Nuance starts a more productive conversation

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Using content marketing to make a deeper connection with customers.
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Challenge

Nuance’s software helps small and medium businesses (SMBs) be more efficient. But few SMBs realised this. It was time to put Nuance at the heart of a conversation about productivity.

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Solution

We moved Nuance’s marketing from product-led offers to targeted content marketing. First, we used online surveys to ask SMBs where they could be more efficient. Then we created content to show how Nuance products can help.

We created a mobile-optimised, HTML5 ‘business efficiency’ hub to host our content. To direct people to the hub, we combined nurture emails, search and social posts. We tracked all activity, and passed qualified leads to Nuance’s sales team.

Benefits

Our campaign changed SMBs’ perception of Nuance. It:

  • Focussed on real customer concerns
  • Increased awareness of the Nuance brand
  • Displayed the value of Nuance’s products
  • Introduced Nuance as a trusted partner
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