Trade Show Marketing Strategies: How to Find Qualified Leads in the Crowd
Personalization Drives More Qualified Leads and Engaged ......More Qualified Leads and Engaged Blog...
Transcript of Personalization Drives More Qualified Leads and Engaged ......More Qualified Leads and Engaged Blog...
THE COMPANY: APPERIAN Apperian is the leading enterprise-class mobile application management (MAM®) and security platform for the delivery of critical apps to 100% of users across an organization. Apperian provides fine-grained security and dynamic policy controls at the individual app level for deployments where mobile device management approaches are not possible or desired, such as BYOD, contract workers and other unmanaged devices. The company has helped IT and line of business professionals secure and deliver more than 1.7 million enterprise apps to organizations such as Maxim Integrated Products, NVIDIA, Nationwide, New Balance, and the U.S. Department of Homeland Security.
34% LIFTIN BLOG
ENGAGEMENT
11% LIFTIN DEMO REQUESTS
IN 30 DAYS
7.2% LIFT IN SOFTWARE
DOWNLOADS
“The Evergage solution and the customer success team are amazing. We were truly set up for success. With their guidance, we were able to significantly increase the number of engaged and qualified leads we generate for our business.”
THE COMPANYNuxeo is a global software company providing a cloud-native, content services platform that enables organizations to manage digital content of any type and size, from rich media such as images and videos to traditional documents and PDFs, and can automate complex business processes and workflows, all within one platform. Organizations typically use Nuxeo for use cases such as digital asset management, document management, case management, and other content-critical business applications that help drive value from all enterprise digital content, regardless of where that content lives.
CASE STUDY
Personalization Drives More Qualified Leads and
Engaged Blog Readers
Melinda Cormier Sr. Director of Digital Marketing & Brand StrategyNuxeo
THE CHALLENGEHistorically, Nuxeo’s messaging targeted an IT audience,
which meant that the majority of the website content was
intended for technical users. As a result, the company’s
primary goal for its website was to generate as many
downloads of its platform as possible. The team pursued
this objective by presenting CTAs across its various sites
to encourage visitors to download the platform and then
to sign up for a free trial of its premium products and
services.
Many of the leads, however, were not ready for sales
follow up (a challenge many demand gen marketers
will recognize). A large portion of leads who downloaded
the platform provided false information or were not
interested in purchasing a subscription. The marketing
team wanted to provide more business value for the
sales team and sought to speed up the conversion cycle
by producing higher quality leads from its website.
They also wanted to expand their targeting to include
line-of-business users as well as their traditional technical
audience. To do so, they recognized the need to promote
different CTAs to different audiences based on who the
individual was and where he or she was in the buyer
journey.
That said, the Nuxeo marketing team didn’t want to
neglect early stage leads – many of whom visit the blog.
Such visitors are often gathering information and looking
for a variety of educational content. The team wanted
to keep more of those visitors engaged with relevant
content while they were actively reading blogs and
other web pages.
THE SOLUTIONWhile Nuxeo wanted visitors to download Nuxeo’s
platform if they desired, they also wanted to encourage
visitors to request a demo or contact the company
for more detailed information on pricing or product
capabilities, because they knew those who engaged
directly with the company were more likely to become
qualified opportunities. The team tested a variety of
different messages and designs to find successful
campaigns that encouraged visitors to take those actions.
The best performing campaign was a persistent scrolling
infobar that displays three CTA buttons: “Download
Nuxeo,” “Request a Demo,” and “Contact Us.” This
infobar was only shown to visitors who had not yet
taken any of those actions and were located in the
company’s target geographies.
Similarly, the team used Evergage to test out a
secondary CTA button at the top of the website. In
the past, a hardcoded CTA button called “Download
Nuxeo” was prominently displayed in the navigation
bar. The team added a second CTA button in the
navigation for “Request a Demo” but showed it only
to visitors who had not yet taken that action in the past.
Finally, to increase page views per session and behavioral
lead scores, Nuxeo found a way to better engage readers
of its blog. The team used and continues to use Evergage
to regularly test an algorithmic recipe that recommends
additional blog posts, personalized at the one-to-one
level for each blog reader.
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THE RESULTSNuxeo has seen great results from each of these campaigns. The persistent infobar drove an increase in engaged leads, specifically a 7.2% lift in downloads, 2.1% lift in demo requests and 2.8% lift in contact requests. The secondary “Request a Demo” CTA in the navigation bar generated an 11% lift in demo requests in just 30 days. And the blog recommendations generated a lift of 34% in engagement, defined as readers who clicked on at least two blog posts, and a 2.4% decrease in blog bounce rate.
The Nuxeo team continues to test new tactics and design new campaigns for its website, and they are always looking to expand their personalization efforts. For example, the team plans to introduce industry-specific campaigns and CTAs to improve engagement and conversions on popular landing pages.
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[email protected] | 1-888-310-0589 | EVERGAGE.COM
Nuxeo presents relevant blog recommendations, driving a 34% increase in blog engagement.
Persistent scrolling infobar drives measurable increase in three key actions on Nuxeo site.