The third annual Killer Content Awards held its awards ceremony on May 6, 2014 as part of Demand Gen Report’s B2B Content2Conversion event at The Pershing Square Signature Center in New York City. Here’s a roundup of this year’s honorees and their award-winning efforts:
Automatic Data Processing, Inc.: Best Creative Campaign Theme – ADP’s campaign plan for FY2014 touched on a number of creative themes and supporting assets. It delivered what the company deemed one of the most successful campaigns in its history, including $3.7 million in closed-won business.
Automatic Data Processing, Inc.: Best Buyer-Focused Content – In a second award-winning initiative, ADP used its domain expertise to educate clients and prospects on the multi-faceted impact of the Affordable Care Act. This fully integrated campaign, including thought leadership, lead gen and lead nurturing components, nurtured over 24,000 contacts and influenced over $20 million in closed revenue.
VoltDelta: Best Social Amplification – VoltDelta, a provider of cloud contact center solutions, launched an integrated series video, blog and web content combined with a multi-channel social push. The results included a stronger-than-projected 37.4% open rate and 8.9% download rate on promoted assets.
OpenText: Best Dressed Campaign – OpenText’s “Make a Statement” campaign promotes the firm’s StreamServe EIM solution. High-quality asset design, including a campaign microsite, interactive flipbook tool, testimonials, videos and PDFs, has driven more than $3 million in pipeline to date.
SAVO: Best Interactive Content – The sales enablement solution provider used a cutting-edge “digital post card” app, Inspire, to create tailored messaging sent via email, as well as to deliver personalized video content. The campaign boosted SAVO Summit attendance in 2014 from 450 to 500.
Cox Media Group, Inc.: Best Creative, Integrated Campaign – Cox Media’s 2014 Success Kit used a five-asset, multi-format offering to educate and engage with SMB customers. The combined offering has driven a strong response for Cox Media prospects, sales reps and third-party agencies alike.
VMware: Best Social Amplification – The industry-leading virtualization solution provider combined a live Google Plus Hangout with follow-up video clips, social campaigns and follow-up assets. The resulting campaign delivered a ROI of more than 1,600%, including 400 new contacts and a 8% conversion rate.
Sungard Availability Services: Best Creative, Multi-Touch Theme – Sungard and its partner, Bulldog Solutions, produced a holiday-themed, three-video series that brought a humorous touch to Sungard’s managed IT services campaigns. It also delivered strong results, including over 3,000 leads in three days.
Optum: Best Metrics-Based Content – Optum’s recent E-book, designed to enable and empower data-driven healthcare providers, used a compelling “Moneyball” metaphor to illustrate the power of analytics. It also drove solid results, including over 18,000 lead-nurture participants.
Optum: Best Multi-Channel, Integrated Campaign- Created by physicians, CMOspark! is a one-of-a-kind website is a vehicle for targeted content marketing that is at once informative and inspiring for CMOs who find themselves in the eye of the health care reform storm.
LinkedIn Sales Solutions: Best Social Amplification – LinkedIn Sales Solutions developed a tactical offering to show how sales professionals can drive revenue through social selling. The resulting piece makes excellent use of callouts with pre-crafted LinkedIn and Twitter sharing content.
LivePerson: Best Influencer Content – This provider of online engagement and service solutions created a campaign that interviewed thought leaders in a Q&A format. The resulting E-book, designed to promote LivePerson’s industry thought leadership, was the company’s most successful asset of 2013.
Oracle: Best Interactive Content – Oracle leveraged an interactive video to summarize the results of a recent omnichannel retail survey, as well as promoting the survey via PR and social channels. The resulting content delivered strong user engagement with the survey results and associated messaging.
IBM: Best Integrated Demand Gen Campaign – IBM’s Smarter Commerce initiative challenged audience assumptions about enterprise commerce, using an interactive microsite, video, E-books and other assets. The campaign has generated over 100,000 page views and a large number of high-quality leads.
NAVEX Global: Multi-Touch/High-Impact ROI Award – NAVEX Global’s 2014 Hotline Benchmarking Report Campaign is a recent addition to the firm’s content marketing arsenal, but the report – delivered in multiple repurposed formats – has already contributed to more than 40 pipeline deals. NAVEX Global is also being honored for The Definitive Guide to Policy Management, which is the result of years of substantive experience working with the world’s largest companies that successfully manage and archive policies and procedures.
Bonitasoft: Best High-Impact ROI – This firm, one of the fastest-growing BPM vendors, created a 25-page “ultimate guide” to its BPMN 2.0 graphic modeling standard. With a single well-executed and precisely targeted content asset, Bonitasoft scored an amazing cost-to-pipeline ratio of 27:1.
Ceridian: Killer Content Design – Ceridian created an infographic , “Glossary of Today’s Health Care Terms,” to provide educational content intended to demystify health care jargon and to define health care terms that commonly confuse employers and employees. The content is presented in a way that defines common employee perceptions of health care terms and then counters those perceptions with the actual definition of the term.
LinkedIn Marketing Solutions: Best High-Impact ROI – This social media firm’s Sophisticated Marketer’s Guide to LinkedIn featured “ask the expert” profiles, case studies and lists of top social-media experts. It drove 10,000 downloads in under 30 days – one third of which became MQLs.
Autotask: Best High-Impact ROI – Autotask, a leading provider of SaaS to the IT industry, used its proprietary “Metrics That Matter” survey to support a host of compelling and highly original content. The first month of the campaign influenced 35% of the company’s revenue, and paid for itself in less than six months.
Optum360: Best Buyer-Focused Content – This B2B healthcare technology provider, crafted a fun and engaging context, email and webinar campaign timed to coincide with a major industry event. The campaign resulted in four qualified sales opportunities – and $2.8 million in active sales pipeline.
LinkedIn Talent Solutions: Best Buyer-Focused Content – One of LinkedIn’s most successful content assets, its “Employer Brand Playbook” was the keystone of a campaign to educate and inform talent acquisition professionals. In 10 months, it drove 14,000 downloads and $1.1 million in directly attributable bookings.
PTC: Best Vertically Focused Content – This manufacturing-industry technology provider launched its “Lifecycle Series” blog and e-magazine to provide top-quality brand journalism. The initiative, which includes an internal “newsroom” producing daily industry news and features, has resulted in widely-syndicated original content, reblogs and retweets, and more than 45,000 page views a month.
NanoLumens, Inc.: Best Web Content Strategy – NanoLumens, a manufacturer of innovative indoor LED displays, executed a major website redesign in order to emphasize the company’s content, thought leadership and client education activities. The redesign, combined with a strong social media presence and new content resources, resulted in a 20% increase in unique visitors.
Toshiba: Best Creative, Multi-Touch Campaign – Toshiba created a series of assets focused on omnichannel retailing, including an infographic, checklist, executive brief and E-book, combined with a strong social campaign from promotional partner Retail TouchPoints. The campaign generated over 19,000 total opens and more than 300 leads for Toshiba.
Equifax: Best Metrics-Based Content – Equifax created an infographic and E-book as part of a sales enablement campaign for the company’s B2B data services. The content, presented to the sales team through a major kick-off campaign with executive-level support, had a major positive impact on the company’s efforts to elevate its sales conversations with customers and prospects.