2nd Annual Killer Content Awards: Honoring The World's Best B2B Content Marketing Programs
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Transcript of 2nd Annual Killer Content Awards: Honoring The World's Best B2B Content Marketing Programs
#B2BContentEvent
Killer Content
Recognizing achievements in the design and execution of content marketing programs, in areas such as:
• Social media
• Targeted content marketing
• Innovation and interactivity
• Measurable, revenue-focused results
Best Theme
SunGard Availability Services
The Goal
• Partner with Bulldog Solutions to create a unique, “killer” awareness campaign featuring a Zombie theme
• Turn around by Halloween to cash in on design strategy (3 week lead time)
• Boost awareness of SunGard Cloud offerings among IT professionals; to inform and educate prospects
The Assets
E-book Infographic
The Call-To-Action
The Results
• 3X greater download rate than expected
• 5.7% email open rate
• 150% higher click-through rate vs. other campaigns
• 200% higher click-to-open rate vs. other campaigns
• Delivered 24 leads
Best Theme
SunGard Availability Services
Best Educational Campaign
Limelight Networks
The Goal
• Educate readers on how to create an optimal digital presence
• Tap a recognized brand: “…For Dummies”
• Spotlight thought leaders/failures: Coca-Cola, Chevrolet
• Help companies identify and rectify issues with digital presence
The Asset
The Call-To-Action
The Results• 1,275 landing page visits
• 712 content requests
• 2 sales opportunities (~$100K)
• Facebook: 1,268 views across 4 postings
• LinkedIn: 7,179 views on 6 updates; 102 clicks on content
• Twitter: 118 clicks on content
• 1,028 press release views
Best Educational Campaign
Limelight Networks
Best Sales Enablement
Logicalis
The Goal
• Generate new revenue for HP sales/pipeline
• Partnered with Communication Strategy Group to create a unique thought leadership package
• Empower sales teams to personalize communication based on prospect’s participation in campaign
The Elements
• 6 customer-facing emails ft. call-to-action
• 8 page microsite
• E-book
• Recommended content
• Telemarketing campaign
Microsite
E-book
Recommended Content
The Results
• About 2,000 existing and prospective customers targeted
• 11% to 15% click-to-open rate for microsite
• 100 to 200 unique opens garnered with each email
• Nearly $8 million in closed and new pipeline business
Best Sales Enablement
Logicalis
Best Executive Focus
Sales Benchmark Index
The Goal
• Help new VPs of Sales see success
• Highlight other corporate pains when VPs of Sales fail
• Spotlight case studies of successful VPs of Sales
The AssetE-book
Recommended Content
The Results
•Downloaded 5,781 times by sales leaders
Best Executive Focus
Sales Benchmark Index
Best Awareness Campaign
Lattice Engines
The Goal
• Partner with research firm CSO Insights to conduct a study to learn the impact of Big Data on sales organizations.
• Garner insights from more than 200 sales leaders from worldwide organizations.
The Elements
•Blog posts
•Guest article contributions
•E-book
•Video interviews
•Infographic
Report
Infographic
Slideshare
The Results
• Report garnered over 500 downloads
• Written about in more than 15 media/blog publications (increased awareness of Lattice Engines and understanding of Big Data)
• Ebook received over 1,500 views and 100 social shares
• Infographic received more than 400 views
Best Awareness Campaign
Lattice Engines
Best Thought Leadership
Optum
The Goal
• Create integrated marketing campaign
• Support launch of accountable care solutions
• Drive sales pipeline
• Promote thought leadership and education
The Elements
•Advertorials
•Display advertising
•Direct mail
•Campaign site
Educate & Plan
Connect & Share
Analyze & Learn
Transform
The Results
• 23.5% lead-to-conversion rate
• 475% increase in web site traffic; 10,500 unique new visitors
• 2,575 resource downloads and 648 video views
• 28% year-over-year increase in blog followers
• $52 million total contract value, with less than $1 million investment
Best Thought Leadership
Optum
Best Personalization
ADP
The Goal
• Connect and engage with medium sized enterprises around their Human Capital Management (HCM) solutions
• Worked with Alinean to create a content marketing campaign that would fuel and optimize email marketing efforts
The Assets
White Paper Diagnostic Assessment Tool
The Results
• Landed in top 3 of ALL ADP marketing campaigns
• More than $1 million in additional sales opportunities
• Several deals closed in first 3 months of campaign launch
Best Personalization
ADP
Best Social Media Impact
Demandbase
The Goal
• Help B2B marketers make the right content technology investments
• Outline processes, considerations and targeted advice from industry experts
• Spotlight tools that help maximize the power of content
The Elements
•White Paper
•Infographic
•Webinar & Slideshare
•Live Presentation
White Paper
Infographic
Webinar & Slideshare
Live Presentation
The Results
• 1700+ total leads driven across channels
• 467 webinar registrations
• 125 live webinar attendees
• 5000+ views on Slideshare
• Influenced or accounted for approximately $1 million in pipeline
Best Social Media Impact
Demandbase
Best Brand-Building Campaign
Xerox
The Goal
• Connect with 30 top Managed Print Services accounts with a targeted "Get Optimistic" campaign
• Partner with Forbes in print/iPad publication to offer content that focused on opportunity, change and business tips.
The AssetMagazine
The Call-To-Action
The Results
• 70% of companies interacted with the microsite
• 3X to 4X increase in readership over prior email campaigns
• Added 20,000 new contacts
• Generated over 1,000 scheduled appointments
• Yielded $1.3 billion in pipeline revenue for 2012
Best Brand-Building Campaign
Xerox
Best Customer Relationship Enhancement
OpenText
The Goal
• Provide personalized onboarding site
• Welcome customers to OpenText family
• Include a variety of assets/content
• Spotlight relationship between OpenText and SAP
• Increase cross-sell and up-sell opportunities
The Elements• Personalized site
• Product/marketing pages
• “Things to do” checklist
• White papers
• E-books
• Case studies
Products You Own & Should Own
Variety Of Resources
The Call-To-Action
The Nurturing Program• Automated series of emails promoting
various elements and calls to action
• Invite colleagues-Getting support-Register for workshop
• Phase 2 -Promote calculators-Customer surveys-Personalize cross-sell in context of the buyers journey
The Results
•1,700 new contacts identified
•31 new opportunities, valued at $1.8 million
Best Customer Relationship Enhancement
OpenText
Best Nurturing Campaign
Crowe Horwath LLP
The Goal
• Target C-Suite in financial institutions with $1 billion or more in assets
• Target early, mid and late-stage concerns of buyers
• Use 48 pieces of content for 4 different topic areas
The Elements
• Executive briefs
• Case studies
• Infographics
• Checklists
• Q&As
• Brainshark files
Infographic
E-book
The Results
• 778 contacts engaged with the program
• 70% open rate (versus normal 10%)
• More than 100 individuals hit sales “triggers”
• 2 engagements (valued at $250K in revenue)
Best Nurturing Campaign
Crowe Horwath LLP
Congratulations!
• SunGard Availability Services
• Limelight Networks
• Logicalis
• Sales Benchmark Index
• Lattice Engines
• Optum
• ADP
• Demandbase
• Xerox
• OpenText
• Crowe Horwath LLP