ViB Research Generates $5M in Pipeline

Over $2 million in close/won deals

$3M in open opportunity pipeline

10 content assets and interviews generated

Customer Challenge

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 creationAs a startup that was also establishing a new market category, the company needed results quickly and affordably.

Director of Global Events at Major Tech Company

We had this really great top-of-the-funnel report that served as a content pillar for the full year.

“The quality of ViB’s work and their prowess in the industry is second to none. ViB Research is a must-have in your marketing collateral arsenal.”

For quality marketing, you have to have quality content. (But at that early stage) we didn’t have enough people on staff to write the material we needed. We were also very budget conscious.
Director of Global Events

Challenges faced:

  • 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.  

ViB Solution

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. 

Tom’s expertise, and working together with him to develop the shape of the survey, gave me confidence that he shared our sense of urgency and would deliver a quality result.

I just immediately felt ViB had our best interests at heart, and that they knew what they were doing.
Director of Global Events

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.

With inputs from over 550+ respondents, see how the report uncovers insights into the security incident response lifecycle, all in the client’s brand.

Dramatic Results

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.

The ViB research deliverables — the customer-branded charts and graphs, and the executive summary — were what we needed to publish a high-quality report and infographic. [The report was] an important step in establishing credibility in the market.
Director of Global Events

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.

They have been one of the best lead generation assets I've seen in my career. It's a mix of having really objective, third-party, vendor neutral data, that we've collected that end users find very interesting to see for trends.
Director of Global Events

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.

ViB was a pleasure to work with. They went out of their way to make sure we were successful. It’s reasonably priced, it’s really great data, and it’s a fast turn-around.

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.
Director of Global Events

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