Content management and collaboration solutions provider IntraLinks wanted to reach out of its mergers-and-acquisitions comfort zone and into the enterprise space. “All of the banks that leverage us for their M&A transactions know us well,” said Dana Prestigiacomo, senior VP-marketing. “To grow our company we need to branch out. We are going into new markets, talking to [information technology] and legal departments that need to share documents and files outside of the firewall in a highly secure and audited way. These people may not know who we are.”
IntraLinks began a thought-leadership initiative around its Connect product in March, working with multiple agencies and in-house teams to coordinate a global “Share Anywhere. Control Everything” campaign that used traditional components as well as social media and mobile marketing—channels that IntraLinks had never before tapped. Stein+Partners Brand Activation, New York, positioned Connect as “Enterprise strength collaboration” and undertook a multitouch marketing plan that included ad buys in consumer and trade publications CIO and InformationWeek, product microsites, social media and mobile outreach.
“The Stein team planned it as a 90-day intensive set of activity to plant the flag and develop awareness,” Prestigiacomo said. PR Agency Kwittken & Co. Worldwide, New York, sponsored roundtable discussions with industry stakeholders that attracted media coverage before the launch, and the Atlanta office of global digital media marketing agency Nurun worked to overhaul IntraLinks' website.
To establish themselves as thought leaders, the core of IntraLinks' campaign consisted of market issues and of the brand itself. The company and its partners performed original research, developed white papers, virtual events and video, then leveraged Web, print and mobile channels to drive traffic to product microsites and other collateral. Microsites were embedded at venues such as CIO.com as well.
Stein+Partners used behavioral demographics to help target prospective clients through media such as The New York Times. The company also leveraged a b-to-b rich-media network, as well as social media, which became a leading driver of attendance at the campaign's virtual events.
“We were using, in a very synchronized fashion, a number of channels and tactics,” said Tom Stein, president-CEO of Stein+Partners. “The channels performed according to our expectations, but it was the interrelationship of the channels and the multitouch approach, the website and the microsites that we embedded, the virtual town hall, research studies—all of those things working together. That kind of orchestration yields optimal results.”
During the first two months of the campaign, the number of articles written about IntraLinks and its relationship to the market tripled, as did page views and time spent on the company's website, Prestigiacomo said. The number of leads currently in the sales pipeline has surpassed expectations, reaching a level more than double projections. “They are coming in and they are staying with us, and that is an important message about the quality and the variety of the content,” she said, adding that the outcome has had an impact at IntraLinks beyond the sales and marketing departments: “It gave everybody a new focus on how the company could grow into new markets.”