Blackbaud is the world’s leading cloud software company powering social good. Serving the entire social good community—nonprofits, foundations, corporations, education institutions, healthcare institutions, and individual change agents—Blackbaud connects organizations and empowers them to increase their impact through software, services, expertise, and data intelligence. One of the company’s leading fundraising management solutions, Blackbaud Raiser Edge NXT (RE NXT) was the subject of Kenney’s demand generation efforts. The goal of the nurture campaign was to educate arts and cultural fundraisers on Blackbaud’s sophisticated, cloud-based fundraising platform and its intuitive user experience.
To revitalize the campaign, Kenney and her team first sought to better understand their buyer. They needed a solid story and a content experience that encouraged prospects to self-educate and move faster along the buyer journey. Knowing that their prospects relied heavily on fundraising events, they needed to convey how to leverage RE NXT before, during, and after an event. They worked with a focus group of fundraisers within arts and cultural organizations to help the team create content containing useful tips and steps for leveraging RE NXT during the event planning process.
Looking to build a perfect content experience
Kenney designed a Marketo campaign consisting of 12 emails, each focusing on a blog post containing tips and insights collected from the focus groups. In addition, she curated relevant content that already existed in Blackbaud’s resource center. To create an engaging content destination for each of her emails, she packaged the content all together in an Uberflip Marketing Stream. The result was a single content destination for the Master How You Mingle campaign.
With the stream, called Shake, Smile and Mingle, acting as the destination for all emails, Lisa could now send prospects to a single item from each email but also offer a complete self-serve content experience. If they wanted to consume more relevant content, it was right there at their fingertips. Furthermore, if they nurtured themselves to a Marketing Qualified Lead (MQL) state, they were removed from the email nurture completely.
“If I didn’t have Uberflip, I’d really be struggling to prove ROI on my content. With the combination of Uberflip, Marketo and BrightFunnel, I can see what’s working and what’s not to determine a strategy for my next piece of content. I would recommend Uberflip to anyone who wants a content hub that integrates very well into their tech stack.”– Lisa Kenney, Senior Demand Generation Marketing Manager, Blackbaud