Designer Concept & Theme

Brands that created exceptional design concepts and themes to enhance content and help their message stand out among the crowd.

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The Goals

Full Circle Insights created an E-book, called Spice Up Your Funnel with Enhanced Insights, in order to provide insight to B2B marketers about the importance of gaining visibility into all funnel stages. It described the key steps to doing so, including acknowledging the B2B data problem, aligning executives and teams, identifying bottlenecks and measuring programs against goals, including what to measure.

The Assets

Full Circle created a 21-page E-book that highlighted the benefits of creating a sales and marketing funnel with a single source of truth, and how that helps increase transparency, efficiency and credibility for marketing. It also included customer examples of successful organizations.

The E-book was designed with a culinary theme with a recipe metaphor that portrayed the “ingredients” required to gain visibility into all stages of the selling funnel in order to maximize effectiveness. Consistent design throughout, from a funnel on the cover transformed into a cooking bowl to wooden spoons and a chef icon, helped cement the theme.

The Results

Full Circle received 762 marketing-qualified leads (MQLs), making this asset its most popular and effective one to date, according to the company.

Lessons Learned

Thematically consistent, substantive and informational content can help your brand break through the clutter and truly resonate with buyers.

The Goals

LeadMD launched its initial rock-and-roll-themed content piece, Monsters of Funnel, in 2015. Based on its success, the company created a follow-up campaign — Monsters of Funnel II: Back 2 Stack — with a new list of “monster influencers.”

The piece was designed to engage and educate the company’s target audience of mid- to enterprise-level companies and convert them to clients, once again using the rock theme, corralling the “band,” aka marketing industry influencers, to talk about the marketing tech stack.

The Assets

A teaser countdown page at monstersoffunnel.com was designed to pique interest before the E-book launched. A 90-plus-page E-book anchored its gated content. The campaign also included numerous videos and blog posts by each thought leader. The rock theme was consistent throughout the assets, using imagery that included the Rolling Stones iconic tongue logo to listing thought leaders as “band members” to fonts and colors that conveyed its edginess. Thought leaders included Justin Gray, CEO & Founder at LeadMD, Heidi Bullock, Senior Director of Marketing at Marketo and Jon Miller, Co-Founder & CEO of Engagio.

The Results

Monsters of Funnel: Back 2 Stack was a hit. According to LeadMD, the asset — which cost $5,200 to produce — was downloaded 12,154 times. Company representatives also revealed that it influenced $267,400 in pipeline, while total won pipeline was $167,200, for a final ROI calculation of more than 4,000%.

Lessons Learned

In addition to low production costs, a “reunion tour” of a popular, well-performing campaign theme can create a new hit for your marketing team.

Goals

Optum Provider Marketing wanted to develop a content strategy that focused on creating short-form, persona-based content that would be valuable for Optum audiences and feed multiple nurture campaigns and promotional initiatives. The team also wanted to leverage LinkedIn, Twitter, Facebook and blog followers to share new and existing content from the company’s thought leadership library.

The Assets

Optum Provider Marketing developed the “#5in5 — Industry Experts Answer Five Questions in Five Minutes” campaign, its first broad-reach thought leadership and social media campaign. The campaign was designed to be a conduit and support mechanism for all other Optum Provider Marketing initiatives, by leveraging thought leadership content focused on moving prospects through the buying cycle.

A new “#5in5” episode has gone live every week and includes original content — either a video, podcast or article — along with at least three topic-related online resources, links to curated news articles and gated Optum thought leadership content. Episodes are amplified through LinkedIn, Twitter and Facebook.

The Results

One year after launch, the campaign continues to drive interest and business to Optum through social channels. Key results include:

→ 321 tweets received 4.1 million impressions, 6,548 clicks and 19,484 engagements
→ 36 posts received 856,158 impressions, 3,177 clicks and 2,875 engagements.

Lessons Learned

The more relevant and targeted your content is, the most interest and engagement you’ll drive.