Solution
"We're content‐based marketers – we blog, we offer webinars and develop original research," Bolman says. "Sponsored Updates were a natural fit." Not only can Percolate's marketers share resources that educate and inform prospective customers, they can carefully target the updates to reach precise audiences with personalized creative from Percolate. For example, a report on "Defining the Modern CMO" won clear interest from marketing executives, while a report on "The 50 Most Important Marketing Charts of 2014" had broad appeal across Percolate's target audiences.
By testing and refining updates over time, Percolate steadily improves engagement to reach more of its target audience over the course of a campaign. "We learn from every piece of creative we develop," Bolman says. "We gain intelligence about our prospects that we're able to feed back into the campaign and our editorial process to improve our future results."