
Cool Campaign
Using Research as a Base for your Content Marketing and Lead Generation Strategy
Client: ABB
Objective: Deliver new leads to ABB database for nurturing.
Duration: 12 months
Objective: Deliver new leads to ABB database for nurturing.
Duration: 12 months
Project Description
Not all marketers have the opportunity to launch a marketing program with a blank slate, but when the occasion arose for the ABB Marketing Team, they knew that they wanted to do it right. With the goal of generating new leads for their business division through content marketing and digital channels the team knew they needed a partner that could deliver a rich database to target their key personas, unique solutions for engaging prospects and expertise for converting those prospects to leads.
KPI’s
- Research survey delivered a sample size of over 750 respondents
- Program has exceeded lead goal by 10%
- Storyscape solution increased webinar views by 33%
ABB Keys to Success
- Core Team Committed to Program Success
- Leveraging Research Insights to Inform Content Strategy
- Using Data from Bi-Weekly Reporting for Confident Decision Making