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DISCOVER

Agency Partnership

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Bottomline Technologies partnered with content strategy and creation agency Content4Demand to develop an interactive E-book designed to showcase how three organizations — from manufacturing, healthcare and property management industries — used the Paymode-X network to elevate efficiency and improve their bottom line. The E-book features mini case studies from each organization and tells the story of how each one was able to improve existing processes with the network.

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In nurture campaigns, the E-book generated a 54.3% email open rate, 39.8% click rate and 73.4% click to open rate. In content syndication programs, it received 362 downloads; from all associated campaigns, it generated 4 MQLs, 2 SAOs and $3.2 million in associated pipeline.

Aggregating a collection of case studies within an interactive asset enables buyers to consume content on their terms.

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Anthem Blue Cross and Blue Shield collaborated with content marketing software and services provider Skyword to revamp an existing piece of content, titled: The Benefits Guide. The asset was designed to provide practical healthcare information for the past three years, and in doing so has become a haven for business owners looking to promote office health and better understand the Affordable Care Act (ACA).

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Later, in response to new audience needs, Anthem worked with Skyword to pivot away from the ACA focus and replace it with a newsroom that conveyed news and decisions relevant for plan holders. The Benefits Guide has seen steady growth within the year. Most recently — from Q2 to Q3 of 2017 — Anthem has seen 103% growth in page views, 102% growth in search views and 798,000 total page views for 2016-2017.

Rework and reimagine existing content based on ever-changing buyer needs and demands.

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