Viral Campaign Pay-off

Rain Today has been awarded the Gold B2B Award for the best email opt-in campaign by Marketing Sherpa for their report, The One Piece of Advice You Can't Generate Leads Without.

This report included 10 articles from marketing experts and it was a thrill to have my article, Tales to Keep Them Talking, included. You can see all the winners here.

Rain Today released the report at the end of August, and the combination of their promotional efforts, as well as all of the authors and the links generated across the Web and Blog community, they report that they've generated over 10,000 new subscriptions to their weekly newsletter.

But it wasn't just about them. Each of the ten of us was able to promote our work in a well-produced report that provided valuable insights about lead generation from a variety of perspectives. The key is that Rain Today created content that had pass-along value.

One example of that is the webinar series spawned by the report by ON 24. They invited all of the authors to turn their articles into webcasts and began in January, providing two webcasts each month.

This month features Brian Carroll's webcast on March 12th, More is Not Better If You Don't Know How to Nurture. Following on Brian's great nurturing insights will be my webcast, Create a Content Strategy for Lead Momentum, on March 26th. These webcasts are complimentary and you can register for each of them here.

If you scroll down, you'll see the archives for the first four in the series and can register to play those on demand.

But, the point is that this one report generated 10,000 subscriptions for Rain Today, exposure for the authors and related webcasts to go beyond the short articles and explore the expertise at a deeper level—extending the original value and reach of the report.

So when you think about effective viral campaigns that pay-off, it doesn't necessarily have to be HUGE, or to involve blending iPhones on You Tube. Although that was a good one!

Comments

[Aurelius Tjin]

This is obviously one great post. Thanks for the valuable information and insights you have so provided here. Keep it up!

[Ardath Albee]

Hi Aurelius,

Thanks for the comment! Glad the post was helpful.

Ardath

[Jon Burg]

Thanks for sharing! I was actually looking for some good B2B case studies and decided to take an RSS Reader break - and found this!

This has to be some odd way of Karma telling me to goof off more. Or maybe it's that I need to get back to work. I'll leave that to the greater public to decide.

Either way, thanks for sharing!