Funnel-Based Marketing & Content Strategy for IT Craft

One design sprint, SEO/content audit, and a funnel-based content plan to turn expertise into a pipeline.

“Thanks to the workshop with MAN Digital, we significantly increased the commitment to content creation and SEO. Our expertise became the centre of the content strategy”

Paulina Chmielewska

Head of Marketing, itCraft

+600%

organic traffic

x3

more leads

x2

revenue

Situation

itCraft is a Polish software house (50–100 employees) building award-winning, high-end apps for brands from startups to enterprise.

Problem

Delivery took priority over marketing; a one-size-fits-all approach underused itCraft’s expertise and limited inbound growth.

Solution

We developed a funnel-based content strategy tailored to the buying personas and created new entry offers, including an eBook lead magnet, powered by segmentation and email automation.

Benefit

Despite the pandemic, capacity hit 100%—with 600% more organic traffic, 3× more leads, and 2× revenue.

The Situation

itCraft designs and builds high-end, award-winning web and mobile apps for a broad range of clients (startups → enterprise like DHL/Deloitte). Marketing lagged behind delivery—strong work wasn’t fully showcased or converted into consistent stream of leads.

The Problem

A generic, “one message for all” marketing approach left buyer needs under-served across segments (Transport & Logistics, Telecom, Fitness, Healthcare). The team needed a persona-based, funnel-driven plan to grow organic traffic, enable sales with the right content, and turn expertise into qualified inbound leads.

Our Solution

1) Design Sprint (2 days):

We identified growth areas and shaped scalable frameworks for multiple buyer personas.

2) SEO & Content Audits:

We diagnosed gaps; defined a funnel-based content strategy to guide re-edits and website redesign.

3) Website & Entry Point Offers:

We redesigned the site and added chat; created entry-point offers plus an ebook lead magnet.

4) Distribution & Nurture:

We used user segmentation and email automation to redistribute the ebook and nurture subscribers.

5) Content Engine:

After our workshop, the marketing team committed to creating diversified expert content (incl. video) and launched a webinar series.

Business Impact

600% increase in organic traffic driven by focused, SEO-optimized content.

3× more leads from entry-point offers and the ebook magnet, nurtured by e-mail automation.

2× revenue and 100% capacity despite the pandemic, with a pipeline fueled by expertise-led content.

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