![]() Splunk enables organizations to gain real-time operational intelligence by harnessing the value of their machine data. The revitalization of Splunk’s content syndication program could provide long-term thinking with successful growth strategies in a world of daily optimizations.Splunk is on a mission to make machine data accessible, usable, and valuable to everyone in an organization. With detailed feedback, optimizations and collaboration, Splunk’s marketing team was able to secure directly attributable pipeline from their efforts. Our reformed content syndication program delivered trackable results that impacted the business. Due to the digital marketing revitalization, the audience needs, considerations and sensibilities were placed front and center to build a successful relationship between prospects and brand. This campaign stands as a shining example of best-in-class demand generation. These account level activities can be trackable, retargeted and nurtured for further expansion. Programs included top-of-funnel, middle-of-funnel and bottom-of-funnel audience engagement. Furthermore, the top-performing content syndication partners were identified for future investments.īased on fluctuation in marketing programming, we were able to identify always-on tactics to support demand generation. Our analysis of top-performing content was able to further inform Splunk on the themes that engage their audiences the most in digital channels. ![]() Quarter-over-quarter, we’ve seen incremental and steady (+3%) improvement in engagement (CTR) for display media tactics.īoth regional theaters and the targeted ABM list produced ROI-influenced increases: +28% in U.S., +46% in Canada and +54% in Splunk’s top 150 key accounts. Splunk also produced a 78% increase in the number of impressions delivered compared to last quarter. Within the quarter, influenced first-touch attribution pipeline contributions increased 94% and full-path attribution increased 44%. Our introduction of new partners contributed the greatest volume of return on investment. Quarter-over-quarter ROI increased 27% in the pipeline influenced by the content syndication channel. ![]() The entire marketing experience for audiences was reviewed to create a seamless journey between targeting the right person, with the right creative content from the ad itself to the value of the landing pages they were directed to. The marketing content with a history of increasing MQLs and ROI were selected. Historical creative performance was evaluated in tandem with reviewing the most appropriate content across the buyer’s journey to sustain engagement and move closer to a sale. To generate the most marketing attributed pipeline, the program zeroed in on the prospective accounts with the highest potential for return. With a new mix of partners in place, targeting could be focused beyond suppression lists, intent and all-inclusive account targets. Diversifying Splunk’s mix of lead generation providers (and eliminating a few less qualified and less transparent) would introduce them to new audiences, technological advancements and prove an even stronger ROI for lower investment costs. The crux of retooling Splunk’s content syndication program was a thorough analysis of their existing vendor relationships.
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