Cloud Elements | Campaign

eBook Pre-Launch Testing Strategy

Overview

Gated eBook using lead & demand generation tactics

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

Cloud Elements was 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 were able to 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.

Campaign Graphics

Challenge

Before launching a brand new eBook, Cloud Elements wanted to test options for the eBook 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

Approach

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

Cloud Elements eBook Landing Page

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

Cloud Elements eBook Promo Email

 

Social Ads – Two Variations

 

Cloud Elements Definitive Guide Social Post
Cloud Elements Product Managers Guide Social Post

 

The initial A/B test was just a starting point. SmartAcre worked with Cloud Elements on a post-launch promotion strategy that included paid placements and inbound marketing tactics such as content marketing, influencer outreach, Google Ads 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

 

Cloud Elements Contacts Report in HubSpot

 

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

Outcomes

In addition to selecting a title, Cloud Elements generated downloads two weeks before the actual eBook launch. Results included:

  • 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)

Post-Project Success

In March 2021, UiPath acquired Cloud Elements.

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