VTT

Cybersecurity-related content marketing and lead generation campaign

What we did:
Marketing Campaign planningContent marketingLead generationVisual designCopywriting
the challenge

Our client, VTT Technical Research Centre of Finland Ltd, approached us with a desire to turn the final report of a three-year cybersecurity research programme into a marketing asset.

They asked us to build a marketing campaign that would add visibility to the results of the research programme, raise awareness about VTT’s cybersecurity expertise and offering as well as generate sales leads.

team

Account Director: Marjut Rae
Project Manager: Heidi Lindholm
Copywriter / Inbound Strategist, Content Marketing & Analytics: Kristina Lindfors
Head of Design: Juha Pohjola
Production AD: Salla Jaatinen

client

VTT Technical Research Centre of Finland Ltd is one of the leading research and technology organisations in Europe. Their research and innovation services give their partners, both private and public, all over the world a competitive edge. They pave the way for the future by developing new smart technologies, profitable solutions and innovation services.

Vtt

the solution

The research paper was abbreviated, revised and translated into English. It was used as the key asset in the campaign that utilised Eloqua marketing automation system.

Direct emails were sent out to two different target groups from among VTT’s existing contacts. The campaign site promoted the cybersecurity report and a lead generation form. The site also outlined VTT’s cybersecurity offering and included a downloadable service brochure.

A display banner campaign was run in relevant online media. As further inbound activities, social media, customer’s own blog posts, existing newsletters and website were used to promote the report and direct audiences to the campaign site. The campaign included a 3-part nurture campaign, delivering more detailed information about VTT’s cybersecurity offering to anyone who downloaded the report.

benefits

The campaign succeeded well in raising awareness about VTT’s new cybersecurity report, their expertise and service offering. The inbound campaign gained broad visibility among target audiences. All in all, the campaign resulted in a great number of warm marketing leads for VTT and more than 15 sales meetings with major players in the Finnish industry, two of which have already lead to sales.

results

933,615 impressions reached by the banner campaign and social media

8.8% conversion rate for the direct emails

2,826 visitors to the campaign site

182 warm sales leads with up-to-date contact details

6,4% conversion rate

15+ meetings

2+ sales cases

Sara Nikander
Sara Nikander Director, Brand & Digital +358 45 6735 577
Marjut Rae
Marjut Rae Account Director, Brand & Digital +358 40 566 5922