Fahlgren Mortine with Emerson Network Power
CIO Campaign Case Study
Increasingly, C-level IT executives are becoming heavily involved with determining the business needs for data center infrastructure solutions, as well as providing final purchase approval. Prior to 2013, Emerson Network Power's marketing spend focused on audiences other than those executives.
We created seven pieces of original content to drive CIO engagement and help them define their business need for change. To kick off the campaign, Emerson surveyed 560 CIOs and IT executives to understand what the CIO of the future looks like. A series of digital ads were created to complement the campaign by driving CIOs to the website where they could learn more and download the content.
In addition, Emerson promoted the content via a global news release series and through regular updates across social media. For the final three months of the campaign, paid LinkedIn participation was added to reach CIOs in a social setting.
Utilizing the campaign, Emerson was able to achieve its objective of driving IT Directors and CIOs and to thought- leadership content on their website to begin engagement. This success included 1,937 page views/downloads of the new content along with a total of 3,159 site visitors confirmed through five months of the campaign. Most importantly, more than 90 percent of traffic was from visitors who were new to the site, demonstrating the campaign effectively connected with a new audience.