Newcomp Analytics Builds Lead Pipeline with Thought Leadership Content

Background

Newcomp Analytics is a world-class analytics team specialized in helping organizations tap into their data and transform their analytics projects through a combination of strategy and development expertise

By working with clients to define their goal, find the gaps, then match them with the right people, processes, and tools, Newcomp has successfully deployed complex analytic solutions for over 25 years. As an IBM Business Partner, Newcomp uses IBM technology to solve high level data issues such as decision optimization, forecasting, and machine learning. With hundreds of clients across all industries and functions around the globe, Newcomp is one of Canada’s most trusted analytics advisors.

The Challenge

Educating prospects in unlocking the value of data and AI

The marketing team was looking to grow its lead generation activities and specifically target prospects who were interested in learning more about data science with IBM enabled solutions. Although Newcomp's website had numerous blogs published, it did not have many gated content assets. Newcomp wanted to create a technical white paper to build its inventory of thought leadership content (particularly around data science), and support it's lead generation efforts. Alexandria Lasinski, Marketing Director at Newcomp adds, "Our goal was to provide the knowledge and foundation for our readers on how to get started with data science and how our team can help."

Our Solution

Thought leadership white paper paired with content syndication

Newcomp turned to GamePlan Marketing for help after receiving a referral from TD SYNNEX, a trusted partner who was an existing GamePlan client. GamePlan assisted in developing a project strategy, which consisted of two parts:

1. Write and design a data science white paper for Newcomp, as an educational asset to help establish Newcomp as a thought leader in the IT industry.

2. Utilize the new white paper to generate qualified leads in a content syndication campaign.

After an initial kick-off meeting to discuss the topic of the white paper and project timeline, interviews with the Newcomp data science experts were arranged to gather more detailed information. With the research complete and an outline of the white paper approved, the GamePlan team worked closely with the Newcomp team to manage the multi-step production and design process.

GamePlan's technical expertise and efficient project management approach enabled the timely creation of a custom white paper. Alexandra describes her experience, "The team at GamePlan was very organized and helped bring our ideas to life. They were able to easily understand the concepts and technical topics we wanted to explore and provide us with the research and content that we needed!"

GamePlan's next step involved developing a lead generation program using the newly written data science white paper. A content syndication campaign was created with parameters designed to drive top of funnel leads with target prospects identified by GamePlan and Newcomp. An enticing content abstract and engaging follow-up email were designed by GamePlan to prompt action during the campaign period, which lasted two weeks.

Results

89 Marketing Qualified Leads (MQLs) added to Newcomp's email nurture program

The GamePlan team successfully delivered a well-researched and compelling white paper that resonated with the target audience of the content syndication campaign. A total of 89 top-of-funnel leads were generated over the two-week campaign period. A follow-up email was developed, and the CASL-compliant leads were included in Newcomp's ongoing nurture campaigns. Alexandra concludes "Overall we had a great experiance with everyone from the GamePlan team and our paper was well written and designed. What sets GamePlan apart from the other agencies I have worked with is the fact that they have much more technical knowledge in our industry, due to their experience working with a number of software and services companies."

Next Steps

What's next for Newcomp? Opportunities now exist to leverage the newly developed white paper on Newcomp's website, in future lead generation campaigns, and to repurpose the white paper content into 'snackable' formats for extended use on social media platforms. Now that the effort has been made to build out their long-form content (the white paper), many possibilities exist to repurpose it. From blogs, video snippets, and infographics, to a podcast series - the opportunities to get creative are endless!