TopRank Online Marketing
Lee Odden

11 Examples of Killer B2B Content Marketing Campaigns Including ROI

By Lee Odden     B2B, Content Marketing, Marketing PR Conferences

b2b content marketingAccording to a CMI and MarketingProfs study, 91% of B2B Marketers are using content marketing and that means a few things:

First, it means content marketing has gained critical mass within the popular marketing mix and any company in a competitive industry would be hard pressed to attract business without it.

Second, it means competition to stand out with your brand’s content is only going to get harder as more companies adopt content marketing best practices and mature in their skills.

As companies evolve from simply recognizing the important role of content and experimenting with it, to achieving content creation competency and quality, the need to optimize content marketing skills becomes increasingly important. But where can B2B marketers find new ideas and expand their opportunities to grow content marketing capabilities?

The good news is that B2B Marketing innovation is alive and well and can be found in many places. One place I like to look is case studies and awards for successful B2B marketing work.

A few weeks ago I presented at DemandGen Report’s B2B Content2Conversion conference along with tier one B2B marketers like Michael Brenner from SAP, Jill Rowley from Oracle / Eloqua, Ann Handley of MarketingProfs, Joe Pulizzi from Content Marketing Institute and many others.

On top of hearing strategy and practical tactics from speakers, there was a Killer Content Marketing Awards presentation that highlighted some incredible creative, execution and most of all, performance of B2B content marketing programs.

Highlights included:

Sungard
SunGard
– Created awareness amongst IT professionals for SunGard Cloud offerings with a zombie themed campaign. The zombie themed effort resulted in exceeding download rates by 300%, a 5.7% email open rate and 20+ leads.

Digital Presence for Dummies
Limelight Networks
– Implemented a “For Dummies” themed education campaign drawing attention to success and failures for companies and their digital presence.  The campaign gained exposure through nearly 10,000 social media and news release views and $200k+ worth of sales opportunities.

Logicalis Elements of Design Ebook
Logicalis -
Using content assets such as emails, microsite and ebook, Logicalis developed a thought leadership effort that supported sales teams by enabling custom messaging based on the prospects interaction with the campaign. With a target audience of about 2,000, nearly $8 million in new pipeline business was closed.

Sales Benchmark Index VP of Sales Toolkit
Sales Benchmark Index
– Targeting prospects that were newly hired VPs of Sales, this campaign focused on providing a toolkit that identified corporate pains when VPs of Sales fail as well as case studies of successes. The promoted ebook was downloaded by target VPs 5,781 times.

Lattice Engines Big Data Infographic
Lattice Engines
– Partnered with a research firm to create a study showing the impact big data has on sales. A robust mix of content marketing tactics were used to promote the report including: ebook, blog posts, guest articles, video interviews, Slideshare and an infographic. The report was downloaded 500 times, covered by 15 blogs and industry media sites and 1,500 views of the ebook.

Optum Provider Journey
Optum
– Created an integrated marketing campaign to support the launch of a new solution, support sales and build thought leadership. The content marketing mix included: advertorials, display ads, email, direct mail and a campaign website. The successful campaign earned a 23.5 lead to conversion rate, 475% increase in website traffic, 2,500+ resource downloads, 28% increase in YoY blog followers and $52 million in contract value of new business with less than $ 1million invested.

ADP Diagnostic Assessment Tool
ADP
– Developed a content marketing campaign to connect and engage with their target audience on a ADP solution using white papers and a diagnostic assessment tool. The campaign generated over $1 million in new sales opportunities with several deals closed within the first 3 months of launch.

Demandbase
Demandbase
– This education campaign was designed to help B2B marketers make the right content technology investment by using a white paper, infographic, webinar, Slideshare and a live presentation to spotlight tools that can maximize the power of content. The results of the campaign included 1,700 leads, 125 webinar participants, 5,000 views on Slideshare and $1 million in new business.

Xerox Chief Optimist Magazine Forbes
Xerox
– Created a targeted “Get Optimistic” campaign to connect with 30 top accounts and partnered with Forbes to create a magazine that offered relevant business tips. 70% of targeted companies interacted with the microsite, readership increased 300-400% over previous email campaigns, added 20,000 new contacts, generated 1,000+ scheduled appointments, and get this: yielded $1.3 BILLION in pipeline revenue.  Yes, BILLION.

OpenText SAP
OpenText
– Created a personalized new customer onboarding site offering a variety of assets (white papers, checklists, product pages, ebooks, case studies) and content to welcome new clients and provide upsell, cross-sell opportunities. The campaign also included a two phase nurturing program. 1,700 new contacts were identified along with 31 new opportunities worth $1.8 million.

Crowe Horwath Dissecting Dodd-Frank
Crowe Horwath
– Using 48 pieces of content in 4 different topic areas, this campaign targeted C-level prospects in financial institutions with $1 billion or more in assets across the buying cycle. Content tactics included: executive briefs, case studies, infographics, checklists, Q and A, and Brainshark video. 778 contacts were engaged with a 70% open rate (vs. 10%), 2 engagement worth $250k in revenue.

One of the interesting things about these B2B content marketing campaigns is a fairly consistent LACK of attention to optimizing content assets (images & infographics, video, PDFs, etc) for search. Many of these campaign assets could continue to attract new prospects or at least attract more than they are if the assets were more visibile for relevant keywords. Just using the titles of the files and documents was difficult to find many of these. Many of these content assets are near invisible when it comes to buyer-centric keywords.

Just remember marketers, when it comes to content, there’s no excuse not to socialize, advertise, publicize AND optimize. This approach represents a lot of what we do at TopRank Marketing.

Here’s the full deck for details on each Killer Content Marketing campaign plus performance data. Enjoy!

What are some of your favorite killer B2B content marketing campaigns? Which B2B brands are doing it right?

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