How do we market content to build the brand and generate leads?

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Client: NIIT
Project: ‘Transform the Experience’ Campaign

Despite its global presence and success in North America over the last 15 years, NIIT still lacked brand recognition in the U.S. marketplace. Its solutions are comprehensive and transformational, and priced accordingly, so the value of qualified leads is noteworthy. NIIT enlisted MLT to create its first-ever comprehensive U.S. marketing campaign, with the challenge of further establishing its brand, and driving lead generation activity.

The resulting campaign used email, print advertising, banner ads and social media to highlight the brand’s transformational capabilities. A content marketing strategy leveraged NIIT thought leadership in the form of rich content offerings – white papers, videos, podcasts and case studies. “Content marketing” represented new marketing model for the company, which proved ideal for developing and nurturing corporate leads through the sales cycle. The new “NIIT Resource Center” instantly became an ongoing hub of activity. The campaign’s transformation theme resonated with ROI-minded prospects and customers, and aligned well with the expert content offers. This campaign was tracked thoroughly through Eloqua, and has contributed to significant content asset consumption and new leads in the sales pipeline. Brand recognition is also at an all-time high.