ExactTarget, the world-leading email service provider,  needed a business blogging platform that would allow their employees to create high-converting content at an enterprise scale. Compendium gave them just that, and guess what? Their employees started blogging, and the sales started coming.

The Challenge

ExactTarget is a smart company. They do their homework. They know what it takes to turn a prospect into a customer. After analyzing their sales funnel, it became clear to ExactTarget that they needed more online content to help their prospective customers find and engage with them more easily. If ExactTarget wasn’t creating enough content to intercept their prospective customers’ varied needs, they would surely lose business to their competitors. Here’s the catch: high-volume, high-quality content creation takes work, so ExactTarget needed a way to turn all of their employees into content creators if they hoped to be successful.

The Solution

To achieve their goals and fill their content void, ExactTarget selected Compendium’s business blogging platform. Compendium’s Content Tools and Message Meter empowered ExactTarget’s 1,000+ employees to create on-message blog posts in a scalable way.  ExactTarget was able to moderate this content through Compendium’s administrative layer, which facilitated the approving, editing, and declining of any submitted posts.

The Results

To date, ExactTarget’s employees have created thousands of on-message blog posts that provide prospective customers with practical, authentic information. ExactTarget is now being discovered across 11,623 search phrases, and their enhanced blog template with bold calls-to-action now converts hundreds of prospective customers each month. Because ExactTarget was able to speak in the language of their prospective customers on a massive scale, they now have a revenue-producing program that’s right on target. Kevin Bobowski, Senior Director of New Business at ExactTarget, put it this way: “Compendium’s blogging platform and strategy—combined with our industry thought leaders producing compelling content—has helped us connect with new prospects and drive sales-ready leads in ways we hadn’t been able to before.” See the blog for yourself at http://blog.exacttarget.com.