A large Scanning Electron Microscope (SEM) manufacturer based in Oregon wanted to create a marketing campaign to engage leads and prospects for a new product launch. Their primary objective was to build brand recognition for the new product within their existing install base, while a secondary goal was to utilize marketing to help identify, mature and qualify leads through the sales pipeline.

To provide the sales organization with higher quality leads, we recommended they implement a demand generation program that would utilize their existing Marketo marketing automation platform. Based on the information provided about the likely target audience and their preferred method of communication, we designed a program that would leverage 3rd party LinkedIn advertising, email marketing and a series of if/then triggers to establish ‘next step’ automated actions.  

Project Scope:

• Content strategy based on user engagement and drip content marketing over a duration of 3-4 months
• Content identification and inventory to determine what new materials would be created. Promoted content included: 2 whitepapers, narrated presentation, live webinar invitation, recorded webinar, and survey
• Content and imagery for 5 emails promoting individual features or messages about the product
• Content and imagery for 5 supporting landing pages with additional information and/or form fills for gated content
• Content for 3 LinkedIn ads
• Development of a narrated presentation
• Development of a live webinar via WebEx
• Development of post-webinar survey