Erin Balsa – The Research Report Playbook

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Erin Balsa – The Research Report Playbook



What You Get in Erin Balsa The Research Report Playbook :

Hi! My name is Erin Balsa, and I’m a former content marketing leader with over 8 years of experience building and leading high-performing content teams at two Inc. 5,000 B2B SaaS startups and an agency.

I’ve written for a number of well-known B2B SaaS companies, including HubSpot, Drift, G2, and

I’ve advised and developed content strategies for a number of MarTech, sales tech, and tech companies, including Showpad,, Uniphore, Accord, and Intellum.

Over the past 4.5 years, I’ve assisted various B2B SaaS companies in generating MILLIONS of dollars in revenue by creating research reports that people want to read and share, such as my infamous Remote Work Report, which generated $680k in revenue the last time I checked.

This course contains EVERYTHING you need to know about creating and distributing research reports, including my plug-and-play TEMPLATE.

In this course, I 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 that my content has a bit of a slant to it. Expect sarcasm and possibly a swear or two. Expect to leave with the knowledge and confidence to begin creating your own research reports.

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