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

Email

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

•Email

•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