What’s the best way for a company to build relationships with decision makers in the C-suite? For Mindsailing’s health care practice, success came through a persona-driven campaign that attracted CEOs, CFOs and CMOs with deep, rich content and thought leadership to help solve pressing business challenges.
At Mindsailing, we believe that knowing our audience on a deep level is a key to crafting successful content that guides change and innovation. And we are proud to have won a 2020 Content Marketing Award in the Agency/Client Content Marketing Partnership category for our major national health care client’s C-Suite Thought Leadership Campaign.
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Extensive persona research reaches C-Suite audience
The Content Marketing Awards are the largest international content marketing awards program in the world, recognizing the best content marketing projects, agencies and marketers in the industry each year.
Leading up to this award, Mindsailing spent nine months conducting interviews, roundtables, surveys and reviewing secondary research to develop and define our C-suite personas. Following this extensive research, we developed relevant content through several separate campaigns that connected the dots between organizational challenges and client expertise, experience and capabilities.
To bring each campaign together, we built a rich, integrated interactive experience — including eBooks, webinars, self-assessment guides, and more — to help fill the funnel with C-Suite prospects.
Related Content: Learn how to use eBooks to engage audiences.
The campaigns exceeded goals and created a sustainable channel for the brand to continue their outreach to this valued audience.
For new contacts, we met 162% of our goal; newly engaged contacts hit 161% of our goal.
“Great work comes from great client relationships,” says Mindsailing CEO Julie Mackenzie. “Our client gave us wonderful access to their subject matter experts. They were able to take our assets and guidelines and then deploy it.”
Want to learn how developing personas can help target an effective marketing campaign?
Contact us today.