The Company: Cision
Cision is a global cloud-based communications and PR software that helps companies reach, target and engage audiences.
The Problem: Converting Visitors to Engaged MQLs
Generating content wasn’t a problem. The marketing team had built up a vast library of content that included more than 300 blog posts and dozens of ebooks, playbooks, and webinars. Yet despite their efforts, they were failing to meet their traffic and lead generation goals. Their content wasn’t optimized, their prospects weren’t engaged, and as a result, their lead targets weren’t being met. Cision was looking for a way to personalize the way their visitors consumed content.
The Solution: Getting to Market Faster
Cision acquired Trendkite in 2019 for many reasons, one being to bring in the innovative marketing talent from Trendkite into Cision, like demand generation leader David Cardiel. Now, as Head of Global Demand Generation at Cision and a three-time customer of Uberflip, David uses the content experience platform to help consolidate all of Cision's content, organize it, integrate their MAP, and build demand campaigns for every stage of the funnel.
“When we rolled it out internally, jaws dropped,” said Cardiel. “Our employees embraced the product quickly and were passionate about the platform.”
With their new Resource Center, the Cision team now has a consolidated source for all of their content, organized by topic, industry, and persona. It is also seamlessly integrated into their marketing automation platform, so converting traffic into leads is easier than ever.
With the help of Uberflip, the Cision team is now getting to market faster, building campaigns quicker and at scale. “Uberflip is doing the work for us, we’re able to focus our time on assessing inbound leads, and strategizing sales follow-ups, instead of spending our time dealing with the cumbersome process we had in place prior to Uberflip,” says Cardiel.
What’s more, following their successful launch, Cardiel noticed that his sales team was beginning to share more content than ever before and as a result, were promoting the Cision brand.
The Results: Uberflip Created Results Right Out of the Gate
Within the first month of launching Cision’s Resource Center, Cardiel and his team increased their inbound MQLs by 3x, thanks to the ability to position and categorize their content by industry, content type, and solution. With strategically placed CTAs on the hub, visitors can easily register for webinars, download eBooks, and request product demos. Out of those, Cision saw their conversion to demo rate increase by 4x.
“Uberflip is a big reason why we were able to hit our inbound target goal each month. They’re also the reason why our sales team feels much more equipped when closing deals,” said Cardiel.
Beyond lead generation and conversions, Cision’s Uberflip Hub influenced $5.4M of closed-won business in 6 months. With these results, David and his team are excited to build out additional Uberflip Hubs as Cision continues to expand its content strategy.