“In just a few short months, the blog has grown into a highly visibility and respected element of our marketing strategy. Most important, the blog is producing leads for sales. I can’t wait to see where it takes us next.”

Kim Kaminski, Infogix Senior Vice President of Marketing

Blog Positions Infogix as Industry Thought Leader

Challenge

Infogix, a leading data control software provider, had long considered a blog
as a way to promote thought leadership as well as connect directly with its
sales channels. The time was right to make it happen in early 2014 as the company acquired a new business unit and expanded its capabilities to include not just data integrity but also analytics. Infogix worked with Tech Image to develop and
produce a blog that provided insights and educational content around industry
news and trends. The goal was to create a steady flow of content, demonstrating
the company’s expertise without overtly selling its products.

Solutions

Tech Image collaborated with Infogix’s marketing team to map out the following:

  • Goals and objectives for the blog
  • Designating subject matter experts
  • Outlining processes and building an editorial calendar

While Infogix had an abundance of subject matter experts to provide fresh insights, it didn’t have the internal bandwidth to write the blog posts, specifically from the perspective and approach of a traditional journalist. With two seasoned journalists on staff, Tech Image wrote the posts on the company’s behalf, utilizing the tone and style of an actual news reporter.
Infogix’s leadership was so excited about the blog’s potential to boost sales and
deepen connections with customers that it asked the team to accelerate the
launch timeline. Tech Image was able to accommodate the request by swiftly producing several months of blog posts well in advance of their publication dates.

Results

Infogix’s sales team quickly embraced the content as a new tool for engaging customers and prospects. Having a constant stream of new content (the blog publishes twice a week) has encouraged the team to be more active in social selling through networks such as LinkedIn and Twitter.

Traffic has been steadily growing over the past few months as the sales team
showcases the content and more readers share content through social buttons
on the bottom of each post.The blog also has reinvigorated the marketing team’s role within Infogix. Though it’s often hard to prove the ROI on marketing initiatives, the blog has helped position the team as progressive in its use of social media with the following:

  • Positioned as leaders for use of content sharing on social media
  • Infogix SMEs considered an authoritative voice in the industry
  • Receive an average of five placement opportunities a month
  • Blog content used to land placements in CNBC, Wall Street Journal, USAToday and Bloomberg

As the blog becomes more established, Kim Kaminski said she knows its presence will only grow in importance, educating internal as well as external audiences on the latest news and trends impacting Infogix, its partners and clients. In the future, blog content will feature infographics, webinars and event presentations.

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www.infogix.com

Infogix helps solve business challenges by analyzing data as it moves through complex business environments to improve the customer experience, corporate profitability and operational efficiency. The Infogix Enterprise Data Analysis Platform improves data quality, ensures effective transaction monitoring, provides balancing and reconciliation, identifies and predicts fraud and customer behavior. Infogix provides best-in-class solutions that seamlessly integrate into your operations and allow you to manage highly complex, data intensive business environments

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