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BrightInfo: SMB Group Case Study

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2 The Challenge Founded in 2008, the SMB Group is a leading technology industry research, analysis and consulting firm focused exclusively on technology adoption and trends in the highly fragmented small and medium business (SMB) market. The SMB Group is well recognized for their annual "Top 10 SMB Technology Predictions" thought leadership papers, blogs and primary research reports. SMB Group's online marketing strategy relies heavily on inbound marketing with valuable content such as webinars, videos, presentations etc. The majority of SMB Group's content assets are open to the public, which makes the SMB Group website highly Search Engine Optimized (SEO). When visitors arrive at the SMB Group website, the company leverages content marketing to drive visitor engagement and eventually conversion, nurturing visitors with free content until they are ready to sign up for premium content or contact the company for custom services and projects. The SMB Group wanted to drive more activity from their online traffic and increase engagement and conversion of their anonymous browsing visitors. The team decided to explore a solution to help anonymous visitors immediately get the most relevant marketing content and thus move them faster through the buyer journey. However, the team had some concerns: How to offer the right content to the right anonymous visitor at the right time How to increase leads from content that is mostly unlocked (Not behind a form) How to make sure getting this done will not require substantial ongoing resources "With Google getting approximately 3.5 billion searches a day, a good chunk of our audience finds us online through a Search Engine, which is why Search Engine Optimization (SEO) is important to our business. In addition Marketing strategist and author David Meerman Scott suggests that free content gets 20 to 50 times more downloads than content that requires the user to input contact information," says Laurie McCabe, Partner at the SMB Group. "We solved that issue by combining free and premium articles but wanted to increase the content consumption and engagement"

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