Teradata overcame numerous challenges to hit a 24 percent referral conversion rate — and earn the attention of a highly specific niche audience with over 3 million media impressions. Teradata partnered with Relevance to achieve several goals, all of which centered on using content promotion to get the attention of enterprise marketing executives, director level and up. That’s tough to achieve with so many other agencies competing for that same audience. It didn’t take long for the teams to agree that Relevance’s content marketing strategy, powered by strategic content promotion, would be the best option to increase market awareness and stimulate lead generation. By integrating research, content and promotion, this digital marketing strategy gives audiences the content they really want to read — in all the right places. It was designed to achieve the results Teradata wanted. Research revealed that “big data” was a topic highly relevant to Teradata’s new integrated marketing solutions and its targeted audience. The problem? Many of the agency’s competitors also were talking about the same topic. The teams determined that Teradata couldn’t afford to pass on the opportunity to make
a significant contribution to the marketing community’s dialogue on big data. They need
to make a “big contribution.” Working with Relevance, Teradata was able to launch its first contribution to the marketing conversation
around big data. They released an ebook, “Be a Big Data Marketing Hero: An Enterprise Guide to Ruling Your Customer’s World,” in the summer of 2013.

1. TERADATA +
RELEVANCE
CASE STUDY

2. SmartData Collective
MediaPost
Successful Workplace
Startup Mover News
Blogging4Jobs
Fast Newsletter
AJNews
AgingTech
Cooperative09
Firmology
CustomerThink
The-Edge Marketing
Business2Community
Keep America at Work
Global Big Data Conference
The BlogTest
IntegritySt.
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Tech Expo
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Power Oregon Blog
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“The Big Data Marketing Hero campaign
was one of the most successful B2B lead
gen campaigns in our history.”
—Lisa Arthur, CMO; Teradata Applications
Does your content make
HEADLINES?
Content Promotion for Serious Content Marketers
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3. TERADATA + RELEVANCE | CASE STUDY
Summary
Teradata overcame numerous challenges to hit a
24 percent referral conversion rate — and earn the
attention of a highly specific niche audience with
over 3 million media impressions.
Teradata partnered with Relevance to achieve
several goals, all of which centered on using
content promotion to get the attention of
enterprise marketing executives, director level and
up. That’s tough to achieve with so many other
agencies competing for that same audience.
It didn’t take long for the teams to agree that
Relevance’s content marketing strategy, powered
by strategic content promotion, would be the best
option to increase market awareness and stimulate
lead generation. By integrating research, content
and promotion, this digital marketing strategy gives
audiences the content they really want to read —
in all the right places. It was designed to achieve
the results Teradata wanted.
Research revealed that “big data” was a topic
highly relevant to Teradata’s new integrated
marketing solutions and its targeted audience.
The problem? Many of the agency’s competitors
also were talking about the same topic.
The teams determined that Teradata couldn’t
afford to pass on the opportunity to make
a significant contribution to the marketing
community’s dialogue on big data. They need
to make a “big contribution.” Working with
Relevance, Teradata was able to launch its first
contribution to the marketing conversation
around big data. They released an ebook, “Be a
Big Data Marketing Hero: An Enterprise Guide to
Ruling Your Customer’s World,” in the summer of 2013.
Within four months, the
contribution met Teradata’s
goals with the following results:
*Total potential media impressions: 3,000,000 from
25 pieces of influential media coverage, including
both industry-specific and national news sites such
as Inc.com, PRDaily.com and KDNuggets.com.
*Coverage referral conversion rate: 24 percent
“We needed to get the Teradata brand associated in
the mindshare of marketers and align the marketing
applications,” says Christy Uher Ferguson, Director of
Applications Communication Strategy for Teradata,
“and the contribution strategy worked.”
3Million+
MEDIA
IMPRESSIONS*
24%
CONVERSION RATE*

4. With experience in analytical data platform and
consulting services dating back to 1979, Teradata
is clearly recognized as a global leader in its
marketplace. But in 2011, the company found itself in
new territory after entering the marketing software
and applications industry.
With that move, Teradata quickly determined it
must accomplish several significant goals. It
needed to expand upon its legacy while getting
the word out that they were now in the marketing
application business, explained Uher Ferguson.
And, of course, Teradata wanted to gain new
business in that industry by generating leads
among a highly specific niche audience.
Uher Ferguson realized getting that type of
attention among enterprise executives, director
level and above, would be challenging. “As an
organization, we compete with big players,” she
notes. “However, we realize we’re also competing
with all the content on the Web that’s already
targeted at our audience.”
Mission:
Background
Boost downloads of specialized content about big data
and Teradata solutions
TERADATA + RELEVANCE | CASE STUDY
Get Teradata in front of high-level executives at enterprise
companies with sales of $500 million or more
Drive top-of-the-funnel traffic for marketing solutions
Boost social awareness among influencers of Teradata’s
entrance into the marketing industry

5. After Teradata consulted with Relevance, an
Internet marketing agency that it had previously
hired for SEO services, the teams agreed that
a data driven content marketing and promotion
strategy would help Teradata achieve its goals.
“The Relevance solution, which integrates
research, content creation and promotion, clearly
was the right choice,” says Marty Muse, Vice
President of Client Solutions and Success at
Relevance.
“This strategy uses leading-edge content
promotion strategies to put great content in front of
the audience who actually wants to consume that
content,” Muse says. “It unites social, search,
content and PR. It drives success for all four of those
channels.”
In summary, the strategy needed to accomplish
the following objectives:
To determine the success of the overall campaign,
KPIs such as traffic and conversions were measured
as sources that could be contributed directly to the
content promotion services of Relevance.
Although Muse was confident in the ability of a content
and promotion strategy to achieve Teradata’s goals,
there were still some unknowns since it was a new
approach.“It was a pilot for us, so we realized there
was a high risk,” Uher Ferguson says. “This was
something that was new and hadn’t been done
before. It was hard to sell internally because we
didn’t have a lot of data. Of course, hard data is
important for a data-driven company.”
Yet Teradata decided to move forward based on
the extensive research Relevance had conducted
on the content marketing industry.
“They understood explicitly what we are trying to
do,” Muse says. “I appreciate Christy’s willingness
to be such an early adopter. As a result, Teradata
is on the cutting edge of content marketing and
content promotion.”
Campaign
1. Identify audience content needs and
connect them with the most suitable
industry media outlets.
2. Research and determine audience
influencer personae.
3. Create and promote content to target
media outlets.
4. Create and execute social and native
promotion strategies.
“This was something that was new and
hadn’t been validated before.”
—Christy Uher Ferguson, Teradata
TERADATA + RELEVANCE | CASE STUDY

6. Although they were sure they had hit upon the
right content promotion solution, it didn’t take long
for Relevance and Teradata to identify another
challenge, which came in the form of big data.
It clearly was the right topic for Teradata’s first
content and promotion strategy, but it also was
clear that it would be tough to get noticed.
“Many players already had come in and dominated
media share on the topic … and they had been
moderating the conversations,” says Eleanor
Heins, Relevance’s Client Success Director for the
campaign.
It was clear that, in this case, Teradata had to do
something special to earn the attention of the
marketplace.
After some discussion, the teams concluded that
Teradata needed to move forward. They couldn’t
afford to miss the opportunity to join in on the
conversation in a big way. One of the brand’s goals
is enabling clients to use data to drive business for
their own customers. “We decided to move forward
because it was important for Teradata to gain
a voice on the topic of big data in the minds of
marketers,” Heins says.
So the question ultimately became: “How would
Teradata, technically a new player in the marketing
solutions game, get noticed in this ‘saturated’ dialogue?”
1 2
3
4
1 2 3 4
Volume - scale of data Velocity - analysis of data Variety - forms of data Value - to consumer
Understanding Big Data:
TERADATA + RELEVANCE | CASE STUDY

7. Execution
With the stakes so high, it was essential that
Relevance maintained full transparency with
Teradata by making the brand a full partner in its
campaign. With weekly meetings and regular
reporting throughout the process, Relevance was
able to set the campaign on a clear path from the
start. “They set expectations right up front,”
Uher Ferguson explains.
“Once we got on the right track, it went rather
smoothly. From a client perspective, the process was
well executed and the team was a pleasure to work
with,” she says. “It’s a credit to Eleanor and her team.”
The campaign process involved three phases:
research, content creation and content promotion.
TERADATA + RELEVANCE | CASE STUDY

8. Research, the first phase of the content marketing
strategy, played an essential role in getting the
market attention Teradata desired. In this case,
research was the key to developing content and
promotion campaigns that would propel Teradata
into relevant media placements and social
conversations. Relevance’s philosophy is backed
by the leading marketing think tank Forrester.
“Marketers always ask me how to make more or
better content, and it’s almost always the wrong
question,” Forrester’s Senior Analyst Ryan Skinner
says. “The right question is: How do I get my
content in front of the right people?”
Teradata was able to get the Relevance team off
to a solid start by providing extensive research
about its targeted audience, including detailed
personas. They also provided access to subject
matter experts within the company, project
managers and internal content teams that could
provide additional insights.
“It helped us become familiar with the language
of their products and services,” says Dustin Clark,
Inbound Marketing Consultant for Relevance.
“We then used audience clues and motivators to
locate domains that would publish content that
was attractive to that targeted audience, specifically
websites with a specific focus on business and
finance.”
This research process was threefold. It consisted
of a content analysis, an audience analysis and a
media analysis. As part of the content analysis,
Relevance consultants performed a content gap
assessment — identifying opportunities that may
have been missed to create and promote content
that the audience would want to read. They also
started developing a content strategy and
recommendations for promotional opportunities
based on their findings.
Using the targeted user personae provided by
Teradata as a foundation, the team conducted
an audience analysis to uncover the audience’s
online habits and determine degrees of
separation from influencers.
Finally, the team performed a media analysis to
identify key online media outlets for outreach,
which also helped the Media Outreach team
compile a list of targeted social media influencers
relevant to the targeted user personae. By
identifying the best
media and social media influencers, the outreach
team could allocate resources towards effectively
building relationships.
The type of in-depth and exhaustive research
undertaken during this phase was particularly
critical to the Teradata campaign, says Ashley
Halberstadt, Director of Media Outreach for
Relevance.
“With Teradata, we were faced with our most
targeted niche audience yet. Not only that,
big data is a topic that’s talked about a lot,”
Halberstadt says. “That’s why we spent so much
time in the research phase … We wanted to make
sure that the content was valuable and targeted
specifically to that niche audience.”
Research
TERADATA + RELEVANCE | CASE STUDY

9. Content promotion
The final phase of the content marketing strategy — the promotion phase — is critical. “Great content
doesn’t mean anything unless it gets in front of the right people,” Muse points out.
The Relevance Media Outreach team worked to establish connections with appropriate media
outlets and online influencers based on the media analysis. The team’s approach centered on working
with editorial staff at targeted media sites in an effort to secure articles written by these media contacts
that would support or showcase the ebook. In addition to the editorial earned media, the creation
and placement of articles on major industry sites like Inc.com, VentureBeat.com and
SmartDataCollective.com helped increase awareness and drive traffic.
The social element of content promotion took place primarily on Twitter, using Teradata’s
@Teradata_Apps account. The Media Outreach team also engaged directly with key influencers and
used hashtags such as #bigdata and #bigdatamarketing to drive traffic to the ebook’s landing page.
Using the data gathered during the research
phase to guide the creative process, the
Relevance Creative team wrote and designed
the ebook “Be a Big Data Marketing Hero,”
the content centerpiece of the campaign. From
ideation to execution, the Creative team built the
ebook with both the audience and media outlets
in mind — ensuring that it would be visually
appealing and specifically address a
community problem.
The team wrote highly engaging guest blog posts
and articles that could be used by the Media
Outreach team to promote the ebook. The content
needed to appeal specifically to the audience
as well as the media outlets they frequent. “It’s
important to make sure that what you’re giving
them is what they need and what they want … in
this case, content that specifically helps marketers
and PR specialists for enterprise corporations,
including Fortune 500 and Global 3000 firms, ”
Halberstadt says.
It was also important that the content objectively
served the audience’s needs without directly
promoting Teradata’s products and services, notes
Relevance’s Shari Finnell, Director, Creative/Editor
in Chief. “If it comes across as self-promotional, it
loses its authenticity,” she says. “That alone would
make it tough to promote to media outlets.”
Content creation
TERADATA + RELEVANCE | CASE STUDY

10. Not only was the process easy for Teradata to
follow, the deep and thorough research
conducted by Relevance resulted in a few other
unexpected benefits, Uher Ferguson says.
“There was great value in this program for a
number of reasons,” she says. “Relevance
accomplished its contract goals and provided
extensive research and data we can use for other
campaigns. This has provided tremendous value
already.” Here’s how the content marketing strategy
for Teradata performed during the four-month
reporting period:
Total campaign conversion rate 18%
Coverage referral conversion rate 24%
366
3,000,000+
Total conversions
Media impressions
for 25 placements
Content promotion findings
Content promotion fuels the success of
content marketing campaigns. When paired
with effective and comprehensive content
promotion strategies, the results from content
marketing campaigns are significantly
improved.
Understanding current trends can lend
relevance to content and promotional
efforts. This requires a team of specialists
to keep a finger on the pulse of online
discourse in target industries and
audiences. Media outreach, creative efforts
and the ongoing analysis of trends can help
a brand stay ahead of its competition.
Research drives the ideal promotion
messaging. Content that’s been created
specifically for a target audience has a
higher success rate; it takes in-depth
research to make sure the content will
resonate with that audience.
Results
TERADATA + RELEVANCE | CASE STUDY

11. THERESULTS
AREINTHEDATA:
FOR RESULTS LIKE THESE CONTACT US.
888.603.7337 ext. 205 / info@relevance.com
@relevance / relevance.com
Our team of experts know what it takes to get content noticed online.
We start with industry leading research and get to know both your audience and
the media outlets they trust. Add in some unbeatable creative work to produce
content that commands respect, and finish with targeted promotion to get that
content picked up by the most relevant media outlets in your industry.
This earned media coverage delivers more shares,
more traffic, more awareness and more conversions.
Call it “content promotion.” Call it “earned media.” Call it “SEO” if you really, really want to.
We just call it Relevance.
TECH SALES AND MARKETING AWARD WINNER
8-Digit
REVENUE INCREASE
Teradata won a Mira Award for an integrated marketing
campaign that included The Big Data Marketing Hero
ebook. The various components of this marketing
initiative earned Teradata an eight-digit bump in revenue.
30 Global
BRAND MEETINGS
3Mil+
MEDIA
IMPRESSIONS
24%
CONVERSION RATE
(Coverage referral conversion rate)
TERADATA + RELEVANCE | CASE STUDY
36x
ROI

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