Dan Briscoe, Vice President of Marketing, HCSS
For complex B2B products and services, customers often overlook the intricacies and value of the entire process. For example, very few potential customers are familiar with the companies involved in a construction project — or the role that HCSS software plays in its success.
With more than 4,000 construction companies and 45,000 end-users on HCSS software, the company was looking for a way to leverage those clients' stories and turn them into usable content.
Marketing didn’t know exactly how HCSS software was helping customers and had no way to easily obtain consent for sharing consumer information. In order to engage current customers and generate excitement around its product, Dan Briscoe, Vice President of Marketing, HCSS, and his team created an interactive contest where customers entered their successful projects, from buildings to bridges to race tracks, in a "March Madness" competition.
In this session, Briscoe will detail how the contest resulted in an 880% increase in Web traffic over its two-month duration. It also created 96,000 new users for the brand and increased social media traffic by 432%.
The results, he said, have been fantastic, but “I don’t think it really shows the impact of what this contest did for our company. Before this contest, our marketing team was really viewed just as a print shop … this really put us on the map in the company and showed them what we could do.”
Related Resources
See Dan Briscoe onstage at this year’s Summit, where he will detail HCSS’ MarketingSherpa Awards 2017 Best-in-Show campaign.
Make Your Customer the Hero: How HCSS saw a 54% increase in annualized revenue without mentioning the product – The full, award-winning case study of HCSS’ Summit 2017 presentation
Inbound Marketing: Construction software company doubles submission goals in bracket contest for customer projects – The full case study of HCSS’ 2016 Summit presentation
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