When you are an award-winning Microsoft ISV at the forefront of the emerging cloud-based digital asset management industry, you know you have a solution that organizations need.
But cutting through the noise on the internet to find qualified leads requires a solid game plan and some pretty compelling content.
MediaValet relies on Mercer-MacKay to help. The results speak for themselves: over 300 leads in the first months of the ebook launch and more than a million dollars in the pipeline, MediaValet and Mercer-MacKay is a solid marketing partnership that works.
THE CHALLENGE
MediaValet’s Director of Marketing, Maria Osipova, had a need for some serious thought-leadership content to attract prospects that have a need for digital asset management.
“There is a ton of information floating around on the internet about digital asset management that makes it confusing and complex,” said Maria Osipova. “We wanted to be the first to create a step-by-step actionable resource to help marketers begin looking at digital asset management.”
MediaValet required a strong content creation firm to collaborate with MediaValet’s subject matter experts and to lead the creation of this asset.
Microsoft Canada recommended Gail and Mercer-MacKay Digital Storytelling for the job.
THE SOLUTION
Mercer-MacKay and MediaValet partnered to create “Getting Started with Digital Asset Management,” an eBook designed to move prospects deeper into the funnel by offering high value content to prospects starting their journey into the DAMS initiative.
The 30+ page downloadable book is packed with information crafted to introduce readers to the guiding principles of a proven DAMS strategy, including a readiness assessment as an actionable takeaway.
For MediaValet, Mercer-MacKay had the expertise and know-how to develop the content their target audience was looking for.
“It’s not about finding someone to write. It’s finding someone with the content expertise and experience in the technology industry. Gail and her team combine these two things in a business language that is readable and put together into a beautiful story,” said Osipova.
However, the success of an eBook is also much more than just the written content.
Digital Asset Management
“Working with Gail to gather the right information, nail the look and feel, and produce an asset that supports our website, keywords and landing page was an important part of the process of building a high-level campaign around the launch,” noted Osipova.
The campaign included:
- A modern and compelling landing page, inviting a high percentage of prospects to opt-in
- Pay-per-click campaigns through Bing and Google
- Paid social and organic social promotion
- Integrated email campaigns
Additional promotion through blog posts
“By incorporating the eBook into our nurture sequence and sales enablement tools, the content has fueled multi-month campaigns that continue to drive leads,” Osipova explained.
“It’s not about finding someone to write. It’s finding someone with the content expertise and experience in the technology industry. Gail and her team combine these two things in a business language that is readable and put together into a beautiful story.”
– Maria Osipova, Director of Marketing, MediaValet
THE RESULTS
300+ LEADS, 3 MONTHS, OVER A MILLION DOLLARS IN THE PIPELINE
The eBook was launched at the end of October. In a 3-month period it yielded a total of 318 qualified leads and contributed to over a million dollars in pipeline opportunities.
The investment in this eBook campaign had already generated a 30 times ROI and is still climbing.
For one prospect, the eBook sealed the deal within a 3-month window. This public sector organization is now transforming their digital assets and migrating from an on-premise database solution.
With this powerful piece of marketing, MediaValet has effectively communicated their message to marketing professionals from varying industries across the world.
“Today, our eBook continues to generate between 10-20 leads per month. With the great success of our first eBook, we have a second one in the works with Gail and her team,” stated Osipova.
- Over 300+ leads
- in 3 months
- Over $1,000,000 in the pipeline
NATIONAL & WORLDWIDE RECOGNITION AS A MODERN MARKETING MARVEL
MediaValet is the 2016 Microsoft Canada Modern Marketing Innovation award winner, as well as a finalist in the 2016 WPC Modern Marketing Award.
With an award submission centered around “Getting Started with Digital Asset Management”, MediaValet has received recognition for their investment in marketing strategies and successful digital marketing campaigns.
“We must give credit to Gail and her team for their work. Mercer-MacKay’s in-depth knowledge of Microsoft and the award submission process helped MediaValet receive this incredible recognition,” said Osipova.
ABOUT MEDIAVALET:
MediaValet stands at the forefront of the emerging cloud-based digital asset management industry. Built exclusively on Microsoft Azure – the most scalable and secure cloud platform on the planet – and available on 24 data centres around the world, MediaValet is uniquely equipped to meet the digital asset management needs of any organization, no matter its size, industry or location. Cutting edge technology, exceptional product design and unlimited friendly customer service are at the core of MediaValet’s DNA — ensuring exceptional customer and user experiences are delivered at all times
Is an eBook part of your lead generation and nurture marketing strategy?
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