Case Study

Custom Editorial Aligned Demand Generation

Overview

This case study showcases the application of customized media aligned with publisher editorial to generate content relevancy among strategic targets and drive sales opportunities.

Client was looking to make an impact in the Contact Center/ Customer Experience category. As part of this, they needed to build awareness of their brand among audiences that had not been touched in the past – Marketing, CRM/Sales Operations, and Digital Customer Experience. Client developed a few CX / AI focused assets but this was not enough to drive demand with this audience.

Results

Generated 26% Lead to MQL (Marketing Qualified Lead) rate and 13% MQL to SQL with 63% of SQLs converted to Pipeline Revenue.

Target Geography

North America

Target Personas

Marketing, CRM/Sales Operations, and Digital Customer Experience

Media Approach

Enlisted CX/Marketing/CRM endemic properties to create a integrated digital program plan that included co-branded exclusive content, themed webinars, a custom article series and dedicated splash pages on the partner websites for collecting leads. Ensured editorial content alignment fit across 8 media partners.
The partners delivered custom editorially driven assets for client to use in future marketing programs and on their website and also drove targeted leads for nurture.

Platforms

Site Direct Buys