Softcat Content Marketing

A multi-touch content-led campaign 

12%

lead generation rate

300

consultancy days booked 

10x

ROI delivered 

The challenge

  • Softcat knew from a recent survey that their customers were in want of impartial, informative content and support around GDPR
  • There’s been so much talk around GDPR and we didn’t want to jump on the bandwagon
  • Help customers with a simple, consultative approach via easy to access engaging content
  • The sales team needed to take on a new approach: to hold open conversations around GDPR without turning on the sales chat

The solution

  • To ensure the content was simple, unbiased, accurate and informed we brought together insight from various Softcat data and security partners
  • To make the campaign super accessible, we rolled the content out across a range of mediums making it easily digestible
  • We designed and built an interactive microsite to engage visitors
  • Created and hosted a downloadable e-book (trackable) along with video content
  • Events and webinars brought people together to talk about the topic and provided further platforms to learn more and access the content

The result

  • Set Softcat aside as responsive and pro-active thought-leaders
  • Softcat sales team became consultants, and their content became more than just sales tools
  • The reach of the campaign and number of consultancy days booked show how useful customers found the content
  • Over the 8 months it achieved:

    Microsite page views: 23,642

    12.3% lead generation rate

    Delivered 10x ROI based on campaign vs revenue generated

    300 consultancy days booked

    Further 600 consultancy days in pipeline

    Created C-level contacts in key accounts (increased brand reputation)

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