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MATRIXX Software - Software Campaign

Gold Stevie Award Winner 2016, Click to Enter The 2017 Stevie Awards for Sales and Customer service

Company: MATRIXX Software, Mill Valley, CA USA
Entry Submitted By: Mercury Global Partners
Company Description: MATRIXX Software delivers an innovative digital commerce solution that enables always-on customer engagement. Our patented approach makes it possible for Digital Service Providers (DSPs) to simultaneously serve millions of customers, and process billions of customer interactions, precisely and instantly.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Software

Nomination Title: MATRIXX Software: 150 Points of Opportunity

Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.

GENESIS / BACKGROUND

Digital transformation is trending in tech circles right now, with every vendor’s marketing designed to highlight their product’s ability to deliver outcomes. What tends to get lost in this glut of product-centric materials is a connection to why all of these transformation investments matter – the everyday, real world capabilities that companies can and should be offering to their customers.

With these considerations in mind, the 150 Points of Opportunity campaign was designed to not only differentiate the MATRIXX Software brand from the typical, product-centric fare that is the norm in B2B, but also to use rich and compelling experiences to showcase how our product delivers value to customers.

The strategic objectives of the campaign included:

Translating the abstractions of MATRIXX Software technology investment into the tangible customer outcomes
Presenting industry-defining thought leadership (the what’s possible) with our product at the core Creating emotionally and visually compelling executions that drive engagement

PLANNING

The campaign was conceived as a narrative-based, content marketing-driven effort presenting thematically relevant stories and themes across channels, including: physical collateral, brand video, digital and tradeshow.

Highlights

Modular formatting: Emphasizing snack-sized consumption, the content created for the 150 Points of Opportunity campaign was designed to be broken-up and reused in different configurations across channels. In addition to making the content more evergreen, it also enabled better targeting for use, based upon specific customer interests.
Multi-dimensional storytelling: The execution plan was designed to create diverse expressions of the campaign narrative across channels. This created opportunities to tell different facets of the story while consistently reinforcing the MATRIXX Software brand position across channels.
Playbook positioning: the plan was to create a future-forward playbook showcasing what’s possible with digital, in general, and our product, in particular.

Channel Requirements
The campaign plan included the creation of assets for the following:

Physical Collateral:
Supporting a global sales team, there is a consistent need for meeting ‘leave behind’ materials.

Brand Videos:
The need was for content marketing videos capable of serving multiple use-cases.

Digital Assets:
Encompassing web, demand generation and social, the requirement was for the creation of digital assets that could be easily used (and reused) across digital channels to drive engagement.

Tradeshow Presence:
Extending the 150 Points of Opportunity campaign theme into the physical world.

In keeping with the strategic objectives of the campaign, the planning included the production of original video, as well as a photo shoot to capture images capable of telling the campaign story.

EXECUTION

Campaign execution was conceived to maximize exposure to the themes across channels, enabling multiple campaign touch points. Built around a digital playbook, the execution included the following:

Physical Collateral:
A 44 page playbook of digital opportunities, printed in both hardcover and softcover formats. Used by sales teams as a follow-up to prospects, reinforcing campaign themes while also providing a strong expression of the MATRIXX Software brand.

Brand Videos:
Produced as 5 stand-alone videos, with a story arc that showcased our product’s ability to bring people together. Used individually, each videos showcases a specific playbook execution capability. Together, they tell a complete customer journey. Finally, videos were integrated into the matrixx.com website to create a dynamic brand experience as part of the homepage.

Digital Assets:
Repurposing the design of the physical collateral, while optimizing for digital consumption, we were able to distribute the digital playbook in its entirety (as part of a demand generation campaign), as well as in smaller, more capabilities-focused chapters as part of a more targeted effort.

Tradeshow:
Incorporating the themes of digital playbooks and digital leaders, our tradeshow execution was about the future of what’s possible with digital.

RESULTS

-Measurable performance metrics for the MATRIXX Software 150 Points of Opportunity campaign:
-Digital: Introduction of the brand videos into the homepage contributed to an average session duration increase of +43%, helping to drive a robust 77% return visitor rate for the matrixx.com website.
-Account-based marketing: target accounts engaged

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).

CONTENT
-Emotionally engaging narrative structures
-Original, visually compelling content
-Tight showcasing of product capabilities in the context of customer benefits
-Strong brand differentiation versus market competitors

EXECUTION
-Modular structure of all assets for ease of use (reuse)
-Highly focused to optimize for ease of consumption
-Fully integrated, cross-channel execution
-Full, omni-channel execution