Background: Following a rebrand, Vya launched a new website, including resources for prospects to download materials. After launch, the sales team needed to get people to the site to begin the lead nurturing process, so we developed a nurture strategy and top-of-the-funnel campaign.

Goals & Objectives:

• Drive traffic to the website from the financial services industry (a top targeted industry).

• Increase awareness of Vya among financial services marketers.

Tactics:

• Dimensional Mailer: Highlighting the success Vya has with companies in financial services. Included a letter/overview and a new thought-leadership brief for their need states. The call to action was to download a new finance-specific white paper.

• Post cards: Developed two post cards as a follow up to the mailer; one to get attention and measure the quality of the list, the second to raise awareness and remind them of the new assets.

• PPC: Designed both text and display ads, targeted to financial services.

• Social ads: Targeted financial services professionals.

• Social posts and blogs: Focused on lessons learned (from case study) and new white paper.

• Advertising email: Purchased a sponsorship with a top financial services publication to distribute emails to their readers with helpful tips and a link to download the white paper.

Evaluation:

• 21% email open rate; 5.6% click rate

• Drove 23 new views to the financial services case study

• Increase new leads on the website by 200% in one month

• Refined PPC strategy and budget as a result of metrics