B2B Content Marketing Case Study

How STR Software Engages Using Content Offers &

Marketing Automation

Case Study: BI Publisher University

Objectives: generate leads, nurture leads, support sales by credentializing our expertise

STR Software has a ton of knowledge to share

Educational approach: share free, relevant content related to our expertise.

Evolved into BI Publisher University

Campaign Execution

Developed

content and

created a

centralized “hub”

of information

with links to

relevant content.

Pardot and BIP U

• Began using

Progressive

Forms more

extensively to

capture data we

can use for

nurturing.

Pardot and BIP U

Put a Pardot

form on the

BIPU page itself

creating a

“subscription”

opportunity to

jump start opt-

ins

Pardot and BIP U

Using Pardot Email Templates, created “autoresponder emails” that

contain links to additional, related “What Next?” content.

Campaign Promotion

Campaign featured prominently in our home page carousel

Campaign Promotion

“For more information”

section added to each

piece of content to help

visitors flow through the

information:

Campaign Promotion

Feature a variety of decision

stage content in customized

sidebars throughout the site.

Campaign Promotion

• Emailed an invitation to check out BIP U to the relevant

segment of our sales database

• Actively promote the content itself via social networks

• Include links to BIP U in presentation slides and

related correspondence as a “for more information” call

to action.

Results

• Very pleased with the response rate from our internal database. – Best

Performing Campaign to date!

• We have enhanced profiling with Progressive Forms and are collecting

better information on new and existing contacts.

• We have generated new, organic inbound traffic to the site as a result of

the quantity, quality, and optimization of content in the BIP U.

• Gaining insight into the visitor’s process and will use that data to make

changes moving forward.

• Some numbers: • We’re averaging 10% conversion rate on BIP U content forms, up from 1-2% compared to

product-specific collateral.

• In Q1, comparing this year over last, we saw a 54% increase in website visits and a 67%

increase in pageviews, plus increases in time on page and site visit – improved

engagement metrics.

• Targeted email marketing campaigns to opt-in subscribers see 25-47% CT and lead to

stronger conversations with Sales team.