Use interactive content to connect with your audience. Find out how Emily and her team at Blackbaud University did just that!
Interactive Customer Story
She’s a busy marketer running demand generation for Blackbaud’s “Blackbaud University” non-profit software training program.
Emily wanted to put the success of Blackbaud’s
customers front and center in her marketing
“What if I could show prospects the impact of these testimonials, rather than just telling them?” Emily thought.
Her team had collected dozens of amazing testimonials from successful customers.
She wanted to share those stories with the world, but wanted to do something more than put quotes on the homepage or in a sales presentation.
Emily devised a multi-channel, integrated campaign that incorporated both static and interactive content to bring these stories to life:
Realize Real Results.
Emily and her team created a microsite for the campaign, launching a new series of content every few weeks on different themes related to the Blackbaud University training program.
Along with white papers, infographics, videos, and more, Emily and her team created four interactive experiences: two assessments and two calculators. Each interactive asset was intended to illustrate training outcomes in more engaging ways.
One of the calculators, “Save 20 Minutes,” illustrated this testimonial Emily’s team received: “Blackbaud University training helped me save 20 minutes every time I upload a batch of data!”
The simple, 2-question calculator lets prospects see how much time they would save over a week, month, and year depending on how often they upload data.
Emily and her team promoted the site across blog posts, emails, social, and paid media, driving traffic to the microsite and pulling all the data they gathered back into Marketo.
Incorporating interactive content gave Emily a ready-made asset each time she posted a new series into the campaign, so she was overall able to include more content in the hub — lengthening and enriching the experience for her prospects.
In the first four weeks, the Realize Real Results microsite generated 500 qualified leads for sales, many of which ended up closing into new business.
Once those leads were passed on to Sales, the Blackbaud University sales staff used the interactive calculators during their phone conversations to show prospects, in real time, the potential positive impact of training programs.
Using the interactive tools in this way contributed to the sales team closing March at 184% of quota and Q1 overall 33% above goal.
Hmm, what should I do?
Oh hi there. I'm busy winning.
Better keep these sunglasses on, seeing as my idea is SUPER BRIGHT.
Want to create an integrated, interactive campaign like Emily’s? Request a demo today! (skippable?)
Thanks for experiencing Emily’s story!
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How do demand
gen marketers use interactive content?
Blackbaud uses interactive content to tell the full story of their products and how they impact customers.
Click through this interactive story to find out how Emily Popson, Demand Generation Manager at Blackbaud, delivered real results with interactive content.
Our customers are amazing!
This is Emily.