The Research Report Playbook: Here We Grow, Yo – Erin Balsa

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The Research Report Playbook: Here We Grow, Yo – Erin Balsa

Over the past three years, I’ve helped B2B SaaS clients drive MILLIONS of dollars in revenue by creating the kind of research reports people actually want to read and share. Like the 2020 Remote Work Report, which has driven $680k in revenue (so far). Now I’m packing EVERYTHING I know about research report creation and distribution into a course that includes my plug-and-play TEMPLATE.

I also answer all your burning questions: How do I come up with a compelling storyline? How do I get valid data? What if the data doesn’t support the story I want to tell? Am I supposed to gate the report for lead gen? How do I project manage all the moving parts? Why is my butt itchy? (Well on second thought, not ALL your burning questions.)

If you know me from my LinkedIn posts, you know my content has an edge to it. So expect some sarcasm, and maybe a swear or two. And expect to walk away with the knowledge and confidence you need to start creating your own research reports.

(Scroll down for testimonials, a course preview, FAQs, and an about me.)

Course Preview

Lesson 1: Course Intro

Welcome + objectives

Lesson 2: Planning + Project Management 

Organizing all the moving pieces + setting clear expectations

Lesson 3: Data Collection + Analysis

Securing an audience, writing questions + analyzing raw data

Lesson 4: Report Writing + Design

Turning an outline into a polished report

Lesson 5: WebDev + Tracking

Setting up campaign tracking + QA

Lesson 6: Organic Promotion + PR

Generating attention + leads

Lesson 7: Paid Promotion 

Planning ads + writing ad copy

Lesson 8: Sales Enablement 

Helping sales have more productive conversations

Lesson 9: Post-launch

Analyzing results + making process improvements

Lesson 10: Monetization 

How to sell research reports to clients

Lesson 11: My Writing Process Deep Dive (Bonus)

How I do data storytelling, step-by-step

About Me

Hi! I’m Erin. I’ve had the privilege of leading content teams for seven years—first as a Section Editor and Managing Editor at a Boston-based content marketing agency. And then as Head of Content and Marketing Director at The Predictive Index, a high-growth B2B SaaS company. There, I grew the content team from 1 to 8, helped launch a market category to land a $50M Series A, and generated millions in revenue from content ($1M+ from research reports alone). Holla!

Over the past decade, I’ve worked with 100+ B2B companies as a strategist, editor, and writer. A few you might know include HubSpot, Drift, G2, Intuit, Greenhouse, Zenefits, Showpad, Intellum, and Metadata.

My content marketing and team leadership insights have been featured by the American Marketing Association, Content Marketing Institute, Content Marketing Conference, ASJA, Masters of Content, Content Logistics, Orbit Media, and more.

In my free time, I like to get tattoos, drink wine, and take long sits on the couch.

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