in follower growth across multiple LinkedIn accounts.

Positioning

Their ICP gained a clearer picture of who iResearch Services is, what it stands for and how it helps.