2X provides a full range of professional marketing services from creating thought leadership content to execution of demand gen campaigns via emails, social, and paid advertising. Amongst 2X’s clients is WGroup, a leading IT management consulting firm based in Philadelphia, US. Since most of WGroup’s consultants are either ex-CIO or CTOs with 25 years of experience, their approach to consultancy is based on deep domain knowledge and expertise that their clients can benefit from. Another unique thing is that WGroup markets and sells to the C-levels, this segment is generally more discerning and harder to reach compared to mid-level managers. In order to get the attention of C-level prospects, 2X constantly seeks to provide high quality content that prospects will value and deliver it via a smooth user experience.
The search for a better conversion experience
The 2X team for WGroup marketing is led by Alex Teoh, a client success director. His team started off with creating PDF documents for the client, but the experience of downloading the PDF and opening it was clunky and not mobile friendly. Although there were good results from demand generation campaigns with PDF downloads, Alex and his team wanted to improve the engagement and conversion rate of the content and deliver more leads to WGroup.
“We wanted to give any lead or prospect a preview of the content and then request them to fill out a lead form in order to get the full document. The document itself had to look better than a static PDF.”
The team researched the market for online readers and digital publishing tools. The right tool had to provide a better reading experience, while having the ability to collect lead information.
The FlippingBook solution
When 2X evaluated FlippingBook, they realized it was exactly what they needed. The thought leadership content that 2X created for their client was transformed to look more professional and engaging with FlippingBook, compared to the PDF format. The new format was also more suited for online reading.
“The seamless viewing experience that FlippingBook provides was what initially drew us to the tool. And its marketing capabilities—especially the built-in lead capture form—proved that we made the right choice,” said Teoh.
So 2X started creating digital previews for thought leadership content with FlippingBook. Each preview was embedded directly into the client’s website. The solution allowed only a few pages available for reading before a pop-up form appears where the prospect would have to fill in a short form to continue reading the rest of the asset.
“Before FlippingBook, leads had to fill out a form to read the whole document,” said Teoh. “Now, we give them access to the first three pages so they could get an idea about the content. We knew the quality of our content is very high, and any prospect would be hooked once they start reading.”
With FlippingBook, 2X was able to generate twice as many leads, and since prospects have the ability to consume the content prior to filling the form, they are also far more willing to engage when sales do a follow up. As a result, WGroup’s conversion rate to meetings is three times higher than before.
Since 2X produces a variety of content for WGroup—such as blog posts, services pages, white papers, strategy briefs and cheat sheets—being able to analyze content performance is a key advantage. The 2X team was able to gain better insights into what topics, and even down to the certain sections within the document, to know what is popular or useful with the target audience.
“Every thought leadership content that we produce may include frameworks, graphs, and diagrams. Analyzing what people spend the most time reading, or which pages are the most engaging gives us an idea of what they want to see. This way, we can produce more of that type of content.”
2X hopes to bring more of their clients on board with FlippingBook to replicate the success they’ve achieved with WGroup thus far.
This article was originally published on FlipplingBook.com