The BASELAYER hardware sales team needed collateral to explain how modular hardware solutions “meet the mission” by offering a modular data center solution that is reliable, quickly deployed, cost-efficient and flexible. Featuring two main product lines, BASELAYER CORE and BASELAYER EDGE, the content marketing campaign was designed to stand out from the typical data center product focused spec sheets, and demonstrate alignment with the customers’ unique industry and needs.
Moving from a product driven sales approach to an industry solutions provider meant original research and data were the most effective first steps toward building the BASELAYER content marketing campaign. The result was five individual streams of content to support the targeted vertical markets and address the value needs critical to each. Datasheets and deployment stories were created for each vertical.
- Market Research
- Brand & Messaging Development
- Account Based Marketing
- Content Marketing
- Search Engine Optimization
- Winner 2017 American Marketing Association Spectrum Awards for Content Marketing Campaign.
- Increased traffic 15% to their LinkedIn page with direct messaging through LinkedIn Sales Navigator.
- Increased direct traffic 21% from direct email links and chat software.
- Increased follow-up inquiries 17% from trade shows and events.