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
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