Content Marketing Strategy & Execution For Tellabs, we delivered a mobile-friendly website, blogs, videos, email newsletters, social media, digital and print magazines, white papers, media relations and more.
Big Data Website, email and social media analytics enabled continuous performance improvements. For example, soft conversions — watching a video or reading a blog, magazine article or white paper — increased from 10% of website visitors to almost half of visitors. The Tellabs case history is featured in a new book, The Big Data-Driven Business, by Russell Glass and Sean Callahan.
Results Thought-provoking content, such as original content on “The End of Profitability,” ranked among the top 10 stories on the Total Telecom website. It triggered calls from new buyers in the CTO office at Telefonica and the first inbound call from Google. Even years after the study was released, customers such as Telmex called seeking the study’s unique insights.
As website conversions tripled, Tellabs generated a $20 million sales pipeline from content marketing. Marketing worked with sales to capture more than $5 million in revenue.
As a marketing change agent, I consult with clients, lead content marketing workshops for the Association of National Advertisers (ANA), and write the weekly Simplify Marketing blog.
With experience from Fortune 500 companies such as AT&T, RR Donnelley and Tellabs, I've been named:
- Content Marketer of the Year by the Content Marketing Institute.
- Best Marketer by BtoB magazine.
- A B-to-B CMO to watch by Fierce CMO.