PROJECT: 2026 BENCHMARKS REPORT
role
Campaign and Research Lead (research strategy, content development, distribution, reporting))
scope of work
- Thought leadership
- Content and campaign strategy
- Demand gen
- Research
Building a Research-Led Thought Leadership Engine Through Reports
1,000+ professionals surveyed
3 years + consecutive research
3+ yearly live benchmarks briefings
100% lead and MQL goals met
Situation
Online education is increasingly tied to retention, product adoption, and revenue, but most organizations lacked benchmarks to measure its actual business impact. There was a clear opportunity to own this conversation and establish Thinkific as the authority.
Challenge
Connect learning directly to revenue outcomes in a way that felt credible and actionable, deliver benchmarks useful across multiple functions, and balance thought leadership with demand generation, making the report both genuinely valuable and commercially effective.
Strategy
The framework I built, the Learning Revenue Chain:
Learning Activity → Behavior Change → Business Impact → Revenue
Became the backbone of the report and all campaign messaging and was eventually adopted by the company. The campaign was designed in two phases: report launch and distribution, followed by a LinkedIn Live to deepen engagement.
Execution
- Research & content:
Survey design, launch, and 32-page report built from 1,000+ responses - Content strategy:
Defined the research framework and translated insights into actionable benchmarks - Distribution:
Email, social, blog, content syndication, and paid promotion - Live engagement:
LinkedIn Live replacing traditional webinar format - Evergreen system:
Ongoing distribution through blog, social, and repurposed insights
RESULTS
Three years of building this program established Thinkific as the go-to source for industry benchmarks in online education
A position no competitor currently holds. The evergreen distribution system I designed means each edition continues driving MQLs and data-backed research the team can leverage months after launch, extending ROI far beyond a typical campaign window.
let's do this thing
I'm here to talk.
About content marketing roles, strategic projects, and thoughtful collaborations in B2B and SaaS. I’m especially drawn to teams that are ambitious, building something that matters, and not afraid to do things differently.
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