Responding to market shifts and emerging technologies, the client sought to enter the Enterprise IT market, which represented a net new segment for the company. The company did not have Voice of Customer expertise or a contact list of the target audience.
First, I confirmed the client’s assumptions about the target market. I researched IT industry websites, trade organizations, and articles to further understand the influencers, decision trees, purchasing cycles, pain points, and any useful or necessary regulations or certifications.
I determined that the client needed to build a database of IT managers, CIOs, Value-Added Resellers (VARs), and integrators. As each title had different roles and responsibilities, different pain points, each group required targeted messaging.
I developed a custom magazine for the client titled, “Enterprise,” And made it available in print and digital versions.
The print edition was displayed in company offices, Experience Centers, dealerships, and distributed at events and trade shows. The digital version was used as gated content for a 12-month marketing campaign.
The magazine included articles, infographics, advertisements, and editorials on a wide range of IT industry topics. Highly targeted messaging for paid social, digital Account Based Marketing (ABM) campaigns, and direct buys from the leading industry trade media promoted the magazine. Viewers clicked through to topic-specific campaign landing pages that provided more details teasing the contents of the magazine. To access the full issue, visitors were required to complete a short form that captured basic contact information, which was automatically linked to Salesforce and associated with the campaign (for tracking and reporting).
Once downloaded, the digital edition included links in every article to additional content, including web pages, videos, and brochures to nurture the prospects. Extending the campaign, I broke out individual articles from the magazine and had them posted as native “sponsored” content, which also offered an opportunity to “learn more” by clicking through to a campaign landing page.
Follow up included an email marketing campaign, which ultimately led to invitations to free webinars and regional events. Registration requirements for each included additional contact information, allowing the client to build personal profiles for the new leads.
Benchmarks included a .9% click-through rate (CTR) and a 9% conversion rate. We had an average CTR of 1.8% and conversion rate of 12%, far exceeding expectations (we even had several inquiries to subscribe to the faux magazine). Those prospects were then invited to a free webinar. The benchmark for registration was 200 and more than 500 registered for the event. Attendees and registrants received follow up emails with a link to the recorded session, which we also posted, promoted, and gated, generating an additional 300 leads. In the course of just one year, the company built an arsenal of thousands of new contacts in its CRM with whom they could then personally communicate.
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