Integra Telecom came to PMG looking for creative ways of communicating the value of its fiber-based networking solutions through the lens of the customer. PMG took a solutions-oriented approach, crafting a unique narrative and integrated outbound campaign around the theme of big data.
Our team identified key benefits big data can deliver to enterprise organizations, as well as the technical challenges it creates—then we positioned Integra’s fiber networking products as an essential solution.
PMG produced four pieces of premium content for the campaign: an infographic, an interactive video, a buyer’s guide, and an online “Bandwidth Calculator” to determine how much bandwidth an organization might need to meet big data demands. In tandem, PMG developed a comprehensive distribution strategy spanning the Integra Telecom website and blog, social and digital advertising properties, and email and newsletter communications.
A dedicated “Big Data” resource page was created on integratelecom.com to host the assets, with a unique landing page for each asset. The Buyer’s Guide and Bandwidth Calculator rested behind integrated Eloqua forms to maximize lead generation opportunities, with data inputs on the calculator syncing to Salesforce to inform sales of follow-up activities.
A comprehensive inbound/outbound campaign was then launched—driving traffic to the centralized location on Integra’s site. PMG crafted a series of blog posts for each asset, promoting each on paid, owned and earned media channels, including: Outbrain, Pinterest, LinkedIn, and Twitter. PMG closely monitored the activity, adjusting spend and message while driving interaction, engagement, and inbound traffic for optimal results.
Additionally, our team worked with Integra to segment their prospect and customer databases, curating outbound email marketing and newsletter mailing lists to support net new and upsell sales goals. In total, PMG developed seven emails, and four newsletter segments for the program, with associated triggers to accelerate movement down the funnel, and, ultimately, conversion.
In total, the campaign generated $9.6M in pipeline and $4.2M in annual recurring revenue.
What We Delivered
An end-to-end integrated campaign including development of messaging and positioning, creative concepts, premium content such as infographics and an interactive video, as well as a complete paid / owned / earned distribution strategy.
Messaging & Positioning
Crafted a unique narrative and integrated outbound campaign around the theme of big data. Our team identified key benefits and challenges, then positioned Integra’s products as an essential solution.
Premium B2B Content
Developed an infographic, a buyer’s guide, a bandwidth calculator, and an interactive video. All assets lived behind integrated Eloqua forms to maximize lead generation opportunities, with data inputs on the calculator syncing to Salesforce to inform sales of follow-up activities.
Developed an end-to-end paid/owned/earned distribution strategy, including multi-touch email cadences and dedicated landing pages.
From the Client
”We are delighted with the work done by PMG, and the value it delivers across multiple channels of our organization.
Michelle WinnettSr. Director Channel Marketing, Integra
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