The Challenge
GoodData, a business intelligence Software-as-a-Service (SaaS) provider based in San Francisco, came to PMG as they were entering a pivot. Realizing that their enterprise deal cycle was long and often required heavy investments in customization, the company had decided to refocus their efforts on their channel strategy—targeting other cloud-based Independent Software Vendors (ISVs) for sales of their “Powered By GoodData” product offering.
The company needed to move quickly to meet annual pipeline goals but had few marketing materials to support their new industry focus. The GoodData team needed to build a differentiated narrative around its market position and drive awareness, engagement, and ultimately, sales.
”The digital experience PMG built for our 'Powered by' SaaS offering has been a top performer—integrating an interactive gaming experience with compelling content to drive lead gen and conversion.
Jeff MorrisVP Marketing, GoodData
The Solution
PMG concepted and designed a unique 80’s “8’bit” style design centered around an interactive online gaming experience that challenged prospects to take their business to the “next level” with embedded analytics. In addition, we developed a solutions partner program, social selling tools, buyer’s guides and email campaigns, to pack the GoodData team’s arsenal full of creative and integrated sales and marketing collateral to drive new business.
The Result
The integrated cross-channel campaign was the first of its kind for GoodData, and was so successful that nearly three years later, it remains active. To date, the DataLand online experience has generated more than $8M in pipeline and $3.4M in annual recurring revenue.
Read the Full Case StudyWhat We Delivered
Microsite & Gaming Experience
PMG concepted and designed a unique 80’s “8’bit” style design centered around an interactive online gaming experience that challenged prospects to take their business to the “next level” with embedded analytics. Upon arriving at the page, visitors were enticed to pick one of five players representing GoodData’s target buyers (CEO, CFO, VP Product, Product Manager, Developer).
Choosing a player launched the gaming experience, which could be navigated by answering a series of “challenge questions” about how to monetize data. Each question included a call to action to fill out a form for a related eBook with more detail on the topic.
The more than 30 integrated online form fills on the microsite drive more activity than any of GoodData’s other online assets combined, apart from their product demos.
Buyer Persona-Based eBooks
The five eBooks were integrated into the online gaming experience with opportunities for each persona to download the content, which consisted of more than 100 pages of custom content, along with original graphics and illustrations—all customized to the unique interests and needs of GoodData’s five buyer personas (CEO, CFO, VP of Product, Product Manager, Developer).
Video
To bring GoodData’s value proposition to life, our team produced an animated video to showcase content in a compelling and memorable fashion.
Demand Gen Emails & Landing Pages
With the video, gaming experience, and eBooks complete—PMG turned its attention to creating unique emails and customized landing pages with messaging and copy crafted to speak to the specific pain points, needs, and interests of each persona for maximum engagement and conversion.
Digital & Social Media Campaign Assets
Our team moved next to develop a series of blogs with supporting assets, leveraging content from and driving traffic to the ebooks. We created social graphics and paid digital ads to promote both the microsite experience and the B2B eBook content. In addition, we enabled sales with custom LinkedIn header graphics to create a consistent narrative across channels.
Event Marketing & Promotional Materials
Once the digital aspects of the campaign were complete, PMG turned its attention to event marketing and creating a series of promotional materials to further drive traffic to the site. The DataLand gaming experience was repurposed as a tool to drive lead generation at tradeshows and other live events where booth attendees were invited to play DataLand for a chance to win a free t-shirt while sales could gather contact information.
See how we generated more than $8M of ACV for GoodData
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