Along with two of our clients, we won Best Content Marketing Program in Manufacturing and were named finalists for Best Corporate Book in this year’s Content Marketing Awards, the largest international content marketing awards program in the world. Judges reviewed more than 1,100 entries as part of the awards program, which is held by the Content Marketing Institute (CMI).
We’re honored to be recognized for collaborations with clients Gates Corporation and Oracle Marketing Cloud, especially considering that this awards program features agencies and brands from more than 70 countries. Our work is only possible due to our clients’ goals, trust and partnership, and we’re grateful to them. Read on for details about the 90octane work recognized this month by the CMI:
Winner, Best Content Marketing Program in Manufacturing
Gates Corporation: Gates Industrial Safety Campaign
Gates Corporation, a global manufacturer of industrial belt drive systems and hose solutions for multiple industries, wanted to increase the number of safety managers registering for Gates safety trainings. To do that, we created an integrated online lead generation campaign targeting safety managers through timely offers, assets and solutions delivered across multiple platforms. We built a microsite, the Gates Safety Center, to house our content and drove traffic there via targeted programmatic ads, pay-per-click ads, social media and lead nurture emails.
In its first six months, the Gates Safety Center realized a 17% conversion to lead from site visit, far exceeding benchmark expectations for a dense microsite. Within six months we’d generated hundreds of thousands of dollars in potential initial sales revenue, which does not include ongoing sales revenue (often much higher than initial sale).
As of this spring, the email nurture campaign had generated a 43% open rate and 19% click-through rate for new leads, which is more than double the industry averages for manufacturing (22% and 2%, respectively, according to MailChimp).
Finalist, Best Corporate Book
Oracle Marketing Cloud: Power of One Playbook
Oracle Marketing Cloud (OMC), an Oracle business unit, provides software that helps marketers reach target audiences. We built a global demand generation campaign to drive awareness, engagement and leads for OMC solutions. Called “The Power of One,” the idea illustrated the power of one individual and one platform. We created The Power of One microsite to house the content and drove traffic there through targeted media ads, social posts, blog posts and emails.
To help OMC sales representatives use the campaign, we created a Campaign Playbook. The Playbook included campaign goals and KPIs, the creative concept and the strategy and tactics by channel. We held multiple calls with sales teams to present the Playbook, then provided a copy after the call for reference throughout the campaign. Marketing and sales VPs, directors and managers, as well as the sales team, received a digital copy of the playbook for on-the-go access, while key stakeholders received hard cover copies.
Learn more about our award-winning work.
About the Author
An author with more than a decade of journalism experience for top U.S. publications, Megan uses research and storytelling to clarify brand identities, create messaging strategies and bring client solutions to life through multiple channels.