Increased Lead Conversion by 250% [Case Study]

Hub Agency

Industry: Software Service Provider [Case Study]

Business Outline

A global leader in cloud-based testing, email optimization and in-the-moment personalization software that empowers marketers to create, deliver, and measure personalized marketing campaigns across all touchpoints at scale.

Challenge

The company needed a better solution for the content that lived within the resource centre on their main site. With plans to relaunch the resource centre in parallel to a complete site redesign, they had some challenges that were specific to their content marketing efforts:

Understanding what’s working.
Optimizing lead generation improving sales enablement.
Creating a better customer experience.

In addition to addressing the above challenges, the marketing team needed more control over the content experience and the ability to dive into the metrics at anytime.

Solution

Within 24 hours of becoming a customer, they replaced their resource section with a centralized content powered Hub. Here they were able to aggregate content channels including video, eBooks, white papers and blog articles into a single, beautiful, and responsive interface that integrates with Marketo.

A key part of the solution was the Flipbooks feature, which allows marketers to turn PDF content (such as eBooks and white papers) into interactive Flipbooks with over 50 metrics and the ability to pass engagement data to Marketo.

Results

By leveraging the features in the Hub, they were able to:

Increase lead conversion by 250% compared to a traditional landing page.
Increase visibility into how people engage with their content through the Hub/Marketo integration.
Get better insight into how eBooks and white papers perform.
Create tailored content streams to better target personas and increase conversion.
Create a better workflow between their content marketing team and demand gen team.

250% INCREASE IN CONVERSION

Traditional Landing Page Hub CTA Overlay