Xactly reached out to PaperplaneCo to develop a cohesive global campaign targeting its buyers to drive awareness and demand for one of its products, Xactly Forecasting. In addition to driving awareness, a broader campaign was developed to capture demand, drive demand generation, and drive pipeline.

As part of this greater campaign development, PaperplaneCo recommended an ebook asset to explore Revenue Operations – an emerging function at many organisations.

The ebook, The Road to RevOps, serves as a comprehensive guide to answering key questions surrounding RevOps transformation as it relates to agile workflows, integration, and revenue growth. It serves as a guide for leaders who want to assess their organisations’ current maturity, drive their own RevOps transformation and become prepared to overcome challenges along the way.

Interested in learning more about our campaign development? See another element of the overarching campaign.

The research covered a wide range of topics, such as company growth rates, revenue growth challenges, annual revenue planning process, revenue forecasting process, technology used, state of revenue intelligence program adoption, and Intelligent Revenue technologies.

However, the resulting data needed to be translated into something more accessible and actionable for their target audience.

PaperplaneCo produced a series of multi-channel assets that extended the research into content pieces that were effective for different stages of the customer journey.

These included:

• A social video
• An ebook
• A series of infographics
• Blog posts
• Mini-guides

SOCIAL VIDEO

Through these assets, Xactly established themselves as thought leaders in the industry, extended the reach of the research and provided valuable insights into the State of Revenue Intelligence.

We developed the concept around Marketo Engage’s proposition of Proving and Improving Impact by delivering the insights into which audiences, campaigns, channels, and content are successfully driving buyer engagement. 

The series aimed to address the importance of failure and its role in achieving success. It challenged the traditional notion of success stories and explored how failures are crucial for innovation and growth.

Fail fast, iterate faster with Adobe Marketo Engage.

You can ONLY learn from failure and missed opportunities if you understand why you failed in the first place. Resilience starts with having the insights, and iterating, improving and optimising as you build on small successes towards the big win.

The Resilience Sessions was a multi-touchpoint event series that included:

• TOFU virtual events targeting two key industries (Professional Services and High Tech) featuring guest speakers sharing their stories of failure.
• MOFU Resilience Builder Kits that dived deeper into the speaker story and introduced Marketo Engage as the “antidote” to failure, enabling fast recovery.
• BOFU solution workshops

For the virtual events, we partnered with F*ckUp Nights, a global movement focused on creating experiences that deconstruct society’s perception of failure and recruited speakers through their network and designed the theme like a late night, dive bar event. The On24 event collateral was designed around this concept with a matching console background.

Marketo Engage’s Resilience Sessions webinar series was an innovative and informative way to explore the concept of failure. It challenged the traditional notion of success stories and encouraged attendees to develop resilience and learn from their failures.

After the virtual event, attendees were sent an ebook that featured the event speaker and dived deeper into the case study.

The ebook was created as middle-of-the funnel content, introducing the Marketo offering and demonstrating at a commercial level how data-driven decisions could help businesses recover much quicker from failures and setbacks.

Marketo Engage’s Resilience Sessions webinar series was an innovative and informative way to explore the concept of failure. It challenged the traditional notion of success stories and encouraged attendees to develop resilience and learn from their failures.