OpenMarket provides cloud-based mobile messaging solutions to enterprises.
Content Not Connecting
Much of the internally-produced content and distribution focused heavily on technology and the company rather than customer challenges and opportunities. Instead of focusing on how, there was a need to focus on the why.Flipping this over came the challenge of positioning a technology that’s been around for a long time as a relevant and valuable means of communication. Having previously relied heavily on events, OpenMarket wanted improved lead quality.
Stories That Resonate
After identifying customer engagement as a core theme, Spectrum developed a lead generation campaign strategy via LinkedIn that placed the customer in the spotlight. Engaging visual assets and conversational, customer-focused copy was developed to share relevant content with highly targeted audience groups.
The Right Audience Reached
The campaign reached over 500,000 people to raise awareness of the OpenMarket brand and generated 365 high-quality leads over 5 monthsUnlike leads previously generated through events, we could target people in the right job functions at multinational companies, as well as specific prospect targets shared by the sales team. The success of the initial APAC campaigns saw the approach quickly extended to the US and the UK as well. Overall, the cost per lead was less than half the CPL from other channels like search.