This document provides summaries of 20 examples of successful B2B content marketing campaigns. Some key themes that emerged from the campaigns included a focus on buyer-focused content that is personalized and accessible across multiple platforms. Influencer campaigns that leveraged social media to reach prospects were also common. B2B marketers are increasingly focusing on measuring return on investment from campaigns. Nurture campaigns that influence buyers at all stages of the buying journey were also highlighted. Successful campaigns spanned multiple channels to reach different audiences like Millennials. The document profiles each of the 20 campaigns, providing details on their goals, metrics of effectiveness, and lessons learned.
Top 50 B2B Marketing Case Studies of 2012BtoB Online
BtoB Online's Top 50 Marketing Case Studies of 2012 is a collection of 50 in-depth case studies from diverse companies. The result is comprehensive insight into the issues facing today's b2b marketer. By showcasing the experience of others, we hope to help readers arm readers with the crucial information they need to plan their own successful campaigns.
Top 50 Marketing Case Studies 2012 includes email case studies that explain how to stand out in a saturated marketing; lead generation stories that detail how to use video to increase leads, and social media stories that describe how to better connect with customers. In addition to the 19 email, lead gen and social media marketing case studies, Top 50 Marketing Case Studies 2012 contains over 30 case studies on direct marketing, event marketing, integrated marketing, video, and great b2b websites.
Packed with great info drawn straight from the experience of b2b marketers in the trenches, Top 50 Marketing Case Studies 2012 features case studies from companies such as Teradata, Hewlett Packard, AT&T, Canon, Amex, IBM, Pitney Bowes and Motorola Solutions.
B2B Lead Generation - the content that will work for youB2B Marketing
Content and lead generation should be the closest of bedfellows, yet recent research discovered that very few UK B2B marketers have a content marketing strategy, let alone one that considers its role in lead generation. This session will outline the strategies that you can employ to improve your content, assets and email lead generation campaigns.
Key points to be discussed:
• Current B2B lead generation and content marketing trends
• How to design the perfect content strategy for lead generation
• What content works for email lead generation (and why)
• 7 golden rules for asset download (and the 7 things that will doom your campaign)
Creating Sponsored Content Posts That Earn EngagementLinkedIn
Promoting content on a social platform does not have to be complicated. These 5 examples of top-performing sponsored content posts provide tips you can use to earn engagement in the news feed of a busy (and aspirational) audience.
The plan is simple. To grow your business with effective online marketing you have to understand the basics. These 28 pages quickly introduce you to digital marketing principles and will save you a ton of time. www.feldmancreative.com
Live Webinar: Getting Started wit Display On and Off LinkedInLinkedIn
Getting in front of the right prospects early and often enables you to generate awareness, drive traffic, build trust, and effectively nudge your prospects from one stage of the funnel to the next until they convert.
And with LinkedIn Display Advertising, it’s never been easier to reach and engage your high-value prospects in a professional context and wherever they travel on the web with relevant ads and content.
In this presentation, LinkedIn senior manager Andrew Kaplan will demonstrate:
- How to leverage a variety of onsite and network display ads
- How to use built-in campaign and website analytics to measure your success
- How our own internal demand gen team uses display
LinkedIn demand gen expert Cassandra Clark also shares real examples of how LinkedIn uses display.
Discover how you can start reaching the world’s largest professional audience on LinkedIn—and beyond—using display.
The First Annual Killer Content Awards recognize organizations that have raised the
bar in content marketing tactics. Winners were formally honored at an awards ceremony
April 24, 2012 in New York City at The Times Center, during DemandGen Report’s B2B Content2Conversion Conference, an industry-first educational and networking event focused on helping B2B marketers develop, map, measure and optimize content marketing strategies.
Top 50 B2B Marketing Case Studies of 2012BtoB Online
BtoB Online's Top 50 Marketing Case Studies of 2012 is a collection of 50 in-depth case studies from diverse companies. The result is comprehensive insight into the issues facing today's b2b marketer. By showcasing the experience of others, we hope to help readers arm readers with the crucial information they need to plan their own successful campaigns.
Top 50 Marketing Case Studies 2012 includes email case studies that explain how to stand out in a saturated marketing; lead generation stories that detail how to use video to increase leads, and social media stories that describe how to better connect with customers. In addition to the 19 email, lead gen and social media marketing case studies, Top 50 Marketing Case Studies 2012 contains over 30 case studies on direct marketing, event marketing, integrated marketing, video, and great b2b websites.
Packed with great info drawn straight from the experience of b2b marketers in the trenches, Top 50 Marketing Case Studies 2012 features case studies from companies such as Teradata, Hewlett Packard, AT&T, Canon, Amex, IBM, Pitney Bowes and Motorola Solutions.
B2B Lead Generation - the content that will work for youB2B Marketing
Content and lead generation should be the closest of bedfellows, yet recent research discovered that very few UK B2B marketers have a content marketing strategy, let alone one that considers its role in lead generation. This session will outline the strategies that you can employ to improve your content, assets and email lead generation campaigns.
Key points to be discussed:
• Current B2B lead generation and content marketing trends
• How to design the perfect content strategy for lead generation
• What content works for email lead generation (and why)
• 7 golden rules for asset download (and the 7 things that will doom your campaign)
Creating Sponsored Content Posts That Earn EngagementLinkedIn
Promoting content on a social platform does not have to be complicated. These 5 examples of top-performing sponsored content posts provide tips you can use to earn engagement in the news feed of a busy (and aspirational) audience.
The plan is simple. To grow your business with effective online marketing you have to understand the basics. These 28 pages quickly introduce you to digital marketing principles and will save you a ton of time. www.feldmancreative.com
Live Webinar: Getting Started wit Display On and Off LinkedInLinkedIn
Getting in front of the right prospects early and often enables you to generate awareness, drive traffic, build trust, and effectively nudge your prospects from one stage of the funnel to the next until they convert.
And with LinkedIn Display Advertising, it’s never been easier to reach and engage your high-value prospects in a professional context and wherever they travel on the web with relevant ads and content.
In this presentation, LinkedIn senior manager Andrew Kaplan will demonstrate:
- How to leverage a variety of onsite and network display ads
- How to use built-in campaign and website analytics to measure your success
- How our own internal demand gen team uses display
LinkedIn demand gen expert Cassandra Clark also shares real examples of how LinkedIn uses display.
Discover how you can start reaching the world’s largest professional audience on LinkedIn—and beyond—using display.
The First Annual Killer Content Awards recognize organizations that have raised the
bar in content marketing tactics. Winners were formally honored at an awards ceremony
April 24, 2012 in New York City at The Times Center, during DemandGen Report’s B2B Content2Conversion Conference, an industry-first educational and networking event focused on helping B2B marketers develop, map, measure and optimize content marketing strategies.
Live Webinar: Market to Who Matters - How to Get Started with Advertising on ...LinkedIn
Join us for our live demo of our advertising solutions: LinkedIn Sponsored Content and LinkedIn Text Ads. These products allow you to connect with the world's largest audience of active, influential professionals. In this webinar you will learn how:
- Sponsored Content enables you to publish relevant content straight to the feed of any member across desktop and mobile. With native ads in the world’s professional feed, your content marketing captures the attention of highly engaged people – and drives qualified traffic right to you.
- Text Ads are easy to create and great for budget-conscious campaigns—set your own budget and only pay for ads that work on our pay-per-click platform.
Live Webinar: Using LinkedIn for Demand GenerationLinkedIn
We want to enable you to explore new solutions to your current demand generation challenges. Rethink the routine.
In a world governed by leads, conversions, and direct response - you know building and cultivating prospect and customer relationships is ultimately a full-funnel endeavor.
Join Jennifer Agustin, Group Manager, Marketing at LinkedIn and Amanda Halle, Senior Manager, Marketing at LinkedIn as they discuss:
- How to drive more qualified leads, opportunities, and ultimately revenue using LinkedIn.
- Why LinkedIn, with its 400M+ members, is the most effective B2B marketing platform to accomplish all of your demand gen objectives.
- Which products within the LinkedIn portfolio are best suited to your needs.
It’s time to rethink demand generation. Join us by registering for this webcast!
Exclusive Webinar: LinkedIn for Lead Generation: Build Your ArmyLinkedIn
Do you use LinkedIn for business? Are you wondering how you can use LinkedIn to generate quality leads?
Research has shown that LinkedIn is the only platform the majority of B2B marketers consider to be effective and that 77 percent of B2B marketers say they have acquired a customer through LinkedIn.
Jason Miller, Sr. Content Marketing Manager at LinkedIn, goes back to his roots of using social media for lead generation and shows you how to best leverage LinkedIn for building an army of high quality leads. Turn your social media strategy up to eleven.
In this webinar you will learn:
1. The importance of using social media for driving leads.
2. How to drive quality leads using LinkedIn Company Pages, Sponsored Updates, LinkedIn Groups and SlideShare.
3. The types of content that work best for driving leads on LinkedIn.
4. Best practices for messaging, visuals and targeting for your campaigns.
5. How to track and optimize your LinkedIn campaigns for maximum effectiveness.
View the presentation here:
http://youtu.be/KZZkryzdy7E
Live Webinar: Mastering Content Marketing on LinkedInLinkedIn
Social media and content marketing are now vital parts of any successfully integrated marketing strategy. These two essential tools are at the nexus of many marketing plans, because they influence search, impact branding, and help drive traffic to your website.
Start off 2016 right: Rethink content marketing for your business. Join Jon Lombardo, LinkedIn’s Content Marketing Lead, for a webinar in which he explores how you can create a successful content marketing strategy for your company on LinkedIn.
In this webinar, Mastering Content Marketing on LinkedIn, Lombardo will:
- Relate real world examples of brands that are doing it right.
- Show you how to select content that resonates with your target audience.
- Demonstrate how to create a compelling editorial calendar.
- Finally, give advice on how to measure success.
Live Webinar: What You Need to Succeed with Marketing on LinkedInLinkedIn
Discover how you can leverage the latest solutions from LinkedIn to reach, nurture and acquire prospects.
LinkedIn Director of Marketing Keith Richey shares best practices that both large- and medium-sized companies have used to achieve success, as well as tips that his own LinkedIn marketing team uses.
Learn how to reach your audiences, nurture them, and acquire more customers using the only professional platform built to impact every stage of the marketing funnel.
ion interactive's June 2015 webinar
There’s so much to optimize in interactive content!
IMPROVE ENGAGEMENT AND CONSUMPTION OF YOUR CONTENT WITH SMART A/B TESTING.
Even the tiniest tweak can make a big impact. For example, we recently re-labeled an ‘assessment’ as a ‘report card’ and upped our clicks 6X—yep, 600%. The point is, there’s a huge array of testing and optimization opportunities within interactive content. Get your testing game dialed in.
- Why test interactive content?
- What can be learned and optimized?
- How can you test ‘softer’ metrics like engagement and consumption?
Nine ideas for marketing apps in a handy infographic.
Why marketing apps? Engage in a much more meaningful level than cookie-cutter websites and landing pages.
6-Step Guide to B2B Content Marketing that WorksLinkedIn
70 percent of marketers report that they plan
to produce more content this year than last
year. At the same time, only 30% rate their
efforts as “effective” or “very effective.”
That means a lot of us still struggle with the
marketing aspect of content marketing. Use
the 6 steps in the following slides as a
blueprint of how to build a content strategy
that produces measurable results.
Live Webinar: Using LinkedIn for Brand MarketingLinkedIn
As a brand marketer today, you’ve never had greater responsibility or a more measurable impact on your company’s bottom line. The good news is you’ve also never had access to better tools or more precise data to help you succeed.
Digital Marketing for Financial Services Companies: New Mantras, New MediaWilson Cleveland
An overview of the digital media marketing landscape. New principles and strategies. Examples taken from financial services companies (as this was the audience for this particular presentation). Contact me at wcleveland@cjpcom.com for more information.
Content marketing careers are constantly evolving, but one thing is certain: The power of LinkedIn for personal branding and career advancement is here to stay. Of course, because so many people rely on LinkedIn for professional networking these days, it’s essential to create a profile that will help you stand out and get noticed by the people who make hiring decisions in your industry. It’s not an easy task, but it can be
done – with the help of some pro-level tips for strengthening your LinkedIn presence and gaining an edge over the competition. If your “Who’s Viewed Your Profile” chart is flatlining week after week, the advice below will help breathe new life into your profile, improve your visibility in search results, generate more views, and impress your audience.
The LinkedIn Ads Playbook will help you get your campaigns started on the world's largest professional network.
The playbook covers LinkedIn Ads campaign setup, targeting, bidding, budgeting, creative development, and more. Connect with the world's largest audience of active, influential professionals. Launch your campaign in minutes.
Content Marketing Institute Executive Research Series
As more companies have adopted content marketing, one challenge remains pronounced: How should marketing leaders operationalize and scale this nascent discipline? They need a structure that will help them with everything from creating content their audience truly values, to distributing it in places where their customers and prospects are, to continually measuring what works so they can refine their processes.
While organizations of every size need to figure this out, this challenge is more complex for enterprise organizations, as they are charged with collaborating and
proving value at so many different levels of the company.
Additionally, subject matter experts, whose input is so
critical to content creation, may be scattered throughout
the company.
While there is no one right way to structure a content
marketing team — and in fact we found substantial
variances in team structures as they exist today — a
hybrid structure appears to be emerging in which certain
aspects of content marketing are centralized (such as the
identification of key themes/topics and the production of
content), while other aspects are decentralized (such as
the execution of programs by the business unit that has
the subject matter expertise or the geography).
In short, while many leaders are making tangible progress
in these areas — and there are many who feel they are
effective — there is also palpable frustration as these
leaders struggle to truly transform their marketing, which
requires them to transform their cultures.
This report specifically looks at the following areas:
Organizational challenges
Team composition and integration
Budgets and distribution
Content marketing effectiveness
Live Webinar: Market to Who Matters: New Ways to Exceed Your Marketing Goals ...LinkedIn
In this webinar you'll discover:
- The reasons why almost 95 percent of B2B marketers use LinkedIn to distribute content and why LinkedIn is hands down the number one social network for lead generation.
- How to use both organic and paid content marketing on LinkedIn to reach the 40 million decision makers and 61 million senior-level influencers who are on the platform
- How to build a LinkedIn marketing program around the concepts of define, target, engage, and optimize
Social Media Marketing Agency Sales Deck - Vulpine InteractiveDerric Haynie
Here's what we are all about and how we help exciting brands grow passionate fan bases on social media. Learn more about the problems we solve, who we serve, our services and prices, and what makes us unique in this industry. Interested in partnering with us? Contact derric.haynie@gmail.com.
In 2012, Australia was the most popular travel destination on Facebook, Google+ and Instagram.
In 2013, Tourism Australia has an ambitious goal to use the power of social media to make Australia the most talked about holiday destination in the world.
There are officially just three people with ‘social media’ titles at Tourism Australia. Yet look a little more closely and in fact the content shared comes from millions of people who interact and enthusiastically help sell the country.
Welcome to the World’s Biggest Social Media Team.
Live Webinar: Market to Who Matters - How to Get Started with Advertising on ...LinkedIn
Join us for our live demo of our advertising solutions: LinkedIn Sponsored Content and LinkedIn Text Ads. These products allow you to connect with the world's largest audience of active, influential professionals. In this webinar you will learn how:
- Sponsored Content enables you to publish relevant content straight to the feed of any member across desktop and mobile. With native ads in the world’s professional feed, your content marketing captures the attention of highly engaged people – and drives qualified traffic right to you.
- Text Ads are easy to create and great for budget-conscious campaigns—set your own budget and only pay for ads that work on our pay-per-click platform.
Live Webinar: Using LinkedIn for Demand GenerationLinkedIn
We want to enable you to explore new solutions to your current demand generation challenges. Rethink the routine.
In a world governed by leads, conversions, and direct response - you know building and cultivating prospect and customer relationships is ultimately a full-funnel endeavor.
Join Jennifer Agustin, Group Manager, Marketing at LinkedIn and Amanda Halle, Senior Manager, Marketing at LinkedIn as they discuss:
- How to drive more qualified leads, opportunities, and ultimately revenue using LinkedIn.
- Why LinkedIn, with its 400M+ members, is the most effective B2B marketing platform to accomplish all of your demand gen objectives.
- Which products within the LinkedIn portfolio are best suited to your needs.
It’s time to rethink demand generation. Join us by registering for this webcast!
Exclusive Webinar: LinkedIn for Lead Generation: Build Your ArmyLinkedIn
Do you use LinkedIn for business? Are you wondering how you can use LinkedIn to generate quality leads?
Research has shown that LinkedIn is the only platform the majority of B2B marketers consider to be effective and that 77 percent of B2B marketers say they have acquired a customer through LinkedIn.
Jason Miller, Sr. Content Marketing Manager at LinkedIn, goes back to his roots of using social media for lead generation and shows you how to best leverage LinkedIn for building an army of high quality leads. Turn your social media strategy up to eleven.
In this webinar you will learn:
1. The importance of using social media for driving leads.
2. How to drive quality leads using LinkedIn Company Pages, Sponsored Updates, LinkedIn Groups and SlideShare.
3. The types of content that work best for driving leads on LinkedIn.
4. Best practices for messaging, visuals and targeting for your campaigns.
5. How to track and optimize your LinkedIn campaigns for maximum effectiveness.
View the presentation here:
http://youtu.be/KZZkryzdy7E
Live Webinar: Mastering Content Marketing on LinkedInLinkedIn
Social media and content marketing are now vital parts of any successfully integrated marketing strategy. These two essential tools are at the nexus of many marketing plans, because they influence search, impact branding, and help drive traffic to your website.
Start off 2016 right: Rethink content marketing for your business. Join Jon Lombardo, LinkedIn’s Content Marketing Lead, for a webinar in which he explores how you can create a successful content marketing strategy for your company on LinkedIn.
In this webinar, Mastering Content Marketing on LinkedIn, Lombardo will:
- Relate real world examples of brands that are doing it right.
- Show you how to select content that resonates with your target audience.
- Demonstrate how to create a compelling editorial calendar.
- Finally, give advice on how to measure success.
Live Webinar: What You Need to Succeed with Marketing on LinkedInLinkedIn
Discover how you can leverage the latest solutions from LinkedIn to reach, nurture and acquire prospects.
LinkedIn Director of Marketing Keith Richey shares best practices that both large- and medium-sized companies have used to achieve success, as well as tips that his own LinkedIn marketing team uses.
Learn how to reach your audiences, nurture them, and acquire more customers using the only professional platform built to impact every stage of the marketing funnel.
ion interactive's June 2015 webinar
There’s so much to optimize in interactive content!
IMPROVE ENGAGEMENT AND CONSUMPTION OF YOUR CONTENT WITH SMART A/B TESTING.
Even the tiniest tweak can make a big impact. For example, we recently re-labeled an ‘assessment’ as a ‘report card’ and upped our clicks 6X—yep, 600%. The point is, there’s a huge array of testing and optimization opportunities within interactive content. Get your testing game dialed in.
- Why test interactive content?
- What can be learned and optimized?
- How can you test ‘softer’ metrics like engagement and consumption?
Nine ideas for marketing apps in a handy infographic.
Why marketing apps? Engage in a much more meaningful level than cookie-cutter websites and landing pages.
6-Step Guide to B2B Content Marketing that WorksLinkedIn
70 percent of marketers report that they plan
to produce more content this year than last
year. At the same time, only 30% rate their
efforts as “effective” or “very effective.”
That means a lot of us still struggle with the
marketing aspect of content marketing. Use
the 6 steps in the following slides as a
blueprint of how to build a content strategy
that produces measurable results.
Live Webinar: Using LinkedIn for Brand MarketingLinkedIn
As a brand marketer today, you’ve never had greater responsibility or a more measurable impact on your company’s bottom line. The good news is you’ve also never had access to better tools or more precise data to help you succeed.
Digital Marketing for Financial Services Companies: New Mantras, New MediaWilson Cleveland
An overview of the digital media marketing landscape. New principles and strategies. Examples taken from financial services companies (as this was the audience for this particular presentation). Contact me at wcleveland@cjpcom.com for more information.
Content marketing careers are constantly evolving, but one thing is certain: The power of LinkedIn for personal branding and career advancement is here to stay. Of course, because so many people rely on LinkedIn for professional networking these days, it’s essential to create a profile that will help you stand out and get noticed by the people who make hiring decisions in your industry. It’s not an easy task, but it can be
done – with the help of some pro-level tips for strengthening your LinkedIn presence and gaining an edge over the competition. If your “Who’s Viewed Your Profile” chart is flatlining week after week, the advice below will help breathe new life into your profile, improve your visibility in search results, generate more views, and impress your audience.
The LinkedIn Ads Playbook will help you get your campaigns started on the world's largest professional network.
The playbook covers LinkedIn Ads campaign setup, targeting, bidding, budgeting, creative development, and more. Connect with the world's largest audience of active, influential professionals. Launch your campaign in minutes.
Content Marketing Institute Executive Research Series
As more companies have adopted content marketing, one challenge remains pronounced: How should marketing leaders operationalize and scale this nascent discipline? They need a structure that will help them with everything from creating content their audience truly values, to distributing it in places where their customers and prospects are, to continually measuring what works so they can refine their processes.
While organizations of every size need to figure this out, this challenge is more complex for enterprise organizations, as they are charged with collaborating and
proving value at so many different levels of the company.
Additionally, subject matter experts, whose input is so
critical to content creation, may be scattered throughout
the company.
While there is no one right way to structure a content
marketing team — and in fact we found substantial
variances in team structures as they exist today — a
hybrid structure appears to be emerging in which certain
aspects of content marketing are centralized (such as the
identification of key themes/topics and the production of
content), while other aspects are decentralized (such as
the execution of programs by the business unit that has
the subject matter expertise or the geography).
In short, while many leaders are making tangible progress
in these areas — and there are many who feel they are
effective — there is also palpable frustration as these
leaders struggle to truly transform their marketing, which
requires them to transform their cultures.
This report specifically looks at the following areas:
Organizational challenges
Team composition and integration
Budgets and distribution
Content marketing effectiveness
Live Webinar: Market to Who Matters: New Ways to Exceed Your Marketing Goals ...LinkedIn
In this webinar you'll discover:
- The reasons why almost 95 percent of B2B marketers use LinkedIn to distribute content and why LinkedIn is hands down the number one social network for lead generation.
- How to use both organic and paid content marketing on LinkedIn to reach the 40 million decision makers and 61 million senior-level influencers who are on the platform
- How to build a LinkedIn marketing program around the concepts of define, target, engage, and optimize
Social Media Marketing Agency Sales Deck - Vulpine InteractiveDerric Haynie
Here's what we are all about and how we help exciting brands grow passionate fan bases on social media. Learn more about the problems we solve, who we serve, our services and prices, and what makes us unique in this industry. Interested in partnering with us? Contact derric.haynie@gmail.com.
In 2012, Australia was the most popular travel destination on Facebook, Google+ and Instagram.
In 2013, Tourism Australia has an ambitious goal to use the power of social media to make Australia the most talked about holiday destination in the world.
There are officially just three people with ‘social media’ titles at Tourism Australia. Yet look a little more closely and in fact the content shared comes from millions of people who interact and enthusiastically help sell the country.
Welcome to the World’s Biggest Social Media Team.
What's the ROI of a Piano? What's the ROI of a YouTube channel? What's the ROI of anything!? After you read this deck you'll be able to answer all these questions easily.
The attention of the consumer has changed, so why hasn't the attention of the marketers? Learn to communicate with your consumers like the year that it actually is...
How to Create the Perfect Social-Media PostGuy Kawasaki
These are the slides that Guy Kawasaki and Peg Fitzpatrick used for a webinar hosted by Mari Smith. The purpose of the webinar was to help people create "the perfect posts" for social media. The presentation uses a classic top-ten format.
“If you were to give a one-sentence tip to a small business owner just started out with social media, what would you say?”
That’s the question we’ve been asking a lot over the last few weeks.
We’ve asked: business owners, marketers, social media experts, bloggers, entrepreneurs, best-selling authors, and a ton of other people who have achieved success on social media.
Most stuck to one sentence. Some cheated a little.
But all provided helpful tips that any business can use when getting started.
Now, it’s your turn! “If you were to give a one-sentence tip to a small business owner just started out with social media, what would you say?” Let us know on our blog: http://ow.ly/A1gr1
6 Questions to Lead You to a Social Media StrategyMark Schaefer
It can be intimidating and overwhelming to try to develop a social media strategy, but if you follow through on these six questions, your strategy will reveal itself.
A Complete Guide To The Best Times To Post On Social Media (And More!)TrackMaven
Do you know the most effective times to post on social media, send an email, or publish a blog? We've broken down the data behind the most effective times to post content on Twitter, Instagram, Facebook, Content Marketing, and Email.
Go Viral on the Social Web: The Definitive How-To guide!XPLAIN
Creating a Viral Content success story has no recipe. It has a lot of variables, not all of which can be controlled by a Brand. However, this deck offers you the ideal How-To approach in creating tasteful, inspired Content that will help your message stand out from the information noise on Social Web and make people eager to share it around.
An impactful approach to the Seven Deadly Sins you and your Brand should avoid on Social Media! From a humoristic approach to a modern-life analogy for Social Media and including everything in between, this deck is a compelling resource that will provide you with more than a few take-aways for your Brand!
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave ChaffeyDave Chaffey
My presentation for the Chartered Institute of Marketing in Leeds updated to cover Smart Insights RACE planning framework for an April 2019 talk for West Yorkshire CIM members.
In this Slideshare, we explain:
+ Some context about how social media is transforming today’s business landscape
+ What social selling is
+ The social selling journey
+ The importance of content: content with intent
+ The benefits of social platforms and social management tools in engaging and influencing prospects and generating new business
Digital Marketing Strategy Workshop - Abed JrabAbed Jrab
This was a free digital marketing strategy workshop, this Digital Marketing Strategy workshop covered an overview of how to begin on digital channels. Before even starting any digital campaign or digital communication you must have a strategy in place which will define your activities, your target audience and the results you wish to achieve.
What it included:
● What is a Digital Marketing Strategy
● Why you need a digital marketing strategy
● Introducing RACE Planning System
● Developing personas
● Setting SMART objectives
● Online Value Proposition
● Free Ebook Giveaway (Blogging the smart way, Jeff Bullas)
● Many other resources to be shared
● Live examples
Innovating digital 2020 : Digital Marketing trendsDave Chaffey
A presentation to Chartered Institute of Marketing members at the University of Wolverhampton. October 2019 covering 5 applications of data-driven marketing.
Why a Content Hub should be at the heart of your Content Marketing Strategy. A content hub is the home of your content marketing efforts. It’s where most of your content lives, and it’s where you drive users. For many brands, it’s their strongest owned channel.
Marketers are increasingly struggling to generate sales ready leads and demonstrate the real business value of their work.
In this presentation, you'll learn how to implement a marketing strategy that generates high quality leads and demonstrates an ROI on your activity, showing the real business value of the marketing unit.
By embracing digital marketing and integrating it with offline communications, a company will demonstrate thought leadership, reinforce its position as a trusted advisor in the financial services community and fuel new client acquisition.
Marketing automation 101 understanding marketing automation and where to get ...Mario Kyriacou
What this presentation covers:
- What is marketing automation?
- How marketing automation can improve the overall customer experience
- How automation can improve conversions and ROI
- Why automation is applicable to both B2B and B2C
- Where to get started with your own automation program
- Getting buy-in from sales and senior management
When content nurtures the first 60% of the sales cycle, it is imperative that sales and marketing work closely together. Many organizations today create content that fails to consider the multiple roles that content plays in both demand generation and sales. This session will offer practical tips on:
~Road blocks to aligning sales enablement efforts with other marketing and content work
~Identifying the complete buying center and members’ specific content needs
~How to optimize the data captured in platforms for better content strategy
Explore LinkedIn’s demand generation capabilities and get equipped to create LinkedIn advertising campaigns that effectively generate and nurture high-quality leads.
Digital marketing transformation : Benchmarking your digital futureSmart Insights
In this member webinar hosted by digital strategist Dr Dave Chaffey, co-founder of Smart Insights explains techniques to help you review your digital capabilities, set your future direction and articulate strategy to colleagues.
You will learn how to:
> Discover the digital maturity of your business
> Define goals needed to achieve transformation
> Plan and prioritize activities to integrate digital
> Influence company culture and instil a process of continuous improvement
Includes examples from a range of sectors including leaders from some generally less mature industries such as Manufacturing, Aerospace and Defence, Higher Education, Financial Services, Engineering and Construction.
Boutique advertising agency delivers results (600+%) with fresh creative branding, marketing, advertising & website design. Well kept secret in San Francisco Bay Area.
In this presentation, we delve into the power of AI in revolutionizing sales and marketing, with a focus on lead generation and cost optimization. As the search landscape evolves, the future of Google driving high volumes of website traffic is uncertain with the rise of LLMs, making AI's role even more significant. While only 3.7% of Canadian businesses have deployed AI, its adoption is critical for staying competitive. We'll discuss a step-by-step approach to AI integration, highlighting essential tools and the importance of proper training. From lead processing to content creation, AI emerges as a game-changer, significantly improving efficiency and quality. The core message is clear: AI is no longer an option but a component for modern marketing success, transforming how we approach sales and marketing. By carefully planning the steps, leveraging the right tools, and investing in training, businesses can harness AI's transformative power and gain a competitive edge.
Key Takeaways:
AI changes everything. AI is revolutionizing lead generation and cost savings in sales and marketing operations.
The rise of large language models (LLMs) is challenging Google's dominance in driving website traffic, making AI adoption even more crucial.
Despite the low adoption rate (only 3.7% of Canadian businesses using AI), integrating AI is critical for staying competitive.
A step-by-step approach is needed for successful AI integration, along with leveraging the right tools and providing proper training.AI is a game-changer for lead generation, content creation, and overall process efficiency and quality improvement.AI is no longer an optional tool but a fundamental component for modern marketing success.
Careful planning, using the right AI tools, and investing in training can help businesses harness AI's transformative power and gain a competitive edge.
Similar to Demand Gen Report's Killer Content Awards 2016 (20)
First Things First: Building and Effective Marketing Strategy
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Key Takeaways:
-Recognize the critical role of strategy in marketing
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-Receive templates and guides for developing a marketing strategy
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
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Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
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2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
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Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
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>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
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When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin
Demand Gen Report's Killer Content Awards 2016
1. A CLOSE-UP LOOK AT 20 STAND-OUT
EXAMPLES OF B2B CONTENT MARKETING
Presented by Sponsored by
2. 2
TABLE OF CONTENTS
Buyer-Focused Content
04 EMC
05 Glassdoor
06 Lattice Engines
07 Microsoft Visual Studio
08 Trapit
Combination of Paid,
Owned & Earned Media
09 Panasonic
Influencer Campaign
10 Cision
11 TopRank Online Marketing
Interactive Content
12 Penton
13 The Trade Desk
14 Unitrends
Measurable ROI
15 Experian Marketing Services
16 Marketo
Multi-Touch Campaign
17 Influitive
18 Offerpop
19 Optum
Nurture Campaign
20 Dell
21 Quintiq
22 SAP & Avnet
Rebranding Campaign
23 Seagate
3. 3
HONORING BUYER-FOCUSED CONTENT THAT DRIVES ENGAGEMENT
AND ROI ACROSS CHANNELS
With the fourth annual Killer Content Awards (KCAs), Demand Gen
Report recognizes B2B companies that have helped innovate the
content marketing landscape across all channels and leveraged
evolving buyer behaviors.
A few themes have emerged from this year’s crop of
outstanding campaigns:
Buyer-focused content was a top priority for entrants, such as
Microsoft, Lattice Engines and Glassdoor. Developing personalized,
targeted content that’s accessible from multiple platforms was
critical for these winners when engaging prospects and clients.
Influencers played a key role in many of the submissions this
year. As many marketers are looking to the social web to reach
more prospects and communicate with clients, companies, such as
TopRank Online Marketing and Cision, are tapping influencers to
create and propel their campaigns.
B2B marketers, such as Marketo and Experian Marketing Services,
are becoming increasingly sophisticated about measuring the
return on their campaign investment.
Content has always been a strong influencer at the top of the funnel,
but companies, such as Dell, SAP and Quintiq, are making the most
of nurture campaigns to influence prospects at all stages of the
buying journey.
Finally, B2B marketers are recognizing that they have to broaden
their channels to reach the increasing number of Millennials moving
into decision-making roles. Companies, such as Offerpop and
Optum, are focusing their efforts on multi-touch campaigns that
span a number of channels.
The winners were honored at Demand Gen Report’s annual event, the
B2B Content2Conversion Conference.
In determining the winners from an abundance of responses, we
focused on the following criteria:
• Educational content that informs and inspires buyers;
• Social media reach and targeted content marketing;
• Connecting the dots between content and the bottom line; and
• Deploying content that drives successful, cross-channel campaigns.
In the report are profiles of 20 of the KCA winners that highlight their
content goals, as well as provide insight into the metrics used to
demonstrate the content’s effectiveness and the lessons learned.
Sincerely,
Andrew Gaffney
Editor
Demand Gen Report
4. LESSONS LEARNED
4Click the content images above to view the full content pieces
• Continue to keep buyers and
their preferences in mind,
even with late-stage content;
• Make it easy for buyers to
connect with sales reps; and
• Ensure all content and
product information is easy
to find and access.
Category: Buyer-Focused Content | Company: EMC
THE GOAL:
The consumerization of IT has changed how customers
research and buy solutions. EMC recognized that more
B2B buyers prefer to research solutions online before
speaking with a sales rep. The company sought a
strategy that would empower digital buyers, but also
support the channel partners that sold its products.
THE ASSETS:
The EMC Store was built to provide a digital shopping
experience for IT technologists who make purchasing
decisions within their companies. The Store, which is
supplemented with late-stage product content, makes
it easier for customers to learn about EMC products,
compare products and obtain pricing. For EMC partners,
the Store helps generate highly qualified sales leads,
which also is beneficial for their businesses.
THE RESULTS:
• Page views increased by 55% month-over-month;
• Average bounce rate: 49%;
• Leads increased by 100%; and
• Over $12 million in bookings revenue from Store
leads between Q1 and Q3 2014.
5. LESSONS LEARNED
5Click the content images above to view the full content pieces
• Develop a tactical checklist
of what executives will learn
from your content;
• Break up text and appeal
to different maturity levels
by adding side bars for tips,
reminders and even more
technical advice; and
• Extend the life of your content
and boost buyer engagement
by developing a supplementary
webinar, blog series or
SlideShare presentation.
THE GOAL:
Since the early 90s, human resources (HR) and recruiting
professionals have relied on “employer branding” to find
and retain top talent. Glassdoor wanted to showcase its
expertise in this area, as well as reaffirm its position as a
thought leader in HR and recruiting best practices.
THE ASSETS:
Glassdoor created Employer Branding For Dummies,
Glassdoor Special Edition to help organizations acquire
key research and best practices that enables them to
bring their recruiting and talent strategies to the next
level. The piece has been used by organizations to train
employees and was spotlighted by Captora, who took a
deeper dive into the planning and execution process for
the piece.
THE RESULTS:
• Employer Branding For Dummies was the top-
performing E-book out of 15 E-books from Glassdoor;
• The asset also contributed 27% of leads and 28% of
pipeline from content in 2014.
• Out of all E-books released in 2014, Employer
Branding For Dummies contributed 48% of closed
revenue; and
• The webinar based on the book closed two more deals,
with six more expected to close in the near future.
Category: Buyer-Focused Content | Company: Glassdoor
6. LESSONS LEARNED
6Click the content images above to view the full content pieces
• Provide insights on a
broad trend to generate
initial interest and show
thought leadership;
• Guide buyers through their
research-and-consideration
journey by outlining the
trend, why it matters, the
solutions that are available,
and how to find the right
ones for their business; and
• Develop a shorter, more
tactical piece of content
as a follow-up to your
broader piece.
THE GOAL:
In 2014, more marketers were eager to experiment with
predictive lead scoring. However, when making a buying
decision, sometimes it’s difficult for organizations to
sift through the noise and determine the right solution
for their business. Lattice Engines sought to educate
demand gen directors and marketing ops managers
on the predictive lead scoring trend, and how to truly
optimize it.
THE ASSETS:
The Buyer’s Guide To Predictive Lead Scoring is a
comprehensive source that outlines a variety of
points, including:
• How to map predictive lead scoring into the
buyer’s journey;
• Which roles are responsible for managing the process;
• How to select the most effective tool for a company;
• What questions to ask predictive lead scoring
vendors; and
• How to measure value.
In conjunction with The Buyer’s Guide, Lattice Engines
released a quick checklist to direct executives through
the decision-making process.
THE RESULTS:
The Buyer’s Guide remains one of Lattice Engines’
most-shared pieces of content by its sales team. The
piece also yielded more than 200 gated downloads and
influenced more than 24 opportunities.
Category: Buyer-Focused Content | Company: Lattice Engines
7. LESSONS LEARNED
7Click the content images above to view the full content pieces
• Reconsider the entire
concept of the virtual event;
• Focus on content delivery,
rather than traditional
virtual experiences, to
successfully implement the
new concept; and
• A content-first approach can
help improve site performance
and engagement.
THE GOAL:
Events have been a cornerstone of Microsoft’s Visual
Studio product releases. With their increased frequency
and expanding global reach, they needed to excite the
developer audience and provide them with access to
content from anywhere in the world.
THE ASSETS:
The group created the Visual Studio product release hub,
a platform housed on the Visual Studio event web site
which includes feeds from launch events, social sharing
and on-demand video content. The hub also includes a
social lounge where Visual Studio customers can initiate
and join discussions, and Microsoft moderators can
promote the breadth of technical partners to collaborate
with participants and implement the Visual Studio
solution best tailored to their needs.
THE RESULTS:
On the day of the launch, there were:
• 7,200 concurrent users;
• 30,500 live streams;
• 81,471 site visits;
• 180,169 page views; and
• 2,795 click-throughs.
To date:
• More than 50% of site visitors return to access on-
demand content; and
• Approximately 1,500 clicks to download Visual Studio.
Category: Buyer-Focused Content | Company: Microsoft Visual Studio
8. LESSONS LEARNED
8Click the content images above to view the full content pieces
• Engage thought leaders to
build brand credibility;
• Combine industry research
with internal thought
leadership to nurture top-
of-funnel leads who are
still learning about your
business; and
• Mitigate the sales speak
— especially at the top
of the funnel — and keep
information regarding your
company and its solutions
to a minimum.
THE GOAL:
To effectively promote thought leadership and brand
awareness within the social selling space, Trapit
formulated a piece of content designed to educate its
target audience on the topic of social selling, while also
highlighting the company’s solution.
THE ASSETS:
The white paper, titled: Social Selling 101, introduces
readers to the concept of social selling by highlighting
common pain points marketing and sales teams suffer
from during their daily work routines. The paper then
showcases how social selling can alleviate those
problems. To drive home the growing importance of
social selling, the asset highlights research findings from
notable analyst groups, including Forrester Research,
while also providing steps B2B companies can take to
craft and implement a social selling strategy.
THE RESULTS:
• More than 10,000 top-of-funnel leads;
• Up to 70% of new pipeline considering Trapit for
social selling and employee advocacy; and
• Two new customers won from the content.
Category: Buyer-Focused Content | Company: Trapit
9. LESSONS LEARNED
9Click the content images above to view the full content pieces
• Ensure that all assets are
social-friendly;
• Leverage your partners to
expand overall reach; and
• Give your audience an
incentive or reward to
engage with your content.
THE GOAL:
To continue the momentum created from the launch of
its Toughpad E1 device, Panasonic held a sweepstakes
that was accompanied by a video showcasing the
company’s graphic novel, which was created to support
the product launch.
THE ASSETS:
The video, called “Unbreakable Valor,” was designed to
create a high degree of brand buzz and generate leads
within the IT community. The product plays a supporting
and very significant role in the video, which was
promoted through online video banners and Panasonic
social channels to drive sweepstakes entries. For the
sweepstakes, participants had the opportunity to win a
variety of prizes, including a printed version of the graphic
novel and a grand prize trip for two to New York City.
THE RESULTS:
• 53 million traditional earned media
impressions generated;
• More than 450,000 social earned media impressions
generated; and
• 14 million partner and fan post impressions.
Category: Combination Of Paid, Earned Owned Media | Company: Panasonic
10. LESSONS LEARNED
10Click the content images above to view the full content pieces
• Tap influencers to enhance
brand credibility and spread
word-of-mouth;
• Embrace visual content to
boost engagement and drive
social shares; and
• Repurpose content into
other formats to extend
message reach and life.
THE GOAL:
With the PR industry experiencing significant changes
over the past few years, Cision partnered with Brian
Solis, Principal Analyst at Altimeter Group, to release an
E-book designed to educate PR professionals on how
technology can enhance their daily routine and boost
productivity. Additionally, the asset was developed to
show the importance of building relationships in the
media industry.
THE ASSETS:
The E-book, titled: What If PR Stood For People And
Relationships?, was available on SlideShare and featured
illustrations from notable cartoonist Hugh MacLeod of
Gapingvoid. The content was promoted at an industry
event where Solis was the keynote speaker. During his
session, Solis offered key takeaways from the book.
THE RESULTS:
• 209,673 views on SlideShare;
• 11 Twitter influencers, and a combined following of
two million people, shared the content via social
media; and
• Although the content was designed for thought
leadership, it generated 600 sales leads.
Category: Influencer Campaign | Company: Cision
11. LESSONS LEARNED
11Click the content images above to view the full content pieces
• Identify, qualify and recruit
influencers;
• Select the right topics and
content formats; and
• Promote and measure
influencer co-created content.
THE GOAL:
As part of an awareness creation effort, TopRank Online
Marketing planned and implemented an influencer
marketing program for CMI’s 2014 Content Marketing
World conference, which was co-sponsored by Curata.
The program involved 40+ marketing industry influencers
from major brands, including Altimeter Group, EMC
Corporation, Cisco Systems, LinkedIn and Microsoft.
THE ASSETS:
The campaign theme leveraged the fairytale Alice in
Wonderland as a metaphor for navigating the world of
content marketing. Influencers were drawn from the roster
of nearly 200 executives planned to speak at Content
Marketing World. Insights provided by the influencers
were compiled according to theme into four E-books.
Each E-book was complemented by a long form interview
with select influencers and posted to marketingblog.com.
Each E-book was also supported with an infographic,
featuring tweetable quotes from each influencer.
RESULTS:
Over the 45-day program leading up to Content
Marketing World:
• 145,000 views on SlideShare (All four E-books were
featured presentations on SlideShare);
• 20,000+ views on the TopRank Blog;
• 13,000 Social shares;
• 2,000+ PDF downloads;
• 800+ leads for the sponsor; and
• 200+ event referrals.
In the months since the campaign:
• SlideShare views have increased from 145,000 to 194,000
views, and since the assets are still live they continue to
draw attention to the event, sponsor and the agency; and
• The program helped TopRank Online Marketing secure
a similar engagement with a Fortune 50 company, and
has lead to several other projects with organizations,
such as MarketingProfs and Copyblogger.
Category: Influencer Campaign | Company: TopRank Online Marketing
Online Marketing
TopRank
®
12. LESSONS LEARNED
12Click the content images above to view the full content pieces
• Embed social sharing
buttons and a call-to-action;
• Incorporate interactive
content, such as videos, to
break up text; and
• Refer to popular culture
to find content and
campaign inspiration.
THE GOAL:
Penton helps organizations inform decisions using
critical data. Organizations in a variety of segments —
including agriculture, transportation, natural products
and food, design and manufacturing, and infrastructure
— tap Penton to garner insights that drive new ideas
and opportunities. The Design Engineering Sourcing
Group wanted to boost online user engagement and
capture new leads. Taking an interactive approach, the
Group crafted a contest, titled: “The World’s Greatest
Engineering Movie.”
THE ASSETS:
In the initial stages of the campaign, the editorial team
solicited input for movie nominations and bracket
pairings. The goal was to acquire 32 classic and new
films where engineers and technology drove the plot,
and encourage registered users to vote on their favorites.
Over a five-week period, weekly votes were tallied and
new bracket pairings were posted online with a video
update from the Community Leader. Users were notified
via email when new brackets were available and were
awarded based on a points system. Users were able to
track their progress via an online leaderboard. Prizes for
the contest included movie tickets, movie gift baskets
and T-shirts.
THE RESULTS:
The contest received 63,354 page views, as well as
345 Facebook referrals and 2,387 YouTube views for the
video recaps.
From a demand gen and sales perspective, the
Design Engineering Sourcing Group was able
to garner the following results:
• 11,487 total votes throughout the contest; and
• 3,279 unique leads.
Category: Interactive Content | Company: Penton
13. LESSONS LEARNED
13Click the content images above to view the full content pieces
• Use motion graphics and
videos to share your thought
leadership and value
propositions in a fun and
engaging way;
• Plan special campaigns
around events or holidays to
stay relevant; and
• Promote videos and embed
them across multiple
channels, including email,
social media and the web site.
THE GOAL:
Because the World Cup was such a hot topic in the
summer of 2014, marketers tried to capitalize on the
sporting event by tailoring campaigns, offers and
messages around it. As a top thought leader in the
advertising space, The Trade Desk wanted to start a
dialog around clients and prospects looking to the
company for branding campaigns. The Trade Desk also
sought to create a thought leadership campaign that was
interactive and built brand buzz.
THE ASSETS:
The Trade Desk created a video that would be shared
across multiple display channels for the campaign,
which lasted for approximately six weeks before the
official kick-off of the World Cup. Using a fictional brand
called Kick, The Trade Desk showed how the company
maximized its digital ad spend using real-time bidding.
The Trade Desk sent supplementary emails to existing
clients and prospects.
THE RESULTS:
With the video, The Trade Desk reaped the
following benefits:
• 276,184 impressions won;
• 2,062 clicks on video ad;
• 0.74% click-through rate;
• 83 new contacts;
• 27% open rate for client emails;
• 18% open rate on prospect emails; and
• 528 video views on YouTube.
Category: Interactive Content | Company: The Trade Desk
14. LESSONS LEARNED
14Click the content images above to view the full content pieces
• Try and have fun with
the design, theme or
content, even if the topic
is highly technical;
• Investigate more interactive
content formats like quizzes,
assessments and ROI
calculators; and
• Map out your content to
create a fluid path for
prospects to travel along the
buying cycle.
THE GOAL:
In order to promote a new disaster recovery white paper,
and add more fun and flair to the corporate image,
Unitrends created a horror-themed game that was
designed to engage its audience during Halloween.
THE ASSETS:
The interactive assessment, called “Build Your Own
Data Apocalypse,” layered fun questions with qualifying
questions that would help sales identify potential leads.
Also, the interactive game was designed to further
promote a recent white paper from Unitrends and move
buyers further along the consideration journey.
THE RESULTS:
• Generated 300 converted leads, 185 of which were
net new;
• $300,000 in new sales pipeline traced back to this
piece of content; and
• $32,000 of the new sales pipeline has since closed/won.
Category: Interactive Content | Company: Unitrends
15. LESSONS LEARNED
15Click the content images above to view the full content pieces
• In addition to using internal
data, incorporate relevant
third-party studies and
reports to validate your
positioning on a specific
trend or topic;
• For more dense, data-rich
reports, consider using
interactive platforms that
allow readers to jump through
the content easily and break
up texts with images and
colorful graphs; and
• Provide a comprehensive
table of contents so readers
can easily navigate and
access the sections that
matter most to them.
THE GOAL:
Experian Marketing Services sought to reaffirm its unique
position in the data-driven marketing space. As industry
experts and thought leaders, the company wanted to
provide practical advice to current and prospective
clients, spotlighting how they can find, understand and
engage customers across email, mobile, social media
and display advertising.
THE ASSETS:
The Digital Marketer: Benchmark and Trend report
was created to help businesses navigate through the
constantly changing digital landscape. The 2014 edition
explores benchmarks and trends across all marketing
channels, and includes findings from Experian Marketing
Services’ own research, which hones in on the top
barriers to cross-channel marketing success.
THE RESULTS:
In addition to increasing brand awareness and
engagement, the report drove more than $13 million in
revenue with 9,000 downloads in just six months.
Since March 2014, Experian Marketing Services
also saw results worldwide:
• 8,978 downloads;
• 4,154 opt-ins; and
• 359 leads.
Category: Measurable ROI | Company: Experian Marketing Services
16. LESSONS LEARNED
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• Assign ownership of each
channel and strategy to
someone within your
organization;
• Determine the amount of
time your company can
devote to each facet of
social marketing; and
• Understand how goals differ
on various networks —
Facebook, LinkedIn, Twitter,
Google+, Pinterest and others.
THE GOAL:
As many companies are still unsure how to get started
with social media, Marketo wanted to develop a sample
plan to share with customers and prospects to help them
map out their social strategy. Marketo wanted to provide
a blueprint for a social media strategy that included
high-level objectives and specific, granular action items.
THE ASSET:
The Social Media Tactical Plan provides action items for
many social media platforms, including social networks,
online video, blogs, and photo and presentation sharing
sites. For each tactic, there is a list of objectives and key
metrics to track.
THE RESULTS:
• 40,791 downloads since June 2014;
• 3,847 new names gained in paid programs;
• 522 shares on social media;
• 1,664 new sales opportunities associated with the asset;
• $582,471 multi-touch pipeline created from the asset; and
• $381,671 multi-touch revenue won from the asset.
Category: Measurable ROI | Company: Marketo
17. LESSONS LEARNED
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• Break down larger assets
into different pieces that
can generate interest and
be shared easily via social
media channels;
• Involve brand advocates to
add clout to your content; and
• Keep content topics high-
level and trend-based to
attract early-stage buyers.
THE GOAL:
To educate a larger B2B audience on the importance of
advocate marketing, Influitive formulated a campaign
fueled with interactive, buyer-focused and influencer-
based content. The content also was developed to
promote AdvocateHub, which was new software
developed by the company.
THE ASSETS:
Influitive formed a campaign based on a late-night talk
show for B2B marketers. BAM!TV first aired in December
2014, and centered on B2B thought leadership provided
by special guest influencers. The event was supported by
content, such as E-books, blog posts and social content
to further promote discussion — and sequentially
promote the product launch.
THE RESULTS:
• BAM!TV was viewed by approximately 1,500 people in
the first 24 hours;
• One E-book, titled: The B2B Marketer’s Field Guide
To Customer Engagement, generated 49 direct
opportunities and more than $990,000 in sales
pipeline the first six months; and
• A 2,400% return on investment.
Category: Multi-Touch Campaign | Company: Influitive
influitiveadvocate marketing experts
influitive
18. LESSONS LEARNED
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• Use puns and quirky titles
to pique interest and
generate buzz;
• Identify a broad topic and
explore different trends to
develop content around; and
• Connect and engage with
buyers through multiple
communication touch points.
THE GOAL:
For the Marketer’s Staycation campaign, Offerpop
wanted to give desk-bound digital marketers a fun way
to learn about the latest industry trends.
Each week, the program addressed a new topic
and a fresh piece of content was delivered every
day. Topics included:
• Social Media ROI;
• Social Data;
• Selfies Visual Content;
• Vine, Instagram Emerging Networks;
• Integrated Marketing; and
• The Future Of Digital Marketing.
THE ASSETS:
Over a six-week period, Staycation subscribers received
fresh E-books, infographics, worksheets and videos
directly to their email inboxes. To reward them for
participating, Offerpop also sent executives playlists,
recipes, reading lists and other fun prizes.
The campaign was promoted via email, social ads, the Offerpop
homepage and blog, as well as via PR outreach. Although
all content was shared via email, Offerpop also syndicated
the resources on its blog and on the Staycation hub.
THE RESULTS:
Up to 1,650 people registered for the Staycation program
and blogs, and content from the campaign received
more than 10,000 views. The entire program also
garnered an email open rate of 38.8%.
Offerpop acquired 7,013 new sales leads from gated
content and received a 221% ROI on total ad spend.
Category: Multi-Touch Campaign | Company: Offerpop
19. LESSONS LEARNED
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• Develop campaign themes
and takeaways based on
relevant events impacting
target audiences;
• Leverage thought leadership
to build brand presence and
credibility; and
• Use different formats to
develop compelling, multi-
touch campaigns for the
entire buying cycle.
THE GOAL:
Although Optum and its analytics solutions were known
among insurers, the company needed to improve
brand and product awareness within the healthcare
community. As these providers began to take on
clinical and financial risks due to a new “fee-for-value”
healthcare system, Optum needed to quickly become
more relevant to this market.
THE ASSETS:
Optum launched its “Game Changer” campaign, applying
an extended metaphor for using data and analytics to
win at the game of population health management.
The company developed significant thought leadership
content that was the core of the campaign, including
E-books, infographics, playbooks, videos, podcasts,
white papers and case studies. This content was
reinforced with supplemental content that promoted
thought leadership, such as blog posts, social media
posts, emails and sales support content.
THE RESULTS:
• Over 4.9 million impressions;
• More than 5,300 form submissions;
• An 89% open rate, with click-through rates at
roughly 17%; and
• $4.9 million in closed/won business.
Category: Multi-Touch Campaign | Company: Optum
20. LESSONS LEARNED
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• Provide a customer
experience tailored to
individual behaviors;
• Create modular content
that supports scale and
flexibility to build thousands
of different scenarios; and
• Drive interest and increased
engagement with visually
engaging content.
THE GOAL:
Rather than focusing on a single asset or email, Dell
has created a Solutions Nurture program that allows
customers to experience content across the entire
purchase journey. The team created a content strategy
along with a sophisticated program design that consists of
modular content capabilities focused on increasing visual
appeal of assets. This reduced the time it usually takes
customers to engage with the asset by utilizing wireframes
and landing pages, and now merchandises the right
content at the right time, based on customer behavior.
THE ASSETS:
Dell implemented a flexible program design and modular
content capabilities. This allows them to amplify the reach of
a finite number of assets and produce a scalable responsive
email program — creating more than 2,000 unique customer
experiences across five customer journeys.
THE RESULTS:
• Reduced email production time by 30%;
• Generated higher engagement metrics, resulting in an
average of 25% open rates and 4.8% click-through rates;
• Significantly influenced revenue through a 35%
increase in conversion rates to pipeline; and
• Tripled the average order values for nurtured contacts
versus contacts that have not been in the Solutions
Nurture program.
Category: Nurture Campaign | Company: Dell
21. LESSONS LEARNED
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• Provide a unique, localized
path, tailored to each lead’s
buying journey;
• Align content to the
question the lead has at
that particular time in his or
her buying journey; and
• Dynamically layer content for
various stages and scenarios,
allowing the company to
answer a wide range of
questions from buyers.
THE GOAL:
Quintiq operates by the belief that every buyer should
have a unique, personalized journey. To build these
tailored experiences, the company has created a series
of assets and stationed them in a centralized repository
so they can be used in nurturing programs. The sales
team also is able to forward assets to individuals via the
CRM. The content can also be used in out-of-the-box
campaigns and drag-and-dropped into emails, landing
pages and other assets.
THE ASSETS:
Currently, Quintiq has more than 200 pieces of content.
Most of them also are translated into eight default
languages, including English, German, French, Chinese,
Korean, Italian, Polish and Dutch.
RESULTS:
• Nurture email open rates improved to 23.9% in Q3
2014, compared to 14.8% in Q1 2014;
• Nurture email click rates increased to 6.5% in Q3
2014, compared to 2.8% in Q1 2014;
• Nurture email click-to-open rates improved to 27.9%,
compared to 19% in Q1 2014; and
• 132% increase in multi-touch attribution for
nurture programs.
Category: Nurture Campaign | Company: Quintiq
22. LESSONS LEARNED
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• Tap into strategic partners
to extend your messaging
and content;
• Develop a variety of
resources to address
different stages of the
buyer’s journey; and
• Provide a turnkey toolkit for
partners so they can execute
campaigns out-of-the-box.
THE GOAL:
Data is being generated at a rapid rate, leaving
organizations faced with a myriad of challenges, including
rising infrastructure costs and a lack of personnel to
manage and analyze information available. SAP looked to
Avnet to help grow its data analytics software offerings,
which helps organizations address these pain points.
To engage its value-added reseller channel, Avnet wanted
to develop a robust go-to-market program that would
help pique interest and eventually build their pipeline,
drive qualified leads and support the sales teams in their
SAP-focused efforts. By partnering with Yeager, Avnet
was able to develop a robust toolkit of content to recruit
resellers and empower them to sell successfully.
THE ASSETS:
Yeager crafted the sales tools and collateral, and
implemented each element for reseller partners.
The program included:
• A partner welcome kit;
• Partner resource guide;
• Big Data thought leadership paper;
• Marketing collateral;
• Sales presentation;
• Infographic;
• Email marketing campaign;
• Lead nurture program; and
• Appointment-setting campaign.
THE RESULTS:
Over the course of nine months, the program
reaped the following results:
• 30 new resellers participating in the program to date;
• Generated interest from more than 5,450
qualified prospects;
• Generated more than 500 marketing qualified leads; and
• 23 sales appointments made with executive
decision-makers.
Category: Nurture Campaign | Company: SAP Avnet
23. LESSONS LEARNED
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• Information can always be
conveyed and packaged in a
way that captures and holds
readers’ attention, regardless
of how technical it is.
• Develop a series of different
assets based on different
stages of the buyers journey.
• Figure out what’s remarkable
about what your solution
provides or facilitates, and
build stories around those
qualities. For example,
Seagate’s high performance
computing storage solutions
support advances in
cancer research and space
exploration, among other
things, and they told those
stories is several stunning
one-page pieces.
THE GOAL:
After two recent acquisitions, Seagate needed to build
up its content library, particularly with two industry
events fast approaching. The company also wanted to
revisit the tone and style of its content pieces to make
them more engaging and visually appealing while
still communicating the necessary information to its
technical audience.
THE ASSETS:
Seagate created a set of executive briefs, solution
overviews, case studies and one-page assets that told
the story of its solutions at both a high level and a more
detailed, technical level.
THE RESULTS:
With the assets, Seagate is going to market and
is now able to:
• Connect with buyers who have different levels of
technical knowledge;
• Implement a series of different campaigns using a
variety of different content pieces and formats; and
• Reaffirm its new brand while engaging with prospects
and current customers.
Category: Rebranding Campaign | Company: Seagate
24. 24
ABOUT DEMAND GEN REPORT
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 the publication’s editorial coverage focuses
on the sales and marketing automation tools that enable companies to better measure and
manage their multi-channel demand generation efforts.
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