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Inbound Marketing Case Study at HUG Tel Aviv: Combating TV Sports Piracy

Inbound Marketing Case Study at HUG Tel Aviv: Combating TV Sports Piracy

Posted by Nili M. Zaharony on May 15, 2015

At our very first HubSpot User Group MeetUp last week at Google Campus in Tel Aviv, Efrat Fenigson, Senior Director of Marketing Communications at Viaccess-Orca showed us an Inbound Marketing Case Study and taught us how she’s using B2B inbound marketing strategy to save the world from pirates.

Well, not exactly, but she did shed some light on the treasure trove of inbound methods and tactics that are being used with her presentation, “Inbound Case Study: Eye on Piracy- Combating TV Sports Piracy”.

Viaccess-Orca (VO), a technology expert for the pay TV market, provides Eye on Piracy, a solution whereby TV operators can protect their content from being pirated, and specifically sports events.

Unfortunately, many individuals are able to hack into systems and stream these events directly to websites or their own devices.

VO’s goal is to keep these broadcasting companies from falling victim to what is essentially theft.

B2B Inbound Marketing Strategy: It Starts with a Goal

Efrat and her team at VO created a few different inbound campaigns, many of which piggy-backed on one another. Based on the inbound marketing methodology, Efrat spoke about the goals of inbound marketing at the beginning of her presentation:

  1. To create awareness not just about the solution her company provided, but also of the problem itself.
  2. To increase the level of interaction and engagement with the brand.
  3. To help VO establish itself as a thought leader within this specific market.
  4. To increase the number of leads being generated through all venues and pieces of collateral.

Based on these goals, here are four takeaways from Efrat’s case study and talk that will also help you in your inbound marketing efforts as well.

Talk about Them and Not About You

Efrat’s approach to reaching her potential buyers came from a place where the target market was not well aware of VO’s presence or their services. The company’s older messaging was based around “anti-piracy services” or the company itself.

Efrat and VO turned this around by focusing on one very popular vertical - sports, and by creating new content that spoke about the issue of illegal live content rebroadcasting and the actual damage that has been caused by this.

The inbound methodology states that when writing and sharing pieces of collateral, the focus should be on education about the problem or issue your potential buyer is addressing, and not just about your company.

After all, why would you look for a service or product if you weren’t sure if you needed it or not?

Interaction and Engagement: It’s All in the Timing

Garnering a high level of engagement and interaction are important and they require a certain give and take between a service provider and a potential buyer.

Inbound marketing requires that you listen to what’s going on around you just as much as you speak or contribute to the conversation.

Engagement is about creating and maintaining a conversation and you can only do that if you listen.

Responding to the lack of information, Efrat produced and publicized a successful E-book, and white paper along with related blog posts and emails to help educate her target market about the dangers of illegal rebroadcasting of sports events.

While more engagement and interaction resulted from this campaign, their true success in this area came as a result of a webinar that was produced around the same topic as the white paper and the subsequent “World Cup Campaign” that followed.

The webinar was produced in collaboration with a third party; an organization that had reached tens of thousands of people in this specific industry.

Efrat and her team at VO saw, listened, and understood that the best time to run this webinar would be just before the World Cup in Brazil since these games are often rebroadcasted illegally all over the world.

They were right - the webinar generated more than 190 leads!

Inbound Marketing Case Study

Thanks to all the inbound marketing activities launched until this point in time, a good-sized funnel was created, containing many highly relevant leads.

These leads were interested, engaged and ready to discover how the technology works. The “World Cup Campaign” asked potential buyers to enter their contact details in exchange for informative weekly newsletters and reports about piracy during the World Cup matches.

An invitation to join the campaign was also sent as a follow up to the webinar campaign. By listening to their potential clients and taking advantage of what they heard (that the World Cup was coming and that this would be a time that would greatly affect stakeholders in this industry), Efrat and VO were able to engage with more members of their target market.

Thought Leadership- Part 1: Join Someone Else’s Party Until You have Your Own

Thanks to all the inbound marketing activities launched until this point in time, a good-sized funnel was created, containing many highly relevant leads.

These leads were interested, engaged and ready to discover how the technology works. The “World Cup Campaign” asked potential buyers to enter their contact details in exchange for informative weekly newsletters and reports about piracy during the World Cup matches.

An invitation to join the campaign was also sent as a follow up to the webinar campaign.

By listening to their potential clients and taking advantage of what they heard (that the World Cup was coming and that this would be a time that would greatly affect stakeholders in this industry), Efrat and VO were able to engage with more members of their target market.

Thought Leadership- Part 2: The Inbound Power of the Press to Make or Break your Reputation

As part of VO’s World Cup campaign, weekly reports were generated that were later quoted in online articles.

Shortly after writing a blog post to give the campaign a bit more of a push, Efrat has been approached by Ernesto Sar, founder and CEO of TorrentFreak, a site dedicated to privacy and copyright issues with over 125,000 social media followers, to use the reports’ data and blog posts in order to write his own article.

Soon after articles based on the World Cup campaign blog and Sar’s article appeared in Newsweek, the International Business Times and The Guardian.

The momentum from these press opportunities led to a panel event organized by VO and featured a senior broadcast rights manager from the International Olympics Committee (IOC).

Lead Gen: A Direct Result of Inbound Marketing Activity

Efrat explained that VO provides products with long year sales cycles of one to two years. She couldn’t just go up to a potential buyer and just tell them to buy her product.

Inbound marketing lends itself to lead generation because potential buyers are nurtured as they go through the various stages of the sales funnel.

This means that you need to listen to your potential buyer and you need to keep listening to them to comprehend what information they’ll need to stay in the funnel.

Take the time to really understand their pain points.

Gain your potential buyer’s trust not just by speaking to them directly but by listening and answering their questions. Establish yourself as a thought leader just as Efrat and VO did by partnering with well known influencers in your field and by interacting with the press either through social media or more formal press releases.

Throughout the campaign, VO generated close to 1000 leads, which represent about 10% of their database. They’ve managed to build an impressive funnel of leads, yielding new business for VO and increasing the company’s revenue. The company not only reached their target of adding two new customers but added 4 new SQLs to their pipeline, including Middle East broadcasting giant OSN.

We learned so much and we’d like to thank Efrat Fenigson one more time for speaking at our very first HUG!

Check out Efrat Fenigson full presentation hereHUG Tel Aviv - Eye on piracy

Nili M. Zaharony

Written by Nili M. Zaharony

CMO at Penguin Strategies. With extensive experience in B2B startups ranging from enterprise offerings, crowd-sourcing, and cloud analytics, her goal is to transform dry, complex, or technical material into valuable and marketable content.

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