$137.8B U.S. ad spend for top 200 advertisers
LexisNexis Program: Creating the premier online professional network
Why we chose it: LexisNexis, a division of Reed Elsevier, was challenged with creating enhanced value for its Martindale-Hubbell directory of legal professionals, which it has been publishing for 140 years. In order to remain relevant in the digital world, LexisNexis knew it needed to create a dynamic online community where legal professionals could connect with their peers and share information in a trusted, private environment. After conducting extensive research with its network of attorneys and legal professionals, LexisNexis last April launched Martindale-Hubbell Connected, a private online community. The community is loaded with resources for legal professionals, including access to court records, market research and online polls, as well as networking tools such as blogs, forums and groups. LexisNexis promoted the community through meetings with corporate lawyers, outreach to media and analysts, and through social networks such as LinkedIn and Facebook. The network has grown from 300 members to more than 30,000.
HubSpot Inc. Program: Inbound Marketing.com
Why we chose it: HubSpot Inc., which develops inbound marketing software, wanted to generate leads and create buzz for its products, as well as develop brand evangelists. So last May it introduced a program around InboundMarketing.com, its online community of marketing professionals. The centerpiece of the online community is Inbound Marketing University (IMU), a free online training center where marketing professionals can take courses and get certified in inbound marketing. The site offers live webinar classes (archived on the site and available on iTunes), an online certification exam and marketing materials for those who pass. HubSpot has promoted IMU through e-mail marketing, Facebook, LinkedIn, Twitter, bloggers and influencers. So far, more than 11,000 registered users and nearly 1,300 professionals have passed the inbound marketing training. The program has succeeded in generating leads for HubSpot and creating brand evangelists, who have started their own LinkedIn and Facebook groups for IMU.