Simplifying how people interact with each other and the world around them to drive meaningful insight, deeper relationships and better outcomes for all has helped our client (a global SaaS provider) to grow and become one of the world’s top 10 SaaS companies with a leadership position in every one of the markets they operate.
Our client’s platforms support two million daily users, 200 million customer engagements and five billion voice minutes per year, they have not only capitalized on but helped invent the modern way of working – flexible, dispersed, mobile, efficient and productive.
As a dominant player is the SaaS market, the client had to generate quality leads for its collaboration products and an online chat solution. To accomplish this GetIT created four different content marketing campaigns.
Connection Catalyst Content Hubs
GetIT created four content hubs for the four campaigns, successively. These hubs featured case studies, infographics, videos, free trials and related articles for each product. The articles were divided into three stages of the buying process: Awareness, Research and Evaluation.
Our client wanted to create greater levels of awareness about its collaboration products, post its acquisition of an American multinational software company. The client was also focused on generating net new customers for its revamped online chat solution. With increasing competition in the Indian market, our client needed four disparate campaign to make its products stand out.
The target audience across all the four campaigns include CIOs, CMOs, Product Heads, Cx Leaders, IT Managers, CDOs and CEOs across verticals.
Each campaign started with a Top of the Funnel content (an agnostic e-book). Once over 50 prospects downloaded the e-book, they were put into a nurturing cycle. In a series of 8 newsletters–containing a story each on awareness, research and evaluation story—prospects were nurtured.
A significant part of the of the campaign was banner ads and Linkedin Direct Sponsored Content. These ads were promoted across social media channel Facebook and Google Display Network.
The success of the content marketing campaigns can be gauged from the fact that they have created awareness about the four products and improved LogMeIn’s standing in the collaboration solutions space. The four campaigns together generated more than 470 marketing qualified leads. These leads also include free trials and meeting requests.
The banner ad campaigns generated more than 23,920,900 impressions across Facebook and Google Display Network for two of the client’s collaboration solutions. The same campaigns also delivered more than 197,800 clicks and 726 marketing qualified leads.