Telecommunications for Healthcare and Financial Services
Objective: Engage IT decision-makers in highly targeted accounts, and then grade and deliver qualified leads to sales.
Creative Approach: The eBook fulfilled a need for a content that engaged targeted accounts. E-mail, direct mail and online marketing drove prospects to a microsite featuring the eBook hero asset and other supporting content. An interactive WAN decision tool rounded out the offering.
Results:
- Advanced tracking within eBook provided detailed data on which content viewers interacted with most
- eBook offer increased readership 8x when compared to downloadable white paper
- Direct mail exceeded forecasts by 80%
