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B2B Content Marketing Case Study

How STR Software Engages Using Content Offers &
Marketing Automation
Case Study: BI Publisher University

  STR Software has a
  ton of knowledge to
  share

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

  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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Business to business content marketing case study

  • 1. B2B Content Marketing Case Study How STR Software Engages Using Content Offers & Marketing Automation
  • 2. Case Study: BI Publisher University STR Software has a ton of knowledge to share Objectives: generate leads, nurture leads, support sales by credentializing our expertise Educational approach: share free, relevant content related to our expertise. Evolved into BI Publisher University
  • 3. Campaign Execution Developed content and created a centralized “hub” of information with links to relevant content.
  • 4. Pardot and BIP U • Began using Progressive Forms more extensively to capture data we can use for nurturing.
  • 5. Pardot and BIP U Put a Pardot form on the BIPU page itself creating a “subscription” opportunity to jump start opt- ins
  • 6. Pardot and BIP U Using Pardot Email Templates, created “autoresponder emails” that contain links to additional, related “What Next?” content.
  • 7. Campaign Promotion Campaign featured prominently in our home page carousel
  • 8. Campaign Promotion “For more information” section added to each piece of content to help visitors flow through the information:
  • 9. Campaign Promotion Feature a variety of decision stage content in customized sidebars throughout the site.
  • 10. 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.
  • 11. 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.