Customer Lifecycle Marketing

The Goal

Global information company IHS wanted to enable its customer recognition team to generate content from hundreds of customers.

IHS

The Asset

The IHS SPECTRUM Excellence Awards program incorporated a wide range of customer-generated content, including case studies, videos, tweets and LinkedIn posts.

The Results

The program helped the customer recognition team identify speakers for industry events and customer reference candidates. In addition, the content was used in sales collateral and proposals. Other metrics include:

  • 80% of candidates who were nominated turned into public case studies.
  • 100% of drafted case studies turned into public case studies.
  • 95% of all winners renewed their contracts the following year after winning the award.
  • 100% of winners engaged in other marketing activities such as being active with social media, speaking and/or becoming a reference.

Lesson Learned

User-generated content can serve as a highly effective sales and marketing tool.