B2B Content Marketing Case Studies

One of the great honors of working in the marketing agency world is seeing your work recognized. For me, an even greater honor is seeing the work of our clients and my team recognized and that’s exactly what happened at the 2018 Killer Content Awards.

This year the award in question went to our client Cherwell Software. Thanks to amazing work by Alison Munn and the Cherwell Software team (pictured above), as well as our team at TopRank Marketing, their integrated influencer content program drove 22% of all new sales pipeline revenue in 2017.

But this post isn’t about just one B2B content marketing story. It’s about 32 stories from an impressive collection of B2B brands. These award winners are case studies for content marketing that we can all learn from. A BIG THANKS goes to the team at B2B Marketing Exchange for sharing raw case study data and both Anne Leuman and Lane Ellis from my team at TopRank Marketing for their collaboration on word-smithing the content and capturing the images of this post.

Check out the case studies below covering a range of categories including:

  • Measurable ROI, Nurture Campaign
  • Multi-Touch Campaign
  • Account-Based Marketing Campaign
  • Sales Enablement Campaign
  • Buyer-Focused Content, Bundled Content
  • Influencer Content
  • Interactive Content
  • Short-Form Content
  • Video Content
  • Research-Based Content
  • Agency Partnership
  • Social Amplification

32 B2B Marketing Case Studies Featuring Killer Content and Performance Results

Ciox Health
#1 – Ciox Health

Project: Ciox Health partnered with Content4Demand to uncover new growth opportunities with target audiences (e.g. law firms). After creating detailed personas, they developed highly tailored content messaging for all stages of the buyer’s journey. The final campaign featured an infographic, interactive quizzes, interactive listicles, checklists, Q&A sessions, and mixed media video.


  • Reached 1,884 potential prospects
  • 42.8% open rate
  • 14.5% CTR

#2 – Equifax

Project: Equifax developed a multi-touch campaign consisting of more than seven touch points, including emails, social posts, blogs, webinars, and promotional emails. Quarterly webinars were the centerpiece of the campaign, allowing Equifax to capitalize on existing economic trends and CreditTrends reporting that were relevant to their target audience.


  • Increased webinar registrations by over 200%
  • Nearly doubled webinar attendees
The Kount
#3 – The Kount

Project: The Kount team, a provider of award-winning anti-fraud technology, created the Fraud360 worldwide tours, regular webinars, and video ads, which were designed to provide market-specific content and tailored insights that focused on specific trends and industries.


  • Average of 450 registered webinar attendees per session
  • Thousands of views on video ads
  • Reached thousands of professionals in target regions, including Asia, Australia, and EMEA

#4 – Xactly

Project: In order to prove its knowledge of buyer pain points and the effectiveness of its solutions, Xactly rolled out the Power of X campaign. Using customer testimonials and product demos, Xactly strived to nurture existing relationships and drive demand through an integrated, buyer-focused campaign across all segments, featuring a landing page hub, social promotion, direct mail, customer videos, and webinars.

Results: 280 leads generated

SAP Ariba

#5 – SAP Ariba

Project: SAP Ariba wanted to create a complete lifecycle nurture program for each of its targeted personas: Procurement, Supply Chain, Finance, and IT. Working with DemandGen, SAP Ariba mapped all 80 emails appropriately and used non-promotional language to emphasize their “thought leadership” content.

Results: 454% higher open rate


#6 – ADP

Project: To identify potential buyers and convert readers into sales opportunities, ADP developed a flagship Research Nurture Program. The program leverages website analytics, marketing automation, and scoring to identify key buyer personas, customize content, and send nurture emails for longer-term engagement.


Generated thousands of influenced sales opportunities
Millions of dollars forecasted in total opportunity pipeline

Bottomline Technologies
#7 – Bottomline Technologies

Project: Bottomline Technologies breathed new life into its quarterly awareness email campaigns by introducing themes that aligned with pop culture events. By making subtle tweaks, the company was also able to create relevant messaging for different lines of business (e.g. strategic finance, controller, accounts payable), including infographics, white papers, and checklists.


  • 1,000 infographic downloads within 24 hours
  • 62% of downloads were net-new contacts
#8 – Veracode

Project: Veracode created the Application Security Program Journey multi-touch campaign to drive awareness and generate demand for application security. The integrated, multi-touch campaign consisted of various content mapped against the buyer’s journey, as well as multiple inbound and outbound promotional tactics.


  • 4,000 inquiries
  • 479 opportunities
  • 241 wins

#9 – Optum

Project: To promote the launch of its new brand, OptumIQ, Optum created Data In Focus, an event to attract decision makers and influencers in person and via a livestream. Over a six-week period leading up to the event, the company unveiled key event details via an integrated campaign utilizing email, paid and organic social, digital advertising, retargeting ads, direct mail, and more.


  • 5,022 external registrations
  • Exceeded registration-to-attendee conversion rate goal by 33%
  • 13.6 million impressions
  • 886 marketing contacts
#10 – Broadridge

Project: With a sales cycle that can be quite lengthy, Broadridge sought to create a campaign that would steadily educate target buyers — finance executives and operations/IT leaders — on their value proposition. The full-funnel campaign included interactive infographics, eBooks, executive briefs, and Q&A’s that addressed buyer pain points. Broadridge paired this campaign with an internal guide to educate sales on the campaign goals, individual assets, and follow-up conversation starters to ensure quality interactions with buyers.


  • 2,133 MQLs
  • 6,995 content downloads
Grant Thornton
#11 – Grant Thornton

Project: The Growth and Future of Industry campaign from Grant Thornton was created to help business leaders understand ways to accelerate growth and manage disruption. With over 60 pieces of content and an extensive social media campaign, it is the single biggest research program and thought leadership campaign the company has ever undertaken. Grant Thornton also leveraged paid media — a first for the company — to improve campaign reach and visibility among clients and prospects.


  • Exceeded reach goal by 4x
  • Exceeded conversion rate goal by 7.5x
  • Industry-specific reach and conversion goals were also exceeded
Open Text
#12 – OpenText

Project: The OpenText Digital Disruption thought leadership campaign was launched to engage enterprise executives in a fun and engaging way as they strive to understand and embrace digital disruption. The campaign used a re-designed microsite to house a variety of assets with a fun superpower theme, allowing visitors to easily consume content — even binge it all in a single…