A case study describing how the startup OpenLegacy developed and measured its inbound, content-based marketing campaigns.

1. Managing an Inbound
Campaign
Rebecca Steinberg Herson
VP Marketing (via The Lean Marketer)
May 6, 2015
#HUGTelAviv

2. OpenLegacy & Inbound

3. Overview
 Set it Up
 Execute
 Measure & Improve

4. Set Up Phase

5. Overview: The Funnel
source: Innovative Marketing Resources, LLC
Top of Funnel
TOFU
Middle of Funnel
MOFU
Bottom of Funnel
BOFU

6. Who Goes Down the Funnel? (Buyer Persona)
 Ask yourself: Who is our ideal customer?
 Company type/size, Job title, Gender
 Business Goals, Personal Goals
 Challenges
 Perceptions
 Common Objections
 Where do They Hang Out? (digital, events,
publications, etc.)

7. Sample Buyer Persona
Source: Juny Lee, EVP Weber Shandwick

8. Brainstorming Mode – Identifying Triggers
 What are the key triggers for our audience?
 Pressure from executives and line of business (LOB)
managers to provide new functions and features quickly
 Mobile workforce needs to access Legacy, IBM i or AS/400
or Mainframe systems
 New, innovative applications or software need to be
integrated with Legacy, AS/400, IBM i or Mainframe systems

9. Business Goals
 What business goals are associated with those triggers?
 Deliver quick wins as a part of the overall
Legacy migration plans
 Leverage Legacy/enterprise applications
for mobilizing a business
 Integrate: bridge between Legacy systems
and innovative new (e.g. cloud) solutions

10. Content Brainstorm
 What are prospects searching for?
 For each business goal, brainstorm about 8-12
questions prospects might ask themselves or their
peers
3Business Goals
12Questions
x 36= Blog Post Titles
Premium Content Pieces
3

11. Execution Phase

12. Write, write, write!

13. Driving Conversion
 CTAs on every blog post
 On the bottom:
 On the sidebar:

14. Premium Content
 Each gated, premium content piece relates back to
one of our defined business goals of our persona:
 14 Essential Elements of Legacy Modernization
 5 Legacy Mobilization Projects to Consider in 2015
 Secrets to Bridging Legacy and Innovation (to be published shortly)
 Each blog post relates to one of these themes, and
drives traffic to the relevant White Paper

15. Middle of Funnel Offer – Case Studies

16. Middle of Funnel Offer – Case Studies

17. Use SEO Keywords In Content
 Use relevant keywords in the title, URL, throughout
the post
 Link from keywords
 Useful tools
 Hubspot Keyword Tool
 Google Adwords Keyword Planner
 SEMRush
 Moz

18. Social Media
 Identify relevant LinkedIn Groups
 Hashtags
 Check what your influencers are using
 Look up tags on http://hashtagify.me/
 Check that the tags are actually relevant on twitter
 Influencers on Twitter, LinkedIn
 Seek out other relevant locations (Reddit, Niche
publications, etc.)
 Post questions, curate content, don’t just spam your
messages

19. Measure & Improve

20. Measurement
Visits are nice Leads are nicer

21. Social Metrics
21
Difficulty to obtain
Value
# of tweets/posts
Mentions
Retweets/ Shares
Clickthroughs
Registration
# Deals
Revenue per
$ Invested

22. 25
8
5
5
5
4
4
4
3
3
0 5 10 15 20 25 300 15 30
275
280
89
42
25
237
67
65
249
128
0 50 100 150 200 250 300
Leads vs. Traffic
Traffic from Post
Leads from Post
Blog Post J
Blog Post I
Blog Post H
Blog Post G
Blog Post F
Blog Post E
Blog Post D
Blog Post C
Blog Post B
Blog Post A

23. 0 0
4
20
Results from Media Placements
8,300
3,000
300 210
Inc.com themarker.com Niche IT Publication 2 Niche IT Publication 1
31
55
39
221
Public Relations Activity Led by Blonde 2.0
Readers per Month (in thousands)
Visits to OpenLegacy from Referrer
Leads from Referrer
Inc.com Themarker.com Niche IT Pub 1 Niche IT Pub 2

24. Next Steps
 Track each lead in the opportunity pipeline
(Salesforce)
 Review what’s working & do more
 Find what’s not working & improve
 Generate new topics for next blog posts based on
what’s working

25. Questions?