2nd annual killer content awards: honoring the world's best b2b content marketing programs
Post on 21-Oct-2014
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DESCRIPTION
Sharing case studies and behind the scenes looks at the design and execution of the cutting edge content marketing programs. The Killer Content Awards features industry leaders in areas such as: • Social media and targeted content marketing; • Educational content that informs and inspires buyers; • Linking content to measurable, revenue-focused results; • Using video and interactive content in new and creative ways; • Deploying content that drives successful, cross-channel campaigns. Speakers: • Andrew Gaffney, Demand Gen Report • Alicia Fiorletta, Channel Marketer ReportTRANSCRIPT
#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