To create a campaign that showcased Salesforce’s expertise in the area of digital skills inclusion by leveraging Raconteur’s trust and credibility in the B2B space. The goal was to increase brand awareness of Salesforce’s Trailhead platform, while providing thought leadership and education on how businesses should tackle digital skills inclusion, positioning Salesforce as an authoritative voice in this area.
In response, Raconteur, Salesforce and its agency Merkle collaborated to create a co-branded content hub on Raconteur.net. Over the course of a year, Raconteur produced 18 pieces of content, using our expertise in B2B publishing to execute on a wide variety of formats including animated infographics, long-form articles, video and case studies.
The goal was to produce an always-on destination for business leaders filled with insightful, engaging content that would explore how leaders can empower their employees and provide them with the skills they need for success. The content focused on a range of important and topical issues through the lens of digital skills and the future of work, from the challenges of the great resignation to supporting women in tech. A campaign comprised of a mix of organic promotion and paid-social was launched, which resulted in a minimum of 3,000 page views per commercial feature.
As well as standard weekly reporting, a bespoke always-on analytics dashboard was built and shared so that both client and agency could see the performance of each article in real time, offering transparent and agile results. Metrics included time on page, views, link clicks, geo-location and performance by platform.
We were able to optimise campaigns and tie them into current affairs and the news cycle. The impact of that approach shows in the results.
We have a flourishing partnership with Raconteur. Successfully raising the profile of an established brand within a highly saturated ecosystem requires two key things: authentic editorial coverage and a high degree of audience relevance. Raconteur enables us to deliver the perfect balance across both drivers, engaging in a meaningful conversation with an influential decision-maker audience while producing trustworthy and innovative content.
Merkle B2B – Business Director
‘Raconteur is an agency’s dream in delivering performance versus agreed and industry benchmarks’. The content and digital team are truly committed to making any project a success and over-achieving against targets, whether through working on multiple rounds of content optimisation or constantly investigating innovative ways to fuel more successful promotion of the work.
We have seen tremendous levels of performance, especially when aligning with milestone events such as International Women’s Day. This is a true testament to the content team’s ability to identify holistic opportunities for our client and capture the right tone of voice.
The media metrics are showing higher than expected levels of engagement. I would certainly consider working with Raconteur again. A great group of people with an undisputed ability to tell a brand’s story in a way that matters to its audience in one of the most authentic ways I have seen in B2B marketing.
