How Tradebriefs delivered 100+ leads to Intuit India through re-targeting

Preface

Intuit India is a fully owned subsidiary of Intuit Inc. USA. Located in the southern city of Bangalore (also known as the Silicon Valley of India), the India office was started in April 2005. Currently it has around more than 500 employees. It is one of the two development centers of Intuit outside the USA, along with Intuit Canada.

The Problem Statement

Intuit India was looking to generate qualified leads for Intuit QuickBooks, a flagship offering targeted at SMEs across industry segments. The offering had to be positioned as a cost effective, easy to use, convenient product that can make their life easy as far as accounting hassles are concerned with zero paperwork. Since the pricing is reasonable for the SME segment, the challenge was to push the message as hard & fast as possible to ensure maximum conversions

The TradeBriefs Approach

Since the challenge here was to make sure that the target audience for this exercise needed to be targeted continuously to become trial customers, we recommended the following approach

  1. Messaging – The core of what Intuit QuickBooks is ‘ease of use’. So the communication had to something that re-assures a business owner that all their accounting processes can be simplified using QuickBooks. We brainstormed with Kenscio, our digital agency partner and came up with the following topics for the campaigns. These subject lines struck a chord with the prospect and made them curious to know more
    1. ‘As a business owner, you wear many hats’ – Reflects ‘Ease of use’ & multitasking
    2. ‘Taking business decisions would be easier if…’ – Using an open ended statement to increase open rates
    3. ‘4 reasons why you should try QuickBooks’ – Highlight compelling reasons to try the product
  2. Free trials – QuickBooks being a SaaS product, it had a free trial option for businesses to try it out before paying up. This made the conversion easier as the prospect is comfortable trying out the offering before buying
  3. Re-targeting – During the first campaign to the SME audience, we observed an open rate of close to 18%. The ones who opened the campaign were exposed to the second campaign that had a special offer only for Tradebriefs subscribers (link). This further expedited the prospects buying decision making process and resulted in higher trial signups and subsequent paid signups

 

Tangible Outcomes of the Campaign

  1. The overall campaign delivered 100+ leads to Intuit India through the various channels viz email marketing, re-targeting & banners
  2. Intuit India was able to identify prospects based on trial signups and passed them on to their sales team which would then focus on the right leads to maximize chances of conversion

How TradeBriefs delivered 75+ leads to Adobe India through content marketing

Preface

Adobe Systems Incorporated is an American multinational computer software company head quartered in San Jose, California, United States. The company has historically focused upon the creation of multimedia and creativity software products, with a more-recent foray towards rich Internet application software development. It is best known for the Portable Document Format (PDF) and Adobe Creative Suite, later Adobe Creative Cloud.

The Problem Statement

Adobe India was looking to generate qualified leads for Adobe analytics, a flagship offering targeted at CIOs of large organizations across sectors. The peculiarity of the case is that CIOs in India had cross functional dependencies on CMOs & other business heads. The offering had to be positioned in a way that’s appealing to all decision makers including the CIOs through continuous & engaging content converting them to actionable leads

The TradeBriefs Approach

Since the challenge here was to make sure that the target audience for this exercise needed to be educated more on the field before actually become hot leads, we recommended the following approach

  1. Education – Adobe U.S hosted a webinar for CIOs in March 2014 which had sessions on how to benchmark analytics with world’s most successful businesses. People who had clicked through the emailer landed on a page which had a form to be filled before accessing the video. It also had an option where a prospect could actually request for a demo from the sales team
  2. Innovative subject lines – Every CIO today would be worried about how his/her company stacks up in comparison to peers & how they can gather more insights from raw data. So we used ‘See how your business stacks up’ & ‘The road to top is paved with data’ as catchy subject lines for our communication. This acted as a strong factor to make prospects curious enough to know more
  3. Content marketing – Another key point Adobe India wanted to drive is to educate prospects on how the CMO-CIO divide can be bridged. A Forrester research report was identified and was used as a content bait to evoke interest levels among prospects. Prospects were made to fill up a form before getting access to the report. This also drove leads in Adobe India’s way

Tangible Outcomes of the Campaign

  1. The overall campaign delivered 75+ leads to Adobe India through the various channels viz content marketing, webinar & direct EDMs
  2.  Adobe India was able to identify prospects based on BANT(Budget, Authority, Need &amp Timeline) and rank leads accordingly so that their sales team would focus on the right leads to maximize chances of conversion

6 content marketing sins businesses must avoid

In the world of content marketing, the winner is determined not by how much content they share, but through how effective, relevant & insightful they content is. Though the effectiveness of content marketing varies from one customer segment/industry type to another, here are 6 cardinal sins one must avoid at any cost

1. Not timing your newsletters
Sending out newsletters is not always a good thing to do. Especially when you have a large distribution list and your content dissipation frequency is chaotic, be assured that your prospects would be least interested in what you send. Also, the gap between content consumption has to be optimal, i.e. no going overboard on content as well too less content.

2. Mixing up messages

Be clear. You want your content led newsletters to work for a specific purpose. Mixing educational content with sales related content may not go well with most of your prospects. You may use tools to visualize a customer journey and ensure that each segment gets only what’s relevant to it

3. Not knowing when to ‘prompt’

There would come a time when you would be convinced that your prospects have warmed up to the idea of considering purchase of your product/service. Through consumption behaviour, sort out those prospects who score high on engagement metrics. Send out dedicated messages ONLY to them. Keep optimizing this list over a period of time and you would have a ready list of qualified leads built steadily over a time period

4. Judging your campaign too soon

Content marketing has a typical long tail behaviour. There would be prospects who may have specific needs and form a ‘niche’ among your prospects. Identify and segment them accordingly. Create content for your long tail of prospects. They might turn out to be your most loyal customers one day. Content marketing doesn’t work well in the short term. You require multiple levels of refinement to be able to make it work. Don’t lose hope

5. Not listening to social conversations
How does one arrive at an average prospects’ need? Listening to conversations is key to do this. Track your users on the web. See what they talk about you and your industry. Find out what they’re interested in. Refine your content around trends that affect your average customer faces on a daily basis.

6. Not keeping up with trends
We like our food fresh. Prospects apply the same to content. Your prospect may be looking out for something on a topic and if your content is well optimized to match the need, you have a better chance to convert them to leads. Enriching one’s knowledge is an inherent human need. Be well placed to capitalize on that

Looking for content marketing experts? Talk to us at Tradebriefs. We’ll chalk out a content strategy and make it work for you . Do get in touch with us at sree@tradebriefs.com or call +91 9930577889

4 reasons why content curation is better than content creation

Wikipedia defines content curation as

“Content curation is the process of collecting, organizing and displaying information relevant to a particular topic or area of interest. Services or people that implement content curation are called curators. Curation services can be used by businesses as well as end users.”

In an era where there is no dearth of content, marketers are wondering if they should invest in new content at all. The web is full of blogs/sites with insightful content ranging from what cars to buy to best hotels to stay to awesome things to do around the world. Sites like Scoopwhoop, storypick & Buzzfeed thrive on virality of content to drive more traffic and in turn, ad dollars. With content available in abundance, here are 5 compelling reasons why marketers should look at curation instead of writing fresh content

1. Curation identifies content that’s hot and ‘sells’

In what is known as ‘collaborative filtering’, marketers can actually pick up content that’s actually got eyeballs glued on the web. Your clients are always on the lookout for something interesting and if you could get it to them before your competitors do, you stand a better chance at gaining better mindshare

2. Its cheap, and it works

Since content has already been generated by a third party, you don’t run the risk of spending money on creating it. At the best, you might have to invest in an editor who could do the work for you. Curation also involves summarizing full articles into small paragraphs that convey the gist of the whole content. Most of your prospects don’t have the time to read though every article and enrich their knowledge. Give them in a nice newsletter and see how they’ll love it

3. Buffet vs a la carte

Curation allows you to pick small portions of good, insightful content from the web and serve it to you on a platter. You can choose the ones you want and ignore the ones you don’t want. This in turn would tell you what your customers want and can help you design the buffet better

4. No copyright issues

One thing marketers fear today is the threat of getting sued by publishers for copying content without permission. But curation doesn’t copy content in whole. They would summarize the gist and link the piece to the original source. This way, the publisher would get back links and more traffic. Show me one publisher who doesn’t want heavy traffic on their site

Tradebriefs does it for you. Ask us!

We at Tradebriefs pride ourselves in the work we have been doing in the content curation space in the last 5 years. With daily curated insights from 1000’s of publishing sources, we ensure that we don’t miss out on crucial happenings across 9 industry sectors daily. With 7,50,000 + happy subscribers and 5+ industry associations tied up with us, we have raised the bar continuously in bettering ourselves.

We at Tradebriefs strongly believe in the power of good content and its ability to generate, nurture & cultivate leads for your brand. Do get in touch with us at sree@tradebriefs.com or call +91 9930577889 for your content curation /content marketing needs and we’ll get back to you!