Content once again proves to be king when it comes to establishing thought leadership, generating demand and nurturing sales leads. What I discuss here at Brandtelling is the way that brand storytelling can help companies make real connections with customers, prospects, employees and the community they share.
In 2013, our friends at DemandGen awarded Communication Strategy Group and client Logicalis US with a 2013 Killer Content Award at the B2B Content2Conversion Conference held at the TimesCenter in New York City.
We have pioneered the use of Brandtelling, or brand storytelling, to help clients share their story through an approach grounded in informational and educational content. Receiving this award is a validation of our approach and the significant return on investment we provide to our clients.
B2B Brand Storytelling Content Marketing Campaign
Our client, Logicalis US, wanted to increase its HP sales and pipeline in a series of strategic product and solution categories. After consulting with them, we decided to create a unique thought leadership campaign that delivered a varied set of marketing messages in a creative and effective manner.
As its foundation, the package included an eight-page microsite with six targeted technology-specific messages, seamlessly blending HP technical content with Logicalis’ cloud, communications and collaboration and data center solutions and skill set information. Traffic was driven to the microsite by a series of six customer-facing emails and a call-to-action that offered a free downloadable e-Book to attract prospective clients to the site and capture their names and emails as they requested the eBook download. The eBook, “Elements of Design: How the Data Center of Today Can Be the Data Center for Tomorrow,” is strictly a thought-leadership piece without a sales-focused agenda, making it something of value to clients for them to download, read and share throughout their organizations.
Prospective customers who requested more information and signed up to download the eBook were contacted via a telephone outreach campaign, setting appointments for salespeople to talk with interested parties and move to the next stage in the sales cycle.
The highly-successful campaign was credited with enabling Logicalis to significantly expand its pipeline for HP-related business, providing prospective clients a fresh look at new technology from HP and delivering valuable insights into the myriad ways clients can transform their data centers for the future in a non-threatening, non-sales-oriented format.
You can see more about the campaign as well as the emails, microsite and eBook here: http://communicationstrategygroup.com/logicalis-campaign/
Collaboration & Partnership
The award also represents a true collaboration. CSG Editorial Services Director Mark Kindley developed the content for what became a dynamic eBook. Account Manager Karen Franse and I developed the microsite and email series. Designer Heather Pidduck at Logicalis developed the strong graphic design for the entire project.
Please let me know what you think. How have you collaborated with your clients for mutual success?