Keystone content: IDC/Foundry authority building

One major win was through a partner’s 80/20 MDF offer for a co-branded IDC campaign to bring in third-party validation through a high-value downloadable suite of assets. I negotiated the deal.

The campaign included an IDC InfoBrief, an Analyst Connect commentary, a social teaser, and a webcast with two experts and a DI Squared executive. Positioned alongside problem-focused buying guides, the February to November campaign was projected to generate 5-10% conversion rate on a 12-18 month sales cycle.

I created an ambitious plan with contextual information, ranging from press releases and partner content to social cards and e-mail campaigns, as well as a promo event in our midwest and southwest target geos.

I built ideal customer profiles and a target account (TAL) list for Foundry, a third-party, and commissioned their BDRs to clinch program success. I worked with sales to develop qualifying questions and talk tracks.