World-leading industrial automation and information company deploy GatedContent.com

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The challenge: Generating value from global content

Like many enterprise organisations, a world-leading industrial automation and information company found themselves struggling to maximise the benefit of their content investment. With hundreds of valuable assets – spanning whitepapers, case studies, data sheets and guides – the decision to gate their content was no small feat. Unfortunately, a complex marketing technology infrastructure, and dozens of global stakeholders, dramatically complicated the situation.

As as an international organisation with stakeholders around the world, it was essential for the company’s website to cater to multiple languages and multiple countries. With unique data requirements in each region, and varying degrees of market maturity, this created a need to tailor content gating treatments on a region-by-region basis. But without a way to centralise their gating strategy, and report on global content performance and marketing attribution, accurately calculating the ROI of the company’s content efforts seemed impossible. These complicating factors means that an in-house content gating solution was time and cost prohibitive. Worse yet, a looming change to their Content Management System posed a real risk to any internally-developed solution.

The GatedContent.com solution

To streamline performance reporting and centralise the company’s content gating efforts, GatedContent.com was deployed and integrated into the company’s entire marketing stack: Eloqua, Woopra, Google Analytics, Google Tag Manager and Teamsite CMS. 5 standard form types were developed, each deployable in 17 languages – with support for non-Latin languages, including Chinese. Geo-location switching enabled the use of different form fields on a country-by country basis, while a suite of advanced functionality offered dramatic improvements to conversion rates, including:

  • Pre-population using existing Eloqua data to streamline the user experience
  • Progressive profiling to enhance existing lead data
  • The ability to trigger blind submits on high value content
  • Results

    Finally, content assets and their gating levels were determined, in-bulk, before being loaded into GatedContent.com’s interface. Together, this meant that over 400 content gates were developed and deployed in a matter of minutes.

    Despite complex requirements, by deploying GatedContent.com, the organisation accelerated their time to solution by over 2 quarters – with the development cost required to deploy a gated asset reduced by 80%. Gating strategy can be changed, instantly, across over 600 global assets. Each region is able to enact an independent gating strategy, tailored to the needs of their market, while content performance across the entire company can be monitored from a central dashboard. By bringing GatedContent.com’s powerful, conversion-focused functionality to bear on their library of content assets, the organisation was able to boost the value of their content and clearly see it’s return on investment – resulting in a 700% increase in contact conversions.

    Tim Bohn

    Article by Tim Bohn

    Head of Product Development, GatedContent.com

    After 15+ years of technology and development, Tim moved to cross over into the marketing world where for the past 10 years he has been working to help multi-national corporates build best-in-class marketing technology eco-systems.

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