Going beyond emails, PDFs and landing pages
Telenet recently decided to go beyond emails, PDFs, and landing pages for delivering content to their prospects and customers.
They wanted to explore different channels that could better promote content interest and engagement for their audiences in a unique and sophisticated way.
In implementing Turtl, an enterprise content automation platform, LeadFabric helped Telenet do this.
Turtl’s format is designed based on the psychology of how humans like to read: people want control of their reading experience; they process visuals 60,000x faster than texts; and they need to slice up big chunks of information into smaller pieces to better absorb and retain information.
A Turtl document is highly visual, interactive, and unique in that it is possible to scroll both horizontally and vertically. It fulfils our reading needs as humans, far better than traditional formats can (e.g., PDFs).
LeadFabric’s in-house designer created Turtl documents in Telenet’s own branding, while technical consultants integrated the Turtl platform with the Marketing Automation platform (Marketo).
The team then trained Telenet to effectively use the platform and present their content.
The interactive Turtl features (e.g., polls, audio, video) and the dashboard insights available from Turtl, have also allowed Telenet to measure reader engagement better than they could ever do with email stats or PDFs, which don’t offer any insights at all. Through Turtl, Telenet is now able to measure metrics such as:
The results of this first experience with Turtl are extremely promising.
It was found that Telenet’s audience likes engaging with eBooks; Turtl documents had a low average bounce rate (11%), the average read times per short-form page is of 2 minutes, and the average overall read time is of 4 minutes for short- to mid-form eBooks.
The integration of Turtl with Marketo also allows Telenet to use their reader insights for lead scoring programs, as well as to better follow content trends.
All in all, LeadFabric’s support in the smooth end-to-end implementation of Turtl has enabled Telenet to take their B2B marketing strategy to a whole new level.
