Case Study: Digital marketing support from SMA to maximize survey results

Creation of infographic and other online marketing tools to align with upcoming marketing campaign.

A Canada-based Corporate Performance Management (CPM) software developer, with a client base of more than 3,000 customers around the world, across a broad range of industries and sectors, turned to SMA for help turning the results of a recent survey into compelling digital marketing materials, aligned with their marketing campaigns and goals.

The survey, which was sent by sales to the software developer’s prospect database, included questions on current finance practices, obstacles and bottlenecks, and future plans for CPM or other software. The challenge for the marketing team: how to turn the survey findings into marketing tools that would support upcoming campaigns.

The marketing team turned to SMA for ideas on how to use the survey findings most effectively. SMA’s suggested action plan: focus on digital marketing and present the key findings using a variety of formats (blogpost, infographics, social media posts, and a quiz), aligned with the benefits of the client’s software offering, for readable and relevant content targeted to prospects and customers.

The software developer agreed with the direction of the action plan, and asked SMA to proceed with developing the various components. SMA’s copywriting and design team went into action, creating copy and infographic designs for the client’s review. The result: an eye-catching infographic, a graphic to accompany social media posts, an authored blogpost and copy for a quiz, all linking the survey results with prospects’ needs and goals, and highlighting the advantages of the client’s software.   

“This client looked to us for two types of support: ideas on how to maximize the survey results, tying them to their marketing goals; and execution of the tools,” says Bob Becker, Principal, SMA. “Many of our clients, who are busy tech marketers with full portfolios, count on us for this kind of conceptual digital marketing support – particularly when it comes to projects like this one. In this case, they knew they wanted to make the most of the survey results, but they weren’t quite sure how. We’re glad that we were able to provide the support, and the results, they were seeking.”