A captivating content marketing campaign to drive downloads for Salesforce

A purpose-led, hyper-targeted marketing campaign was BlueMelon’s solution. BlueMelon knew that in order to spark the audience’s interest to download Salesforce’s reports, they needed to go back to the data. The goal? Uncover the gold nugget insights that would resonate with the target audiences on a personal level. The insights uncovered had to link to the specific pain points, goals and needs that those targeted professionals needed to make better business decisions. This would be the invaluable hook that would get the audience stopping, clicking and downloading the reports.

The approach was to educate and incentivise. The solution would ultimately educate sales and marketing professionals on the benefits that downloading the reports would afford them. By delving into the attributes of the professionals Salesforce wanted to target, BlueMelon’s solution offered goal-orientated incentives for downloading. What was troubling them specifically? What personal or professional goals were they trying to accomplish? BlueMelon knew that when sales and marketing professionals discovered how this report would help them achieve their KPI’s, positioning Salesforce as a trusted, authoritative source of data.

On identifying key insights that were helpful, informative and enticing enough to download the reports, BlueMelon set out to execute and deliver a gold standard suite of digital assets across LinkedIn. The Salesforce brand was already disruptive, but BlueMelon’s solution took it to the next level.