customer case study
CUSTOMER CASE STUDY
“
The ability to target IT decision makers based on anonymous business demographic data is incredibly useful. Bizo enables us to see that the audiences we’re reaching are truly in the IT space.” Jonathan Yang Director of Digital Content Strategy, Weber Shandwick
CAMPAIGN SNAPSHOT OBJECTIVES Drive new website visits from IT decision makers; increase engagement from previous website visitors; generate webinar registrations
TARGET BUSINESS DEMOGRAPHICS IT decision makers
RESULTS More than 6,200 new website visits from IT decision makers in 30 days; over 40,000 visits from previous website visitors; hundreds of webinar registrations
Content marketing is one of the hottest topics in B2B right now. Innovative companies are telling their stories in interesting ways and producing objective and informational content that aims to educate, engage, and provide value. Ricoh is a global information and technology company and the leader in Information Mobility. The company has also proven to be a thought-leader in B2B content marketing. A highlight of the company’s content marketing strategy is its stand-alone “Ricoh inspired” online publication called WorkIntelligent.ly. The website is a daily resource for professionals (and Ricoh customers and prospects) to learn more about information mobility, the technologies that are revolutionizing the way people work, how to harness information to power big ideas, and more. Ricoh tasked its agency Weber Shandwick with building awareness of WorkIntelligent.ly and the Ricoh brand, re-engaging and increasing engagement with audiences that had already visited the online publication, and propelling prospective customers further through the marketing funnel. Ricoh and Weber Shandwick turned to Bizo to tackle these marketing objectives.
Driving New Visits from IT Professionals While driving traffic to WorkIntelligent.ly was not an issue for Ricoh — it receives hundreds of thousands of visits to the website monthly — the challenge was driving the right professionals, or IT decision makers, to the website and having the data and analytics to prove it. Using targeted display advertising through Bizo, Ricoh drove more than 6,200 CIOs, executives, and other IT decision makers to the WorkIntelligent.ly website and landing pages in just 30 days. Bizo’s Full-Funnel Analytics provided the insight needed to see that this strategy not only drove thousands of new visitors at a very efficient cost per new visitor, but that those new visitors were indeed of its target business demographics. Jonathan Yang, director of digital content strategy at Weber Shandwick added, “The ability to target IT decision makers based on anonymous business demographic data is incredibly useful. Bizo enables us to see that the audiences we’re reaching are truly in the IT space.” [OCT 2014]
“
Bizo really helped us capitalize on an opportunity to attract and convert prospects into marketing qualified leads. Retargeting not only helped us increase website engagement, but also drive strong conversion results.” Jonathan Yang Director of Digital Content Strategy, Weber Shandwick
Daily New Bizo-Driven Visitors
Increasing Engagement from Previous Website Visitors Beyond driving new visitors to the publication, the Ricoh and Weber Shandwick teams were keen on re-engaging IT professionals that had previously visited the WorkIntelligent.ly website. Ricoh deployed Bizo’s website retargeting solution to re-engage those visitors with fresh, new content and drive more interest in content featured on WorkIntelligent.ly, as well as Ricoh’s branded webinars.
Daily Visits from Retargeted Users
In two months, website retargeting through Bizo drove more than 40,500 repeat visits from professionals that had previously visited the WorkIntelligent.ly website. Engagement tracking also revealed retargeting’s impact on driving engagement deeper than the homepage, prompting thousands of engagements on other key web pages including its “Workstyle Innovation,” “Information Management,” and “Technology” pages. Ricoh also used website retargeting to drive hundreds of registrations for a cobranded Ricoh and Forrester webinar. “Bizo really helped us capitalize on an opportunity to attract and convert prospects into marketing qualified leads,” shared Yang. “Retargeting not only helped us increase website engagement, but also drive strong registration results.”
Conclusion Ricoh and Weber Shandwick came to Bizo reach new audiences and increase website engagement, and found the technology and analytics needed to achieve both objectives. “I see Bizo as an invaluable tool in a holistic marketing strategy where content and audience targeting platforms are each custom fit for every stage of the buyer’s journey,” Yang explained. “Being able to retarget content to previous visitors and reach new precisely targeted audiences helped lift our overall engagement on the website. We were thrilled with the results.” [OCT 2014]
“
The ability to target IT decision makers based on anonymous business demographic data is incredibly useful. Bizo enables us to see that the audiences we’re reaching are truly in the IT space.” Jonathan Yang Director of Digital Content Strategy, Weber Shandwick
CAMPAIGN SNAPSHOT OBJECTIVES Drive new website visits from IT decision makers; increase engagement from previous website visitors; generate webinar registrations
TARGET BUSINESS DEMOGRAPHICS IT decision makers
RESULTS More than 6,200 new website visits from IT decision makers in 30 days; over 40,000 visits from previous website visitors; hundreds of webinar registrations
Content marketing is one of the hottest topics in B2B right now. Innovative companies are telling their stories in interesting ways and producing objective and informational content that aims to educate, engage, and provide value. Ricoh is a global information and technology company and the leader in Information Mobility. The company has also proven to be a thought-leader in B2B content marketing. A highlight of the company’s content marketing strategy is its stand-alone “Ricoh inspired” online publication called WorkIntelligent.ly. The website is a daily resource for professionals (and Ricoh customers and prospects) to learn more about information mobility, the technologies that are revolutionizing the way people work, how to harness information to power big ideas, and more. Ricoh tasked its agency Weber Shandwick with building awareness of WorkIntelligent.ly and the Ricoh brand, re-engaging and increasing engagement with audiences that had already visited the online publication, and propelling prospective customers further through the marketing funnel. Ricoh and Weber Shandwick turned to Bizo to tackle these marketing objectives.
Driving New Visits from IT Professionals While driving traffic to WorkIntelligent.ly was not an issue for Ricoh — it receives hundreds of thousands of visits to the website monthly — the challenge was driving the right professionals, or IT decision makers, to the website and having the data and analytics to prove it. Using targeted display advertising through Bizo, Ricoh drove more than 6,200 CIOs, executives, and other IT decision makers to the WorkIntelligent.ly website and landing pages in just 30 days. Bizo’s Full-Funnel Analytics provided the insight needed to see that this strategy not only drove thousands of new visitors at a very efficient cost per new visitor, but that those new visitors were indeed of its target business demographics. Jonathan Yang, director of digital content strategy at Weber Shandwick added, “The ability to target IT decision makers based on anonymous business demographic data is incredibly useful. Bizo enables us to see that the audiences we’re reaching are truly in the IT space.” [OCT 2014]
“
Bizo really helped us capitalize on an opportunity to attract and convert prospects into marketing qualified leads. Retargeting not only helped us increase website engagement, but also drive strong conversion results.” Jonathan Yang Director of Digital Content Strategy, Weber Shandwick
Daily New Bizo-Driven Visitors
Increasing Engagement from Previous Website Visitors Beyond driving new visitors to the publication, the Ricoh and Weber Shandwick teams were keen on re-engaging IT professionals that had previously visited the WorkIntelligent.ly website. Ricoh deployed Bizo’s website retargeting solution to re-engage those visitors with fresh, new content and drive more interest in content featured on WorkIntelligent.ly, as well as Ricoh’s branded webinars.
Daily Visits from Retargeted Users
In two months, website retargeting through Bizo drove more than 40,500 repeat visits from professionals that had previously visited the WorkIntelligent.ly website. Engagement tracking also revealed retargeting’s impact on driving engagement deeper than the homepage, prompting thousands of engagements on other key web pages including its “Workstyle Innovation,” “Information Management,” and “Technology” pages. Ricoh also used website retargeting to drive hundreds of registrations for a cobranded Ricoh and Forrester webinar. “Bizo really helped us capitalize on an opportunity to attract and convert prospects into marketing qualified leads,” shared Yang. “Retargeting not only helped us increase website engagement, but also drive strong registration results.”
Conclusion Ricoh and Weber Shandwick came to Bizo reach new audiences and increase website engagement, and found the technology and analytics needed to achieve both objectives. “I see Bizo as an invaluable tool in a holistic marketing strategy where content and audience targeting platforms are each custom fit for every stage of the buyer’s journey,” Yang explained. “Being able to retarget content to previous visitors and reach new precisely targeted audiences helped lift our overall engagement on the website. We were thrilled with the results.” [OCT 2014]
