Tips for making the most of a data report: a Voxus case study
We’re excited to announce that Voxus is up for another award this year, this time for a data campaign in the IoT space. While we anxiously await winners to be announced, we thought we’d share a few highlights from this recent success.
Voxus client Bsquare commissioned research about maturity in the Industrial Internet of Things (IoT) space. The result revealed never-before-seen stats about how IoT was being adopted in the manufacturing, transportation and oil & gas (O&G) space. Sounds perfect, right?
At first glance, everything about this research was gold. It provided all-new data about an emerging market. Responses came from a well-appointed pool of more than 300 business leaders at very large U.S. industrial companies. But in poring over the results, we encountered our first challenge: picking a story.
Everyone agreed that only one headline would work and it needed to confirm something new. What we finally selected hit this criteria on the head: “New Research Shows Industrial Organizations Increasingly Focused on IoT Adoption, but Most Are Still in Early Stages.”
This hook was sure to entice stakeholders to click and learn more. Because the report overflowed with interesting data, readers were not disappointed.
Some of the supporting points (which could have been headlines themselves) included:
• 86 percent of industrial organizations are currently adopting IoT solutions and 84 percent believe those solutions are very or extremely effective.
• 95 percent believe that IoT has a significant or tremendous impact on their industry.
• Most IIoT investments are focused on connectivity (78 percent) and data visualization (83 percent).
• Nearly two-thirds (73 percent) of all businesses plan to increase their IoT investments over the next 12 months, despite almost every respondent acknowledging that IoT deployments are complex.
Vertical audiences needed tailored stories, so in addition to a press release and full report, vertical reports and infographics were also created. This made it easy for manufacturing industry writers and analysts to dive right into what matters most to them.
Voxus pitched the report to applicable media and analysts in advance of it being in general availability. Interest swelled immediately. Bsquare briefed more than 25 industry analysts from groups such as 451 Group, Forrester and Gartner. Another 50 media influencers requested the report or phone briefings, including Business Insider, Network World and IoT Institute.
Bsquare has earned more than 50 pieces of media coverage (not press release repostings, actual original articles) as a result. Press coverage alone netted more than 250 qualified customer leads. To date, the report and associated collateral (infographics and eBook) have been downloaded or viewed more than 750 times.
Six months after the report was issued, publications such as New Equipment Design and OEM Off-Highway are still covering the benchmark study and the company is averaging 12 downloads of the report a week. Bsquare was also asked to present its findings at leading technology events Interop 2018 and IoT World.
The breakthrough report has enabled the company to forge new and stronger relationships with dozens of press and analysts. The effort was so successful that the company plans to issue the second annual report in winter 2018.
It would be cool to get the trophy for this job well done. But we all know that making a client happy is what matters most.