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Industry White Paper
Purpose
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Generate 100+ MQLs
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Reinforce reputation as first-to-market thought-leadership
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Generate positive press coverage with targeted publications
Results
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3,500 MQLs over 18 months
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1,200 senior marketers/I.T. professionals used the whitepaper
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Press coverage of the whitepaper increased by 300%+
My Role
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Designed digital lead generation campaign
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Worked with the Sales team to define MQLs criteria/scoring
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Conducted customer, market and competitive research
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Interviewed industry SMEs to capture their insights
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Wrote the whitepaper
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Project managed layout, design, production and promotion
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