SITUATION

MaRS drives the adoption of Canadian technologies by producing in-depth research reports in collaboration with leading public and private organizations.

In 2023, MaRS released The State of Canadian Climate Innovation, pivotal report highlighting advancements in the Canadian cleantech sector.

Traditionally, reports were made available for direct download on the website. However, these reports did not have mechanisms that engage users post-download or collect user data. This limited our opportunity to connect with key stakeholders and assess the report’s impact.

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SOLUTION

I recommended making these reports into a lead-generation tool by requiring users to submit basic contact information before downloading. This approach enabled MaRS to establish a direct connection with readers and better understand their interests.

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SUCCESS

The report generated over 500 user submissions, providing a valuable audience database. This allowed MaRS to engage directly with users, tailor future marketing efforts, and gain insights into the stakeholders interested in Canadian climate innovation.