thirty-two B2B Content Marketing Case Research for 2018

7 May

B2B Content Marketing Case Studies

One of the great recognizes of working in the marketing company world is seeing your work identified. For me, an even greater honor is viewing the work of our clients and the team recognized and that’ ersus exactly what happened at the 2018  Killer Content material Awards .

This season the award in question went to our own client Cherwell Software. Thanks to incredible work by Alison Munn as well as the Cherwell Software group (pictured above), as well as our team in TopRank Marketing and advertising , their integrated influencer articles program drove 22% of all brand new sales pipeline revenue in 2017.

But this post isn’ t about just one B2B articles marketing story. It’ s regarding 32 stories from an impressive number of B2B brands. These award those who win are case studies for content material marketing that we can all study from. A BIG THANKS goes to the group at B2B Marketing Exchange for sharing raw example data and both Anne Leuman and Street Ellis from the team at TopRank Marketing for his or her collaboration on word-smithing the content plus capturing the images of this publish.

Check out the case research below covering a range of categories which includes:

  • Measurable RETURN ON INVESTMENT, Nurture Campaign
  • Multi-Touch Campaign
  • Account-Based Advertising campaign
  • Sales Enablement Advertising campaign
  • Buyer-Focused Content, Included Content
  • Influencer Content material
  • Interactive Content
  • Short-Form Content
  • Video Content
  • Research-Based Content
  • Agency Collaboration
  • Social Amplification

32 B2B Marketing and advertising Case Studies Featuring Killer Articles and Performance Results

Ciox Health
#1 – Ciox Health

Project: Ciox Health  partnered with Content4Demand to discover new growth opportunities with focus on audiences (e. g. law firms). After creating detailed personas, these people developed highly tailored content messages for all stages of the buyer’ ersus journey. The final campaign featured a good infographic, interactive quizzes, interactive listicles, checklists, Q& A sessions, plus mixed media video.


  • Reached 1, 884 customers
  • 42. 8% open up rate
  • 14. 5% CTR

#2 – Equifax

Task: Equifax developed the multi-touch campaign consisting of more than 7 touch points, including emails, interpersonal posts, blogs, webinars, and marketing emails. Quarterly webinars were the particular centerpiece of the campaign, allowing Equifax to capitalize on existing financial trends and CreditTrends reporting which were relevant to their target audience.


  • Increased webinar registrations simply by over 200%
  • Almost doubled webinar attendees

The Kount
#3 – The Kount

Project: The Kount team, a company of award-winning anti-fraud technology, produced the Fraud360 worldwide tours, normal webinars, and video ads, that have been designed to provide market-specific content plus tailored insights that focused on particular trends and industries.


  • Average of 450 signed up webinar attendees per session
  • Thousands of views on movie ads
  • Reached a large number of professionals in target regions, which includes Asia, Australia, and EMEA

#4 – Xactly

Project: To be able to prove its knowledge of buyer discomfort points and the effectiveness of its options, Xactly rolled out the Power associated with X campaign. Using customer testimonies and product demos, Xactly worked to nurture existing relationships plus drive demand through an integrated, buyer-focused campaign across all segments, having a landing page hub, social promotion, immediate mail, customer videos, and training calls.

Results:     280 leads created

SAP Ariba
#5 – SAP Ariba

Project: SAP Ariba wanted to produce a complete lifecycle nurture program for every of its targeted personas: Procurement, Provide Chain, Finance, and IT. Working with DemandGen, SAP Ariba mapped all eighty emails appropriately and used non-promotional language to emphasize their “ believed leadership” content.

Results:     454% higher open rate

#6 – ADP

Task: To identify potential buyers plus convert readers into sales possibilities, ADP developed a flagship Study Nurture Program. The program leverages site analytics, marketing automation, and rating to identify key buyer personas, personalize content, and send nurture email messages for longer-term engagement.


Generated thousands of influenced sales possibilities
Millions of dollars forecasted in total possibility pipeline

Bottomline Technologies
#7 – Bottomline Technologies

Task: Bottomline Technologies breathed new life into its quarterly awareness email campaigns by introducing styles that aligned with pop tradition events. By making subtle tweaks, the business was also able to create relevant messages for different lines of business (e. g. strategic finance, controller, balances payable), including infographics, white documents, and checklists.


  • 1, 000 infographic downloads inside 24 hours
  • 62% associated with downloads were net-new contacts

#8 – Veracode

Project: Veracode created the Application Security Program Trip multi-touch campaign to drive awareness plus generate demand for application protection. The integrated, multi-touch campaign contains various content mapped against the buyer’ s journey, as well as multiple incoming and outbound promotional tactics.


  • 4, 000 questions
  • 479 opportunities
  • 241 wins

#9 – Optum

Project: To promote the particular launch of its new brand, OptumIQ, Optum created Data In Concentrate, an event to attract decision manufacturers and influencers in person and with a livestream. Over a six-week period prior to the event, the company unveiled key occasion details via an integrated campaign making use of email, paid and organic interpersonal, digital advertising, retargeting ads, immediate mail, and more.


  • 5, 022 external registrations
  • Exceeded registration-to-attendee conversion price goal by 33%
  • 13. 6 million impressions
  • 886 marketing contacts

#10 – Broadridge

Project: Having a sales cycle that can be quite extended, Broadridge sought to create a campaign that will steadily educate target buyers — finance executives and operations/IT frontrunners — on their value proposition. The particular full-funnel campaign included interactive infographics, eBooks, executive briefs, and Q& A’ s that addressed customer pain points. Broadridge paired this particular campaign with an internal guide to instruct sales on the campaign goals, person assets, and follow-up conversation beginners to ensure quality interactions with purchasers.


  • 2, 133 MQLs
  • 6, 995 content downloads

Grant Thornton
#11 – Grant Thornton

Project: The particular Growth and Future of Sector campaign from Grant Thornton was developed to help business leaders understand methods to accelerate growth and manage interruption. With over 60 pieces of content material and an extensive social media campaign, it does not take single biggest research program plus thought leadership campaign the company offers ever undertaken. Grant Thornton furthermore leveraged paid media — an initial for the company — to improve marketing campaign reach and visibility among customers and prospects.


  • Exceeded reach goal by 4x
  • Exceeded conversion price goal by 7. 5x
  • Industry-specific reach and transformation goals were also exceeded

Open Text
#12 – OpenText

Project: The OpenText Digital Disruption believed leadership campaign was launched to engage organization executives in a fun and engaging method as they strive to understand and accept digital disruption. The campaign utilized a re-designed microsite to house a number of assets with a fun superpower style, allowing visitors to easily consume articles — even binge it all in one sitting.


  • nine: 12 average session duration
  • Increased social traffic to the particular microsite by 1, 062%

Cherwell Software
#13 – Cherwell Software 

Project: Cherwell Software partnered along with TopRank Marketing to develop a comprehensive changer program for the IT service administration industry. A 24-page eBook known as IT Service Management 2020, kicked off the campaign, featuring influencer views about the future of the ITSM business. To generate pre-launch interest, Cherwell created and promoted several blog posts, a good infographic, and co-hosted a web conferencing with the influencers.


  • 100% share rate with influencers
  • 240% greater down load rate than the average gated resource
  • 29% increase in website traffic to Cherwell. com from interpersonal
  • Leads from the strategy contributed to 22% of the income pipeline for 2017

#14 – Paycom

Project: Paycom collaborated with best-selling author, keynote speaker and futurist Jacob Morgan on a series of content to give HUMAN RESOURCES professionals a closer look into exactly why employee engagement scores are at a good all-time low despite increased company investment. The campaign featured the two-part podcast, a webinar, along with a series of thought leadership blog posts — all featuring Morgan.

255 live attendees, 30 which signed up for a Paycom consultation
1, 172 podcast downloads
494 podcast page views
1, 410 blog post page sights

#15 – Blackbaud

Project: In order to differentiate the company’ s 2 fundraising solutions, Blackbaud launched their own Choose Your Solution campaign. The particular campaign featured an interactive test to help arts and cultural companies identify the right fundraising solution depending on their needs, and to help be eligible leads faster and bypass repeated introductory questions asked by product sales reps.


  • thirty six influenced opportunities that resulted in $34, 000 in pipeline
  • 42% MQL-to-opportunity conversion rate

#16 – Uberflip

Project: Uberflip created an interactive marketing maturation assessment and companion eBook that will asked marketers to take a hard seem and identify where they stand in their advertising path. The assessment enabled Uberflip to provide their sales team with much better MQLs and gain more information regarding existing accounts.


  • 907, 843 impressions and one, 297 clicks on social media in only three months
  • 38% query completion rate
  • 64% average lead submission rate

Siemens PLM Software
#17 – Siemens PLM Software

Project: To educate clients and prospects on digital twin babies and digital threads, Siemens PLM Software created a thought leadership effort. This initiative included creating a number of blog posts answering common buyer queries on digital twins and posts.


  • 3, eight hundred page views across articles
  • Ranking No . 2 on the search engines for “ value of the electronic twin” and No. 14 for “ digital twin technology”

#18 – CAS

Project : In order to help researchers and research leaders at r and d organizations define important problems plus highlight the opportunities additional time can give them, CAS, a division from the American Chemical Society, developed the particular Where Does Your Time Go? infographic.


  • Generated 489 leads
  • 20, four hundred views

#19 – Oracle

Project: Oracle developed The Modern Fund Leader blog series to establish by itself as a leader in the world of finance. Your blog targets finance executives across The united states, EMEA, and APAC and provides articles designed to educate and inform the particular audience on the latest trends plus topics in finance.


  • 330 posts published
  • 90, 000 unique trips
  • 500, 000 web page views
  • 63% embrace web traffic quarter over quarter

Bottomline Technolgies
#20 – Bottomline Technology

Project: Bottomline Technologies partnered Content4Demand to develop an interactive eBook made to showcase how three organizations — from manufacturing, healthcare, and property or home management industries — used their particular Paymode-X network to elevate efficiency plus improve their bottom line.


  • 54. 3% email open price, 39. 8% CTR, 73. 4% click-to-open rate
  • 362 downloads through content syndication
  • 4 MQLs, 2 SAOs, and $3. 2 million within associated pipeline

Anthem Blue Cross Azure Shield
#21 – Anthem Blue Cross and Blue Protect

Project: Anthem Blue Cross plus Blue Shield collaborated with Skyword to revamp an existing piece of content material, titled: The Benefits Guide. In response to brand new audience needs, Anthem pivoted the particular asset away from the Affordable Treatment Act (ACA) focus and changed it with a newsroom that communicated news and decisions relevant designed for plan holders.


  • 103% increase in page views plus 102% increase in search views through Q2 to Q3 in 2017
  • 798, 000 complete page views from 2016 in order to 2017


Project: SAP launched its #LifeAt video campaign to highlight their particular many innovators, game-changers, and accurate entrepreneurs, but SAP also searched for to humanize the brand because of its target audience. The SAP team joined with the video marketing agency Aftermarq to produce video stories of SYSTEMS APPLICATIONS AND PRODUCTS SMB clients of varying measures.


  • 4. five million impressions
  • 31% view-through rate for 5: 00 videos
  • 21% view-through rate for 1: 00 video clips

#23 – LinkedIn

Project: LinkedIn’ s Live with Marketers marketing campaign is a live talk show simply by marketers for marketers, designed to solve pain points around top-of-mind subjects such as marketing attribution, ROI optimisation, and driving business impact on social media marketing.


  • 12, 500 registrants
  • 5, 1000 live attendees
  • Improved projected revenue from deals shut through this series versus traditional webcasts

Matrixx Software
#24 – MATRIXX Software

Task: MATRIXX Software created its 150 Points of Possibility campaign to differentiate their articles from that of their competitors, whilst also showcasing how their item delivers value to customers. The particular campaign featured a 44-page e-book and five standalone videos.


  • 77% return rate towards the MATRIXX website
  • 43% increase in average session duration
  • 25% growth in C-suite interaction and target account wedding rate

Tempur Sealy
#25 – Tempur Sealy Hospitality

Project: Tempur Sealy Hospitality was looking for a way to existing their high-quality mattresses to B2B buyers in the hospitality industry without needing to lug around a physical sample. The organization worked with The Mx Group to produce an interactive mattress cutaway device that allowed sales reps in order to digitally present and sell various beds to hospitality customers online and with industry trade shows.

Results:   Achieved the 90% adoption rate with the salesforce

LookBook HQ
#26 – LookBookHQ

Project: In an effort to re-engage lost opportunities and provide the sales team more prospects which were more likely to convert, LookBookHQ created their particular Caveman campaign. The campaign contains an interactive digital experience constructed on the LookBookHQ platform, a direct postal mail component, and follow-up email outreach from sales.


  • Booked 300 meetings
  • Generated more than 50 new possibilities
  • Saw a 56% overall conversion rate, up 27% from the previous year

Channel Advisor
#27 – ChannelAdvisor

Project: ChannelAdvisor decided to create two unique ABM campaigns that targeted strategic balances via direct mail. The two promotions provided over 250 prospects along with pre-loaded Amazon devices, featuring ChannelAdvisor skills and apps that informed prospects on e-commerce strategies which were relevant to them.


  • Achieved an ROI of 130%
  • 39% of produced opportunities were net-new

Trapeze Group
#28 – Trapeze Group

Project: Trapeze Group kicked off a good ABM pilot with the objective to identify best accounts with which to deepen events and create personalized one-to-one messaging plus campaigns — ultimately influencing closed-won opportunities. The ABM pilot offers since been rolled out to sixty target accounts.


  • 111% increase in session duration
  • 100% response rate towards the direct mail component

Harland Clarke
#29 – Harland Clarke

Project: To drive awareness for the company’ h new product, GRC Spotlight, Harland Clarke created the “ Keeping Up with Kevin” campaign. The star and subject material expert for the campaign, Kevin Malicki, participated in video blogs that were contributed over social media — primarily LinkedIn — to help deliver tips plus real-world scenarios in the GRC area.


  • 33, 500 LinkedIn impressions
  • Improved Malicki’ s LinkedIn connections simply by 22%
  • Increased Malicki’ s LinkedIn profile views simply by 110%

#30 – Ipswitch

Project: Ipswitch created the “ Defrag This” podcast and weblog to help provide a trusted knowledge foundation for IT professionals that offers audience-centric content material via social channels.


  • Nearly 200% growth within blog subscribers
  • 174% increase in monthly visitors to the blog
  • 133% increase in organic visitors the blog

#31 – Radius

Project: Radius’ Revenue Ops strategy was designed to help educate prospects within marketing and sales operations on how their own role in B2B business will be evolving — from simple delivery to providing data and information to help drive revenue. The strategy was fueled by an e-book that Radius co-created with businesses such as Heinz Marketing, Engagio, Forrester, and more.


  • five hundred eBook downloads in the first 2 days
  • Engaged more than three hundred top-tier accounts
  • Affected more than $5 million in pipeline

#32 – Emma

Project: Emma wanted to learn what makes today’ s marketers tick, as well as advertise collaboration and learning within the neighborhood. The company surveyed roughly 200 internet marketers and interviewed more than 25 skillfully developed to gauge the goals, problems, and pressures facing marketers, after that compiled the data into its very first Email Marketing Industry Report.


  • Over 41, 000 distinctive views
  • Contributed in order to 37% of the company’ s articles downloads

Best Takeaways for B2B Content Marketing experts

Themes of achievement from this collection of B2B content marketing and advertising examples include: data informed personas, customization, interactive content, integrated content, believed leadership and influence. Of specific note was the use of live movie by LinkedIn Marketing Solutions.

As interactive content has turned into a more common feature in award-winning B2B content in 2018, I think video clip will take that spot in 2019.

There’ s a great deal to learn from with award winning articles marketing programs and I congratulate all of the B2B brands that brought your pet Finny’ s this year. The honours give recognition to great function and they also give us a look within what’ s really working in the.

Have you noticed the B2B content marketing campaign this year which was remarkable? If so, please share within the comments why you thought it was specific.

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