ViB Research Generates $5M in Pipeline
Our customer is a corporate marketing leader and startup veteran with over twenty years of experience driving demand generation and sales enablement for software companies. In 2016, she joined a new startup as their first marketing hire. That company went on to be successfully acquired by a major technology entity in 2019, where our customer is now Director of Global Events.
Tasked with increasing awareness for the startup and their emerging solution category, our customer turned to content creation. As a startup that was also establishing a new market category, the company needed results quickly and affordably.
- Hard to produce quality content with a small team
- Needed to establish branding and thought leadership as an early stage startup
- Large analyst firms had drawn-out processes, required massive budgets, and limited republishing opportunities.
To capture market opportunity, there was no time to waste on a long, drawn-out process nor the budget to spend that is typical with large analyst firms for a report that is “already obsolete by the time you get it out the door; if they even let you publish it externally.” Instead, she wanted something different.
She sought a new way to create a full content pillar that would drive a multi-channel digital campaign and accelerate the perception of her company as a thought leader.
Our customer trusted ViB Research to conduct high-quality, unbiased, third-party research that would provide the unique market stats she needed to generate the unique perspective and proprietary thought-leadership content she was looking for.
ViB Research is a unique B2B market research solution that delivers precisely targeted, third-party research, purpose-built for each customer’s needs.
She partnered with Tom Riddle, Director of Research at VIB, to set up the survey questions. Right from the start, she received specialist support, along with full ownership of the research agenda.
I just immediately felt ViB had our best interests at heart, and that they knew what they were doing.
With the co-designed questions and the client’s respondent targeting requirements, ViB then conducted a targeted survey to dig deeper into the market problems that the company’s technology platform solves.
To do this quickly and affordably, ViB taps into its millions-strong community of targeted tech professionals. Tom and his team then manages the entire process from survey promotion to result collection and analysis.
To wrap up the program, ViB delivers a full research package in the client’s brand, with all the statistics collected, along with graphs and anlyses created, for the client to own and reuse.
Our customer then leveraged the report content in various demand generation initiatives and industry events. Specifcally, the report results were presented by their CISO at C-level events.
ViB makes it easy to create the most trusted forms of content in a company’s own brand. The client continued to build 10 content assets, along with multiple media interviews.
Content campaigns built on the ViB research and the resulting materials generated a whopping $3M in pipeline and led to $2M closed/won revenue for the company — all attributed to this report and the corresponding assets created.
Instead of embarking on a slow-moving and expensive project like analyst market research reports, or relying solely on more commonplace efforts like a webinar, “ViB Research allowed us to create something different.” This high-quality independent research “had a major impact on how people thought of the company.”
“We had this really great top-of-the-funnel report that served as a content pillar for the full year,” she says, driving both awareness and demand. In addition to increasing leads, opportunities, and pipeline, the compelling thought leadership content generated great press in industry publications and helped the company create a new market category.
Post-acquisition, the company now relies on the ViB program to generate annual thought leadership reports, updating the questions each year to reveal new trends and insights.
To date, she has created 3 annual reports, from 2017 to 2020. Our customer enthusiastically recommends ViB as one of the best lead generation programs she’s worked with.
This program works for startups but would work just as well for bigger companies who want to publish high-quality research that offers them a unique perspective in the market report.