BAO-LEWIS-CASE-STUDY

BAO


By Appointment Only (BAO) has nearly 20 years of experience in helping high-tech companies go to market and has built a solid reputation for providing the best in performance-based appointment setting, account intelligence, and lead generation services.

BAO had established its roots as an appointment-setting vendor when it was founded in 1997, and it was initially difficult to get beyond the market’s perception of the company as a “telemarketing” organization.

Our mission: Help reposition the company as a full-service demand-generation partner for sales and marketing teams that need to get to market faster, smarter and more efficiently.

STRATEGY

LEWIS worked with BAO to develop strategic content and campaigns designed to educate the market, as well as internal teams, about how BAO’s services and the resulting account intelligence can increase sales and marketing productivity and drive bottom-line results.

To capture attention and spark interest among sales and marketing professionals, “standard” content wouldn’t do. The goal was to create materials that take a bold, evangelical approach to tackling the challenges the target audiences face. This included collateral such as service overviews, case studies, videos, trend reports and even Internet memes. Related content was packaged into “Resource Centers” and promoted to build awareness and drive traffic. 

RESULTS 

One example is the Hyper-Growth Resource Center, which includes several resources – including a trend report, a checklist, a case study, three blog posts, and two solution overviews – all focused on helping fast-growing companies boost sales momentum. BAO leveraged the Q4 planning season by promoting the Resource Center via a humorous LinkedIn sponsored post campaign that drove click-through rates almost double the LinkedIn benchmark.

BAO Meme

Over the course of the engagement, this content has played a pivotal role in launching BAO products and services that are clear competitive differentiators for the company: Advanced Demand Generation (ADG), Opportunity Identification (OppID™), Fast Ramp, Lead Qualification, Account Maps and the BAO Intelligence Center.

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