54%+ clickthrough rate on regionalised content
Regionalised marketing
Region-specific newsletter and email campaigns
Video creation
Sales enablement content
50%+ follower increase for senior execs.
Amplifying exec voices
Social strategy
Blog-led thought leadership
Media relationships and bylines
Case Study #1: Regionalised partner marketing campaign increases clickthrough rate by 54%+
ServiceNow’s partner marketing campaigns and priorities, set by its U.S. team, meant content often didn’t resonate in the EMEA region. ServiceNow saw this as an opportunity to engage partners better and increase sales in the region.
What worked
Working with the EMEA Partner Marketing team, Branch Road helped create and launch a region-specific campaign called ‘Partner Connect’, a quarterly newsletter and content exclusively for EMEA partners, which included:
- Exclusive ‘hero’ video interviews with senior execs, customers, and partners.
- Industry insights, product updates, and sales enablement resources to help partners compete and win new business.
- An engagement-driven email campaign that distributed regional content via a region-specific newsletter.
The results
12%
open rate
54%
clickthrough rate on hero videos, eBooks, and webinars.
“By creating content with the entire ServiceNow EMEA ecosystem in mind, Branch Road’s content helps us drive employee engagement, increase demand generation, secure press coverage, build executive profiles, and more. This unique ability to drive an integrated approach between communications and marketing stands Branch Road apart.”
Becky Straker
Former Head of UK Corporate Communications, ServiceNow
Looking for results like ServiceNow?
Talk to a Branch Road strategistCase Study #2: Increasing exec. followers by 50%+ through stand-out thought leadership
What worked
Branch Road built an EMEA-wide thought leadership strategy, focused on regular blogging and follow-on social promotions.
- Conducted regular content mining sessions with ServiceNow experts, drawing on their thoughts, concerns, and predictions for upcoming tech trends – and tied emerging tech opportunities to real-life, hot-button issues.
- Created compelling thought leadership blogs and bylines through deep-dive interviews with subject matter experts.
- Tailored assets to specific countries and industry verticals, including localisation and translation.
- Built an exec social strategy to amplify the blog-led approach across social platforms.
The results
50%+
increase in ServiceNow exec. followers
Looking for results like ServiceNow?
Talk to a Branch Road strategist