Summit US Case Studies Content4Demand Case Study 5_4_1120

How Bottomline Technologies Turned an Influencer Program into a Driver of Web Traffic & MQLs

Monday May 4, 2020 | 11:30 AM - 11:50 AM

Sponsor Name: Content4Demand

Speakers: Andrea Eaton, VP Solutions Marketing & Channel Enablement, Bottomline Technologies

Bottomline Technologies set out to create the most authoritative piece on the future of business payments by tapping into industry influencers in 2019. The campaign they developed in partnership with Content4Demand drove impressive, highly visible successes and attracted top players in the fintech market. It quickly became the company’s largest driver of website traffic and top source of MQLs. The success compounded when key business partners also began sharing the cornerstone e-book with a wider fintech audience and helped drive social media shares.

Its resounding success helped draw additional influencers from the Fintech 50 to participate in year two. Andrea Eaton, VP Solutions Marketing & Channel Enablement at Bottomline Technologies, will walk you through how the firm is leveraging the results to expand its influencer campaign in 2020.

Andrea will share how Bottomline and Content4Demand:

  • Identified and recruited high-caliber fintech influencers
  • Interviewed those influencers and earned their buy-in to the program
  • Collaborated to create authoritative copy and stunning design for the influencer campaign
  • Strategized to determine the best ways to promote and share the final e-book
  • Expanded the efforts to develop an even more impressive campaign this year