A trust gap is a moment in the customer journey where doubt, hesitation, or unnecessary friction causes a prospect to second-guess their next step. This blog covers how to identify and close trust gaps in the buyer journey.
SAP sought to provide three key business partners in New Zealand with a steady stream of qualified leads for their SAP Business One product. However, previous marketing efforts had failed to deliver:
Telemarketing and traditional advertising (via technology publications) weren’t generating real interest.
Even when marketing providers guaranteed leads, many were unqualified and not sales-ready (e.g., “Call me in 18 months” – weak!).
The ideal prospect was a key decision-maker in a growing small to medium-sized business (SMB) where operational inefficiencies were slowing down growth potential.
To make matters more complex, we couldn’t run the campaign under the SAP brand due to access limitations and red tape. Additionally, the three partners competed in the same market, creating internal conflicts over lead distribution.
Our challenge:Develop a cost-effective, inbound marketing campaign that generated real, sales-ready leads while ensuring fair lead allocation between competing SAP partners.
Our Solution: A Strategic, Content-Driven Inbound Marketing Campaign
LimeHub specializes in B2B digital marketing strategies that attract and convert qualified leads. Instead of pushing ads or relying on cold outreach, we focused on strategic content marketing—creating a valuable, high-intent content asset that only the right audience at the right stage of the buying journey would engage with.
1. Creating a High-Intent Content Marketing Asset
To attract decision-makers within SMBs that were actively experiencing operational inefficiencies, we developed a gated eBook titled:
“How Kiwi SMBs Can Scale Through Systemisation and Design Thinking”
This content was designed to filter out unqualified leads, ensuring we only attracted businesses that: ✔ Were actively seeking ways to scale and improve operations ✔ Had not yet systemized their processes (net-new prospects, not displacement leads) ✔ Were in the market for ERP solutions like SAP Business One
With only one campaign budget but three SAP partners to serve, we: ✔ Created one core eBook, which was rebranded for each partner to ensure consistency while allowing them to market it as their own. ✔ Segmented the New Zealand market geographically, assigning exclusive regional territories to each partner:
Auckland
Wellington & Wairarapa
Canterbury
This prevented competition between partners while maximizing the campaign’s impact within each region.
3. LinkedIn-Driven Lead Generation
We launched a targeted LinkedIn ad campaign over two weeks, promoting the eBook to business owners, CFOs, and operations managers at SMBs in the designated regions.
✔ Ads were optimized for engagement and lead conversion ✔ The eBook was gated, ensuring only high-intent prospects entered the funnel ✔ Each partner received their own landing page, linked to their localized ad campaigns
4. Lead Nurturing & Sales Funnel Automation
To further qualify and nurture inbound leads, we designed an email nurture sequence that: ✔ Educated prospects on the benefits of SAP Business One ✔ Shared customer success stories from similar businesses ✔ Digitized the sales funnel, reducing manual lead qualification for SAP partners
5. Strengthening Social Proof & Digital Presence
Recognizing that the SAP partners had inactive LinkedIn pages, which undermined their credibility, we: ✔ Provided social media support to improve their LinkedIn presence ✔ Enhanced trust signals—a crucial factor in B2B digital marketing success
The Results: A Highly Successful B2B Inbound Marketing Campaign
46 Qualified Inbound Leads – High-intent prospects actively exploring business systemization solutions Fair Lead Distribution – Each partner received exclusive, region-based leads, eliminating internal conflicts Digitized Sales Funnel – The automated nurture sequence ensured leads progressed seamlessly through the pipeline Cost-Efficient Approach – One content asset, three partners, maximized campaign ROI
Looking for High-Impact B2B Digital Marketing That Delivers Sales-Ready Leads?
Inbound marketing is about attracting the right prospects at the right time—and we do it with strategic content marketing that converts.
Explore our Marketing Services to see how we can drive real, qualified leads for your business.
Let’s create a B2B digital marketing campaign that delivers results.Contact us today.
Wellington Partner, BOS IT, landing page
Contact us to find out how we can generate qualified leads for your business.
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