Reaching decision makers with relevant
content
Skillsoft provides cloud-based learning solutions for enterprise, government, and education. While course content tends to be industry-agnostic, the company needs to reach specific audiences, such as chief learning officers and human resources executives. As active content marketers, one of Skillsoft’s biggest challenges is making sure their content gets in front of the right audiences. “We’re trying to fish with a spear versus a net when it comes to targeting the right audience for our products and services – and delivering the content that resonates with this audience,” says Pam Boiros, Skillsoft’s Vice President of Corporate Marketing. “Our charter is to bring new names to our lead pipeline, preferably from the Fortune 500.”
The advantage of a professional context
Skillsoft chose Sponsored Updates, which deliver content directly to LinkedIn members’ news feeds, to offer whitepapers, webinars, analyst reports, and other valuable content to its desired audience. The professional mindset and the sheer volume of their target audience on LinkedIn proved to be a great fit. “The LinkedIn news feed is the perfect place to offer content – members like to scan news feeds several times a day, and they don’t view Sponsored Updates as an intrusion on their networking,” Boiros says. “LinkedIn is where our targets are, and their job titles are easily available and accurate. We’re reaching training professionals who want to know how to save money or make their companies better, so essentially we’re arming advocates with our content.”
Quality conversions
Since beginning its campaign, Skillsoft has seen a 30% conversion from leads gathered via Sponsored Updates, with 32% of all leads coming from members at the manager level and higher, and 17% coming from members at the director level and higher. Sponsored Updates also helped boost Skillsoft’s Company Page followers by 225%. “We try to stay ahead of the curve in our marketing and use provocative messages to capture attention, and we can see daily and even hourly how our Sponsored Updates are performing,” says Candy Osborne, Senior Marketing Manager for Skillsoft. “We can make adjustments on the fly to improve engagement – such as adding a picture, or changing the targeting.”
Innovative content
Skillsoft uses Sponsored Updates to promote valuable content that increases engagement and generates leads. For example, Skillsoft offered an exciting new product -- the Welch Way Management Training Program -- which features Jack Welch’s business insights through exclusive videos and interactive learning. Skillsoft targeted certain types of leadership development professionals to promote this innovative new approach to online training.
Skillsoft provides cloud-based learning solutions for enterprise, government, and education. While course content tends to be industry-agnostic, the company needs to reach specific audiences, such as chief learning officers and human resources executives. As active content marketers, one of Skillsoft’s biggest challenges is making sure their content gets in front of the right audiences. “We’re trying to fish with a spear versus a net when it comes to targeting the right audience for our products and services – and delivering the content that resonates with this audience,” says Pam Boiros, Skillsoft’s Vice President of Corporate Marketing. “Our charter is to bring new names to our lead pipeline, preferably from the Fortune 500.”
The advantage of a professional context
Skillsoft chose Sponsored Updates, which deliver content directly to LinkedIn members’ news feeds, to offer whitepapers, webinars, analyst reports, and other valuable content to its desired audience. The professional mindset and the sheer volume of their target audience on LinkedIn proved to be a great fit. “The LinkedIn news feed is the perfect place to offer content – members like to scan news feeds several times a day, and they don’t view Sponsored Updates as an intrusion on their networking,” Boiros says. “LinkedIn is where our targets are, and their job titles are easily available and accurate. We’re reaching training professionals who want to know how to save money or make their companies better, so essentially we’re arming advocates with our content.”
Quality conversions
Since beginning its campaign, Skillsoft has seen a 30% conversion from leads gathered via Sponsored Updates, with 32% of all leads coming from members at the manager level and higher, and 17% coming from members at the director level and higher. Sponsored Updates also helped boost Skillsoft’s Company Page followers by 225%. “We try to stay ahead of the curve in our marketing and use provocative messages to capture attention, and we can see daily and even hourly how our Sponsored Updates are performing,” says Candy Osborne, Senior Marketing Manager for Skillsoft. “We can make adjustments on the fly to improve engagement – such as adding a picture, or changing the targeting.”
Innovative content
Skillsoft uses Sponsored Updates to promote valuable content that increases engagement and generates leads. For example, Skillsoft offered an exciting new product -- the Welch Way Management Training Program -- which features Jack Welch’s business insights through exclusive videos and interactive learning. Skillsoft targeted certain types of leadership development professionals to promote this innovative new approach to online training.
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