NanoLumens
How NanoLumens increased their lead conversion rate by 450% with an improved content experience
Unlike with some organizations, a lack of content was not a problem for the marketing team at NanoLumens. They posted a blog a week, a case study a month, and a white paper a quarter. They drove a tremendous amount of traffic to these assets mainly using PR, with very few paid advertisements. Joe’ Lloyd, VP of Global Marketing at NanoLumens, knew that delivering a more personalized content experience for prospects across the 11 verticals the company targets would improve conversions. They got better conversions—and more—with Uberflip.
NanoLumens designs and manufactures digital LED displays. They are the fastest-growing visualization company in the U.S., with global clients in retail, transportation, corporate, gaming, higher education, sports and arenas, and houses of worship. The NanoLumens website was a very traditional B2B site where resources were only categorized by the type of content. This posed a challenge when the marketing team sought to segment and personalize their content. While traffic to the content was high, views and engagement were lagging.
NanoLumens needed a better way to build out the presentation of their content
After discovering Uberflip at the B2B Marketing Exchange conference, Ms Lloyd knew she had found a solution to her organization’s content struggles. The Uberflip Hub and Content Streams were a perfect fit to solve the problem of delivering relevant content more effectively without relying on NanoLumens’ digital and IT teams for technical changes to the website. The Uberflip Hub allowed the marketing team to gather all of their content into one place, and easily segment it, giving visitors the ability to choose their industry to see a stream of only the most relevant content.
Uberflip allows people to consume content like they consume television
Lloyd and her team also recognized the shift in how prospects consume content. Potential buyers don’t want to download one piece of content and wait for more. Now they prefer to consume as much content as they want and at the speed that they want. Excited by the ability to segment and distribute content in more meaningful ways, NanoLumens adopted Uberflip and began to implement this new customer-centric focus.
“I love the way Uberflip allows people to consume content like they consume television. Much like how no one these days watches one episode only to wait a week to watch the next, people don’t want to be consuming content that way. A visitor doesn’t want to download one piece of content and wait to be contacted; they want to consume as much content as they desire, and at the speed they want.”
– Joe’ Lloyd, VP of Global Marketing NanoLumens
With the content experience on the website improved, the NanoLumens marketing team soon began restructuring their outbound communication to benefit from Uberflip’s ability to scale personalization. Now that they had the ability to tag content by vertical, they could segment outreach based on their 11 different verticals then create Streams of content for each persona. This ensured their audiences were being served content they would actually be interested in.
Using data from Uberflip integrated with Pardot, Salesforce’s marketing automation solution, the NanoLumens team analyzed the behavior and activity of their different audience personas. They looked at what each type of visitor had clicked on in the past, found trends, then made sure the right content collections went to the right personas at the right time.
Campaigns linking to new content streams quickly resulted in 20 new opportunities
NanoLumens was also able to prove the ROI from their content experience improvements. Soon after revamping their demand generation campaigns with personalized content experiences, they saw an increase in their lead conversion rate by 450%, and quickly saw an increase in the net new opportunities coming from the campaigns. Also, the team is saving so much more time publishing and sharing content. They estimate being able to get a new piece of content live on their site in 85% less time than it used to take.
Focused, personalized content for every stage
of the sales funnel
Given the success the marketing team saw, NanoLumens’ sales team decided to incorporate another of Uberflip’s features. Their business development representatives completely adopted Sales Streams. The team loved how they could quickly spin up personalized, one-to-one, marketing-approved content destinations for their prospects in minutes. To help facilitate this adoption, NanoLumens’ marketing team acted as consultants to the BDRs to ensure they were creating Sales Stream destinations targeted by vertical, persona, and activity.
Lloyd and the team at NanoLumens have proven that by segmenting content effectively and personalizing content experiences can generate immediate results. The goal of segmenting their content by vertical was to increase click-through rates on targeted campaigns—they achieved just that and much more!