Use case
A peak industry body wanted to extend its influence beyond members and become the recognised authority across the wider industry. By offering free access to its AI-powered assistant, it allowed the market to experience its expertise firsthand.
In six months, this shifted lead generation from resource-heavy outbound activity to an always-on inbound channel, generating 42 new leads. Authority was built before the first conversation even started.
Becoming the Authority Before the First Conversation
A peak industry body had a clear goal. To become the go-to authority for its industry. Not just for their members but for the entire industry.
They had deep expertise, trusted knowledge, and a strong reputation within their membership base. But beyond events, communication channels and outbound calling, there were limited ways to demonstrate that expertise to the wider industry.
Lead generation was resource-intensive.
Primarily event-based.
Supported by outbound calling.
Effective, but slow. And, difficult to scale.
The Challenge
The organisation wanted to reach beyond its existing members and engage the wider industry, including businesses watching from a distance.
How do you show value to people who are not ready to join, attend an event, or take a sales call? You know they are watching but they are not interacting. So how do you reach these people?
The Shift
The association offered access to its AI-powered assistant, trained on its trusted industry content, free to the entire industry. Visitors to their website could create an account and gain unlimited access to the platform, allowing them to ask questions and receive clear, source-backed answers in plain language.
The tool was promoted through social media channels, extending well beyond the association’s existing member base.
For the first time, the wider industry could experience the depth of the organisation’s expertise firsthand!
What Changed
Instead of asking prospects to commit upfront, the organisation allowed them to engage on their own terms.
Industry professionals outside the membership base could explore the association’s expertise
The organisation captured who was engaging, what they were asking, and where interest was emerging
Lead generation shifted from outbound and event-only to inbound and always-on
The AI platform became a low-friction entry point into the organisation’s value.
The Impact
Within six months:
42 new leads were generated - Many of these leads entered conversations already familiar with the organisation’s expertise, reducing the need for education
The organisation reached parts of the industry it had not engaged with before
Expertise was demonstrated, not explained
Lead generation became less resource-intensive, saving the team hours and money
Leads were of higher quality. They had already engaged with the organisation’s expertise and entered conversations informed and trust-ready
What was once limited to events and outbound calls became a scalable, always-on lead channel.
The Bigger Win
The organisation was able to not only generate more leads. It positioned itself as an authority before the first conversation ever happened. People didn’t need to be sold to. They experienced the value directly which made the conversation about membership a lot easier to have.
What Would Change for You?
What would change if your expertise was available to the market before a sales conversation even started?
If you want to generate more leads, reach out to the team at CEADE, the creators of SnapInsight to see whether SnapInsight could add value to your business.
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