How did a major B2B firm in the telecommunications sector use the influence advantage and co-promotion to drive powerful results?
Let’s take a deep dive into one particularly successful example of a business that did just that, and explore how it produced truly outstanding marketing outcomes.
Mitel Business Case Study — B2B Influence-Driven Video, Social & Blog Content
In less than 12 months, our client Mitel — a major B2B firm in the telecommunications sector — expanded an already highly-successful influencer and content marketing pilot program and propelled multiple business units with an initiative that included work translated into multiple languages.
Business Challenge:
On the brink of a global pandemic, companies faced the challenge of shifting from in-person every day to completely virtual. The question at hand: How will workforces continue to stay connected, productive and collaborative?
Known for providing innovative solutions to elevate customer’s business communications, Mitel’s product, MiTeam Meetings, serves as a remote working solution that uses collaborative technology.
Given the circumstances, Mitel was in need of a strategy to widely enable as many organizations as possible.
Program Strategy:
As a solution, Mitel used TopRank Marketing’s Influencer Program to create a dynamic sponsorship program and powerhouse influencer ensemble that would allow it to maximize reach and capture net-new leads.
Key topics such as the future of work, digital transformation and remote work, were used to identify best-fit influencers to drive traffic and co-market the product.
By leveraging the platforms of prominent influencers, Mitel was able to plug into interested audiences and immediately drive traffic. With help from select industry experts and influencers, Mitel boosted its brand awareness through six different influences, including podcasts, blogs, and videos on a variety of social mediums including YouTube, LinkedIn, Facebook, and Twitter.
In parallel to these sponsorships, comprehensive content was developed to strengthen the brand’s value proposition with the opportunity for influencers to contribute as another co-promotion element.
Influencer and content marketing amplified an eBook and expanded its reach across new channels and mediums, engaged new audiences, and ultimately created greater brand awareness.
A unique blend of promotional tactics and sponsorship opportunities that placed an emphasis on digital video content drove traffic and increased awareness of the eBook, including:
- Social media teaser video content
- Influencer sponsorships
- Influencer interviews and blog posts
- Influencer round-up blog articles
What Were The Results?
With exclusive influencer sponsorships, Mitel was able to accelerate product awareness, expand its reach to remote organizations and instill customer confidence, just by leveraging audiences and infusing influencer content. The influencer marketing program served as a proven tool that offered an undeniable advantage to brands seeking to drive traffic and expand their customer base.
- 7.2M+ Reach
- 5000+ Visits to Landing Page
- 27 Influencer Placements (270% increase over
targeted amount)
The Influence Advantage (Key Elements):
- 6 Influencer Partnerships
- Sponsorship Placements
- YouTube
- Podcast
- Blog
- eBook contributions / Newsletters
The business also expanded its reach for the digital asset by over 2 million, along with:
- Vast increases in video impressions and views
- Significantly higher social media engagements
- Boosted paid social impressions
- Increased clicks, form submissions, and phone inquiries
- Successful blog post page-view counts representing 24% greater than average counts
- Large increase in unique visits to digital asset
“Our partnership with TopRank Marketing has enabled us to take our campaigns to the next level, providing real insights, perspectives and thought leadership that help inform and potentially inspire our customers,” Emily Kemp, director of global campaigns at Mitel, shared.
Harness The Influence Advantage & Create Award-Winning B2B Marketing Content
The success of Mitel’s program is a testament to a solid and well-planned strategy, the strength of well-executed social influence, and the thoughtful and precise inclusion of co-promotion elements.
TopRank Marketing can design and implement an influencer content program that celebrates your industry, promotes thought leaders, and amplifies your brand. For more information on our influencer marketing services or to get started, contact us today and find out why top brands from Mitel, LinkedIn, and Dell to SAP and Oracle have chosen TopRank Marketing to create award-winning B2B marketing.