Measurable ROI

Brands that had significant results from a specific marketing strategy and investment.

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The Goals

The “SAP Live Industries” content marketing campaign focused on digital transformation. With 25 industries to cover (19 within North America), the segmented campaign used industry- and persona-specific messaging that included customer examples specific to each.

The Assets

The assets included an array of industry-specific white papers, videos, infographics, blogs, surveys, executive briefings, emails, social amplification and even digital white papers hosted on ON24. All content was housed within unique digital hubs.

The Results

The campaign resulted in 3,086 inquiries, 125 qualified leads and a whopping $23,195,370 in pipeline from 107 marketing-generated opportunities.

As of Dec. 2, 2016, the campaign garnered the following visibility metrics:

→ 21% cross-industry share of voice;
→ 96,000+ blog views across 26 industries and two lines of business;
→ 5,300+ blog referrals;
→ 25,600,000+ social media impressions;
→ 15,300 social engagements;
→ 43,708 unique contacts from 14,200+ different companies;
→ 21,700+ TED video views;
→ 16,124 radio listeners;
→ 8,600+ infographic views;
→ 4.5% email opens; and
→ 2,915+ white paper downloads.

Lessons Learned

Provide targeted, relevant communications that are segmented by industry and persona in order to maximize reach and ROI impact.

The Goals

The strategy was centered on creating a digital platform that featured Stoel Rives’ industry-specific thought leadership content. Working with Boston Interactive, the company redesigned its website and highlighted influencer voices through a “Legal Insights” storytelling area and the creation of features called “Special Reports.”

Boston Interactive conducted a number of stakeholder and customer interviews that offered insight into the primary user goals for Stoel Rives’ digital presence. These interviews influenced the website structure and content hierarchy.

The Assets

The special reports featured on the website are supported by additional content assets, including blogs, articles and news stories, and are compiled into a format that is visually appealing, engaging and easy to navigate. The new presence was created using the Kentico CMS.

The Results

Stoel Rives’ new digital presence resulted in a 984% increase in thought leadership, content awareness and engagement. Overall site experience improved, which increased average time on page by 21.22%, overall page views by 10.69% and unique page view by 12.54%.

Lessons Learned

Rely on user feedback to create and refine your digital experiences. Let that insight influence content hierarchy and overall website structure.

The Goals

Republic Services developed a content marketing initiative with agency partner Televerde to support enterprise-level prospects throughout the buyer’s journey. Initial messaging focused on making prospective buyers aware of opportunities available by thinking strategically about recycling and waste, as well as the risks that come by ignoring them. The call-to-action sought to drive prospects to landing pages to request further information and discussion.

The Assets

Content and messaging were delivered through a 10-touch email campaign, which was augmented by landing pages, downloadable articles, E-books and infographics, and delivered through LinkedIn and Pardot. It contained continual reinforcement messaging to recipients that Republic Services is able to work with facilities, and environmental and operations managers to create solutions tailored to specific organizational needs. The email campaign was also integrated with inbound and outbound teleservices support provided by Televerde.

The Results

As a result of the effort, Republic Services saw a 15% increase in the overall number of the MQLs generated, while pipeline increased by 60% and revenue generated rose by 300%. The company also experienced a 50% increase in the percentage of leads accepted by sales. The campaign and content helped Republic Services double Televerde's average contact rate to 14% and outpaced the average conversion-to-lead rate of 14% to 50%. The content also helped shorten the average sales cycle with this customer base to four to six months from 14+ months.

Lessons Learned

A multi-touch, targeted campaign with reinforcement messaging and high-touch teleservices support invites dialogue and enhances relationships with prospects, ultimately leading to sales.

The Goals

The “99 Enterprise Challenges” campaign represents OpenText’s departure from product-oriented to persona-centric marketing. It was also the first globally deployed, cross-business unit campaign. OpenText took a holistic approach to the email campaign to drive awareness, generate leads and create pipeline by engaging prospects with compelling, first-person messaging that illustrated a deep understanding of their business pain points.

The Assets

Colorful, compelling imagery featured people overcoming physically challenging circumstances and highlighted a theme of passion for and dedication to perseverance. The copy took an informal, personal tone. The campaign included outbound email, paid and organic social, programmatic advertising and several account-based marketing tactics, including content syndication. It was deployed in English, French and German.

The Results

Overall, the “99 Enterprise Challenges” campaign produced more than 4,000 marketing qualified leads (MQLs), 140 sales qualified leads (SQLs) and $20 million in pipeline. Individual tactics, including email and display, exceeded industry benchmarks. Email unique open rates ranged from 26% to 36%, exceeding the industry standard of 22.5%, and unique open rates were well above 1%. After one million impressions, attention quality was 35% and in-view time was 30.3 seconds.

Lessons Learned

Highly personalized, customer centric messaging deployed through multiple channels enabled OpenText to appeal to a wide swath of global prospects.

The Goals

Global consulting agency Bluewolf, an IBM company, wanted to evaluate the ways companies use Salesforce.com. The most innovative companies are focused on how Salesforce can grow value in their business — yet data quality and access, their biggest challenges, are a hurdle and Bluewolf wanted to delve into some of those challenges, while also using IBM’s Watson technology to define the top attributes most commonly associated with innovators in the ecosystem.

The Assets

The fifth annual The State of Salesforce Report was produced based on insights from more than 1,700 Salesforce customers. It delves into how the best companies are committing to ongoing innovation with Salesforce and not married to the status quo.

Tapping into Watson’s Alchemy Language and Personality Insights APIs enabled Bluewolf to analyze more than 8,300 open text responses from all survey respondents and more than 10 hours of text interview transcripts from executives from around the world on the opportunities, challenges and innovation potential with Salesforce. Watson revealed that the top objective of Salesforce customers surveyed is revenue growth.

The Results

The campaign is successfully driving multi-channel lead generation and has broadened thought leadership within the Salesforce ecosystem, as well as among partners, press and analysts.

Overall, the report garnered more than 7,000 downloads and more than 8,000 print copies have been distributed. Additionally, the report was covered by 21 global media outlets, including Forbes and ZDNet.

Lessons Learned

Embrace technology and channels to collect valuable data about your users and target buyers. Use this data as a baseline for foundational research and derivative content assets so you can help buyers gauge their current positioning and offer advice.