The Challenge

Content audits revealed that we had a wide range of thought leadership assets to support the bottom of funnel sales, but not as much of a top-of-funnel presence for our efficiency message. We needed a completely new content suite directly addressing awareness and consideration level pain points, focused on how PTC improves efficiency specifically for the OEM (original equipment manufacturer) market.

The Solution

I interviewed multiple internal SMEs to understand the nuances of this audience, then drove a funnel-down strategy and created all the content for the campaign. I worked closely with Demand Generation to ensure I was creating assets targeted at the titles they’d be focusing on for outbound emails. This campaign relied heavily on pain-point awareness and consideration pieces that led up to our already established solutions-based product marketing that made up the bottom of funnel.

The Results

The email campaign that used these assets performed above expectations, leading the way for futher awareness and consideration campaigns across other verticals. It showed a clear need and ROI for top-of-funnel assets, which historically didn’t always have buy-in across the thought leadership focused company.