Inbox Insight are proud to have been chosen as a finalist in the Content Marketing Awards 2020!
About the entry
Category: Content Marketing ROI/Measurement Program
Inbox Insight’s InboxINBOUND campaign for Automation Anywhere was hugely successful in proving audience engagement and ROI, driving cut through of the brand and building a relationship with prospects through high-quality content.
Automation Anywhere wanted to drive cut through of their brand to the highly engaged audience at Insights for Professionals (IFP), building relationship with them through high quality content. In doing so, this would aim to generate ROI with prospects through ensuring the relevant audience had received multiple digital touchpoints. In order to fulfil Automation Anywhere’s objectives, Inbox Insight planned a content-driven demand generation campaign, featuring over 40 pieces of content, all centrally housed within Automation Anywhere’s sponsored category hub on IFP. Having conducted research into the client’s audience criteria using intent data and digital behavior patterns, Inbox Insight were able to establish exactly what topics Automation Anywhere’s target audience were interested in and their most significant pain points. This helped to shape an immersive content strategy, focused around the types of content the audience were already engaging with on Insights for Professionals.
With over 318 hours of content consumed, 13451 article views in the campaign timeframe and 578 downloads of Automation Anywhere whitepapers, guides and reports, Inbox Insight successfully engaged the target criteria within the IFP community. By utilizing bespoke intent technology, firmographic and profile data, Inbox Insight were able to ensure engagement with the right target audience for Automation Anywhere.
To ensure the relevant audience had received multiple digital touchpoints, Inbox Insight used a unique in-house lead scoring model, situated within a client-facing interactive real-time dashboard to track content engagement and to trigger targeted nurture sequences to engaged contacts. A user-engagement timeline provided to the client highlighted each content engagement with a score, which totals to a final lead score – the higher the score, the more engaged the user was with the clients content. The top prospect’s lead score was over 300, covering 46 separate touchpoints with the content. Further, over 30% of users engaged with 2 or more pieces of content on the IFP hub.
When our BDR team followed up, the audience were extremely receptive, and the conversations quickly developed into appointments, pipeline and now significant ROI. These leads beat every other supplier we’ve ever worked with, in terms of quality – they are second only to the ‘request a quote’ form on our corporate website.
To find out more about how InboxINBOUND could benefit your business, download our Media Pack.
To learn more about the InboxINBOUND Automation Anywhere campaign, read our case study.
About Content Marketing Institute
Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multichannel storytelling. CMI’s Content Marketing World event, the largest content marketing-focused event, is held every fall in Cleveland, Ohio, and ContentTECH Summit event is held every spring in San Diego, California. CMI publishes Chief Content Officer for executives and provides strategic consulting and content marketing research for some of the best-known brands in the world. Content Marketing Institute is organized by Informa Connect.
A full list of category winners and finalists can be seen on the Content Marketing Awards website, here: https://www.contentmarketingawards.com/2020-winners/