As always, Bc has been proactive and transparent throughout the project. With the experts they have running it, we can trust that they will always drive the best results for our business.
Industry
Events Services
Challenge
CeBIT Australia needed to overcome negative market perception from a previous consumer-market pivot and reestablish itself as the impartial leader in business technology events. The company sought to transform their website into a year-round information destination while reducing expensive outbound marketing tactics.
Results
Through strategic content marketing, CeBIT achieved a 4:1 marketing ROI, with 43% of blog leads converting to customers and landing page conversion rates exceeding benchmarks by 2x. The successful repositioning established CeBIT as a thought leader and created a sustainable year-round digital presence through their CeBIT 365 initiative.
KEY Services
Content strategy
Brand repositioning
Lead nurturing
Digital marketing
Event coverage
Performance tracking
The challenge
While the event had a high level of brand awareness in the market, their overall perception was suffering due to a short-lived misstep during which the show temporarily opened to the consumer market.
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The approach
With a new leadership team onboard, Hannover Fairs (the company behind the expo) was determined to turn things around, reposition the company as the impartial leader in a market saturated with vendor events and make CeBIT Australia’s website a destination for business technology information all year round. They also wanted to replace some of their expensive outbound marketing tactics with an inbound and content-driven approach. Hannover Fairs engaged Brand chemistry (Bc) in September 2015 to develop a content marketing presence for CeBIT Australia that would shift the prevailing perception of the event, increase website traffic, and nurture leads into customers.
Bc identified seven primary buyer personas, developed and implemented a content and digital marketing strategy that accounted for seasonality and the varying lengths of sales cycles between an event attender and an event exhibitor/sponsor.
The 3-phase content strategy for CeBIT included the launch of CeBIT 365, a fortnightly digital newsletter, providing a knowledge sharing platform all year round and extending CeBIT’s reach beyond the physical event, obliterating the ‘attend and forget’ mentality previously held by the event participants.
Live blogging from the event, relevant blog posts, and other content pieces further established the event website as a destination for impartial industry information and CeBIT as a thought leader.
Brand chemistry’s nurture streams were specifically designed to find out more about Booking Boss’ previous subscribers, helping to filter real opportunities from tyre-kickers, and move the real opportunities along their buying journey.
Bc's technical HubSpot expertise is unquestionable, but their true value comes from the deliberate care they took to gain a deep understanding of our business drivers and their skill to translate that understanding into strategic solutions.
Working with Bc on this campaign has allowed us to dive much deeper into course-specific audience research than we normally can. The purpose-driven and differentiated approach is something we will continue to include in our marketing.
As always, Bc has been proactive and transparent throughout the project. With the experts they have running it, we can trust that they will always drive the best results for our business.
Bc's technical HubSpot expertise is unquestionable, but their true value comes from the deliberate care they took to gain a deep understanding of our business drivers and their skill to translate that understanding into strategic solutions.
Working with Bc on this campaign has allowed us to dive much deeper into course-specific audience research than we normally can. The purpose-driven and differentiated approach is something we will continue to include in our marketing.