content marketing & thought leadership case study - the sales way - bi24

ContentMarketing

Customer Story Bi24

What other marketing method wouldenable you to reach 85% of your targetmarket and be seen by over 50,000

people worldwide?

The Sales Way was contracted by C24

to deliver a thought leadership

campaign through content marketing.

...A solution that would enable C24 to

better target the UK legal sector with

their analytics product: BI24.

[email protected] | www.thesalesway.com | @thesalesway

http://www.thesalesway.com/

Objectives

Engage new legal sectorclients by demonstrating

C24's industryspecialised skill set.

Encourage morestrategic conversationsbetween C24 and

clients.

Provide more value toC24's channel partnersby creating partnershareable collateral.

The aims

Increase awareness ofC24’s achievements in

the legal sector.

Provide a foundation ofdemonstrable contentfor C24 to present topotential clients.

Enhance C24’sreputation as thoughtleaders in the legaltechnology space.

First steps

The Sales Way firstconducted an in-depthreview of the legal marketalongside C24’s salesand marketing team.

We then undertook acritical review of the

challenges legal clientswere facing.

From the review, wedeveloped an understanding

of how the market wasmoving to react to thosechallenges effectively.

The research phase...

The Sales Way started byresearching tech trends inthe legal sector to inform

content.

We looked at what issues andchallenges the legal sector wasfacing, and how they were

currently employing technologyto build their businesses.

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Developing a strategy

Our team collaboratedwith C24's marketingteam to establish acontent strategy and

calendar.

We helped C24 toarticulate to customershow using Bi24 analyticscould deliver tangiblebusiness results.

The Sales Way created asales messaging

framework for sales teamsto articulate businessoutcomes to potential

clients.

Delivering the goodsHow we delivered the strategy

Promoted thewhitepapers throughblog posts and articles,shared across varioussocial media platforms.

Created comprehensivewhitepapers on keytopics, with insights fromthe C24 team combinedwith online research.

Ensured a consistentstream of content to beshared with customers tomaximize the whitepaperinvestment.

Submitted the whitepapersto industry leading onlinemagazines such as Legal ITInsider to ensure maximumvisibility across the sector.

The real difference...

We shifted the focus away from products andfeatures and towards possible gains andbenefits that technology could deliver.

This enabled C24 to focus on businessstrategy, rather than traditional salesconversations that centred around tech feedsand speeds.

Find out more at thesalesway.com

http://www.thesalesway.com/services/content-marketing-packages-for-technology-companies


The results




Whitepaper publishedby Legal IT Insider, anonline magazine withover 52,000 monthly

visitors

National visibility after beingreferenced in the Timesnewspaper supplement,

Raconteur, for a piece on legaltechnology

C24 was interviewed bythe Law Gazette for anarticle on Big Data - a

magazine read by 85% ofsolicitors every week

C24 hosted a roundtable withindustry execs on big data,which was then featured inBusiness Insider magazine

Outcomes


There was increased web traffic across C24’s website and social media platforms, resulting inmore ‘follows’, ‘likes’ and ‘comments’ for better awareness and visibility.

New prospect conversations become more strategic and instead focused on industry trendsrather than products.

C24’s sales teams now had collateral to share with customers to demonstrate how BI24 couldassist with developing more profitable growth strategies; sparking a new type of conversationwith customers.

At events and exhibitions, C24 had already generated a degree of awareness with new prospectsprior to the event to assist with starting new conversations.

Increased blog posting, social media sharing and features on other industry blogs meant that C24is now easier to find online for their chosen keywords; resulting in leads being developed outsideand in conjunction with traditional telemarketing efforts.

C24 are now seen as experts in the UK legal business analytics and hosting space which is asignificant differentiator from other tech suppliers in the industry.

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http://www.thesalesway.com/download-ultimate-guide-content-marketing-technology-companies/

"The Sales Way’s content marketing services have enabledC24 to get the message out about the great work we aredoing in the legal sector. We are now focused on keepingour customers up to date with what we are doing at astrategic level in the sectors where we engage, whilst

developing a strong brand identity as a thought leader inbusiness analytics and hosting."


Head of Sales & Marketing at C24, David Ricketts



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