Coligo: Inbound marketing for awareness and Marketing Qualified Leads (MQLs)
Discover how we helped Coligo with a premium content inbound campaign for creating awareness and Marketing Qualified Leads (MQLs) on the topic “change management".
As a result of this inbound campaign, we increased Coligo’s brand awareness and strengthen their position in the market as thought leader in change management and modern workplace. We also generated 133 Marketing Qualified Leads (MQL). After the campaign, Coligo and Brightvision has continued to work together and execute several inbound marketing campaigns a year.
Coligo is a consulting company that provides consulting services related to the modern workplace, advanced Microsoft security and change management. They’re also a Microsoft Cloud Service Provider and deliver Managed IT Services.
The target group for this campaign were primarily CIOs – within a company size of 200-5000 employees.
The goal of this campaign was to generate new leads and increase brand awareness, to strengthen Coligo’s position in the market.
About the campaign
In this campaign, we promoted Coligo’s offer within change management– discussing how they can help companies change and streamline working methods in an efficient manner, to become a modern workplace.
To promote the service – we produced a digital inbound marketing campaign with two premium content assets with the objective of taking the lead from awareness stage to consideration stage in the buyer’s journey. The campaign included creation of two gated premium content assets; an E-book and a live webinar.
The E-book was about the CIO’s guide to change management, and the webinar took a deep dive into topics that had been addressed in the E-book – such as how change management can be used to get the organization to use Microsoft Teams in a more efficient way.
The campaign structure
The E-book was advertised on LinkedIn with the purpose of getting the visitor to convert on landing page with a form where they could download the E-book. When the visitor was captured as a lead in the database, they went into a nurture email flow where we shared more content of value over a period of time. The last email in the workflow included a call to action to sign up for the webinar.
With an automated nurture email flow, we were able to engage all leads and at the same time push them closer to a purchase decision.
Brightvision's marketing experts have helped Coligo achieve:
35 000 impressions
With this campaign, we increased Coligo’s brand awareness by establishing a visual Coligo expression and strengthening Coligo’s position in the market as thought leader in change management and modern workplace. When the campaign ended, we had generated 133 Marketing Qualified Leads (MQL) for Coligo to follow up on. The cost per lead was 157 SEK.
We were also able to deliver great insights and learnings from the campaign. This gave us the opportunity to create even better campaigns in the future based on our insights. After the campaign, Coligo and Brightvision has continued to work together and execute several inbound marketing campaigns a year.
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