In Arcserve’s transition to a more advanced web infrastructure, they wanted to overcome common content marketing challenges — time, resources, scalability — while also infusing more interactivity and innovation into everything they were doing. Industry content was traditionally seen as “boring” and Arcserve’s strategy is to debunk that stereotype, differentiate the company though its content, while increasing engagement and lead conversions. Arcserve’s global presence provided an additional challenge since much of the content needs to be created in a variety of languages without sacrificing quality, agility and speed to market.
Modern marketers are always on the hunt for innovative ways to share information about their brand and drive qualified leads. And Direct Marketing News, a go-to source of reliable marketing information, is no exception. It recently transformed a static PDF into an interactive eBook that drove high-quality leads for its sponsors.
In the Spring of 2014 the University decided to explore new ways to distribute content, engage their audience and spread the reach of its knowledge. Traditionally, educational institutions share content through scientific publications and forums, so this required a new mindset to overcome the challenge of innovative new approaches. The Center determined a web-based, interactive experience would allow them to try a new method of content dissemination while still maintaining academic and field expectations in general.
With ion, SmartBrief was able to build multiple versions of each page and have access to the reports needed to assess performance by channel. By combining landing pages that speak to each target audience and focusing on the most successful channels, they’ve regularly seen landing page conversion above 50%.
BloomReach selected the ion interactive marketing apps platform to help them quickly launch a highly engaging quiz. With ion, BloomReach’s Adam New-Waterson was able to design a highly custom experience based on their exact requirements, and launch it with minimal internal resources. They then drove traffic to the quiz through social channels such as Twitter, via targeted email campaigns and paid advertising. Each channel drove strong participation, and the quiz gained significant viral momentum, resulting in a high participation rate.
With an already successful lead generation program in place leveraging ion landing pages, Dell wanted to use smarter interactive digital experiences to help more effectively target and present solutions to their wide ranging audiences. They knew that to improve the online experience and generate more leads they would need to move beyond static form-based landing pages to more useful, interactive experiences that provided intrinsic value to the customer.
ion’s platform has given the The University of St. Thomas team the freedom to try completely new approaches. Recent testing showed that video testimonials more than doubled conversion, extended time spent on pages and extended the number of pages browsed in the microsite. What started as a one-off idea has blossomed into a focused direction and powerful results.