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.
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