Rethinking thought leadership

B2B lead generation

Content strategy

Content production


As part of ASX-listed McMillan Shakespeare Group, Maxxia needed to improve brand awareness so it could feed a passionate and hungry sales team the B2B leads they wanted. The brief for this project was to develop a content strategy to drive brand awareness, consideration and leads from the target audience of HR professionals.


Lexicon’s solution came in the form of thought leadership – but not of the ordinary kind. We knew we needed to go above and beyond to find a way into the busy LinkedIn feeds and professional event calendars of the HR target audience.

So we got stuck into researching the ‘white space’ Maxxia could own. It was clear Employee Experience (EX) was a hot topic globally, however there was no Australian research available. This was the opportunity we needed to develop a content strategy that would resonate and position Maxxia as a leader in its field.

A collaboration with HR experts and industry leaders provided the research for Lexicon to develop a substantial report exploring the EX challenge and solutions. The campaign was designed to stir up the local conversation on this hot topic.

The report provided a truly unique piece of thought leadership for Maxxia. The flagship content was supported by articles and promotional content that extended the lead generation potential of the report and continued brand awareness with the target audience.

New website content to engage prospects
Connecting with clients through industry events
Positioning as a thought leader with proprietary content


300+ report downloads by HR professionals

500+ visits from LinkedIn sponsored posts

#1 ranking on Google for “Employee Experience Australia”

Stellar feedback from C-suite leaders & senior HR professionals

“Lexicon helped us identify a white space we could own and worked with us to produce a compelling and credible piece of thought leadership. This inaugural report has set the foundations for ongoing dialogue on the topic of employee experience.” Wendy Robertson, Head of B2B Marketing, Maxxia.

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