Project Description

The Challenge:

Alfreso is a commercial, open-source software company. Their software powers the daily work of over 11 million people at industry-leading organizations in more than 190 countries worldwide.

Alfresco reached out to Publitek with an ABM list, unsure of what they could do with it. We responded with a proposal focused on the objective of lead generation, and it was agreed we would deliver leads via content syndication methods. Content syndication is when web-based content is re-published by a third-party website, enabling content to reach larger audiences. By working with a content syndication partner, it is possible to promote your brand to a larger group of individuals. This tactic allowed us to focus marketing resources on a specific set of accounts, sectors, and job titles, ensuring we would be reaching the right people for Alfresco.

What We Did:

Firstly, Publitek conducted research based on job titles, key messages, and channels. The target regions for this campaign were EMEA and AMER (North, Central, and South America). The type of leads proposed to collect was ABM (Account-Based Marketing) single touch leads*, ABM two touch leads and ABM BANT (Budget, Authority, Needs, Timeline) leads. The lead collection was also accompanied by ABM targeted display Ads.

Publitek worked with Alfresco to ensure we had the right mix of content available for the prospect’s journey. The pieces of content we used for this campaign included: Alfresco Cloud eBook, PaaS e-Book – Alfresco for Cloud Success, 5 Drivers for modernizing ECM, 6 common info governance problems, and various other case studies and webinars.

The Results:

Alfresco managed the leads through their Marketo API set up, which collected leads directly from the assets downloaded (hosted by our content syndication partner).

Over the course of this campaign, 50 BANT leads and 152 Single and Two-Touch Leads were delivered via an ABM list which consisted of various accounts.

Following the success of the initial campaign, Alfresco invested further in content syndication activity, collecting even more leads across EMEA and AMER. This second campaign included some display activity, with the objective of raising brand awareness for Alfresco.

This ABM display activity achieved a Click-Through-Rate of 0.35% and over 100,000 impressions.

*Single-touch leads refers to one touch point, meaning that the lead has successfully viewed one piece of content, whereas, two-touch leads refer to leads who have successfully viewed two pieces of content.