Candyce Edelen is the CEO and founder of PropelGrowth, a content marketing firm specializing in financial services technology. The document discusses a case study of a small but rapidly growing financial technology provider and how it used content marketing tactics like white papers, webinars, and articles to build awareness, support sales, and generate leads. It provides examples of how extensive and tailored content helped the company engage more customers and prospects across its target accounts.

2. Candyce
Edelen
-­‐
PropelGrowth
CEO
and
Founder
§ Content
marke+ng
specializing
in
financial
services
technology.
§ Co-­‐founded
two
financial
technology
companies
§ 12
years
experience
specializing
in
the
Capital
Markets
2
©
2014
PropelGrowth,
LLC
@CandyceEdelen

3. Case
Study
–
Financial
Technology
Provider
§ Small
financial
technology
provider
§ Customers
include
50%
of
the
global
+er
1
banks
§ 55%
annual
growth
§ 95%
customer
reten+on
§ 60+
employees
§ London,
Sydney,
Chicago,
New
York
3
©
2014
PropelGrowth,
LLC
@CandyceEdelen

4. Tac>cs
vs.
Strategy
4
©
2014
PropelGrowth,
LLC
@CandyceEdelen

5. Content
Audit
5
©
2014
PropelGrowth,
LLC
@CandyceEdelen

6. What
Is
“It”???
6
©
2014
PropelGrowth,
LLC
@CandyceEdelen

7. Establish
a
Strategy
Marke+ng
Strategy
Customer
Research
Sales
Strategy
Company
Strategy
7
©
2014
PropelGrowth,
LLC
@CandyceEdelen

8. Targe>ng
in
Financial
Services
8
Account
Strategy
37
Target
Firms
3
Target
Divisions
4
Target
Buyers
©
2014
PropelGrowth,
LLC
@CandyceEdelen

9. How
Banks
Discover
Solu>ons
9
©
2014
PropelGrowth,
LLC
@CandyceEdelen

10. What
We
Knew
About
Our
Targets
10
Audience
Events
Earned
Media
Ar+cle
Placement
Email
Word
of
Mouth
©
2014
PropelGrowth,
LLC
@CandyceEdelen

11. Coping
with
a
Content
Beast
• Awareness
• Drip
campaigns
• Sales
support
• Buying
stages
• Build
audience
• Thought
leadership
• Media
outreach
• Email
marke+ng
• Lead
genera+on
11
©
2014
PropelGrowth,
LLC
@CandyceEdelen

12. Hair:
pillow
and
saddle
stuffing
Pelt:
clothing
and
blankets
Stomach:
buckets
and
cooking
pots
Horns:
toys,
decora+ons,
cutlery,
cooking
utensils
and
cups
Bones:
sewing
needles
arrowheads
saddle
frames,
knives
and
tools
Tendons:
sewing
thread
and
bowstrings
Skull:
religious
rituals
Hump:
most
flavored
meat
Hooves:
glue
and
tools
Tongue:
food
Fat:
cooking,
soap
Brain:
for
tanning
hide
Meat:
Food
plus
preserved
as
dried
jerky
12
©
2014
PropelGrowth,
LLC
@CandyceEdelen

13. Using
Every
Part
of
the
Buffalo
13
©
2014
PropelGrowth,
LLC
@CandyceEdelen

14. Object
Trading
Buffalo
Premium
Content
Research
Report
Premium
Deriva>ves
Video
Webinar
Live
Panel
Event
Low
Cost
Deriva>ves
2
Byline
Ar>cles
7
Blog
Posts
5
Email
Campaigns
2
Event
Recordings
14
©
2014
PropelGrowth,
LLC
@CandyceEdelen

15. Opportuni>es
for
Amplifica>on
15
©
2014
PropelGrowth,
LLC

16. Results
So
Far…
Of
the
37
Target
Firms
• 30
interac+ng
with
content
• 13+
par+cipa+ng
in
events
• 12
addi+onal
high
value
targets
engaged
Sales
• 5
deals
in
“stalled”
stage
are
engaging
with
content
• Added
2
new
sales
people
to
work
the
opportuni+es
Awareness
• Extensive
content
sharing
• Dozens
of
earned
media
placements
16
©
2014
PropelGrowth,
LLC
@CandyceEdelen

17. Key
Takeaways
§ The
Content
Beast
likes
to
eat
Buffalo!
§ Buyer
Persona
research
delivers
reams
of
content
§ Deriva+ve
≠
Repurposed
17
©
2014
PropelGrowth,
LLC
@CandyceEdelen

18. Key
Takeaways
18
©
2014
PropelGrowth,
LLC

19. For
More
Informa>on
Visit
www.PropelGrowth.com
Contact
Candyce
Edelen
cedelen@propelgrowth.com
+1
201-­‐751-­‐9494
@candyceedelen
19
©
2014
PropelGrowth,
LLC
@CandyceEdelen