Reed Learning produced a content marketing strategy to acquire data and drive revenue during the economic downturn.
The approach was a series of two free "little books" addressing topical issues and concerns of HR professionals and those in the market for training.
This approach was at odds with other players in the industry, who were focusing their efforts on discounts and direct response campaigns. By aiming instead to engage with clients' interests and concerns though engaging content, this campaign took something of a risk.
Given the tough economy the ROI of 219% was excellent. The campaign drove 8000 warm leads through paid and viral promotion via online communities and forums, with a cost per lead 80% lower than industry average. This result was described by one media partner as "unprecedented".
6. Getting sign-off
“A quality booklet covering issues surrounding
professional training to be associated with
Reed Learning and kept by anyone with even
a passing interest in learning.
It should engage those interested in the
training industry, associate useful information
with the Reed Learning brand, provide subtle
calls to action (not too salesy), be kept on
desk, drive people to register on web.”
B2B Marketing Summit 2012
7. How much?!
£17k on a book?! At
a time like this?!
B2B Marketing Summit 2012
8. Goals
– 2,000 relevant training & HR leads
– At least 100% ROI from attributable revenue
– Impression of trusted partner with
customers’ interests in mind – not a faceless
corporation
B2B Marketing Summit 2012
15. Outcomes
• “Requests for copies from our membership
was unprecedented and demonstrates the
value the guide gave.”
Publisher, Trainingzone.com
• “The Little Book of Learning was the only
thing I hung on to from the HRD exhibition
and was the initial reason I got in touch with
Reed” Head of L&D, Citrix
B2B Marketing Summit 2012
16. What we learned
• Invest time and money
• Begin with very clear objectives
• Don’t sell too hard
• Collaborate
B2B Marketing Summit 2012