{Case Study} Influence-Driven Content Marketing
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{Case Study} Influence-Driven Content Marketing

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CHALLENGE ...

CHALLENGE
Appinions wanted to grab the attention of the major strategic consulting firms, but as a small start-up, the team struggled to get the attention of the key decision makers at those firms. Over the span of several months, all attempts to get in front of that set of influential companies failed.

SOLUTION
The Appinions Data Journalism Group seized a timely opportunity to create unique content based on influencer insights that would feature strategic consulting firms and evaluate their growing influence in marketing and IT services. Industry conversations surrounding recent acquisitions by key consulting firms spurred an interesting discussion that Appinions sought to leverage for marketing purposes.

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{Case Study} Influence-Driven Content Marketing {Case Study} Influence-Driven Content Marketing Document Transcript

  • CASE STUDY APPINIONS SHORTENS SALES CYCLE, SECURES NEW BUSINESS THROUGH INFLUENCE-DRIVEN CONTENT MARKETING Challenge Appinions wanted to grab the attention of the major strategic consulting firms, but as a small start-up, the team struggled to get the attention of the key decision makers at those firms. Over the span of several months, all attempts to get in front of that set of influential companies failed. Solution The Appinions Data Journalism Group seized a timely opportunity to create unique content based on influencer insights that would feature strategic consulting firms and evaluate their growing influence in marketing and IT services. Industry conversations surrounding recent acquisitions by key consulting firms spurred an interesting discussion that Appinions sought to leverage for marketing purposes. SHORTER SALES CYCLE BY 50% WITH HIGHER QUALITY LEADS 100% INCREASE IN REVENUE FOR THE QUARTER Copyright © 2013 Appinions. All rights reserved. STRATEGIC MEDIA PARTNERSHIP TO AMPLIFY THE STORY
  • Implementation Results Using the platform, Appinions set up topics for eight of the largest strategic consulting firms, which included Accenture, BCG, Deloitte, Ernst & Young, IBM, KPMG, McKinsey and PWC. •  The strategic partnership with Forbes served to amplify the story (7,600+ page views; 600+ social shares). Appinions used features from the platform to analyze those companies through the comparative lens of l influence on different topics. The platform provided: •  Influence scores for comparison for each company; •  Insights into how key acquisitions impact marketing influence for the strategic consulting firms; •  The most influential executives from these companies on marketing-specific topics; and •  The data journalism piece generated 8 sales leads. •  Of the eight strategic consulting firms mentioned in the analysis, four converted to clients within a 60-day window. Discussions are ongoing with the other four firms mentioned. •  Appinions experienced a shortened sales cycle by 50 percent. •  Appinions boosted revenues for the quarter by 100 percent. •  Key marketing themes associated with the discussions surrounding strategic consultancies and marketing capabilities. These insights allowed Appinions to: •  Shape an interesting story for the target audience; •  Create a sharable visual based on influencer data to accompany the story; and •  Pitch and secure the story with Forbes, a relevant and influential media outlet on the topic. “ About Appinions Appinions is the only opinion-powered influence marketing platform designed to give companies the unmatched ability to identify, analyze, engage, monitor and measure influencers. Built on more than a decade of research conducted at Cornell University, Appinions extracts and aggregates the opinions that generate the most reaction from more than six million sources including blogs, social networks, forums, newspapers and magazine articles, thus providing a more complete picture of influence. Appinions helps today’s businesses insert trust into the purchase journey by converting faceless touchpoints into influential trust points™ to optimize marketing efforts. For more information on the science of influence marketing, visit http://www.appinions.com/. Forbes is pleased to be a partner with Appinions in the creation and development of datadriven journalism that informs and provokes debate among our more than 23 million monthly readership. Our recent story incorporating Appinions research on who is winning the influence battle over gun control drew over 200,000 readers and drove impassioned interaction, commentary and content sharing that is the goal of every story we do and mandatory in today’s social media driven world. Bruce Rogers Copyright © 2013 Appinions. All rights reserved. ” Chief Insights Officer, Forbes 2
  • STRATEGIC CONSULTANCIES INVADE AGENCY SPACE Forbes.com Publish date: June 10, 2013 Copyright © 2013 Appinions. All rights reserved. 3