Demand Generation
Client
Box
Image credit
Box
Data-driven growth requires a strong alignment between product, brand, content and demand generation activities.
A strategic messaging architecture and content strategy can then fuel campaigns and the performance engine, while marketing operations provide the necessary insights for better targeting and personalization.
Challenge
Grow in a crowded market with competitors like Google, Dropbox, Microsoft?
Build a data-driven demand engine.
Initiative
We reframed the problem and defined the value proposition around Cloud Content Management - instead of file sharing. It took shape with the “Work as one” brand campaign.
After creating a strategic marketing architecture we built differentiated journey and content align with the different psychographics and vertical.
Targeting and segmentation were also key for growth: For individual users, we created a frictionless, self-service experience. For F500 customers, a robust content strategy targeting both buyers and influencers was the backbone of demand generation activities.
Impact
The combination of brand and demand gen campaigns, supported by rigorous data analysis, created a measurable and repeatable playbook for growth, leading to a 75% growth or marketing sourced new business in one year and a 7.1X Marketing ROI.