Moni Oloyede of Fidelis Cybersecurity aimed to improve the effectiveness of their nurture campaigns by going beyond brand awareness and educational content, due to their lengthy sales cycle. To get the job done, they used a syndicated content vendor who could provide buyer Intent data around product interest to turn completely cold leads into sales.

The Fidelis campaign was actually three campaign phases sequenced into one large one. Phases are as follows:

1. Worked with the content syndication vendor to distribute Fidelis-created content. They worked together to do a “mini-nurture” to gather buyer intent data.
2. Put prospects into an “air cover” nurture made up of a twelve-touch email campaign to build brand recognition and product knowledge.
3. Used BDR scripts and a follow-up cadence made sure BDRs stayed on message and didn’t give up too early. They also used activity notifications from Marketo to help reps rapidly follow up with active prospects.

Of the prospects who engaged (click in 2 or emails in the nurture) 80% became MQLs, off the 80% that were MQLs – 40% became booked meetings – well exceeding the goal.

Phone2Action has a tech platform that empowers advocates to connect via text messaging, social media, email, calling, and landing page microsites — with elected officials around the world.

As a start-up, they aimed to grow brand awareness and recognition as a thought leader. So during election week 2018, Senior Director of Marketing Chris Rodriguez pursued an omni-channel strategy of:

• Politico Influence email newsletter sponsorship (which came with ads on its static web version)
• Advertising in the real world – on the Capital One Arena giant screens for a month
• Informed and timely election week content promoted via LinkedIn and Facebook ads
• Digital ad retargeting via AdRoll

The result was millions of impressions across their chosen channels. They had nearly a million and half impressions from the billboard ads, nearly 100,000 social media ad impressions, and more than 20,000 views from the newsletter sponsorship. On every metric, from users, new users, session duration, to bounce rates, Phone2Action saw double digit improvements and expanded awareness across greater DC.

CRM company SalsaLabs spent more than $60,000 on Google AdWords within a few months that had no sales. To change that, they partnered with Webmechanix CEO Chris Mechanic to better compete against CRM giant Salesforce. Obviously, SalsaLabs’ budget can’t ever match Salesforce’s, so Webmechanix had to outflank them.

They developed branded organic and paid search campaigns to target users who were already searching for SalsaLabs and who may have mistakenly clicked on competitor ads. Also, they developed retargeting campaigns re-engaged users who did not convert, and a “product finder form” to improve conversion among users referred by AdWords campaigns.

How’d it work? This small and scrappy genius campaign reduced overall ad spend by 80%, had a 656% return on spend, reduced cost per conversion by 19% and reduced ad spend to annual contract value ratio by nearly 80%.  So the SalsaLabs saved big on ad spend AND got conversions and sales to strengthen their rightful place in the CRM market.

Upside is a DC-based travel management company that saves companies time and money on business travel. As a growing startup, Upside sought to grow brand awareness among a younger, tech-forward audience of ‘DIY’ business travelers.

Catherine Guarnieri, Growth Lead at Upside developed a campaign featuring two well-known YouTubers to produce relatable comedy videos about the less glamorous parts of business travel. The videos streamed from the comedians’ YouTube channel, as well as on an Upside landing page. They drove landing page visits through paid and organic social channels, as well as the comedy team’s owned media channels.

By March 2019, the Air Travel in Real Life  video had 700K+ views on their YouTube channel. Perhaps most impressive, though, was in the week after release, the video was picked up by Facebook video aggregators, which lead to another 6.5 million views. Watch the video yourself and you’ll agree that it’s a winner.

After several challenging years, GE faced negative media coverage. The company desperately needed to “take back” their voice and reassure customers that GE is still a valuable, innovative company with a brilliant future.

To show a positive GE Power, Head of Content and Storytelling Kristin Fallon and her team developed a first of its kind campaign by teaming with CNN, to deliver smart, creative branded content on CNN’s digital and linear media channels. GE aired branded content on CNN’s global social media channels, effectively distributing paid advertising. Together with Courageous Studios, GE created Anthony Bourdain-style, energetic videos that explored how power changes lives. Videos were supplemented by lower-value, human impact journalistic-style stories aired on CNN’s channels, giving viewers a media-style UX and a message applicable to all markets.

The results exceeded expectations. GE reached 39 million people digitally and another 22 million via linear, and 15 million through videos, articles and infographics. It became GE’s farthest-reaching customer brand campaigns and first global media partnership. By using CNN channels to spark positive sentiment, it improved brand familiarity, preference, and web traffic while reaching many key accounts. Also, while not the campaign goal, it drove significant new demand with 50% more lead form fills than the non-promotion period, delivering a huge percentage of all new leads for future-facing products.