Sharing case studies and behind the scenes looks at the design and execution of the cutting edge content marketing programs. The Killer Content Awards features industry leaders in areas such as: • Social media and targeted content marketing; • Educational content that informs and inspires buyers; • Linking content to measurable, revenue-focused results; • Using video and interactive content in new and creative ways; • Deploying content that drives successful, cross-channel campaigns. Speakers: • Andrew Gaffney, Demand Gen Report • Alicia Fiorletta, Channel Marketer Report

1. #B2BContentEvent

2. Killer Content
Recognizing achievements in the design and execution
of content marketing programs, in areas such as:
• Social media
• Targeted content marketing
• Innovation and interactivity
• Measurable, revenue-focused results

3. Best Theme
SunGard Availability
Services

4. The Goal
• Partner with Bulldog Solutions to create a unique, “killer”
awareness campaign featuring a Zombie theme
• Turn around by Halloween to cash in on design strategy (3
week lead time)
• Boost awareness of SunGard Cloud offerings among IT
professionals; to inform and educate prospects

5. The Assets
E-book Infographic

6. The Call-To-Action

7. The Results
• 3X greater download rate than expected
• 5.7% email open rate
• 150% higher click-through rate vs. other campaigns
• 200% higher click-to-open rate vs. other campaigns
• Delivered 24 leads

8. Best Theme
SunGard Availability
Services

9. Best Educational Campaign
Limelight Networks

10. The Goal
• Educate readers on how to create an optimal digital presence
• Tap a recognized brand: “…For Dummies”
• Spotlight thought leaders/failures: Coca-Cola, Chevrolet
• Help companies identify and rectify issues with digital presence

11. The Asset

12. The Call-To-Action

13. The Results
• 1,275 landing page visits
• 712 content requests
• 2 sales opportunities (~$100K)
• Facebook: 1,268 views across 4 postings
• LinkedIn: 7,179 views on 6 updates; 102 clicks on content
• Twitter: 118 clicks on content
• 1,028 press release views

14. Best Educational Campaign
Limelight Networks

15. Best Sales Enablement
Logicalis

16. The Goal
• Generate new revenue for HP sales/pipeline
• Partnered with Communication Strategy Group to create a
unique thought leadership package
• Empower sales teams to personalize communication based on
prospect’s participation in campaign

17. The Elements
• 6 customer-facing emails ft. call-to-action
• 8 page microsite
• E-book
• Recommended content
• Telemarketing campaign

18. Email

19. Microsite

20. E-book

21. Recommended Content

22. The Results
•About 2,000 existing and prospective customers targeted
•11% to 15% click-to-open rate for microsite
•100 to 200 unique opens garnered with each email
•Nearly $8 million in closed and new pipeline business

23. Best Sales Enablement
Logicalis

24. Best Executive Focus
Sales Benchmark Index

25. The Goal
•Help new VPs of Sales see success
•Highlight other corporate pains when VPs of Sales fail
•Spotlight case studies of successful VPs of Sales

26. The Asset
E-book

27. Recommended Content

28. The Results
•Downloaded 5,781 times by sales leaders

29. Best Executive Focus
Sales Benchmark Index

30. Best Awareness Campaign
Lattice Engines

31. The Goal
•Partner with research firm CSO Insights to conduct a
study to learn the impact of Big Data on sales
organizations.
•Garner insights from more than 200 sales leaders from
worldwide organizations.

32. The Elements
•Blog posts
•Guest article contributions
•E-book
•Video interviews
•Infographic

33. Report

34. Infographic

35. Slideshare

36. The Results
•Report garnered over 500 downloads
•Written about in more than 15 media/blog publications
(increased awareness of Lattice Engines and
understanding of Big Data)
•Ebook received over 1,500 views and 100 social shares
•Infographic received more than 400 views

37. Best Awareness Campaign
Lattice Engines

38. Best Thought Leadership
Optum

39. The Goal
• Create integrated marketing campaign
• Support launch of accountable care solutions
• Drive sales pipeline
• Promote thought leadership and education

40. The Elements
•Advertorials
•Display advertising
•Email
•Direct mail
•Campaign site

41. Educate & Plan

42. Connect & Share

43. Analyze & Learn

44. Transform

45. The Results
• 23.5% lead-to-conversion rate
• 475% increase in web site traffic; 10,500 unique new visitors
• 2,575 resource downloads and 648 video views
• 28% year-over-year increase in blog followers
• $52 million total contract value, with less than $1 million
investment

46. Best Thought Leadership
Optum

47. Best Personalization
ADP

48. The Goal
• Connect and engage with medium sized enterprises around
their Human Capital Management (HCM) solutions
• Worked with Alinean to create a content marketing campaign
that would fuel and optimize email marketing efforts

49. The Assets
White Paper Diagnostic Assessment Tool

50. The Results
• Landed in top 3 of ALL ADP marketing campaigns
• More than $1 million in additional sales opportunities
• Several deals closed in first 3 months of campaign launch

51. Best Personalization
ADP

52. Best Social Media Impact
Demandbase

53. The Goal
•Help B2B marketers make the right content technology
investments
•Outline processes, considerations and targeted advice
from industry experts
•Spotlight tools that help maximize the power of content

54. The Elements
•White Paper
•Infographic
•Webinar & Slideshare
•Live Presentation

55. White Paper

56. Infographic

57. Webinar & Slideshare

58. Live Presentation

59. The Results
•1700+ total leads driven across channels
•467 webinar registrations
•125 live webinar attendees
•5000+ views on Slideshare
•Influenced or accounted for approximately $1 million in
pipeline

60. Best Social Media Impact
Demandbase

61. Best Brand-Building Campaign
Xerox

62. The Goal
• Connect with 30 top Managed Print Services accounts with a
targeted "Get Optimistic" campaign
• Partner with Forbes in print/iPad publication to offer content
that focused on opportunity, change and business tips.

63. The Asset
Magazine

64. The Call-To-Action

65. The Results
• 70% of companies interacted with the microsite
• 3X to 4X increase in readership over prior email campaigns
• Added 20,000 new contacts
• Generated over 1,000 scheduled appointments
• Yielded $1.3 billion in pipeline revenue for 2012

66. Best Brand-Building Campaign
Xerox

67. Best Customer Relationship Enhancement
OpenText

68. The Goal
• Provide personalized onboarding site
• Welcome customers to OpenText family
• Include a variety of assets/content
• Spotlight relationship between OpenText and SAP
• Increase cross-sell and up-sell opportunities

69. The Elements
• Personalized site
• Product/marketing pages
• “Things to do” checklist
• White papers
• E-books
• Case studies

70. Products You Own & Should Own

71. Variety Of Resources

72. The Call-To-Action

73. The Nurturing Program
• Automated series of emails promoting
various elements and calls to action
• Invite colleagues
-Getting support
-Register for workshop
• Phase 2
-Promote calculators
-Customer surveys
-Personalize cross-sell in context of the
buyers journey

74. The Results
•1,700 new contacts identified
•31 new opportunities, valued at $1.8 million

75. Best Customer Relationship Enhancement
OpenText

76. Best Nurturing Campaign
Crowe Horwath LLP

77. The Goal
• Target C-Suite in financial institutions with $1 billion or more in
assets
• Target early, mid and late-stage concerns of buyers
• Use 48 pieces of content for 4 different topic areas

78. The Elements
• Executive briefs
• Case studies
• Infographics
• Checklists
• Q&As
• Brainshark files

79. Infographic

80. E-book

81. The Results
•778 contacts engaged with the program
•70% open rate (versus normal 10%)
•More than 100 individuals hit sales “triggers”
•2 engagements (valued at $250K in revenue)

82. Best Nurturing Campaign
Crowe Horwath LLP

83. Congratulations!
• SunGard Availability Services
• Limelight Networks
• Logicalis
• Sales Benchmark Index
• Lattice Engines
• Optum
• ADP
• Demandbase
• Xerox
• OpenText
• Crowe Horwath LLP