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THE PROBLEM

Capture (and keep) technical audiences’ attention

In an effort to improve how they captured and nurtured leads, a leading cloud provider recognized the opportunity to grow awareness and preference for its proprietary and ISV partners’ solutions in a new and targeted way: recurring education for technical audiences based on key cloud operations topics. The cloud provider knew they wanted to start by piloting a thought leadership campaign centered around technical webinars. However, capturing the attention of technical audiences and prompting them to register, attend, and then engage after a webinar created challenges around how to provide authoritative, practical, and actionable content throughout the process.

THE SOLUTION

Align with analysts to pair actionable training with accessible services

Audienz brought its cloud operations knowledge, campaign expertise, and rapid content development capabilities to create impactful and templatized demand generation and thought leadership content for the cloud provider and their industry analyst partners. After consulting with marketing managers, solution architects, and IT operations experts within the cloud provider’s organization, Audienz developed relevant and compelling content spanning the latest migration topics, native cloud services, and third-party solutions. The resulting relationship enabled Audienz to further consult and develop a content strategy to improve the webinar series month over month.

THE RESULT

Ongoing thought leadership at the speed of cloud innovation

The initial webinar was a success, landing 2,261 registrants and 770 attendees – a 34% attendance rate. Through ongoing refinements to the level of technicality and conversational aspects of both demand gen and thought leadership content, the cloud provider was able to drive increasingly higher registration and attendance numbers through the first five months. Further leaning on Audienz’s campaign and sales enablement expertise, the cloud provider was able to partner with ISVs on innovative lead nurture engagements, and created an extensible model for other teams in the cloud provider’s organization to build high-impact campaigns.

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