CASE STUDY // Q&A with Profitero s Cynthia Stephens: Growing Content Marketing Conversions by 30% Within 4 Weeks

Transcription

1 CASE STUDY // Q&A with Profitero s Cynthia Stephens: Growing Content Marketing Conversions by 30% Within 4 Weeks

2 Profitero and Cynthia Intro Profitero monitors what shoppers see and buy online, actively tracking more than 300 million products monitored at 4,000 websites in 40 countries for retailers and consumer brands. The Profitero proprietary digital monitoring technology is uniquely combined with sales data, ensuring that the Profitero clients maintain or increase market share. Profitero s Marketing team is led by VP Marketing Cynthia Stephens, a marketing expert with more than 20 years of experience building data-powered businesses. Previously, she served as VP Marketing at Morningstar where she managed development of a new demand generation process using marketing automation. As VP Marketing for ByAllAccounts (acquired by Morningstar) Cynthia drove the growth agenda for the B2B SaaS business that collected, normalized and delivered online account data. Prior to ByAllAccounts Cynthia was Director of Marketing at Compete where her leadership helped build the company s brand among Fortune 500 marketers and contributed to its acquisition by TNS Media. Cynthia has also held several roles at the forecasting and consulting unit of Standard & Poor s where she helped executives understand the impact of global trends on their businesses. Profitero s marketing strategy relies on inbound and content marketing with valuable content such as webinars, white papers, presentations and a very active blog. However, Cynthia was concerned that visitors may not engage with the right content quickly. With this concern in mind Cynthia turned to BrightInfo

3 Q & A with Cynthia Stephens What was your primary marketing challenge? I wanted an automated solution to reveal previously hidden online content in order to increase engagement with website visitors and drive higher conversion (and ultimately convert anonymous visitors to known leads). We had great online content, however, it could be difficult to navigate to, organically. Why did you choose BrightInfo? I selected BrightInfo because I was a satisfied former client and I knew it would help me increase engagement with website visitors. In my prior company I had found it was very easy to use right out of the box, offering intuitive analytics/insights and good customer service. How does BrightInfo complement your marketing automation platform? I chose to pilot BrightInfo for a three-month period to assess the results for our specific target audience. During this initial test I did not formally integrate BrightInfo with our marketing automation platform. This was because I was in the midst of migrating to a new automation platform. I am now beginning the process of fully integrating BrightInfo with this new automation platform. However, one of the features that makes BrightInfo very easy to use is that it can be used out of the box without any integration. What's the best result you are getting from BrightInfo? With BrightInfo, I m confident that our whitepapers, webinar replays, blogs and other content are being seen by website visitors. BrightInfo helps me get the right content to the right website visitor at the right time increasing their engagement with our brand and creating a better overall experience.

4 Q & A with Cynthia Stephens Do you make use of BrightInfo's content analytics and insights? BrightInfo s built-in content analytics and insights are useful in many ways. One example of how I use them is to determine what topics are resonating the most with my target audience. What was your experience setting up BrightInfo? (The initial deployment) Setup is a breeze with BrightInfo. After adding code to our website we were up and running right out of the box. What has been your experience with the BrightInfo service? As a small marketing team it is very important to me that BrightInfo offers a high level of service. The BrightInfo team has been superb to work with.

5 The Result Profitero experienced an immediate uplift in online conversions, without any other change to their website. Using BrightInfo s automated service, Profitero was able to expose individual visitors to the best possible content for them in real time, providing them with a personalized experience and encouraging them to engage. Within 4 weeks the measurable results were a 30% increase in online form conversions as more visitors responded well to the personal content offers that matched their intent. ABOUT BRIGHTINFO With BrightInfo, every website that leverages content marketing can offer the most relevant content to each anonymous visitor dynamically, in real time and on each page visited. Businesses that leverage BrightInfo increase visitor engagement dramatically. The service helps ensure visitors are exposed to the most relevant content, consume more content on average, and sign up more for premium content. It can be configured for website and blog pages or to engage abandoning/bouncing visitors on landing pages. BrightInfo requires no configuration, customization or integration and delivers value within minutes of sign up. Visit to learn more.