Multi-Touch Campaign

Brands that coordinated campaign strategy and content across multiple formats and promotional channels.

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The Goals

Although many companies recognize the value of transitioning from paper-based processes to digital workflows, many struggle to get started with their digital transformation — also known as DX. Xerox developed the “Digitization@Work” campaign to provide information about how to begin DX, and even how to use existing technology (i.e. Managed Print Services or MPS) as a starting point. Xerox also wanted to better engage the press and analysts communities, despite MPS being an “unsexy” topic.

The Assets

All assets of the multi-touch campaign were designed to emphasize the MPS connection to DX and the evolving workplace. At the foundation of the campaign was the Digitization at Work survey, which included insights from 600+ senior IT decision-makers across Western Europe and North America. Using these insights, Xerox created:

→ A 19-page executive report summarizing Digitization at Work research findings;

→ A comprehensive E-book that showed different angles of the research;

→ A graphic image spotlighting key data to support inbound engagement, PR and social posts;
→ Web pages on Xerox.com highlighting key research findings; and
→ A press release to targeted publications where the study launched.

Xerox promoted assets via blog posts, owned and paid social media, sales engagement, email campaigns, an IDC event series and six C-level dinners across Europe.

The Results

The campaign’s multi-touch, multi-message approach significantly increased reach and conversion rates, positioning Xerox as a digitization expert. Results included:

→ $126 million in pipeline;
→ $5.3 million in sales revenue;
→ 2,087 AQLs – Almost 3x the original target of 750 AQLs;
→ 120 MQLs;
→ 100+ items of media coverage in publications such as The Huffington Post and Outsource Magazine; and
→ 2,107 social actions generated.

Lessons Learned

Survey data can create a treasure trove of content assets. Design your surveys to maximize value and find different ways to analyze, dissect and discuss data.

The Goals

Businesses and banks rely on Bottomline Technologies for domestic and international payments, effective cash management tools, automated workflows for payment processing and bill review and state of the art fraud detection, behavioral analytics and regulatory compliance. Bottomline Technologies wanted to create a foundational, lead-generating asset that could be reused and curated for different initiatives.

The Assets

Bottomline Technologies’ marketing programs team partnered with Content4Demand to develop the white paper, 5 Myths of Online Account Opening. The asset would be used across channels to generate leads for the core product offering within the digital banking line of business. The content became a source for multiple assets and programs, including a thought leadership webinar featuring a customer speaker; a short-form, thought leadership asset featured on BankNews’ “Learning Points” and a featured asset in the BankNews monthly newsletter. All assets were promoted via email and content syndication.

The Results

Bottomline Technologies took a multi-touch approach to content promotion:

→ The white paper was featured in an email send to its customer base, which drove 7% of fiscal year’s unique inquiries and influenced 19.3% of active opportunities.

→ BankNews featured the whitepaper in a digital newsletter that drove over 10,000 impressions, and the asset was also featured on American Banker syndicated sites and generated 50 net-new leads.

→ Bottomline Technologies tracked activity from BankNews emails promoting the webinar. In one day, Bottomline website traffic for the webinar spiked with 100+ impressions (average being 20); 90% of the impressions were net new contacts.

→ Bottomline Technologies partnered with BankNews to feature a truncated version of their “Learning Points” article, which ultimately drove 10X the views of the other four sponsored articles.

Lessons Learned

Engage with reputable third-party sources and publications to amplify your content’s key messaging points, takeaways and best practices. Byline articles and unique thought leadership will establish your brand’s positioning of an industry expert.

The Goals

Thomson Reuters saw the opportunity to create thought leadership content around the Trans-Pacific Partnership Agreement (TPP) and its global impact on trade compliance professionals in corporations around the world. At the same time, the company realized an opportunity to position its Free Trade Agreement solution as a tool for handling those changes.

The Assets

Thomson Reuters leveraged its trade specialists, as well as an RSS news feed from the website to deliver real-time news and predictions for the TPP via a targeted microsite. Additionally, the company developed three white papers, as well as a webcast on the TPP, which was hosted in partnership with American Shipper.

Content assets were delivered via email and social campaigns to Thomson Reuters’ global distribution list. To further engage buyers, the company hosted a number of round tables and speaking engagements globally in order to position its team as experts and thought leaders on the TPP. This phase of the campaign was designed for top-of-funnel engagement, and due to its success, Thomson Reuters is finalizing mid-funnel messaging that further nurtures prospects and redirects them to materials with product-specific messaging for the Free Trade Agreement solution.

The Results

Thomson Reuters has continued to see interest and traffic to the site given the recent decision for the U.S. to leave the TPP. The company is now shifting its messaging to speak to these changes and what they could potentially mean for the market. To date, the campaign has garnered the following results:

→ 437 net new leads;
→ 384 MQLs and opportunities; and
→ $1.1 million in potential revenue.

Lessons Learned

Tap internal experts and thought leaders to uncover content topics and storylines.