Summary:
If the website is the center of the marketing universe, content is the cement that holds that foundation together, according to Eric Webb, Senior Director of Communications & Brand, McGladrey, a global assurance, tax and consulting firm.
This case study covers how McGladrey completely revamped its content marketing and website design, streamlining content production in the process. The company increased Web traffic, boosted its content production, and, in a less than three-month period, can now attribute $427,000 in business to its content marketing strategy. continue...
Summary:
B2B email marketing thrives on content. Providing it can be a challenge, but you likely have content sitting around waiting to be used, even if you think it's "off limits."
This B2B team repurposed proprietary research into an email campaign that generated sales leads worth up to $700,000. We describe how the team offered the research without releasing it to the world, and you'll see the campaign's launch email and results. continue...
Summary:
An organized content marketing strategy is one of the best ways to create brand awareness. One technology firm, which serves a very specialized marketplace, faced a challenge in creating understanding about its software product, and generating interest in the brand.
Read on to learn the firm’s entire content process, from creating a best practices blog and increasing content via strategic partners, to sending out press releases intended to drive additional traffic to the website. continue...
Summary:
For the B2B marketer, the sale is often complex, the sales cycle can be long, and the number of leads throughout the pipeline can be simply massive. It can be daunting, but marketing automation software is a tool that can get the whole marketing effort under control.
See how a software company that changed its business model, and knew it would be generating a very high volume of leads, implemented marketing automation to almost double its opportunities and increase revenue from deals by 178%. Learn the factors it considered in vendor selection and see screenshots of its lead flow process. continue...
Summary:
More than half of B2B sales cycles range from one to six months, and many marketers focus their lead nurturing during this period. However, not every lead is average. What about the leads that take longer to convert?
Learn how a B2B company with a short sales cycle launched an email series to nurture older leads. Leads over three months old now account for 37% of customers. And see why the marketers don't care if the emails drive direct conversions. continue...
Summary:
This case study offers a unique look behind the scenes of a marketing campaign you have likely seen, because in this case, you are the target B2B audience. Because these companies spend research and development energy thinking about how to improve marketing efforts, their own campaigns are potentially very extensive and informative.
Read on for an in-depth look at the marketing strategy and tactics of a rapidly growing marketing automation company, including a rigorously defined sales cycle, the "how"s and "when"s of content marketing, lead scoring, and a way to improve the hand-off between Marketing and Sales. continue...
Summary:
B2B marketers use webinars for many purposes: To provide customer information and product pitches; as live events that don’t require travel; and even simply to present material that might interest current and prospective customers.
One inbound marketing company regularly utilizes webinars as an important part of its content marketing strategy. Read on to learn more about the marketing before, during and after a recent event that brought in nearly 25,000 registrants. Yes, you read that correctly -- just short of 25K sign-ups. continue...
Summary:
The concept of turning an existing white paper into a video eBook was one of the most intriguing examples of content repurposing mentioned at MarketingSherpa’s recent B2B Marketing Summits. Based on positive audience response, we developed a detailed case study about the campaign.
See how a networking communications company turned a technical white paper into a multimedia eBook that featured short video interviews with company experts alongside links to a host of related downloads. The eBook attracted eight times as many readers as the original white paper – including hard-to-reach C-level executives. continue...
Summary:
More is not always better when it comes to marketing activities. You have to make sure the content and timing of your campaigns match your buyers’ needs during a sales cycle.
See how one marketer revamped its lackluster weekly webinar series by creating fewer, but more relevant events. That content, combined with better database analytics and a new outbound marketing strategy increased attendance 422%. continue...
Summary:
Most marketers would be thrilled with an SEO strategy that delivers a 240% improvement in Web traffic. But converting more of those visitors into leads is even better.
One marketer built on the success of an SEO campaign with tactics to maintain traffic and increase conversions. Includes a new content strategy with a link-building campaign and homepage design tests that lifted leads 58%. continue...
