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2014 Killer Content Awards Report
2014 Killer Content Awards Report
2014 Killer Content Awards Report
2014 Killer Content Awards Report
2014 Killer Content Awards Report
2014 Killer Content Awards Report
2014 Killer Content Awards Report
2014 Killer Content Awards Report
2014 Killer Content Awards Report
2014 Killer Content Awards Report
2014 Killer Content Awards Report
2014 Killer Content Awards Report
2014 Killer Content Awards Report
2014 Killer Content Awards Report
2014 Killer Content Awards Report
2014 Killer Content Awards Report
2014 Killer Content Awards Report
2014 Killer Content Awards Report
2014 Killer Content Awards Report
2014 Killer Content Awards Report
2014 Killer Content Awards Report
2014 Killer Content Awards Report
2014 Killer Content Awards Report
2014 Killer Content Awards Report
2014 Killer Content Awards Report
2014 Killer Content Awards Report
2014 Killer Content Awards Report
2014 Killer Content Awards Report
2014 Killer Content Awards Report
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2014 Killer Content Awards Report

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  • 1. Presented by Sponsored by R E P O R T A DEEP DIVE INTO THE MOST INNOVATIVE CONTENT MARKETING CAMPAIGNS OF THE YEAR
  • 2. 2Click the content images above to view the full content pieces Thanks to the increasing growth of digital technology in the landscape, content needs to be concise, easily accessible and available at the convenience of the audience whenever it’s desired. Progressive content marketers are creating new styles and formats to catch and retain the attention of B2B buyers. Infographics and video content have increasingly grown in popularity due to their ability to attract and entertain the audience. Interactive content, such as webinars with social Q&A capabilities, is becoming more prevalent in many content marketing strategies. The ability that interactive content has to get the audience engaged leads to more personalized conversations, and ultimately end in a potential deal. In the end, these new interactive and visual content formats are being leveraged due to how easy it is for viewers to digest it. This gives the audience exactly what they are looking for, and also keeps your company at the top of their elusive minds. With the Third Annual Killer Content Awards (KCAs), Demand Gen Report is recognizing businesses that have helped innovate the content marketing landscape across digital and physical channels, and leveraged changing buyer behaviors. The awards ceremony was held at Demand Gen Report’s annual event, the B2B Content2Conversion Conference. This year, we have raised the bar on overall qualifications and expectations, choosing winners based on the following criteria: • Educational content that informs and inspires buyers; • Social media and targeted content marketing; • Using video and interactive content in new and creative ways; • Connecting the dots between the content and the bottom-line; and • Deploying content that drives successful, cross-channel campaigns. In the report, you will find the profiles of all 25 of the KCA award winners, highlighting their content goals and providing insight into the metrics used to demonstrate the content’s effectiveness. Regards, Andrew Gaffney Content Director, Demand Gen Report andrew@demandgenreport.com CONCISE, VISUAL AND ALWAYS-ON CONTENT CONNECTS WITH BUYERS
  • 3. 3Click the content images above to view the full content pieces ADP. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 ADP. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 VOLTDELTA. . . . . . . . . . . . . . . . . . . . . . . . . . 6 OPENTEXT. . . . . . . . . . . . . . . . . . . . . . . . . . . 7 SAVO. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 COX MEDIA GROUP, INC . . . . . . . . . . . . . . 9 VMWARE . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 SUNGARD AVAILABILITY SERVICES. . . .11 OPTUM. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 OPTUM. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 LINKEDIN SALES SOLUTIONS . . . . . . . . . 14 LIVEPERSON. . . . . . . . . . . . . . . . . . . . . . . . . 15 ORACLE. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 IBM. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 NAVEX GLOBAL. . . . . . . . . . . . . . . . . . . . . . 18 BONITASOFT. . . . . . . . . . . . . . . . . . . . . . . . . 19 CERIDIAN. . . . . . . . . . . . . . . . . . . . . . . . . . . 20 LINKEDIN MARKETING SOLUTIONS. . . . 21 AUTOTASK. . . . . . . . . . . . . . . . . . . . . . . . . . 22 OPTUM360. . . . . . . . . . . . . . . . . . . . . . . . . . 23 LINKEDIN TALENT SOLUTIONS. . . . . . . 24 PTC. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 NANOLUMENS, INC. . . . . . . . . . . . . . . . . . 26 TOSHIBA. . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 EQUIFAX. . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 ABOUT DEMAND GEN REPORT. . . . . . . 29 TABLE OF CONTENTS
  • 4. 4Click the content images above to view the full content pieces THE GOAL THE RESULTSTHE ASSETS LESSONS LEARNED... • Align your content to your buyers’ everyday lives; • Use interactive content to make memorable experiences; and • Personalize content to improve brand association. BEST CREATIVE CAMPAIGN THEME For its sales team to gain access to key prospects within its nurture program, ADP’s “High-Impact Holidays” campaign for the 2014 fiscal year leveraged creative themes and personalized content. By “cutting through the clutter” with unique and personalized content, ADP was able to stay top-of-mind with prospects using content that showed they had the greatest potential to add to the bottom line. Various batches of personalized content were shipped on a quarterly basis to ADP’s top prospects. Each quarter’s campaign theme tied to a business message that was delivered in a unique way. The content format ranged from holiday-themed cookbooks (from Bobby Flay to Betty Crocker), branded incentives (such as pedometers for Valentine’s Day), infographics and personalized letters from sales associates. • Nurtured more than 24,000 contacts with a 39.5% open rate, compared to the industry best-in-class average of 22.4%; • Delivered 12 webcasts with over 11,000 registrants since April 2013, averaging a 62% attendee rate; and • Influenced more than $20 million in closed revenue.
  • 5. 5Click the content images above to view the full content pieces THE GOAL THE RESULTSTHE ASSETS LESSONS LEARNED... • Provide thought leadership on complex issues; • Make informative — and easy to digest — content; and • Create a streamlined experience. With ADP’s vast domain expertise at the intersection of Human Capital Management and employment-related tax compliance, the company decided that it was the prime candidate to help partners and clients understand how the Affordable Care Act (ACA) affected their business and how they could overcome the complex compliance challenges. ADP developed a fully integrated campaign around this message — with buyer-focused content — that included thought leadership, lead generation, lead nurturing, sales campaigns and proposal/ close tools. The integration of this message provided the backbone for a streamlined client experience throughout their buying process, from recognition of need to selection of ADP as their provider. • Nurtured more than 24,000 contacts with a 39.5% open rate, compared to the industry best-in-class average of 22.4%; • Delivered 12 webcasts with over 11,000 registrants since April 2013, averaging a 62% attendee rate; and • Influenced more than $20 million in closed revenue. BEST BUYER-FOCUSED CONTENT
  • 6. 6Click the content images above to view the full content pieces THE GOAL THE RESULTSTHE ASSETS LESSONS LEARNED... • Analyze your audience to craft a social strategy; • Leverage video content to amplify the company message; and • Promote social posts across your other social channels. BEST SOCIAL AMPLIFICATION With the cloud contact center solutions market growing more and more competitive, VoltDelta launched a campaign aimed to re-position and elevate the company’s brand image — and brand presence — to focus on delivering exceptional customer experiences. The “Art and Science of Customer Experience” campaign was a creative way of highlighting the company’s strengths in infrastructure technology, experience and expertise in contact center design and integration. VoltDelta launched an integrated series of video, blog and web content combined with a multichannel social push. The social media campaign revolved around a single YouTube video, which interviewed VoltDelta employees on what the art and science of customer experience meant to them. The white paper was also promoted in email campaigns (both sponsored email and trade show event follow up), banners and advertisements. • A stronger-than-projected 37.4% open rate for email campaigns; and • An 8.9% download rate on the promoted asset.
  • 7. 7Click the content images above to view the full content pieces THE GOAL THE RESULTSTHE ASSETS LESSONS LEARNED... • Create content that is short, concise and easy to digest; • Embrace highly visual content format in order to stand out; and • Consider the audience and get to the point quickly. OpenText’s “Make a Statement” campaign promotes the firm’s StreamServe EIM solution by playing on the double meaning of the phrase — as the solution is used to personalize and brand customer communications, such as bills and statements. The assets created for the campaign were formatted to seamlessly integrate with Eloqua, offering automated marketing capabilities to boost lead gen. The campaign included a host of lead generating assets and innovative interactive tools, which all linked into Eloqua for marketing automation. A wide variety of content formats were used — and transcribed into six different languages — to achieve a successfully integrated campaign. These types of content included a campaign microsite, interactive flipbooks, testimonials, videos and PDFs. • Campaign attributed to more than $3 million in pipeline to date; • Improved regional sales- marketing alignment and inter-regional marketing cooperation. BEST DRESSED CAMPAIGN
  • 8. 8Click the content images above to view the full content pieces THE GOAL THE RESULTSTHE ASSETS LESSONS LEARNED... • Make traditional marketing channels compelling with new media; • Communicate efficiently by outlining key points; and • Share information in the most valuable way to enhance the call to action. Looking for a new way to drive attendance to its annual Sales Enablement Summit, SAVO implemented a multi-angled communications strategy to bring together an elite group of analysts and industry visionaries to share strategies and best practices. Since the average executive receives an overwhelming number of emails each day, SAVO aimed to “rise above the noise” to capture the attention of potential registrants and spark discussion. SAVO used a cutting-edge “digital postcard” app, Inspire, to create tailored messaging sent via email, as well as to deliver personalized video content. SAVO used Inspire to deliver interactive, personalized and engaging videos that encouraged recipients to attend the conference. The communications included initial details on SAVO’s Summit and teased specific presentations, while enabling follow-up and tracking mechanisms needed for post-Summit campaigns. • A 14% open rate for the delivered emails; • A 7% click-through rate to the postcard; and • Event attendance in 2014 increased from 450 to 500. BEST INTERACTIVE CONTENT
  • 9. 9Click the content images above to view the full content pieces THE GOAL THE RESULTSTHE ASSETS LESSONS LEARNED... • Keep the target customer top-of-mind; • Use the right content format for the right occasion; and • Take a prescriptive approach to helps the audience apply the lessons to their own situations. Cox Media Group, Inc., which operates in more than 20 media markets and reaches roughly 52 million Americans on a weekly basis, was searching for new opportunities to interact with SMBs in a personalized and attractive format. The company partnered with Content4Demand to build a foundational library of content than can be used on a stand-alone basis and in conjunction with one another via campaign subsets. Cox Media’s 2014 Success Kit campaign was comprised of five assets in a variety of formats designed to appeal to their SMB customers. Components of the campaign included E-books; a series of illustrative case studies; a white paper that helps educate SMBs about new-media strategies; an expanded infographic that provides tips for annual marketing planning; and a video that compares good and bad approaches to cable advertising. • Generated more than 2,000 potential leads; • Achieved more than 500 downloads; and • A 9% increase in Q1 lead and demand gen performance year-over-year. BEST CREATIVE, INTEGRATED CAMPAIGN
  • 10. 10Click the content images above to view the full content pieces THE GOAL THE RESULTSTHE ASSETS LESSONS LEARNED... • Incorporate feedback from customers and prospects to help build and enhance events and campaigns; and • Leverage CTAs to turn social conversations into potential business. BEST SOCIAL AMPLIFICATION VMware sought to demonstrate its leadership and grow other parts of the business, specifically virtual desktop infrastructure (VDI). In doing so, the company wanted to engage customers and prospects in a new, dynamic way beyond traditional tactics, such as webcasts, emails and events. To tap into that critical peer validation while showcasing VMware’s VDI expertise, they hosted a live Google+ Hangout, giving VMware a voice, but making their customers and trusted influencers the real stars of the show. The video content — including the live event and video clips — was left un-gated to reach early-stage prospects. However, it also included calls to action directed at later-stage prospects further along in the buying cycle. • More than 1,600% increase in ROI; • 400 new contacts; and • An 8% conversion rate.
  • 11. 11Click the content images above to view the full content pieces THE GOAL THE RESULTSTHE ASSETS LESSONS LEARNED... • Understand the consumer’s cross-channel journey; • Consider consumption behaviors to help map and promote content across touch points; and • Inject fun and humor into your campaigns. To educate existing and prospective customers on pain points and industry trends that the company’s solutions could address, Sungard Availability Services (Sungard AS) leveraged holiday humor to offer a personalized and educational experience. Sungard AS, in conjunction with Bulldog Solutions, produced a holiday-themed, three-video series that brought a humorous touch to Sungard’s managed IT services campaigns. It also delivered strong results, including over 3,000 leads in three days. • More than 3,000 leads were generated in three days; • Email click and click-to-open rates were between two and three times the average; and • An 87.4% click-through rate for integrated CTAs at the end of each video. BEST CREATIVE, MULTI-TOUCH THEME
  • 12. 12Click the content images above to view the full content pieces THE GOAL THE RESULTSTHE ASSETS LESSONS LEARNED... • Understand the metrics that matter to your target audience; and • Keep it simple by adding context and explanation for the metrics. Big Data doesn’t necessarily mean good data, so marketers need to mold their data into a usable form so it can be scrutinized and understood. Optum aimed to help providers understand how to use Big Data— and Big Data analytics—to focus on the patients and conditions that have the most potential for cost savings and improvement. Optum’s recent E-book walks organizations through the steps they need to take to become data-driven health care providers. The E-book incorporated a baseball theme, comparing today’s healthcare industry to the Oakland Athletics’ historic 2002 season where data analytics was used to help select one of its most successful rosters to date. • More than 18,000 lead- nurture participants; • A 12% open rate; and • A 7% click-to-open rate. BEST METRICS-BASED CONTENT
  • 13. 13Click the content images above to view the full content pieces THE GOAL THE RESULTSTHE ASSETS LESSONS LEARNED... • Understand which metrics bring the most value to your company; • Keep it simple; and • Share your company’s best practices to prove profitability. Optum wanted to address the CMO’s growing need for knowledge and resources by strategically pairing them with subject matter experts. Doing so would support the sales force in its efforts to introduce CMOs to the depth of Optum’s capabilities and help them spark a needs-based dialogue. The company formulated CMOspark!, a unique website for targeted content marketing for CMOs who find themselves in the eye of the healthcare reform storm. Through a mix of articles, videos, podcasts, client success stories, white papers and an email newsletter, CMOs are accessing new and curated content tailored to their unique needs. • Generated more than 175 subscribers, a 23% month- over-month growth; • Two thirds of the new subscribers are reading the monthly emails; and • None of the new subscribers have unsubscribed. BEST MULTI-CHANNEL, INTEGRATED CAMPAIGN
  • 14. 14Click the content images above to view the full content pieces THE GOAL THE RESULTSTHE ASSETS LESSONS LEARNED... • Ensure that content is as focused as possible; • Leverage call-outs to encourage the audience to continue reading; and • Make it easy for your audience to socially share your content. To support B2B organizations seeking to implement social selling strategies in order to improve relationships and boost sales, LinkedIn Sales Solutions developed an innovative method to educate businesses on what social selling is and how it can be applied in social marketing strategies. The company created content to explain the process of social selling, with the help of thought leader Koka Sexton. Best practices and tips were highlighted in call-outs, which were configured to be shared easily with social share buttons. • More than 8,000 shares on Twitter; • 54 shares via LinkedIn; and • More than 400 downloads of the E-book in just one month of promotion. BEST SOCIAL AMPLIFICATION
  • 15. 15Click the content images above to view the full content pieces THE GOAL THE RESULTSTHE ASSETS LESSONS LEARNED... • Tap thought leaders to provide valuable insights and best practices; • Leverage thought leaders to enhance your brand’s image as thought leaders in the industry; and • Develop content that is easy to digest. An influencer campaign was formulated to affirm the company’s position in the digital space. Recognizing that B2B buyers prefer to have more than one educated opinion on a topic, LivePerson leveraged influencers to help promote its brand not only as a thought leader, but also as an industry innovator. LivePerson created a campaign that interviewed thought leaders in a Q&A format. The Q&A covered 10 various topics, including mobile, omnichannel and social trends. The resulting E-book, designed to promote LivePerson’s industry thought leadership, was the company’s most successful asset of 2013. • Approximately 800 total downloads over a six- month period; • An 11% average open rate and 17% average click- through rate; and • More than 250 MQLs. BEST INFLUENCER CONTENT
  • 16. 16Click the content images above to view the full content pieces THE GOAL THE RESULTSTHE ASSETS LESSONS LEARNED... • Leverage new styles and formats of media to upgrade traditional marketing channels; and • Be straightforward with your content by outlining key points. Oracle was looking for a new content format — one that would resonate with the audience regardless of channel — to help promote a recently completed omnichannel retail survey. Oracle decided to leverage an interactive video to summarize the survey results. The video shared real-world examples, including TOMS, Saks Fifth Avenue and Best Buy. The video also highlighted success stories from Oracle clients. • 67 Twitter shares from the Retail TouchPoints website. BEST INTERACTIVE CONTENT
  • 17. 17Click the content images above to view the full content pieces THE GOAL THE RESULTSTHE ASSETS LESSONS LEARNED... • Align thought leadership with industry trends; • Target specific buyer personas with relevant content; and • Engage prospects in a way that promotes discussion. With its Smarter Commerce Campaign, IBM sought to challenge industry executives to rethink how they are leveraging every opportunity to place today’s empowered consumer at the center of their business. The campaign centered on an interactive microsite featuring content for each of the company’s 12 line-of-business buyers. Storytelling through video, E-books, case studies, white papers and reports tailored to what each of the 12 LOB audiences care about in one central place, making it easy to find relevant information. • Page views topped 100,000; • More than 38,000 impressions; and • 13,000-plus responses that led to high-quality leads. BEST INTEGRATED DEMAND GEN CAMPAIGN
  • 18. 18Click the content images above to view the full content pieces THE GOAL THE RESULTSTHE ASSETS LESSONS LEARNED... • Curate your content to increase data longevity; • Keep the content simple and easy to follow; and • Use different content formats for each section of a campaign. After a year of collecting ethics and compliance-related hotline data for its 2014 Hotline Benchmarking Report, NAVEX Global aimed to build a campaign that refurbished the data into different content formats in order to promote the release of the report. In addition, they also wanted to optimize the content for every stage of the buying cycle. The campaign consisted of a webinar that covered the main findings of the report. Blog posts were used before and after the event to preview areas that would be covered in the webinar, while the latter focused on discussing FAQs. Infographics were also created to highlight key findings in the report. • More than 400 direct downloads for the full report; • An average of 1,150 views for each individual piece of content; and • 40-plus pipeline deals. MULTI-TOUCH/HIGH-IMPACT ROI AWARD
  • 19. 19Click the content images above to view the full content pieces THE GOAL THE RESULTSTHE ASSETS LESSONS LEARNED... • Use audience interaction to gauge interests; • Measure the impact of your content campaigns; and • Analyze the information collected to fuel future content opportunities. Bonitasoft wanted to seize the opportunity to provide its audience with content that simplified the 508-page BPMN 2.0 specification, while simultaneously asserting the company as a thought leader in the business process management industry. The company created a 25-page “ultimate guide” E-book to the BPMN 2.0 standard, thanks to the help of BPMN 2.0 experts and the company’s R&D team. Bonitasoft used its own software to provide examples for its audience, and also syndicated the E-book through third parties. The content was also curated into blog posts, which helped promote the release of the primary piece of content. • 890 downloads / registrations (gated content); • 19% click-through rate (open to click); and • 15 sales opportunities won to date and others still progressing. BEST HIGH-IMPACT ROI
  • 20. 20Click the content images above to view the full content pieces THE GOAL THE RESULTSTHE ASSETS LESSONS LEARNED... • Present technical content so that it is relatable to the audience’s daily experiences; • Use visuals to amplify your company’s message; and • Don’t be afraid to bring humor into technical conversations. Ceridian intended to demystify healthcare jargon and to define healthcare terms that commonly confuse employers and employees. In light of the Affordable Care Act rulings, the content in this infographic was especially timely and relevant to the company’s human resources and payroll audience, as they are concerned about proper employee classification and benefits guidance for their employees. The content in the infographic is presented in a way that defines common employee perceptions of healthcare terms and then counters those perceptions with the actual definition of the term. It is intended to provide a bit of humor, but also to inform readers on what can be a confusing topic for many. • A unique open rate of 22%; • Click-to-open rate of 32%; and • A 23% increase in web traffic to the company’s interactive content page. KILLER CONTENT DESIGN
  • 21. 21Click the content images above to view the full content pieces THE GOAL THE RESULTSTHE ASSETS LESSONS LEARNED... • Provide practical tips; • Utilize insights from market leaders; and • Position your internal execs as experts. LinkedIn Marketing Solutions looked to offer tips and guides into how businesses can leverage LinkedIn in their marketing strategies. The social media firm’s Sophisticated Marketer’s Guide to LinkedIn featured “ask the expert” profiles, case studies and lists of top social media experts. • Drove 10,000 downloads in under 30 days – 33% of which became MQLs; and • More than 3,000 people registered for the corresponding webinar. BEST HIGH-IMPACT ROI
  • 22. 22Click the content images above to view the full content pieces THE GOAL THE RESULTSTHE ASSETS LESSONS LEARNED... • Spot information gaps within your market; • Provide industry benchmarks; and • Use content to gain a competitive advantage. In February 2013, Autotask commissioned its first, global Information Technology Service Provider (ITSP) Benchmarking Survey with Decision Tree Labs. The objective of the associated content was to promote the survey findings and create awareness in the industry for the need to track and analyze key performance metrics. Autotask designed an extensive array of digital and multimedia marketing assets to showcase the survey findings, including three E-Books; two infographics; a video; a webinar; and 12 blog posts. These assets were featured in various marketing campaigns, with email marketing, PPC and social being the primary channels. • 20% of all sales inquiries were direct results of the campaign in May and June; and • Increase in survey participants for next year’s survey, with 1,300 respondents in 2014 compared to 229 in 2013. ® BEST HIGH IMPACT ROI
  • 23. 23Click the content images above to view the full content pieces THE GOAL THE RESULTSTHE ASSETS LESSONS LEARNED... • Simplify complex topics; • Tie into key industry themes and events; and • Provide multiple touch points. Optum360 aimed to foster goodwill with the target audience, as well as generate and nurture sales opportunities. The company targeted key buyers and influencers of CDI solutions with a direct mail campaign, timed for arrival during the third annual CDI Week. The company targeted key buyers with a direct mail campaign that included small gifts for CDI teams to share, as well as a “ticket to the new world,” which pointed recipients to a web quiz where they could register to win prizes. From there, a four-part lead nurturing email campaign was initiated, with simple text emails providing relevant, complimentary CDI content, as well as a CDI webinar invitation. • Achieved four qualified sales opportunities equating to $2.8 million in active sales pipeline. BEST BUYER-FOCUSED CONTENT
  • 24. 24Click the content images above to view the full content pieces THE GOAL THE RESULTSTHE ASSETS LESSONS LEARNED... • Make the content educational; • Get key players in the industry involved; and • Keep the content practical and easy to apply. The LinkedIn Talent Solutions team had several objectives: Spearhead education in the talent and acquisition industry; formulate content campaigns to help educate their audience; and promote the further growth of thought leaders in the space. The company also was seeking avenues to support the growing business in talent brand products. The playbook established a framework to enable recruitment, marketing and communications teams to develop, promote and measure a winning employer brand or “talent brand” (essentially, how the company is perceived as a place to work). The content launch was supported through multiple channels. • 14,000 downloads in approximately 10 months; and • $1.1M in bookings attributed directly to the Playbook; a further $500K+ driven by related webinars and other activity. BEST BUYER-FOCUSED CONTENT
  • 25. 25Click the content images above to view the full content pieces THE GOAL THE RESULTSTHE ASSETS LESSONS LEARNED... • Match channels and formats to industry preferences; • Stay consistent and relevant with timely information; and • Apply principles of brand journalism. PTC identified a need for first-hand reporting, expert commentary and insights into the news, trends and events shaping manufacturing, engineering and product development today. This manufacturing industry technology provider launched its “Lifecycle Series” blog and e-magazine to provide top quality brand journalism. The initiative was centered around a newsroom offering daily industry news and features. • 45,000-plus page views per month; • Healthy social engagement on LinkedIn, Facebook, Twitter; and • Widely syndicated original content, reblogs and retweets on Forbes, CNN.com, PC Mag and Fast Company, among other outlets. BEST VERTICALLY FOCUSED CONTENT
  • 26. 26Click the content images above to view the full content pieces THE GOAL THE RESULTSTHE ASSETS LESSONS LEARNED... • Have a visually appealing and easy-to-navigate website; • Offer content that spans a variety of topics and formats; and • Ensure that the website has a responsive design, and is accessible across multiple devices. NanoLumens Inc. executed a major website redesign to amplify the company’s content, thought leadership and client education activities. The company added assets including FAQ videos, infographics, white papers and more. The new content was followed up with an increase in social media presence, working to engage with clients and potential clients. • A 14% increase in website visits; • A 20% increase in unique visitors; and • Page load time has decreased 35%, dramatically enhancing UX. NanoLumens® BEST WEB CONTENT STRATEGY
  • 27. 27Click the content images above to view the full content pieces THE GOAL THE RESULTSTHE ASSETS LESSONS LEARNED... • Use content formats that fit certain areas of the buyer’s journey; • Leverage highly visual content; and • Have a central theme. Toshiba wanted to create a campaign that would help its audience learn best practices and strategies for omnichannel retailing, while also generating new leads for potential business. Toshiba developed a series of assets focused on omnichannel retailing, including an infographic, checklist, executive brief and E-book, combined with a strong social campaign from promotional partner Retail TouchPoints. • 19,558 opens; • 1,120 clicks; and • 309 leads generated. BEST CREATIVE, MULTI-TOUCH CAMPAIGN
  • 28. 28Click the content images above to view the full content pieces THE GOAL THE RESULTSTHE ASSETS LESSONS LEARNED... • Identify challenges and pain points for prospects; • Tailor content to promote opportunities and/or solutions; and • Empower the sales team with content and resources that ease the prospect’s pain points. Equifax had a two-pronged objective: Become more focused on content metrics and aid associates in having in-depth consultative engagement with customers and prospects. Equifax created an infographic and E-book as part of a sales enablement campaign for the company’s B2B data services. • The content — presented to the sales team through a major kick-off campaign with executive-level support — had a very positive impact on the company’s efforts to elevate its sales conversations with customers and prospects.. BEST METRICS-BASED CONTENT
  • 29. 29Click the content images above to view the full content pieces Demand Gen Report is a targeted e-media publication spotlighting the strategies and solutions that help companies better align their sales and marketing organizations, and ultimately, drive growth. A key component of our coverage focuses on the sales and marketing automation tools that enable companies to better measure and manage their multi-channel demand generation efforts. 411 State RT 17 Suite 410 Hasbrouck Heights, NJ 07604 1.888.603.3626 www.demandgenreport.com YOU MAY ALSO LIKE... (Click to view) ABOUT DEMAND GEN REPORT SEO Special Report The 2014 B2B Buyer Behavior Survey B2B Content Preferences Survey Mobile-Optimized Content With Visual Appeal Catches The Attention Of B2B Buyers 2014 DGR Content Preferences Survey

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