AWARDS 2012 CASE STUDY: Category 8: Technology Marketing in Mind by Marketing Options International
Marketing Options International (MOI) is an integrated marketing agency specialising in the B2B technology sector. Its client roster includes leading global brands such as Oracle, OKI and Fujitsu.
MOI had traditionally conducted tactical campaign work for clients, but wanted to evolve to deliver more long-term value. To achieve this it needed to demonstrate its understanding of the strategic issues facing B2B technology marketers, and to raise its profile as a strategic consultancy.
It conceived an ambitious content marketing campaign, aligned with its prospective clients’ buying cycle, and featuring content contributed by senior marketers and curated by MOI. The objectives were to increase awareness of MOI and generate £400,000+ of new business, but also to provide a genuinely useful information resource for B2B technology marketers.
Launched in November 2011, Technology Marketing in Mind (TMIM) features a wide range of thought leadership content, including a research report, videos, blogs, how-to guides, webinars and eZines. Over 25 industry marketers have contributed their views and advice.
Five months after launch, TMIM had delivered 34 leads for MOI and two new clients worth £983,500, an ROI of over 2,700%. It