{"id":11950,"date":"2021-09-14T18:41:37","date_gmt":"2021-09-14T18:41:37","guid":{"rendered":"http:\/\/somametrics.com\/clone\/?page_id=11950"},"modified":"2021-10-19T17:53:19","modified_gmt":"2021-10-19T17:53:19","slug":"supporting-multiple-business-units","status":"publish","type":"page","link":"http:\/\/somametrics.com\/clone\/supporting-multiple-business-units\/","title":{"rendered":"Case Study: Supporting Multiple Business Units with Targeted Lead Gen Content"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"11950\" class=\"elementor elementor-11950\" data-elementor-settings=\"[]\">\n\t\t\t\t\t\t<div class=\"elementor-inner\">\n\t\t\t\t\t\t\t<div class=\"elementor-section-wrap\">\n\t\t\t\t\t\t\t<section class=\"elementor-element elementor-element-460fdb5 elementor-section-stretched elementor-section-height-min-height elementor-section-items-bottom elementor-section-boxed elementor-section-height-default elementor-section elementor-top-section\" data-id=\"460fdb5\" data-element_type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-element elementor-element-30dd393 elementor-column elementor-col-100 elementor-top-column\" data-id=\"30dd393\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7d27a61 elementor-widget elementor-widget-heading\" data-id=\"7d27a61\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">case study<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f52e157 elementor-widget elementor-widget-heading\" data-id=\"f52e157\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Supporting Multiple Business Units with Targeted Lead Gen Content<\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5b9a31a elementor-widget elementor-widget-text-editor\" data-id=\"5b9a31a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\"><p><em>How a Tech company with diversified offerings was able to impact Growth with targeted Content Marketing<\/em><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-element elementor-element-6628a02 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section\" data-id=\"6628a02\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-element elementor-element-06b3dba elementor-column elementor-col-25 elementor-inner-column\" data-id=\"06b3dba\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c5b889e animated-slow elementor-view-default elementor-invisible elementor-widget elementor-widget-icon\" data-id=\"c5b889e\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;}\" data-widget_type=\"icon.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-icon-wrapper\">\n\t\t\t<div class=\"elementor-icon\">\n\t\t\t<i aria-hidden=\"true\" class=\"fas fa-arrow-circle-down\"><\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9212a3a elementor-column elementor-col-25 elementor-inner-column\" data-id=\"9212a3a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9cc7855 elementor-widget elementor-widget-counter\" data-id=\"9cc7855\" data-element_type=\"widget\" data-widget_type=\"counter.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-counter\">\n\t\t\t<div class=\"elementor-counter-number-wrapper\">\n\t\t\t\t<span class=\"elementor-counter-number-prefix\"><\/span>\n\t\t\t\t<span class=\"elementor-counter-number\" data-duration=\"2000\" data-to-value=\"82\" data-from-value=\"0\" data-delimiter=\",\">0<\/span>\n\t\t\t\t<span class=\"elementor-counter-number-suffix\">%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-counter-title\">Drop in unsubscribe rates <\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a1ea7c8 elementor-column elementor-col-25 elementor-inner-column\" data-id=\"a1ea7c8\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-767c66a animated-slow elementor-view-default elementor-invisible elementor-widget elementor-widget-icon\" data-id=\"767c66a\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;}\" data-widget_type=\"icon.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-icon-wrapper\">\n\t\t\t<div class=\"elementor-icon\">\n\t\t\t<i aria-hidden=\"true\" class=\"fas fa-mouse-pointer\"><\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e5c2830 elementor-column elementor-col-25 elementor-inner-column\" data-id=\"e5c2830\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a990834 elementor-widget elementor-widget-counter\" data-id=\"a990834\" data-element_type=\"widget\" data-widget_type=\"counter.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-counter\">\n\t\t\t<div class=\"elementor-counter-number-wrapper\">\n\t\t\t\t<span class=\"elementor-counter-number-prefix\"><\/span>\n\t\t\t\t<span class=\"elementor-counter-number\" data-duration=\"2000\" data-to-value=\"250\" data-from-value=\"0\" data-delimiter=\",\">0<\/span>\n\t\t\t\t<span class=\"elementor-counter-number-suffix\">%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-counter-title\">Increase in click-through rates<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-992669d elementor-widget elementor-widget-spacer\" data-id=\"992669d\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-element elementor-element-98f0992 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section\" data-id=\"98f0992\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-element elementor-element-3b769d5 elementor-column elementor-col-100 elementor-top-column\" data-id=\"3b769d5\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-576357e elementor-widget elementor-widget-heading\" data-id=\"576357e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Overview<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4416fc5 elementor-widget elementor-widget-heading\" data-id=\"4416fc5\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<span class=\"elementor-heading-title elementor-size-default\">*The name of the company has been keep a secret at their request*\n\n<\/span>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c89fbbb elementor-widget elementor-widget-text-editor\" data-id=\"c89fbbb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\"><p>The company is an innovative tech-solution and apps provider providing training, technical support, integration, and other related services to global Fortune 1000 companies. It provided these services out of three separately managed business units. <\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-element elementor-element-66ae4f8 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section\" data-id=\"66ae4f8\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-element elementor-element-e92458a elementor-column elementor-col-100 elementor-top-column\" data-id=\"e92458a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-653a453 elementor-widget elementor-widget-heading\" data-id=\"653a453\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><span style=\"font-weight:normal;\"><h2 dir=\"ltr\" style=\"line-height:1.38;margin-top:18pt;margin-bottom:6pt;\"><span style=\"font-style: inherit; font-weight: 600;\">Key Challenge<\/span><\/h2><\/span><\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-element elementor-element-d12e30b elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section\" data-id=\"d12e30b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-element elementor-element-2f55bc2 elementor-column elementor-col-50 elementor-inner-column\" data-id=\"2f55bc2\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9e1f27a elementor-widget elementor-widget-text-editor\" data-id=\"9e1f27a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\"><h4>While the company was growing rapidly, the rate of growth of the various business units was less predictable. Each business unit handled its marketing differently. Emails referencing one business unit ended up being received by prospects for other business units, resulting in a lack of relevance and unnecessarily high unsubscribe rates.<\/h4><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ffd43c0 elementor-column elementor-col-50 elementor-inner-column\" data-id=\"ffd43c0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2efe6a9 elementor-widget elementor-widget-image\" data-id=\"2efe6a9\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image\">\n\t\t\t\t\t\t\t\t\t\t<img width=\"680\" height=\"643\" src=\"http:\/\/somametrics.com\/clone\/wp-content\/uploads\/2021\/09\/Untitled-2.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"http:\/\/somametrics.com\/clone\/wp-content\/uploads\/2021\/09\/Untitled-2.png 680w, http:\/\/somametrics.com\/clone\/wp-content\/uploads\/2021\/09\/Untitled-2-300x284.png 300w\" sizes=\"(max-width: 680px) 100vw, 680px\" \/>\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-6b3d988 elementor-widget elementor-widget-text-editor\" data-id=\"6b3d988\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\"><h4>The existing content was outdated, especially during the era of the global pandemic, and therefore wasn\u2019t drawing the right prospects. Furthermore, most of the content had been written by the managers. Even though they knew the subject matter well, what they wrote was mostly about what they wanted the prospects to know rather than what the prospects were struggling with and needed to find solutions for.<\/h4><h4>A senior executive asked us to come in to analyze the situation and offer some solutions. We spent about a week talking with the three BU managers\u2014together and separately\u2014and then with other key members of the company including the CEO. Our first aim was to understand what problems the company was great at solving and how compelling these were for Enterprise IT organizations.<\/h4><h4>We also noticed that the CEO was describing the problems that customers faced markedly differently from how the managers saw it. While they saw it at the task level, he saw it at the C-suite and Board level. In other words, he was explaining the impact of the company\u2019s solutions in terms of how they changed the trajectory of IT performance for clients, whereas the managers mostly saw it as \u201cyou have this problem and we can fix it\u201d.<\/h4><h4 style=\"font-style: normal; font-size: 24px; color: #4054b2;\"><strong>This was even more crucial during the Global Pandemic as companies were turning to their IT leadership to quickly enable their people to work from home without losing productivity.<\/strong><\/h4><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-element elementor-element-leurfoi elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section\" data-id=\"leurfoi\" data-element_type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-element elementor-element-kyhsyil elementor-column elementor-col-100 elementor-top-column\" data-id=\"kyhsyil\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9ffd03e elementor-widget elementor-widget-heading\" data-id=\"9ffd03e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">What We Did<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-v19gffr elementor-widget elementor-widget-text-editor\" data-id=\"v19gffr\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\"><p>It was clear that the messaging and content had to change, both in focus and context.\u00a0<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dyuqyrv elementor-widget elementor-widget-text-editor\" data-id=\"dyuqyrv\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\"><ul><li>The key personas for the content were now the CIO, CTO, Head of Customer Success\/ Customer Support, and the head of Customer Education\/Training.<\/li><li>The context had to be more compelling into a \u201cBoard Level\u201d initiative:<ul><li>Rapidly transitioning the customer organization\u2019s people to work remotely with all that implied including moving to the cloud on all key systems used and helping IT support and train people on new remote work infrastructure<\/li><li>Emphasis on the impact of product velocity on all key growth metrics such as product pipeline, sales, customer experience, and ultimately, company valuation<\/li><li>The impact of customer education on custom retention, account growth, referrals, and eventually on overall sales and profitability.<\/li><\/ul><\/li><\/ul><div>\u00a0From here, we defined the new value proposition for these key personas and developed a series of content for each business unit. We also developed the nurture emails that served each piece of content to the targeted recipient.<\/div><div>\u00a0<\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-zsa6alq elementor-widget elementor-widget-spacer\" data-id=\"zsa6alq\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-element elementor-element-c2dc2d4 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section\" data-id=\"c2dc2d4\" data-element_type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;,&quot;background_background&quot;:&quot;gradient&quot;}\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-wide\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-element elementor-element-4adefb5 elementor-column elementor-col-100 elementor-top-column\" data-id=\"4adefb5\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-40cd4b9 elementor-widget elementor-widget-heading\" data-id=\"40cd4b9\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Results<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-element elementor-element-c09a459 elementor-section-full_width elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section\" data-id=\"c09a459\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-wide\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-element elementor-element-ddfc28b elementor-column elementor-col-50 elementor-inner-column\" data-id=\"ddfc28b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-71ee5ad elementor-widget elementor-widget-text-editor\" data-id=\"71ee5ad\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\"><p>There were two sets of results that the client realized because of the above changes.<\/p><p><span style=\"background-color: transparent;\">Marketing results: the unsubscribe rates dropped by about 82% as the content and email were more targeted. The click-through rates increased by around 250%, even more significant since we were tracking form fills rather than clicks on links.<\/span><\/p><p><span style=\"background-color: transparent;\"><i>More important was the impact on sales conversations. <\/i>The managers now talked to their prospects differently because of the new, more board-level value props, leading to discussions with higher-level prospects. While the sales reps were talking to fewer people, they were now talking to the right people, leading to shorter sales cycles and higher conversion rates.<\/span><\/p><div>\u00a0<\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-onpgfcm elementor-column elementor-col-50 elementor-inner-column\" data-id=\"onpgfcm\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bzsqwws elementor-widget elementor-widget-counter\" data-id=\"bzsqwws\" data-element_type=\"widget\" data-widget_type=\"counter.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-counter\">\n\t\t\t<div class=\"elementor-counter-number-wrapper\">\n\t\t\t\t<span class=\"elementor-counter-number-prefix\"><\/span>\n\t\t\t\t<span class=\"elementor-counter-number\" data-duration=\"500\" data-to-value=\"82\" data-from-value=\"\" data-delimiter=\",\"><\/span>\n\t\t\t\t<span class=\"elementor-counter-number-suffix\">%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-counter-title\">High Quality Leads Per Month<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cdaxjis elementor-widget elementor-widget-counter\" data-id=\"cdaxjis\" data-element_type=\"widget\" data-widget_type=\"counter.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-counter\">\n\t\t\t<div class=\"elementor-counter-number-wrapper\">\n\t\t\t\t<span class=\"elementor-counter-number-prefix\"><\/span>\n\t\t\t\t<span class=\"elementor-counter-number\" data-duration=\"1300\" data-to-value=\"250\" data-from-value=\"\" data-delimiter=\",\"><\/span>\n\t\t\t\t<span class=\"elementor-counter-number-suffix\">%<\/span>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-counter-title\">Increase in click-through rates<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-element elementor-element-f5c7205 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section\" data-id=\"f5c7205\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-element elementor-element-24ccf50 elementor-column elementor-col-100 elementor-top-column\" data-id=\"24ccf50\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8bb7c0b elementor-widget elementor-widget-heading\" data-id=\"8bb7c0b\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">More Case Studies<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-element elementor-element-6e0d5b8 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-inner-section\" data-id=\"6e0d5b8\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-element elementor-element-eed23a1 elementor-column elementor-col-25 elementor-inner-column\" data-id=\"eed23a1\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e1a2bcc elementor-position-top elementor-vertical-align-top elementor-widget elementor-widget-image-box\" data-id=\"e1a2bcc\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><a href=\"http:\/\/somametrics.com\/clone\/scaling-demand-and-lead-generation-with-decision-enabling-content\/\"><img width=\"300\" height=\"200\" src=\"http:\/\/somametrics.com\/clone\/wp-content\/uploads\/2021\/09\/scalingdemand-01.png\" class=\"attachment-full size-full\" alt=\"\" \/><\/a><\/figure><div class=\"elementor-image-box-content\"><h3 class=\"elementor-image-box-title\"><a href=\"http:\/\/somametrics.com\/clone\/scaling-demand-and-lead-generation-with-decision-enabling-content\/\">Scaling Demand and Lead Generation with Decision-enabling Content<\/a><\/h3><p class=\"elementor-image-box-description\">How a tech company went after three different markets in nine months using a planned, targeted approach<\/p><\/div><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9ba54d2 elementor-column elementor-col-25 elementor-inner-column\" data-id=\"9ba54d2\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bbe5878 elementor-position-top elementor-vertical-align-top elementor-widget elementor-widget-image-box\" data-id=\"bbe5878\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><a href=\"http:\/\/somametrics.com\/clone\/market-research-for-new-market-entry\/\"><img width=\"300\" height=\"200\" src=\"http:\/\/somametrics.com\/clone\/wp-content\/uploads\/2021\/09\/marketresearch-01.png\" class=\"attachment-full size-full\" alt=\"\" \/><\/a><\/figure><div class=\"elementor-image-box-content\"><h3 class=\"elementor-image-box-title\"><a href=\"http:\/\/somametrics.com\/clone\/market-research-for-new-market-entry\/\">Market Research for New Market Entry<\/a><\/h3><p class=\"elementor-image-box-description\">A methodical, research based approach to identifying attractive markets and Developing Go-to-market strategies<\/p><\/div><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0d7f845 elementor-column elementor-col-25 elementor-inner-column\" data-id=\"0d7f845\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9866185 elementor-position-top elementor-vertical-align-top elementor-widget elementor-widget-image-box\" data-id=\"9866185\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><a href=\"http:\/\/somametrics.com\/clone\/2-million-in-new-sales-opportunities-with-abm\/\"><img width=\"626\" height=\"417\" src=\"http:\/\/somametrics.com\/clone\/wp-content\/uploads\/2020\/07\/CS_2MillionABM.png\" class=\"attachment-full size-full\" alt=\"\" srcset=\"http:\/\/somametrics.com\/clone\/wp-content\/uploads\/2020\/07\/CS_2MillionABM.png 626w, http:\/\/somametrics.com\/clone\/wp-content\/uploads\/2020\/07\/CS_2MillionABM-300x200.png 300w\" sizes=\"(max-width: 626px) 100vw, 626px\" \/><\/a><\/figure><div class=\"elementor-image-box-content\"><h3 class=\"elementor-image-box-title\"><a href=\"http:\/\/somametrics.com\/clone\/2-million-in-new-sales-opportunities-with-abm\/\">$2.4 Million in New Sales Opportunities with ABM<\/a><\/h3><p class=\"elementor-image-box-description\">How a small third-party software vendor became central to the IT strategy of some of the leading Global Financial Service firms.<\/p><\/div><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f2bbe0c elementor-column elementor-col-25 elementor-inner-column\" data-id=\"f2bbe0c\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-cccdb74 elementor-position-top elementor-vertical-align-top elementor-widget elementor-widget-image-box\" data-id=\"cccdb74\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><a href=\"http:\/\/somametrics.com\/clone\/supporting-a-global-business-development-team-with-content\/\"><img width=\"300\" height=\"200\" src=\"http:\/\/somametrics.com\/clone\/wp-content\/uploads\/2021\/09\/globalcontent-01.png\" class=\"attachment-full size-full\" alt=\"\" \/><\/a><\/figure><div class=\"elementor-image-box-content\"><h3 class=\"elementor-image-box-title\"><a href=\"http:\/\/somametrics.com\/clone\/supporting-a-global-business-development-team-with-content\/\">Supporting a Global Business Development Team with Content<\/a><\/h3><p class=\"elementor-image-box-description\">How a global publicly traded company used our services to increase the effectiveness of its BDR team by 67%<\/p><\/div><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-element elementor-element-a2da4cf elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-section elementor-top-section\" data-id=\"a2da4cf\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-wide\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-element elementor-element-11a4a94 elementor-column elementor-col-50 elementor-top-column\" data-id=\"11a4a94\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8b83807 elementor-widget elementor-widget-heading\" data-id=\"8b83807\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Get in Touch Today<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3d60454 elementor-column elementor-col-50 elementor-top-column\" data-id=\"3d60454\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-64f01ba elementor-widget elementor-widget-text-editor\" data-id=\"64f01ba\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\"><p><strong>Address:<\/strong>\u00a01847 Berkeley Way<\/p><p>Berkeley, CA 94703<\/p><p><strong>Business Hours:<\/strong>\u00a08:30a-6:00p M-F<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-68aa672 elementor-widget elementor-widget-button\" data-id=\"68aa672\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a href=\"http:\/\/somametrics.com\/clone\/letsgetyoustarted\/\" class=\"elementor-button-link elementor-button elementor-size-sm\" role=\"button\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">Let's Get You Started<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>case study Supporting Multiple Business Units with Targeted Lead Gen Content How a Tech company with diversified offerings was able to impact Growth with targeted Content Marketing 0 % Drop in unsubscribe rates 0 % Increase in click-through rates Overview *The name of the company has been keep a secret at their request* The company &#8230; <a title=\"Case Study: Supporting Multiple Business Units with Targeted Lead Gen Content\" class=\"read-more\" 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