Download ppt - What Next for Success Factors - Gilroy Corporate Communications

gilroy.co.uk

CONTENT MARKETING STREAM

WHAT NEXT - A SUCCESSFACTORS CASE STUDY

B2B MARKETING SUMMIT :: JUNE 14TH 2012

gilroy.co.ukThis presentation is the property of Gilroy Corporate Communications Ltd.

ABOUT THE CLIENT

software bringing business strategy to life by focusing employees with:

the right task the right tools the right information

on the right page and co-ordinated executing strategy successfully 15 million SaaS/cloud seats globally serving 3500 customers in 35 languages

gilroy.co.uk

ATTAIN GREATER VISIBILITY FOR YOUR CONTENT

BACKGROUND


WHY ‘WHAT NEXT’

focus to raise brand awareness

generate business pipeline with at least 10 business opportunities

developing integrated marketing campaign to successfully distribute high value content supported with provocative messaging

‘What Next’


THE PLAN

difficult economic conditions

make the most of valuable research content

develop context and relevance for business leaders

curiosity about ‘winning and losing’

exploit online channels

gilroy.co.uk

ACHIEVING INSTANT IMPACT & INSIGHT

CASE STUDY: WHAT NEXT


CAMPAIGN HOME


INSTANTLY ENGAGING


MAKING SENSE OF ‘WHAT NEXT’

gilroy.co.uk

REACHING BEYOND THE DATABASE



MEETING THE NEEDS OF SEARCH

Posted on Monday 11th April…


IMMEDIATE IMPACT

Search result at 12pm on Monday 11th April - “business performance and management research” 401m results Organic position: 6

Posted on Monday 11th April…


SEARCHING WITH A NEED

First page Google News result for “Business Management” with a monthly search volume of 90,500 searches in the UK


POWER OF 3RD PARTY PICKUP

10,261 followers10,261 followers

Tweet about distribution #6,

linking directly to it

Tweet about distribution #6,

linking directly to it

It also appeared on his LinkedIn profileIt also appeared on his LinkedIn profile


THE POWER OF LONGEVITY

January 23rd 2012

Google rating of 4/10 for “www.the-next--economy.com”

Organic position #8 achieved for the campaign microsite for search term “strategic alignment and productivity performance” out of 3million results

Promotional activity stopped in June 2011.

January 23rd 2012Organic position #5 achieved for the campaign microsite, under search for business execution software (www.the-next-economy.com ) out of 15million resultsPromotional activity stopped in June 2011.

ESTABLISHING STRONG LINKS

http://www.the-next-economy.com/

gilroy.co.uk

DELIVERING RESULTS



ASSESSING THE IMPACT

541engagementsOver 2,000 unique visitors in 2 months

70K brand impressions in 2 months

451 whitepaper downloads

28.2% conversion rate

76 countries


NOT OUR WORDS

We are delighted with the quality of the content within the campaign and the impact it has achieved with the target audience. It has not only resonated across different countries but with all sizes of organisation; small, medium and large enterprise. The talented team behind this campaign totally shared and represented our core values throughout the process, and successfully aligned and executed a well thought out, innovative marketing campaign, where ultimately the results delivered speak volumes.

Sarah Lloyd Parry, Director - EMEA Field Marketing, SuccessFactors

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