Founded over a decade ago, Eloqua created the marketing automation category and established itself as the provider of choice for more than 60,000 marketers across 35 countries. However, in 2010 the Company found itself up against a new style of competitor – social media savvy, content driven companies that use the social Web to their advantage. To continue to lead, Eloqua needed to attract the attention of a new breed of influencer: Marketing 2.0 and social media thought-leaders who’d amassed a following any magazine would respect.
When Joe Payne, CEO of Eloqua, sat in on a social media training session he saw staff riffling through the Social Media Playbook. Payne asked, “What would happen if we made this public?”
Eloqua aimed to distribute content so intrinsically valuable that influencers would have to pay attention. It kicked off with a “steal our content” campaign, releasing its valuable internal resources – The Content Grid and Social Media Playbook – for free. No forms required.
Eloqua targeted three audiences: (1) social media influencers who eluded them in the past, (2) its core group of B2B marketing “insiders”, and (3) people who tweeted/blogged about its competition, but not Eloqua.
The approach was a success and garnered:
• 12,000 new visitors to Eloqua’s two-month old blog
• 35,000 downloads/views
• 2,600 tweets
• 56 blog posts
• 11 posts/tweets by AdAge Power150
• 43 percent increase in traffic referred to Eloqua.com from blog
• 21 percent increase in demo views
• 12 percent increase in page views on Eloqua.com
• 14 percent decrease in “bounces” from Eloqua.com
Credit Information
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Client: N/A
Agency: Eloqua (partnered with JESS3)
Budget: Undisclosed
Contact Name: Joe Chernov
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This case study won a 2010 WOMMY Award. The unabridged version is available in the 2010 WOM Works book along with 16 other WOMMY winning case studies.
It's a great resource for ideas and great ammo for proposals.
Get your copy here. (http://www.blurb.com/bookstore/detail/1705210/)
