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Gated eBook using lead & demand generation tactics

 

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SmartAcre helped client, Cloud Elements, test, design, launch and promote a gated eBook.

Cloud Elements is a cloud API management and integration service that enables developers to publish, integrate, aggregate and manage all of their APIs through a unified platform. Using Cloud Elements, developers can quickly connect entire categories of cloud services (e.g., CRM, Documents, Finance) using uniform APIs or simply synchronize data between multiple cloud services (e.g. Salesforce, Zendesk and Quickbooks) using its innovative integration toolkit. Cloud Elements is headquartered in Denver, CO, but serves customers worldwide. More information about Cloud Elements can be found at www.cloud-elements.com.

Results

  • In addition to selecting a title, Cloud Elements generated downloads two weeks before the actual eBook launch
  • 72 conversions pre-launch (“reserve your copy”, March 15-31)
  • 9 new leads pre-launch (March 15-31)
  • “Reserve your copy” email had a 24.21% open rate and 32 downloads
  • 385 conversions post launch (April 1-30)
  • 272 new leads post launch (April 1-30)

Challenges

Before launching a brand new eBook, Cloud Elements wanted to test a title to determine what worked best with their target audience. The goal of the two-week test period was to:

  • Determine what messaging generated the most landing page views
  • Determine what title resulted in the most conversions
  • Test content on various channels to determine where to promote post launch
  • Create demand with current leads by asking for feedback pre-launch
How We Did It

SmartAcre worked with Cloud Elements to create a pre-launch testing strategy using a HubSpot landing page, email, PPC ads in AdWords and on social media, keyword research, social media content and crowdsourcing via Influitive.

 

“Reserve Your eBook” landing page A/B test in HubSpot

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Pre-launch HubSpot email to create demand and poll the audience (A/B tested subject line)

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Social Ads – Two Variations

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The initial A/B test was just a starting point. SmartAcre worked with Cloud Elements on a post-launch promotion strategy that also included both paid placements and inbound marketing tactics such as content marketing, influencer outreach, AdWords retargeting, dZone paid ads, and email campaigns.

There was a significant spike in new HubSpot contacts created in March and early April as a result of the eBook

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As part of this project, SmartAcre also created the eBook: The Definitive Guide to API Integrations.