TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
2014 Killer Content Awards Report
1. Presented by
Sponsored by
R E P O R T
A DEEP DIVE INTO THE MOST INNOVATIVE
CONTENT MARKETING CAMPAIGNS OF THE YEAR
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Thanks to the increasing growth of digital
technology in the landscape, content
needs to be concise, easily accessible and
available at the convenience of the audience
whenever it’s desired.
Progressive content marketers are creating
new styles and formats to catch and retain
the attention of B2B buyers. Infographics
and video content have increasingly grown
in popularity due to their ability to attract
and entertain the audience.
Interactive content, such as webinars with
social Q&A capabilities, is becoming more
prevalent in many content marketing
strategies. The ability that interactive content
has to get the audience engaged leads
to more personalized conversations, and
ultimately end in a potential deal.
In the end, these new interactive and visual
content formats are being leveraged due to
how easy it is for viewers to digest it. This
gives the audience exactly what they are
looking for, and also keeps your company at
the top of their elusive minds.
With the Third Annual Killer Content Awards
(KCAs), Demand Gen Report is recognizing
businesses that have helped innovate the
content marketing landscape across digital and
physical channels, and leveraged changing
buyer behaviors. The awards ceremony was
held at Demand Gen Report’s annual event,
the B2B Content2Conversion Conference.
This year, we have raised the bar on overall
qualifications and expectations, choosing
winners based on the following criteria:
• Educational content that informs and
inspires buyers;
• Social media and targeted content
marketing;
• Using video and interactive content in
new and creative ways;
• Connecting the dots between the content
and the bottom-line; and
• Deploying content that drives successful,
cross-channel campaigns.
In the report, you will find the profiles of all
25 of the KCA award winners, highlighting
their content goals and providing insight
into the metrics used to demonstrate the
content’s effectiveness.
Regards,
Andrew Gaffney
Content Director,
Demand Gen Report
andrew@demandgenreport.com
CONCISE, VISUAL AND ALWAYS-ON CONTENT CONNECTS WITH BUYERS
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THE GOAL THE RESULTSTHE ASSETS
LESSONS LEARNED...
• Align your content to your buyers’ everyday lives;
• Use interactive content to make memorable experiences; and
• Personalize content to improve brand association.
BEST CREATIVE CAMPAIGN THEME
For its sales team to gain
access to key prospects
within its nurture program,
ADP’s “High-Impact Holidays”
campaign for the 2014 fiscal
year leveraged creative themes
and personalized content. By
“cutting through the clutter”
with unique and personalized
content, ADP was able to stay
top-of-mind with prospects
using content that showed they
had the greatest potential to
add to the bottom line.
Various batches of personalized
content were shipped on a
quarterly basis to ADP’s top
prospects. Each quarter’s
campaign theme tied to a
business message that was
delivered in a unique way. The
content format ranged from
holiday-themed cookbooks (from
Bobby Flay to Betty Crocker),
branded incentives (such as
pedometers for Valentine’s Day),
infographics and personalized
letters from sales associates.
• Nurtured more than 24,000
contacts with a 39.5%
open rate, compared to
the industry best-in-class
average of 22.4%;
• Delivered 12 webcasts with
over 11,000 registrants since
April 2013, averaging a 62%
attendee rate; and
• Influenced more than $20
million in closed revenue.
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THE GOAL THE RESULTSTHE ASSETS
LESSONS LEARNED...
• Provide thought leadership on complex issues;
• Make informative — and easy to digest — content; and
• Create a streamlined experience.
With ADP’s vast domain
expertise at the intersection of
Human Capital Management
and employment-related tax
compliance, the company
decided that it was the prime
candidate to help partners and
clients understand how the
Affordable Care Act (ACA)
affected their business and
how they could overcome the
complex compliance challenges.
ADP developed a fully integrated
campaign around this message
— with buyer-focused content —
that included thought leadership,
lead generation, lead nurturing,
sales campaigns and proposal/
close tools. The integration
of this message provided the
backbone for a streamlined client
experience throughout their
buying process, from recognition
of need to selection of ADP as
their provider.
• Nurtured more than 24,000
contacts with a 39.5%
open rate, compared to
the industry best-in-class
average of 22.4%;
• Delivered 12 webcasts with
over 11,000 registrants since
April 2013, averaging a 62%
attendee rate; and
• Influenced more than $20
million in closed revenue.
BEST BUYER-FOCUSED CONTENT
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THE GOAL THE RESULTSTHE ASSETS
LESSONS LEARNED...
• Analyze your audience to craft a social strategy;
• Leverage video content to amplify the company message; and
• Promote social posts across your other social channels.
BEST SOCIAL AMPLIFICATION
With the cloud contact center
solutions market growing more
and more competitive, VoltDelta
launched a campaign aimed
to re-position and elevate the
company’s brand image — and
brand presence — to focus on
delivering exceptional customer
experiences. The “Art and
Science of Customer Experience”
campaign was a creative way
of highlighting the company’s
strengths in infrastructure
technology, experience and
expertise in contact center design
and integration.
VoltDelta launched an integrated
series of video, blog and web
content combined with a
multichannel social push. The
social media campaign revolved
around a single YouTube video,
which interviewed VoltDelta
employees on what the art and
science of customer experience
meant to them. The white paper
was also promoted in email
campaigns (both sponsored email
and trade show event follow up),
banners and advertisements.
• A stronger-than-projected
37.4% open rate for email
campaigns; and
• An 8.9% download rate on
the promoted asset.
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THE GOAL THE RESULTSTHE ASSETS
LESSONS LEARNED...
• Create content that is short, concise and easy to digest;
• Embrace highly visual content format in order to stand out; and
• Consider the audience and get to the point quickly.
OpenText’s “Make a Statement”
campaign promotes the firm’s
StreamServe EIM solution by
playing on the double meaning
of the phrase — as the solution
is used to personalize and brand
customer communications, such
as bills and statements. The
assets created for the campaign
were formatted to seamlessly
integrate with Eloqua, offering
automated marketing capabilities
to boost lead gen.
The campaign included a host of
lead generating assets and
innovative interactive tools, which
all linked into Eloqua for
marketing automation. A wide
variety of content formats were
used — and transcribed into six
different languages — to achieve
a successfully integrated
campaign. These types of content
included a campaign microsite,
interactive flipbooks, testimonials,
videos and PDFs.
• Campaign attributed to
more than $3 million in
pipeline to date;
• Improved regional sales-
marketing alignment and
inter-regional marketing
cooperation.
BEST DRESSED CAMPAIGN
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THE GOAL THE RESULTSTHE ASSETS
LESSONS LEARNED...
• Make traditional marketing channels compelling with new media;
• Communicate efficiently by outlining key points; and
• Share information in the most valuable way to enhance
the call to action.
Looking for a new way to drive
attendance to its annual Sales
Enablement Summit, SAVO
implemented a multi-angled
communications strategy to
bring together an elite group
of analysts and industry
visionaries to share strategies
and best practices. Since the
average executive receives an
overwhelming number of emails
each day, SAVO aimed to “rise
above the noise” to capture the
attention of potential registrants
and spark discussion.
SAVO used a cutting-edge
“digital postcard” app, Inspire, to
create tailored messaging sent
via email, as well as to deliver
personalized video content. SAVO
used Inspire to deliver interactive,
personalized and engaging
videos that encouraged recipients
to attend the conference. The
communications included initial
details on SAVO’s Summit and
teased specific presentations,
while enabling follow-up and
tracking mechanisms needed for
post-Summit campaigns.
• A 14% open rate for the
delivered emails;
• A 7% click-through rate to
the postcard; and
• Event attendance in 2014
increased from 450 to 500.
BEST INTERACTIVE CONTENT
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THE GOAL THE RESULTSTHE ASSETS
LESSONS LEARNED...
• Keep the target customer top-of-mind;
• Use the right content format for the right occasion; and
• Take a prescriptive approach to helps the audience apply
the lessons to their own situations.
Cox Media Group, Inc., which
operates in more than 20 media
markets and reaches roughly 52
million Americans on a weekly
basis, was searching for new
opportunities to interact with
SMBs in a personalized and
attractive format. The company
partnered with Content4Demand
to build a foundational library
of content than can be used
on a stand-alone basis and in
conjunction with one another via
campaign subsets.
Cox Media’s 2014 Success Kit
campaign was comprised of five
assets in a variety of formats
designed to appeal to their SMB
customers. Components of the
campaign included E-books; a
series of illustrative case studies;
a white paper that helps educate
SMBs about new-media strategies;
an expanded infographic
that provides tips for annual
marketing planning; and a video
that compares good and bad
approaches to cable advertising.
• Generated more than 2,000
potential leads;
• Achieved more than 500
downloads; and
• A 9% increase in Q1 lead and
demand gen performance
year-over-year.
BEST CREATIVE, INTEGRATED CAMPAIGN
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THE GOAL THE RESULTSTHE ASSETS
LESSONS LEARNED...
• Incorporate feedback from customers and prospects to
help build and enhance events and campaigns; and
• Leverage CTAs to turn social conversations into potential business.
BEST SOCIAL AMPLIFICATION
VMware sought to demonstrate
its leadership and grow other
parts of the business, specifically
virtual desktop infrastructure
(VDI). In doing so, the company
wanted to engage customers and
prospects in a new, dynamic way
beyond traditional tactics, such as
webcasts, emails and events.
To tap into that critical peer
validation while showcasing
VMware’s VDI expertise, they
hosted a live Google+ Hangout,
giving VMware a voice, but
making their customers and
trusted influencers the real stars
of the show. The video content —
including the live event and video
clips — was left un-gated to reach
early-stage prospects. However,
it also included calls to action
directed at later-stage prospects
further along in the buying cycle.
• More than 1,600% increase
in ROI;
• 400 new contacts; and
• An 8% conversion rate.
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THE GOAL THE RESULTSTHE ASSETS
LESSONS LEARNED...
• Understand the consumer’s cross-channel journey;
• Consider consumption behaviors to help map and
promote content across touch points; and
• Inject fun and humor into your campaigns.
To educate existing and
prospective customers on pain
points and industry trends
that the company’s solutions
could address, Sungard
Availability Services (Sungard
AS) leveraged holiday humor
to offer a personalized and
educational experience.
Sungard AS, in conjunction with
Bulldog Solutions, produced a
holiday-themed, three-video
series that brought a humorous
touch to Sungard’s managed
IT services campaigns. It also
delivered strong results, including
over 3,000 leads in three days.
• More than 3,000 leads were
generated in three days;
• Email click and click-to-open
rates were between two and
three times the average; and
• An 87.4% click-through rate
for integrated CTAs at the
end of each video.
BEST CREATIVE, MULTI-TOUCH THEME
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THE GOAL THE RESULTSTHE ASSETS
LESSONS LEARNED...
• Understand the metrics that matter to your target audience; and
• Keep it simple by adding context and explanation for the metrics.
Big Data doesn’t necessarily
mean good data, so marketers
need to mold their data into
a usable form so it can be
scrutinized and understood.
Optum aimed to help providers
understand how to use Big Data—
and Big Data analytics—to focus
on the patients and conditions
that have the most potential for
cost savings and improvement.
Optum’s recent E-book walks
organizations through the steps
they need to take to become
data-driven health care providers.
The E-book incorporated a
baseball theme, comparing
today’s healthcare industry to the
Oakland Athletics’ historic 2002
season where data analytics was
used to help select one of its
most successful rosters to date.
• More than 18,000 lead-
nurture participants;
• A 12% open rate; and
• A 7% click-to-open rate.
BEST METRICS-BASED CONTENT
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THE GOAL THE RESULTSTHE ASSETS
LESSONS LEARNED...
• Understand which metrics bring the most value to your company;
• Keep it simple; and
• Share your company’s best practices to prove profitability.
Optum wanted to address
the CMO’s growing need for
knowledge and resources by
strategically pairing them with
subject matter experts. Doing
so would support the sales
force in its efforts to introduce
CMOs to the depth of Optum’s
capabilities and help them spark
a needs-based dialogue.
The company formulated
CMOspark!, a unique website for
targeted content marketing for
CMOs who find themselves in
the eye of the healthcare reform
storm. Through a mix of articles,
videos, podcasts, client success
stories, white papers and an email
newsletter, CMOs are accessing
new and curated content tailored
to their unique needs.
• Generated more than 175
subscribers, a 23% month-
over-month growth;
• Two thirds of the new
subscribers are reading the
monthly emails; and
• None of the new subscribers
have unsubscribed.
BEST MULTI-CHANNEL, INTEGRATED CAMPAIGN
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THE GOAL THE RESULTSTHE ASSETS
LESSONS LEARNED...
• Ensure that content is as focused as possible;
• Leverage call-outs to encourage the audience to continue reading; and
• Make it easy for your audience to socially share your content.
To support B2B organizations
seeking to implement social
selling strategies in order to
improve relationships and boost
sales, LinkedIn Sales Solutions
developed an innovative
method to educate businesses
on what social selling is and
how it can be applied in social
marketing strategies.
The company created content
to explain the process of
social selling, with the help of
thought leader Koka Sexton.
Best practices and tips were
highlighted in call-outs, which
were configured to be shared
easily with social share buttons.
• More than 8,000 shares
on Twitter;
• 54 shares via LinkedIn; and
• More than 400 downloads of
the E-book in just one month
of promotion.
BEST SOCIAL AMPLIFICATION
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THE GOAL THE RESULTSTHE ASSETS
LESSONS LEARNED...
• Tap thought leaders to provide valuable insights and best practices;
• Leverage thought leaders to enhance your brand’s image
as thought leaders in the industry; and
• Develop content that is easy to digest.
An influencer campaign was
formulated to affirm the
company’s position in the digital
space. Recognizing that B2B
buyers prefer to have more than
one educated opinion on a topic,
LivePerson leveraged influencers
to help promote its brand not
only as a thought leader, but also
as an industry innovator.
LivePerson created a campaign
that interviewed thought
leaders in a Q&A format. The
Q&A covered 10 various topics,
including mobile, omnichannel
and social trends. The resulting
E-book, designed to promote
LivePerson’s industry thought
leadership, was the company’s
most successful asset of 2013.
• Approximately 800 total
downloads over a six-
month period;
• An 11% average open rate
and 17% average click-
through rate; and
• More than 250 MQLs.
BEST INFLUENCER CONTENT
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THE GOAL THE RESULTSTHE ASSETS
LESSONS LEARNED...
• Leverage new styles and formats of media to upgrade traditional
marketing channels; and
• Be straightforward with your content by outlining key points.
Oracle was looking for a new
content format — one that would
resonate with the audience
regardless of channel — to help
promote a recently completed
omnichannel retail survey.
Oracle decided to leverage an
interactive video to summarize the
survey results. The video shared
real-world examples, including
TOMS, Saks Fifth Avenue and Best
Buy. The video also highlighted
success stories from Oracle clients.
• 67 Twitter shares from the
Retail TouchPoints website.
BEST INTERACTIVE CONTENT
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THE GOAL THE RESULTSTHE ASSETS
LESSONS LEARNED...
• Align thought leadership with industry trends;
• Target specific buyer personas with relevant content; and
• Engage prospects in a way that promotes discussion.
With its Smarter Commerce
Campaign, IBM sought to
challenge industry executives to
rethink how they are leveraging
every opportunity to place today’s
empowered consumer at the
center of their business.
The campaign centered on an
interactive microsite featuring
content for each of the
company’s 12 line-of-business
buyers. Storytelling through
video, E-books, case studies,
white papers and reports tailored
to what each of the 12 LOB
audiences care about in one
central place, making it easy to
find relevant information.
• Page views topped 100,000;
• More than 38,000
impressions; and
• 13,000-plus responses that
led to high-quality leads.
BEST INTEGRATED DEMAND GEN CAMPAIGN
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THE GOAL THE RESULTSTHE ASSETS
LESSONS LEARNED...
• Curate your content to increase data longevity;
• Keep the content simple and easy to follow; and
• Use different content formats for each section of a campaign.
After a year of collecting
ethics and compliance-related
hotline data for its 2014
Hotline Benchmarking Report,
NAVEX Global aimed to build
a campaign that refurbished
the data into different content
formats in order to promote the
release of the report. In addition,
they also wanted to optimize the
content for every stage of the
buying cycle.
The campaign consisted of a
webinar that covered the main
findings of the report. Blog
posts were used before and
after the event to preview areas
that would be covered in the
webinar, while the latter focused
on discussing FAQs. Infographics
were also created to highlight
key findings in the report.
• More than 400 direct
downloads for the full report;
• An average of 1,150 views
for each individual piece of
content; and
• 40-plus pipeline deals.
MULTI-TOUCH/HIGH-IMPACT ROI AWARD
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THE GOAL THE RESULTSTHE ASSETS
LESSONS LEARNED...
• Use audience interaction to gauge interests;
• Measure the impact of your content campaigns; and
• Analyze the information collected to fuel future content opportunities.
Bonitasoft wanted to seize
the opportunity to provide its
audience with content that
simplified the 508-page BPMN 2.0
specification, while simultaneously
asserting the company as a
thought leader in the business
process management industry.
The company created a 25-page
“ultimate guide” E-book to the
BPMN 2.0 standard, thanks to the
help of BPMN 2.0 experts and the
company’s R&D team. Bonitasoft
used its own software to provide
examples for its audience, and also
syndicated the E-book through
third parties. The content was also
curated into blog posts, which
helped promote the release of the
primary piece of content.
• 890 downloads / registrations
(gated content);
• 19% click-through rate (open
to click); and
• 15 sales opportunities won to
date and others still progressing.
BEST HIGH-IMPACT ROI
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THE GOAL THE RESULTSTHE ASSETS
LESSONS LEARNED...
• Present technical content so that it is relatable
to the audience’s daily experiences;
• Use visuals to amplify your company’s message; and
• Don’t be afraid to bring humor into technical conversations.
Ceridian intended to demystify
healthcare jargon and to
define healthcare terms that
commonly confuse employers
and employees. In light of the
Affordable Care Act rulings, the
content in this infographic was
especially timely and relevant to
the company’s human resources
and payroll audience, as they are
concerned about proper employee
classification and benefits
guidance for their employees.
The content in the infographic is
presented in a way that defines
common employee perceptions
of healthcare terms and then
counters those perceptions with
the actual definition of the term.
It is intended to provide a bit of
humor, but also to inform readers
on what can be a confusing topic
for many.
• A unique open rate of 22%;
• Click-to-open rate of 32%; and
• A 23% increase in web traffic
to the company’s interactive
content page.
KILLER CONTENT DESIGN
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THE GOAL THE RESULTSTHE ASSETS
LESSONS LEARNED...
• Provide practical tips;
• Utilize insights from market leaders; and
• Position your internal execs as experts.
LinkedIn Marketing Solutions
looked to offer tips and
guides into how businesses
can leverage LinkedIn in their
marketing strategies.
The social media firm’s
Sophisticated Marketer’s Guide to
LinkedIn featured “ask the expert”
profiles, case studies and lists of
top social media experts.
• Drove 10,000 downloads
in under 30 days – 33% of
which became MQLs; and
• More than 3,000 people
registered for the
corresponding webinar.
BEST HIGH-IMPACT ROI
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THE GOAL THE RESULTSTHE ASSETS
LESSONS LEARNED...
• Spot information gaps within your market;
• Provide industry benchmarks; and
• Use content to gain a competitive advantage.
In February 2013, Autotask
commissioned its first, global
Information Technology Service
Provider (ITSP) Benchmarking
Survey with Decision Tree Labs. The
objective of the associated content
was to promote the survey findings
and create awareness in the
industry for the need to track and
analyze key performance metrics.
Autotask designed an extensive
array of digital and multimedia
marketing assets to showcase the
survey findings, including three
E-Books; two infographics; a video;
a webinar; and 12 blog posts. These
assets were featured in various
marketing campaigns, with email
marketing, PPC and social being
the primary channels.
• 20% of all sales inquiries were
direct results of the campaign
in May and June; and
• Increase in survey participants
for next year’s survey, with
1,300 respondents in 2014
compared to 229 in 2013.
®
BEST HIGH IMPACT ROI
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THE GOAL THE RESULTSTHE ASSETS
LESSONS LEARNED...
• Simplify complex topics;
• Tie into key industry themes and events; and
• Provide multiple touch points.
Optum360 aimed to foster
goodwill with the target
audience, as well as generate and
nurture sales opportunities. The
company targeted key buyers
and influencers of CDI solutions
with a direct mail campaign,
timed for arrival during the third
annual CDI Week.
The company targeted key
buyers with a direct mail
campaign that included small
gifts for CDI teams to share,
as well as a “ticket to the new
world,” which pointed recipients
to a web quiz where they
could register to win prizes.
From there, a four-part lead
nurturing email campaign
was initiated, with simple text
emails providing relevant,
complimentary CDI content, as
well as a CDI webinar invitation.
• Achieved four qualified
sales opportunities equating
to $2.8 million in active
sales pipeline.
BEST BUYER-FOCUSED CONTENT
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THE GOAL THE RESULTSTHE ASSETS
LESSONS LEARNED...
• Make the content educational;
• Get key players in the industry involved; and
• Keep the content practical and easy to apply.
The LinkedIn Talent Solutions
team had several objectives:
Spearhead education in the
talent and acquisition industry;
formulate content campaigns
to help educate their audience;
and promote the further growth
of thought leaders in the space.
The company also was seeking
avenues to support the growing
business in talent brand products.
The playbook established
a framework to enable
recruitment, marketing and
communications teams to
develop, promote and measure
a winning employer brand or
“talent brand” (essentially, how
the company is perceived as
a place to work). The content
launch was supported through
multiple channels.
• 14,000 downloads in
approximately 10 months; and
• $1.1M in bookings attributed
directly to the Playbook; a
further $500K+ driven by
related webinars and other
activity.
BEST BUYER-FOCUSED CONTENT
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THE GOAL THE RESULTSTHE ASSETS
LESSONS LEARNED...
• Match channels and formats to industry preferences;
• Stay consistent and relevant with timely information; and
• Apply principles of brand journalism.
PTC identified a need for
first-hand reporting, expert
commentary and insights into the
news, trends and events shaping
manufacturing, engineering and
product development today.
This manufacturing industry
technology provider launched
its “Lifecycle Series” blog and
e-magazine to provide top
quality brand journalism. The
initiative was centered around
a newsroom offering daily
industry news and features.
• 45,000-plus page views
per month;
• Healthy social engagement
on LinkedIn, Facebook,
Twitter; and
• Widely syndicated original
content, reblogs and retweets
on Forbes, CNN.com, PC Mag
and Fast Company, among
other outlets.
BEST VERTICALLY FOCUSED CONTENT
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THE GOAL THE RESULTSTHE ASSETS
LESSONS LEARNED...
• Have a visually appealing and easy-to-navigate website;
• Offer content that spans a variety of topics and formats; and
• Ensure that the website has a responsive design,
and is accessible across multiple devices.
NanoLumens Inc. executed
a major website redesign to
amplify the company’s content,
thought leadership and client
education activities.
The company added assets
including FAQ videos,
infographics, white papers and
more. The new content was
followed up with an increase in
social media presence, working
to engage with clients and
potential clients.
• A 14% increase in website visits;
• A 20% increase in unique
visitors; and
• Page load time has
decreased 35%, dramatically
enhancing UX.
NanoLumens®
BEST WEB CONTENT STRATEGY
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THE GOAL THE RESULTSTHE ASSETS
LESSONS LEARNED...
• Use content formats that fit certain areas of the buyer’s journey;
• Leverage highly visual content; and
• Have a central theme.
Toshiba wanted to create a
campaign that would help its
audience learn best practices
and strategies for omnichannel
retailing, while also generating
new leads for potential business.
Toshiba developed a series of
assets focused on omnichannel
retailing, including an infographic,
checklist, executive brief and
E-book, combined with a strong
social campaign from promotional
partner Retail TouchPoints.
• 19,558 opens;
• 1,120 clicks; and
• 309 leads generated.
BEST CREATIVE, MULTI-TOUCH CAMPAIGN
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THE GOAL THE RESULTSTHE ASSETS
LESSONS LEARNED...
• Identify challenges and pain points for prospects;
• Tailor content to promote opportunities and/or solutions; and
• Empower the sales team with content and resources
that ease the prospect’s pain points.
Equifax had a two-pronged
objective: Become more focused
on content metrics and aid
associates in having in-depth
consultative engagement with
customers and prospects.
Equifax created an infographic
and E-book as part of a sales
enablement campaign for the
company’s B2B data services.
• The content — presented
to the sales team through
a major kick-off campaign
with executive-level support
— had a very positive
impact on the company’s
efforts to elevate its
sales conversations with
customers and prospects..
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sales and marketing organizations, and ultimately, drive growth. A
key component of our coverage focuses on the sales and marketing
automation tools that enable companies to better measure and
manage their multi-channel demand generation efforts.
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