Skillsoft case study

The Challenge

Skillsoft is a leading provider of cloud-based learning solutions worldwide with a long history of innovation. In addition to further enhancing their presence in the market place through targeted brand engagement they were looking to position themselves as thought-leaders while generating high quality leads for their sales team.

The TrainingZone.co.uk and HRzone.co.uk communities offered access to a combined 170,000 registered training and HR professionals providing the ideal platform for this challenging campaign. Working closely with Skillsoft the Sift Media team developed a cohesive strategy to deliver against objectives which would optimise brand exposure, place Kevin Young (MD) as a known and respected voice of the industry, and ultimately deliver the pre-specified quality and volume of targeted sales leads.

The solution

An integrated campaign was created that would bring together a selection of promotional tools across multiple touch points on both HRzone.co.uk and TrainingZone.co.uk.

Brand presence was gained through on-site display activity, inclusion in the TrainingZone.co.uk directory and through sponsorship of the HRzone.co.uk and TrainingZone.co.uk Yearbook. Display activity also included a special interactive MPU which helped educate members by offering a selection of resources, videos and blogs.

Skillsoft were further positioned as thought-leaders through the promotion of white-papers and webinars in email bulletins to members, as well as hosting these documents in the archived library - providing a source of ongoing lead generation.

While the campaign would attract decision makers of all levels, a tiered lead system meant that Skillsoft could easily identify top quality contacts and prioritise these for further nurturing activity.

The results

The email bulletin insertions, the yearbook, the directory entry and the interactive MPU delivered over half a million views of Skillsoft branded content throughout the campaign. This resulted in 17,500 quality interactions such as click throughs and downloads - the interactive MPU far exceeded the industry average CTR with 12,401 clicks.

Over 57% of those who clicked on adverts for the Skillsoft webinar signed up to attend, providing 226 quality registrations.

In total 1,961 leads were generated throughout the course of the campaign. All of these were within target specification, but an impressive 561 were of the highest banding.

Sift Media have been fantastic to work with, they have a great understanding of our industry and they help keep our campaigns lively by suggesting new ideas and new directions, but always in-line with our overall business objectives.

Sarah Jones, Senior Marketing Executive, Skillsoft