Buyer-Focused Content

Brands that developed campaigns and content strategies that align with specific buyer roles and industries.

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The Goals

Payment automation software provider Nvoicepay wanted to target a specific audience across multiple mediums and channels. Doing so would help the company engage the right people and accelerate the buying journey. To achieve these goals, however, Nvoicepay needed to develop buyer personas.

The Assets

For its “Scaling Susan" buyer persona campaign, the company worked with the Buyer Persona Institute to identify individuals that are influencers in their organizations, want to grow operations without adding more people and work for a company in danger of being cannibalized by its own growth.

After identifying these buyers, Nvoicepay developed a resources page that can be sorted based on their specific needs. The page includes a variety of blog-styled pieces of content. Once a known visitor has hit the score associated with the Scaling Susan buyer persona through content interaction, they are immediately added to the nurturing campaign.

The Results

Through its campaigns, the Nvoicepay team has seen an engagement rate of 11.6% through email marketing, with 9.7% conversion into contacts, and 13.7% creation of sales opportunities.

Lessons Learned

Align content to specific personas and have all assets available in a single location, so it’s easier for prospects to consume content and move through the buyer journey.

The Goals

In an effort to drive qualified leads for Oracle ERP Cloud and better engage prospective customers, Oracle’s marketing team developed an interactive handbook that would serve as powerful mid-funnel content.

The Assets

The interactive handbook breaks down content by chapters so it’s easier to navigate and consume. Topics from modernization to implementation provide prospective buyers with all the information they need as they navigate the complex ERP purchasing process. Supporting content tools, such as an ROI calculator, customer stories, checklists and comparison guides, are sprinkled throughout the handbook, so buyers can easily venture down more detailed information paths.

The handbook was promoted through paid and owned media channels. From an owned perspective, Oracle leveraged its Modern Finance Leader blog to pull highlights and expand on specific topics. Each blog post contains a call to action to access the handbook. The asset was also promoted on the company website, where it soon became the most downloaded content asset across all ERP pages, as well as its social channels. To further amplify the content, Oracle provided pre-canned social posts to its 1000+ sales reps so they could easily share the resource with their contacts, and leveraged content syndication programs, paid search and display advertising.

The Results

Thus far, the handbook has generated more than 5,000 inquiries, over 764 of which converted into marketing-qualified leads (MQLs). Additionally, more than 95% of MQLs were accepted by sales. So far, Oracle is tracking 11 opportunities and more than 60 potential opportunities, resulting in a pipeline MROI of over 5,300%.

Lessons Learned

Embed relevant, supporting content to your main assets to create content “rabbit holes” that can be easily tracked and measured.

The Goals

BlackLine, an automated accounting and finance solution provider, developed a multi-faceted campaign designed to introduce its concept of “Continuous Accounting” to accounting and finance professionals.

The Assets

Continuous Accounting is a modern approach that embeds automation, control and period-end tasks within day-to-day activities to deliver more efficient close rates, more accurate financials and real-time financial data. Through a landing page on the website, the company provided a myriad of resources such as a short, animated video and E-books that provide an extensive introduction to Continuous Accounting and how organizations can implement it.

The Results

BlackLine’s Continuous Accounting campaign has generated the following results to date:

→ 6,000 inquiries;
→ Influenced over $13 million in new business pipeline; and
→ Influenced $1 million in closed/won revenue.

Lessons Learned

Offer a single landing page to give prospects access to all your campaign content. Track clicks and engagement to determine how resources resonate with your audience.