Frost & Sullivan + Turtl | Case Study | Turtl
How business consulting firm, Frost & Sullivan, used Turtl to prove content's influence on the bottom line to internal stakeholders
*Frost & Sullivan + Turtl* A content reinvention
How marketing raised the profile of content's role in driving new business with a 60% increase in global lead generation
*Overview* The story in a nutshell
Turtl was initially brought on by Frost & Sullivan to deliver research reports in a more dynamic format. Since then, Turtl has been adopted by multiple business functions and is now used for everything from thought leadership to staff newsletters.
A modern format that delivers a crisper brand voice and analytics that offer previously hidden reader insights have made demonstrable impacts on the business. There has been a 60 percent increase in lead generation for Turtl-driven campaigns over their conventional campaigns.
Results like these have been celebrated internally and helped raise the profile of content's ability to influence the bottom line.
One single report saw:
- 900 new signups
- Average read time of 4m 20s
- Readers in over 60 countries
I have three letters for you: WOW. This is stunning and with this, we have arrived in the digital era. Visually appealing, informative, and enticing.
Sven Thiede, Director, E&E
Frost & Sullivan is a business consulting firm involved in market research and analysis, growth strategy consulting, and corporate training across multiple industries.
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*Challenges and objectives* A smarter way to approach content
Rapid innovation is a regular occurrence in other channels.
Why not content?
When Kristina Menzefricke, Marketing and Corporate Communications Director, Europe, was introduced internally to Turtl, she saw its potential to solve four key challenges at Frost & Sullivan:
1. Standing out from the crowd
With virtually every company using the same content formats for decades, can we adopt something better suited to the digital era?
2. Better insight into leads
Our leads are downloading our reports, but our information about that interaction ends there. What else could we be capturing?
3. Analytics for iteration
We want to be constantly improving and moving in the same direction as our audiences, how can we keep track of the true state of our content?
4. Impact on bottom line
We're tired of assuming content plays a role in driving business through anecdotal evidence, how can we prove it once and for all?
*Solution* More than just a format
Frost & Sullivan uses Turtl to impress readers and gather insight across multiple use cases
A content tool for the digital era
An interactive approach
Turtl has allowed Frost & Sullivan to move away from traditional PDF and PPT content towards a more engaging format better suited to a digital audience. The Turtl format avoids scrolling navigation, encouraging readers to read non-linearly, which puts the control of the reading experience back in their hands. It also offers a range of interactive widgets like polls and charts. Turtl Docs have been proven by Lumen to extend reading times 73% longer than the PDF.
Individual reader tracking
Once a reader has offered up their contact information to fully access a Turtl Doc, Frost & Sullivan can track exactly how they engage with the content. Which chapters did they spend the longest reading? Which did they ignore? Which answers did they choose in the polls? At what point did they share it with a colleague? This builds a much clearer picture of a lead than a simple download metric.
Internal content metrics
Turtl's analytics offer up more than you would see with formats like the PDF and PPT. Its chapter-based format divides performance metrics by section. This means you can see which subheadings are driving readers to read further and which need to be reworked. You can also compare read times of different chapters to see which specific areas are grabbing the most attention. Frost & Sullivan use this insight to constantly improve existing and future content.
The bottom line
Thanks to Turtl's forensic analytics, the veil is lifted on content's role in driving new business. The influence that content played on a deal can be directly shown through its performance data. With traditional formats, it's impossible to see whether leads and prospects actually engaged with content or just downloaded and ignored it. The team use Turtl to show internal stakeholders the real impact of their content.
How Frost & Sullivan uses Turtl
The team produce a wide range of topical research reports across the globe in multiple industries. These lengthy reports benefit from Turtl's "chunked" format that breaks them down into more easily digestible chapters. The reports are produced for both Frost & Sullivan and their various clients.
In crowded channels, Turtl's dynamic format shows a stark contrast between the content the team are producing vs their competitors. This allows them to project a clearer brand voice that cuts through the noise, helps establish them as leaders in their field, and boosts demand generation.
To capture and nurture leads, they use Turtl to create a variety of external newsletters for different audiences and industries. These top-funnel newsletters gather data on reader interests which help the marketing team scope out potential pockets of interest for future projects and campaigns.
The HR team also use Turtl to produce their internal newsletter that celebrates the stories and achievements of their employees. There is no design resource for this, but Turtl's simple editor and pre-made templates allow the HR team to create a great piece of content independently.
We used to qualify a content-generated lead, send them to our sales team, and the lead would often have no recollection of the content they originally downloaded. When it's Turtl content they've read, they clearly remember it because it's so different from other formats out there, which helps our sales team in their conversations.
Navin Kumar, Global Director of Marketing Operations and Demand Generation, Frost & Sullivan
*Results* Tangible proof of content ROI
"I have three letters for you: WOW."
The teams using Turtl at Frost & Sullivan have demanded more from their content, and seen that delivered in kind.
By adopting a format that puts digital first, they've been able to make a lasting impression on readers fatigued by static documents while capturing insights and evidence of content's role in influencing purchasing decisions. This has boosted the visibility of their efforts to improve the bottom line, earning the praise of internal stakeholders across Frost & Sullivan.
Turtl is a conduit for us to project a crisper brand message to market, and this has very much manifested in stakeholder feedback
Kristina Menzefricke, Marketing and Corporate Communications Director, Europe, Frost & Sullivan
Check out one of their reports above
Pulling back the curtain
Turtl's analytics have uncovered new information about leads and readers that have profound impacts on the business. Leads are better qualified because you can see their interest levels and areas demonstrated in their reader data, and internal content data reveals pockets for improvement and further exploring.
One single report saw:
As a person focused on understanding the ROI of what we do, I can only but commend Turtl for a brilliant solution combined with a brilliant service ethos
Iain Jawad, Head of Europe & Israel Region, Frost & Sullivan
Creating lasting business value
The Turtl Docs created by the team have been instrumental in driving new business, building brand awareness, and stamping out their mark as innovative thought leaders in multiple fields. Thanks to Turtl's analytics, the role of content in this can be clearly demonstrated, raising the profile of those responsible within the business.
More than 90% of our closure is because of marketing activities and Turtl - which has been a living example of success. My clients feel that it's one of the best forms of representation.
Mobility Group for Data Monetization
"As a company that is focused on advising our clients on their growth and innovation strategies, and helping them achieve their growth objectives, we are always on the lookout for effective ways of increasing connection with our customers and prospects," says Iain Jawad, Head of Europe & Israel Region. "Solutions that are innovative, that can help us capture and maintain client and prospect interest are key.
"The Turtl solution has enabled our marketing and thought leadership teams to improve engagement activity with clients. Their innovative solution is not only best-in-class in content creation software, but the level of customer service and attention has been exceptional. As a person focused on understanding the ROI of what we do, I can only but commend Turtl for a brilliant solution combined with a brilliant service ethos."
This is the best marketing-based newsletter I have seen in a long long time. I shared this with many people outside Frost & Sullivan and every single one of them sent their compliments for the content and layout.
Aroop Zutshi, Global President and Managing Partner