Tech Sales and Marketing Award winner Teradata earned eight-digit revenue bump from integrated content marketing campaign

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A small Indianapolis-based team within Teradata’s Integrated Marketing Management unit (including the acquired Indianapolis-based company Aprimo) received the Tech Sales and Marketing Award for their highly effective integrated content marketing campaign during TechPoint’s 15th annual Mira Awards honoring the best of tech in Indiana.

This team perfectly executed an integrated content marketing campaign that yielded a return on investment for the company 36 times the outlay, and not only firmly established Teradata as a marketing thought leader, but also capitalized upon a significant market opportunity in data-driven marketing.

Teradata is a global leader in analytic data platforms, marketing and analytic applications, and consulting services. They help organizations unify and analyze massive amounts of data so that they can know more, do more and focus on what’s really important for their businesses.

In the company’s recent survey of 2,200 marketers, Teradata learned that more than half of marketers see data as an underutilized asset in their own organizations, and Teradata is addressing this market with an integrated digital marketing solution that delivers a better customer experience and greater revenue.

In an effort to help change the perspective of marketers and generate sales, this internal team, including CMO Lisa Arthur, created a veritable mountain of research and strategic sales and marketing content; such as Arthur’s book Big Data Marketing published by Wiley, and the ebook Be A Big Data Marketing Hero. The ongoing thought leadership campaign earned more than three million impressions with a 25 percent conversion rate, prompted 30 top-to-top global brand prospect meetings, and ultimately earned Teradata additional revenue in the eight-digit figure range.

The campaign was Teradata’s highest performing marketing effort of 2013. This small Indy-based team proved their model and won the hearts and minds of marketers without having to outspend the competition.

 

TechPoint, Indiana’s technology growth initiative, honored Teradata and 14 other Indiana-based companies, entrepreneurs and educators for their technology excellence and innovation on May 3, at the Mira Awards gala presented by BKD CPAs & Advisors. Mira — Latin for miracle and a variable star thousands of times brighter than the Earth’s sun — represents the best of tech in Indiana each year.

Forty-eight independent, volunteer judges spent more than 700 collective hours reviewing the applications, interviewing the nominees and choosing the 15 winners. Judges were primarily subject matter experts and experienced company executives.

ABOUT THE AUTHOR

Joshua Hall is editor of techpoint.org. He writes about Indiana tech companies, jobs, people & events. @joshua2349