This is another excellent example of credibility branding in action. KnowledgeStorm has leveraged a great tactic to increase the credibility factor, namely a survey. But they didn’t just put a survey together they partnered with high profile publications, engaged credible resources to field the study, and used alternative mediums to get the results out. Smart, interesting and a good example of using the points of credibility and credibility driven strategies to increase awareness and revenues. Congratulations KnowledgeStorm.
KnowledgeStorm Emerging Media Series Campaign
Overview
Atlanta-based KnowledgeStorm is the Internet’s top-ranked search resource for technology solutions and information. KnowledgeStorm’s customers are B2B technology vendors located throughout the globe. Since 2000, KnowledgeStorm has offered programs that help customers reach potential technology buyers online and convert them into Web leads, including content distribution throughout the KnowledgeStorm Network, a network of 230 business and technology-related Websites, custom e-newsletters, site advertising and more.
Challenges
KnowledgeStorm needed to build a platform of credibility to increase brand awareness as a thought leader in the online marketing, content distribution and lead generation space. The company also wanted to validate demand for two proposed new blog and podcast service offerings. KnowledgeStorm did not have a large budget to work with and wanted to find a way to raise its visibility and generate revenue opportunities quickly.
The Emerging Media Series campaign was developed to tie in objective research and a multi-faceted marketing effort to promote the KnowledgeStorm brand and its positioning as a thought leadership in the online marketing, content distribution and lead generation space.
Solution
In order to position itself for market credibility, KnowledgeStorm engaged with an expert resource to validate the study data. KnowledgeStorm partnered with well known media service firm Universal McCann to help develop the questions and field the three studies on emerging media types and how B2B business and technology decision makers utilized these mediums as part of their purchasing decision process.
The roadmap for promoting the study results included multiple marketing tactics, such as a media relations effort, KnowledgeStorm’s monthly customer e-newsletter, online advertising, podcasts and coverage in Executive Vice President, Jeff Ramminger’s blog “Marketers Anonymous”.
Between the three studies, KnowledgeStorm and Universal McCann fielded surveys to over one million B2B business and technology professionals. The first study on podcasts was released in July 2006. The second study on blogs and RSS feeds was released in August 2006. The final study on online video, social networks and Wikis was released in November 2006.
KnowledgeStorm leveraged its relationship with BtoB magazine, the top magazine reaching B2B marketers, to secure the initial exclusive coverage of the studies.
KnowledgeStorm produced a podcast of each study and included the information in sales presentations and outbound marketing campaigns to drive leads back to KnowledgeStorm. All studies and podcasts were made available for free on the KnowledgeStorm site.
Results
KnowledgeStorm’s public relations efforts generated nearly 100 online and print placements, including two front-page articles in BtoB magazine and a speaking engagement.
The campaign succeeded in getting the company visibility in the media and delivered interest from both existing and prospective customers. Based on KnowledgeStorm’s current statistics around average sales cycles, percentage of leads to appointments and percentage of appointments to sales, the company expects to generate nearly $700,000 in sales from a $20,000 total campaign spend.
The surveys gave KnowledgeStorm the validation it needed to launch its new blog and podcast services. KnowledgeStorm launched podcast content listings in July 2006. Since then, customers have posted 40 podcasts on KnowledgeStorm. In October 2006, KnowledgeStorm launched FindTech Blogs, which included 22 blogs, representing 11 B2B technology blog categories. The content for both of these offerings is expected to continue to grow.
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