Case Study: FOCUSing on the Influencers

Client: Demandbase

Demandbase Infographic: Sales Leads Come from your Website, not Social Media

Demandbase Infographic: Sales Leads Come from your Website, not Social Media

Demandbase Infographic: Sales Leads Come from your Website, not Social Media

DLC and Demandbase, the real-time personalization and targeting platform for businesses, have partnered since 2008 to raise Demandbase’s profile among key web services influencers (particularly in the marketing, CRM and CMS industries). While Demandbase is leveraged by many well-known companies such as Adobe, HP, Akamai and others, company news is typically covered by an established set of vertical beat reporters (with business reporters tending to focus on either the web services industry behemoths on one end of the spectrum, or B2C startups on the other). DLC and Demandbase wanted to cut through the noise and establish Demandbase as a thought leader among multiple influential business and technology audiences.

DLC and Demandbase commissioned a study around businesses’ use of the corporate website, as well as its efficacy as a lead generation tool. In order to build the most credible and cost-effective survey, we eschewed both consumer survey strategies (such as the Harris Poll) as well as costly analyst firm research, and decided to work with business expertise network, FOCUS, a community of thousands of leading business and technology thought leaders, which delivered a thought-provoking study based on thousands of discussions with members of the FOCUS community. (Hint: Results pointed out that the corporate website trumps social media as a lead generator). In addition to publicizing the results of the survey, DLC and Demandbase created and distributed a whitepaper and Webinar to showcase the results and reach even more customers, partners and influencers with the news.

In addition to widespread coverage in online marketing and CRM publications, the study garnered extensive coverage in business and technology outlets. What’s more, multiple industry thought leaders commented about and tweeted out the news, helping to cast an even wider net. Through this effort, Demandbase strengthened and developed new relationships with a deeper bench of industry influencers, who we still work with on an ongoing basis. Survey data continues to be used in stories not initiated by Demandbase, including a 2012 iMedia Connection cover story around “4 Ways Your Corporate Website is Sabotaging Sales.”

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