Case 5:
Content (for better) Marketing
They say Content is King.
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They say Marketing rules.
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Someone asked me once which one ruled over which?
My answer was that for me they are one and the same, because Content Marketing rules over your leads, funnels and conversions.
Case profile
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New bulky SaaS just out in beta
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Need traffic, leads, validation
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Need results fast
It was just a start of the year when the idea of Sales Playbooks White Paper was born.
Our Marketing team attended one of the Dreamforce Conferences and happened to be at an after-party where they overheard people discussing the topic. The buzzword seemed to be more then just that; it seemed to have caused some truly passionate debates.
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That was an extremely timely and crucial discovery.
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Just a couple of months earlier we have rolled out a beta of our new offering called Revenue Grid, a bulky ambitious SaaS product designed to help sales teams sell more, faster.
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This was the chance to turn things around and prove that this ambitious SaaS could take wing, stat.
Content Challenges
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A relatively quiet product launch
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Dried up traffic
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No conversions
Business put their requirements for the Marketing team quite clearly:
1) Validate the demand
2) Generate the demand
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We had to do this and we had to this fast.
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Unfortunately, the problem was with more then just two measly things. After not-so-splashy launch, the traffic dwindled to barely a trickle. Whatever number of users still visiting the website never converted. The bounce rate was sky-high, and the general performance needed a good shake-up.
Content Solutions
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A short, sharp landing page
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Bold messages for distribution campaign
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Re-purposing of the content for better reach
As a team, we have developed a plan to roll out the white paper on the topic and see what happened: whether people react to our message and whether they'd care enough to convert.
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I was responsible for:
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Content creation, including messaging for the white paper, landing page and the ad campaign
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Optimization, including on-site SEO & restructuring content
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Re-purposing content to give it better outreach and distribution
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After the White paper has been written and designed, I created the landing page and the email blast to promote the White paper. I went for a short structure, sharp, bold messages and optimized it with stronger supporting points in the copy. I re-purposed the content for social media engagements and as a webinar.
Team
Julia Nymchynska | Marketing Manager
Anton Nikulin | Web Designer
Kim Meier | Content Writer
Artem Hordiichuk | Web Developer
Max Bondarenko | CMO
See it online
Results
We have seen a record 47% conversion rate in the first month since the launch of the campaign.
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Sales Playbooks became the most recognized and the most popular PDF on the website, and it continues being the most converting landing page long after promotions stopped.
