Resonate And React: Key Learnings From The OpenText ‘99 Enterprise Challenges’ Campaign

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[vc_row][vc_column][vc_column_text disable_pattern=”false”]“Buyer-focused” and “audience-centric” are two big buzzwords in the B2B marketing world. It’s clear why: buyers today have access to more content than ever, and frankly, it takes a lot more to capture (and keep) their attention. Solution- and brand-focused content is no longer enough.

OpenText saw this shift as an opportunity to test some new approaches. During our latest episode of the Killer Content Showcase Series, Ericka McCoy, VP of Global Campaigns for OpenText, discussed their process for creating and executing the “99 Enterprise Challenges” campaign, the company’s first foray into buyer-focused content. During our discussion, she also shared some key learnings and how the campaign has influenced OpenText’s future plans. [/vc_column_text][vc_message message_box_color=”orange” icon_fontawesome=”fa fa-trophy”]Pssst: Nominations are now open for our 2018 awards. If you think your content or campaign is Finny-worthy, submit your nomination today![/vc_message][vc_column_text disable_pattern=”false”]

  1. Get your whole team on board: Sure, buyer-focused content strategy is the talk of the B2B town, but completely overhauling your internal processes takes a lot of work. If you don’t have everyone on the same page, it could lead to some bumps in the road. Ericka noted that some team members had concerns shifting from the company’s previously successful approach, which was more focused on solutions and how OpenText can help organizations. However, Ericka and her team took the time to validate their approach and found that buyers did, in fact, want content that was tailored to their pain points.
  2. Embrace visual storytelling: Rather than having the same old imagery of executives interacting with technology, OpenText took a completely different approach with its campaign imagery. Focusing on the word “challenge,” the company instead developed a visual concept around “man vs. nature.” For each component of the campaign, OpenText included images of people interacting with nature and participating in some form of extreme sport or activity. This approach, Ericka explained, allowed OpenText to resonate with audiences on a deeper level, illustrating the mental and emotional trials of certain challenges spotlighted in the campaign.
  3. Be prepared to be surprised: “What we’re seeing as marketers is that everything is changing very quickly, so you may be surprised what performs well,” Ericka noted during our conversation. While the campaign performed well, the team uncovered some interesting findings around what truly resonated with the audience. They used this data and intelligence to refine the campaign messaging and determine what formats and tactics they should use in the next phase of the campaign. Ultimately, the “99 Enterprise Challenges” campaign has become an ongoing initiative for OpenText, and they show no signs of slowing down.
  4. Find new ways to drive interaction and data creation: OpenText is attempting to build ongoing engagement with buyers via the “99 Enterprise Challenges” campaign. Ericka and her team plan to experiment with more immersive formats in the future, such as interactive infographics and demos that enable buyers to choose their own journey. While these formats undoubtedly help drive engagement, they also will help generate data about how buyers are engaging and what resonates with them. Using this data, OpenText will be able to further refine and optimize its content investments.

Want to hear more about OpenText’s Finny-winning campaign? Listen to our full conversation below.

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