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BOTTOMLINE TECHNOLOGIES • RUSSELL REYNOLDS ASSOCIATES

Creative Quiz Shows A Spooky Side Of AP Automation

A provider of enterprise accounts payable (AP) automation solutions, Bottomline Technologies found that prospects don’t fully grasp the opportunities they have to improve their AP processes. So, the Bottomline marketing team created an interactive quiz designed to help buyers better understand all the ways they can automate their AP processes.

Using a mythical creature theme, the quiz is aptly titled: Think These 5 AP Opportunities Are Myths? The creative theme is carried through in the content itself, as well as the visuals, so the audience can learn something new in a fun and interactive way. At the end of the quiz, participants receive a result telling them their level of opportunity — from “Skeptics” to “Cryptozoologists.” In addition, they can click through to additional content that can help them on their journey towards 100% AP automation.

Although the quiz is primarily being used for email and social campaigns, it also played a role in a strategy around Bottomline’s presence at a trade show. The quiz ran at the booth to encourage booth attendance and engagement with onsite experts. Due to the event’s October date, and the use of a vampire in the quiz, the company implemented a fun Halloween theme, including an in-booth Bloody Mary bar.

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Don’t be afraid to tap into a fun theme, especially for interactive content. It gives you a lot of creative ammunition for social media, email and other promotional channels.

Cartoon Series Packs A Powerful Punch For C-Level Execs

Russell Reynolds Associates helps clients in public, private and nonprofit organizations build teams that embrace transformation to better navigate new digital, economic and political pressures. C-level executives have many issues that likely keep them up at night, so the advisory and search strived to engage this audience by keeping it simple.

Through a partnership with renowned cartoonist Tom Fishburne (the “Marketoonist”), Russell Reynolds Associates released “The 99th Floor,” a weekly cartoon series that uses humor to tackle topics such as executive succession, attracting top talent and leadership attributes for the digital age.

Largely promoted through social media and other owned channels, “The 99th Floor” drives new traffic to thought-leadership and helps build the company’s email subscriber base. Consultants can also use these cartoons as fun fodder to share with clients.