With low brand awareness, the strategy for SuccessFactors was to create dialogue and awareness with the target audience to enable HR to play a more strategic role working with their business leaders to manage their workforces better, improve alignment, communication, execution and people performance to improve the performance of the business. Through the generation of research based content, the campaign focus was to raise brand awareness, achieve a rich user experience and generate business opportunities. The campaign theme focused on who would be the winners and losers in the ‘Next Economy’ as a result of the challenges presented by the turbulent economic conditions. Session will look at: 1. Importance of developing relevant content 2. Planning for a successful engagement 3. Bringing the content to life 4: What happened next

1. CONTENT MARKETING STREAM
WHAT NEXT - A SUCCESSFACTORS CASE STUDY
B2B MARKETING SUMMIT :: JUNE 14TH 2012
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2. ABOUT THE CLIENT
software bringing business strategy to life
by focusing employees with:
the right task
the right tools
the right information
on the right page and co-ordinated
executing strategy successfully
15 million SaaS/cloud seats globally
serving 3500 customers in 35 languages
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3. ATTAIN GREATER
VISIBILITY FOR YOUR
CONTENT
BACKGROUND
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4. WHY ‘WHAT NEXT’
focus to raise brand awareness
generate business pipeline with at least 10 business opportunities
developing integrated marketing campaign to successfully distribute
high value content supported with provocative messaging
‘What Next’
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5. THE PLAN
difficult economic conditions
make the most of valuable research content
develop context and relevance for business leaders
curiosity about ‘winning and losing’
exploit online channels
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6. ACHIEVING INSTANT
IMPACT & INSIGHT
CASE STUDY: WHAT NEXT
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7. CAMPAIGN HOME
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8. INSTANTLY ENGAGING
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9. MAKING SENSE OF ‘WHAT NEXT’
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10. REACHING BEYOND THE
DATABASE
CASE STUDY: WHAT NEXT
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11. MEETING THE NEEDS OF SEARCH
Posted on Monday 11th April…
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12. IMMEDIATE IMPACT
Posted on Monday 11th April…
Search result at 12pm on Monday 11th April - “business
performance and management research” 401m results
Organic position: 6
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13. SEARCHING WITH A NEED
First page Google News result for “Business Management” with a
monthly search volume of 90,500 searches in the UK
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14. POWER OF 3RD PARTY PICKUP
10,261 followers
Tweet about
distribution #6,
linking directly to it
It also appeared on
his LinkedIn profile
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15. THE POWER OF LONGEVITY
January 23rd 2012
Google rating of 4/10 for “www.the-next--
economy.com”
Organic position #8 achieved for the
campaign microsite for search term “strategic
alignment and productivity performance” out of
3million results
Promotional activity stopped in June 2011.
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16. ESTABLISHING STRONG LINKS
January 23rd 2012
Organic position #5 achieved for the
campaign microsite, under search for
business execution software (
www.the-next-economy.com ) out of
15million results
Promotional activity stopped in June
2011.

17. DELIVERING
RESULTS
CASE STUDY: WHAT NEXT
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18. ASSESSING THE IMPACT
28.2% conversion rate
541engagements
Over 2,000 unique visitors in 2 months
70K brand impressions in 2 months
451 whitepaper downloads
76
countries
This presentation is the property of Gilroy Corporate Communications Ltd. gilroy.co.uk

19. NOT OUR WORDS
“ We are delighted with the quality of the content within the campaign and the
impact it has achieved with the target audience. It has not only resonated
across different countries but with all sizes of organisation; small, medium and
large enterprise.
The talented team behind this campaign totally shared and represented our
core values throughout the process, and successfully aligned and executed a
well thought out, innovative marketing campaign, where ultimately the
”
results delivered speak volumes.
Sarah Lloyd Parry,
Director - EMEA Field Marketing, SuccessFactors
This presentation is the property of Gilroy Corporate Communications Ltd. gilroy.co.uk

20. This presentation is the property of Gilroy Corporate Communications Ltd.
gilroy.co.uk