How Cherwell Tripled Their Click-Through Rate with Influencer Marketing
About Cherwell Software
Cherwell Software, now part of Ivanti, improves service experiences across the entire organization through integrated, adaptable technology.
Cherwell Software expanded their business focus to support brands through the digital transformation process. This meant appealing to a whole new, hard-to-reach audience of C-suite executives and top decision-makers.
To reach C-suite executives, content needs to stand above typical marketing campaigns.
TopRank Marketing identified content formats that would resonate with the targeted C-suite audience, including video, interactive content, and blog posts.
To build message credibility and ensure visibility around digital transformation, TopRank worked with Cherwell Software to identify and partner with trusted technology experts to co-create content.
The addition of influencers created a force multiplier for reach and engagement that drastically increased performance over past campaigns.
By co-creating content with influencers and integrating the message, this program achieved reach and engagement goals while building trust in the new brand message:
- 342% better click-through rate on influencer content
- 5.45M in potential reach from influencer shares (743% above benchmark)
- 90% of all visitors were new users
- 301% of benchmark for video views
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