As marketers push on in their strive for buyer centricity in their campaigns and messaging, a lot of tweaking and fine tuning comes into play. And while buyers’ paths to purchase certainly aren’t linear, today’s technology allows marketers to gain vast insight on target audiences. But even with all that insight, there is always a possibility that something just works and catches everyone by surprise.
During our latest episode of the Killer Content Showcase Series, Ericka McCoy, VP of Global Campaigns for OpenText, discussed their process for creating and executing the “99 Enterprise Challenges” campaign, the company’s first foray into buyer-focused content. During the discussion, she highlighted how her team uncovered some interesting findings around what truly resonated with the audience. She also shared some key learnings and how the campaign has influenced OpenText’s future plans.
“What we’re seeing is that everything is changing very quickly, so you may be surprised what performs well,” McCoy noted during the podcast.
In this case, Ericka and her team used the data and intelligence to refine campaign messaging and determine what formats and tactics they should use in the next phase of the campaign. Ultimately, the “99 Enterprise Challenges” campaign has become an ongoing initiative for OpenText, and they show no signs of slowing down. The campaign also won OpenText their own Killer Content Award for buyer-focused strategies.
Check out the full conversation here, as well as an overview of the other key takeaways from the podcast.
