Impact Radius lowers lead cost under $4 by increasing conversions by 59% and content consumption by 188% in minutes!

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1 Impact Radius lowers lead cost under $4 by increasing conversions by 59% and content consumption by 188% in minutes! CASE STUDY

2 The Challenge Impact Radius is a global leader in cross channel marketing attribution. Impact Radius enables digital brands and agencies to maximize the return of ad spend across digital, mobile and offline channels. The company s SaaS marketing technology enables marketers to have a singular trusted analytics view into all marketing efforts by collecting granular consumer journey data and marketing costs. Through the automation of critical marketing workflows and real-time delivery of visual reporting insights, the platform drives revenue for global companies such as American Airlines, Cabela s, Deckers, Shutterstock, Tommy Hilfiger and Wayfair. Impact Radius marketing strategy relies on content marketing with valuable content such as webinars, white papers, infographics and an active blog. When visitors arrive at the Impact Radius website, the company leverages content marketing to drive visitor engagement and conversion, nurturing visitors with free content until they are ready to sign up for premium content or contact the company. Once visitors convert Impact Radius leverages Marketo Marketing Automation and SalesForce CRM to nurture and advance these leads further in the buyer journey. Impact Radius wanted to maximize the ROI from their content marketing investment and increase conversion and leads from existing content and traffic. The marketing team decided to focus on three key areas: 1. Increasing content consumption by online visitors 2. Increasing conversion rates for premium content items 3. Reducing bounce and abandonment As a potential solution Impact Radius s team was looking to target anonymous online visitors and new visitors that are bouncing/abandoning with relevant marketing content as a way to keep the audience engaged and move them forward through the buyer journey. However, the team had some concerns: How to target the right content to the right anonymous visitor dynamically How to get this done quickly and automatically, not investing ongoing resources How to fit this into the current set of marketing technologies used, such as Marketo marketing automation and SalesForce CRM 2

3 According to research firm MarketingSherpa 82% of prospects say content targeted to their specific industry is more valuable says Matt Reid, Vice President of Marketing at Impact Radius. While our content strategy worked well for us, I wanted to push for greater audience engagement and conversion by retargeting our new, anonymous visitors with alternative content while they were on out site. The Solution Impact Radius signed up for the BrightInfo cloud service that targets anonymous visitors with personal, dynamic content recommendations from within the available Impact Radius content as they browse around or leave web pages. Activating BrightInfo just required placement of a small Java Script on the Impact Radius web pages and selecting a few menu options. Within minutes from signup, BrightInfo s unique targeting algorithm helped Impact Radius leverage their existing content by automatically recommending online visitors relevant next steps from the content marketing items available on the Impact Radius website. In addition, when new anonymous visitors decided to leave without converting, BrightInfo s solution offered them automatically focused content offers as a way to keep them engaged and to show them that there is more relevant content available to them from Impact Radius. Since BrightInfo is an add-on solution the Impact Radius team wasn t required to change anything on their content, website or landing pages to activate BrightInfo. BrightInfo was up and running in minutes, immediately increasing conversions from our online audience and reducing bounce by dynamically recommending the right marketing content to visitors, notes Mercedes Oz from Generation O Marketing, Marketing Consultant at Impact Radius. Everything worked well right out of the box, and BrightInfo fit seamlessly into our Marketo and SalesForce environment. 3

4 The BrightInfo Recommended Content window accompanies visitors through the Impact Radius blog or engages visitors as they plan to exit Web pages The Result Impact Radius experienced an immediate uplift in online conversions, without any other change to their website. Using BrightInfo s automated service, Impact Radius was able to expose individual anonymous visitors to the best possible content for them in real time, providing them with a personalized experience and encouraging them to engage with the company. 4

5 Within the trial period the measurable results were a 59% increase in online form conversions as more visitors responded well to the company s marketing content offers that matched their interest and less visitors exited the website without converting. In addition content consumption of the Impact Radius content assets increased by 188% as visitors responded well for content that best suited their interest and buyer journey phase. Impact Radius continues to use BrightInfo to provide real time personalization for individual anonymous online visitors, increasing the ROI from their content marketing investment further. Through the BrightInfo built in reporting the Impact Radius team sees a steady increase in their conversion and engagement metrics and gets insightful information on the content engagement and content consumption. The 59% increase in leads is far beyond our original expectations. These leads cost us under $4! I recommend BrightInfo for every Content Marketing organization that wants to get more leads from their existing site observes Reid. ABOUT BRIGHTINFO With BrightInfo, every website that leverages content marketing can offer the most relevant content to each anonymous visitor dynamically, in real time and on each page visited. Businesses that leverage BrightInfo increase visitor engagement dramatically. The service helps ensure visitors are exposed to the most relevant content, consume more content on average, and sign up more for premium content. It can be configured for website and blog pages or to engage abandoning/bouncing visitors on landing pages. BrightInfo requires no configuration, customization or integration and delivers value within minutes of sign up. Visit to learn more. 5