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The Mother of All Success Kits

This story begins circa 2014, so you have to imagine that packaged content marketing kits weren’t as prevalent as they are now. When we first came up with a success kit to generate MQLs, it was lightning in a zip folder.

+ The Problem

We provided professional services to upgrade the on-premise version of a mainstream ERP to the cloud. It’s a risky situation for businesses to potentially make things so much worse if a migration fails. It’s easier for a customer to ignore the problem and put if off than to bite the expensive bullet.

+ The Opportunity

It became apparent to me that there were plenty of opportunities to educate people on the benefits of upgrading sooner rather than later.

  • Dispel myths around the dangers of moving to the cloud

  • Breakdown the true costs associated with typical migrations

  • Provide ideas on what really is involved, and the time frames

+ The Asset

We designed the kit to contain a variety of content pieces that were delivered all-in-one. It continued to grow and evolve, but generally the Success Kit contained:

  • A few checklists
  • A calculator to estimate costs
  • Many articles to break down the objectives of each phase
  • Videos of case studies
  • Infographics
  • Templates for communicating to internal teams to prepare for the migration

We focused on generating MQLs through SEO, paid search, social media and email marketing. We also created promo business cards to distribute in-person at user groups and provided the kit on a USB drive at major conferences to leads that visited our booth.

The landing page

+ The Outcome

A few notable achievements that can be quantified from our efforts:

  • Volume of MQLs – we generated more MQLs with this effort than any other effort while prioritizing this service line.

  • Volume of Sales – We created millions in recurring revenue from existing and new customers that stayed with us long after the migration.

  • Largest ROI – The effort to build the Success Kit was minimal after the initial collateral was developed. In fact, the idea came because we already had created many of these items as individual blog posts, so I found a way to reuse them and increase their perceived value by packaging it all in a premium giveaway. 

MARKETING LEADERSHIP:

STRATEGY:

MARKETING DELIVERABLES:

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    2023-04-10T21:22:04-05:00
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