Overview
Blogs, podcasts, wikis, widgets, RSS feeds and other communication formats are evolving into key elements of the B2B marketer's online toolkit.
GMT lacked thought provoking, educational content; instead, were emphasizing sales content and in-person demonstrations--which was more relevant in the later stages of the buying process. To supplement a trade show event, a podcast of GMT's customer presentation was developed to help generate qualified leads and pull prospects through each stage of their buying process. Campaign results:
- Raised the level of awareness among qualified prospects. 150 downloads the first month alone, over 25 leads with full contact information.
- Delivered immediate qualified sales opportunities including four of the USA's leading banks
- Established a competitive barrier by providing early entree into the prospect's buying cycle. Each of these qualified leads were in the first stages of the busing process.
- Dramatically improved trade show ROI in terms of reducing cost per lead and awareness. Without podcast CPL was $449, with podcast $130.
Responsibilities
- Recorded client presentation at tradeshow with digital recorder linked to A/V system for a high-quality MP3.
- Edit final audio files, added introduction and music score.
- Developed and podcast functionality by putting all the necessary modules together: RSS/XML feeds, server side enclosures, search engine optimization, iTunes/Google/Yahoo "easy subscription" APIs, etc.
- Developed banners, landing pages, email blasts and PPC ad campaign to promote the podcast to internal database and general target audience to generate net new leads.
- Tracked results of campaign including subscriptions, downloads, leads, conversions, ROI and CPL.
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