Building a lead generation programme around original insight

The challenge

Bupa wanted to reach senior HR and business leaders across a range of UK industries with a message about the impact of employee health and wellbeing on business productivity. The challenge was finding a way to make that message feel genuinely relevant to a decision-maker’s specific sector and circumstances, rather than generic.

The approach

We commissioned the Bupa Workplace Wellbeing Census, a landmark study surveying over 4,000 employees across 12 UK industries, examining the most significant threats to employee health and productivity in each sector. The research gave us a compelling reason to reach out to decision-makers with findings that were directly relevant to their own industry, and positioned Bupa as a knowledgeable partner rather than simply a supplier.

The census data became the foundation of a targeted direct mail programme, with messaging tailored to the specific challenges facing each sector and a clear link to how Bupa’s employee wellbeing proposition could help address them.

The result

The campaign gave the sales team a high-value, relevant conversation starter with decision-makers across multiple industries. By leading with original insight rather than a product pitch, it established credibility and generated qualified engagement at the top of the funnel, creating a pipeline of leads for Bupa’s B2B sales team to develop.