Case Study: Fortune 500 Telco

Client

Global, Fortune 500-listed telecommunications, information technology, and consumer electronics company.

Target Audience

Local government officials in North America, Europe, Asia and Middle East.

Challenge

Generate leads for post-campaign follow-up.

Objective

100 leads.

Duration

60 days.

Challenge Assessment

The client also planned to run its own campaign in parallel with the same audience and objectives, which could negatively impact the effectiveness of our paid campaign. We needed to maximise on the organic strength of the Cities Today brand and platforms to achieve an optimal result.

Strategy

Hybrid, dual-stream campaign, geographically segmented in accordance with the four target regions. Alongside an initial paid LinkedIn lead-generation campaign with a sequence of follow-up emails for further engagement, we ran an organic marketing campaign from Cities Today combining email marketing, content marketing and syndication, inbound actions and social media posts.

Result

178 leads generated, exceeding the client’s target number.

Campaign Breakdown

Linkedin Lead Generation

To optimally connect with the four geographical target areas we targeted each with a region-specific whitepaper, available for download upon submission of LinkedIn user data.

All generated leads were drip-fed related content by email on five- day intervals to nurture the newly acquired contact and to increase interaction with the client’s brand. This included three articles, videos and a further whitepaper.

Over 73.000 impressions resulted in 64 leads generated through this channel.

Whitepaper Landing Pages

The whitepapers, of which four were region-specific and one generic, were also made available through landing pages that contained lead-generation forms. The landing pages were visited almost 500 times and resulted in 114 organic leads.

Content Marketing & Syndication

The three articles were published on the Cities Today website as thought leadership features and received over 750 page visits, with an average retention of 0:02:57.

Over 750 page visits, with an average retention of 0:02:57

Inbound Marketing

Pop-ups with CTAs directing to the landing page of the generic whitepaper were placed on the thought leadership articles, as well as several other thematically relevant news articles.

The pop-up was displayed in excess of 3000 times and sourced 32% of the organically generated leads

Social Media Posts

The thought leadership features and whitepapers were shared multiple times through Cities Today’s Facebook, Twitter and LinkedIn accounts as well as syndicated to thematically relevant LinkedIn discussion groups.

The posts totalled in excessof 45.000 impressions and generated 30% of organic leads

Newsletter Insertions

Each thought leadership feature and whitepaper was shared once or twice in Cities Today News, the weekly newsletter.

36% of the organic leads were generated through newsletter recipients

“Looking at the lead volumes, the performance is outstanding.”

Kristóf Martikán

Senior Media Consultant, Mito (the client’s media and design agency)

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