Willis Towers Watson + Turtl | Case study | Turtl
Willis Towers Watson realised they needed more granular content performance data to help them understand how prospects and clients engage with their...
Willis Towers Watson + Turtl
Over 1,200 sign ups and unprecedented sales opportunities
For 18 years Willis Towers Watson circulated their industry outlook reports in PDF and print format. It was time to evolve.
Willis Towers Watson realised they needed more granular content performance data to help them understand how prospects and clients engage with their content so they could optimise ongoing marketing efforts
The digital imperative comes to call
In a world which is fast becoming digital-first, Michael Buckle, Managing Director, Natural Resource within Willis Towers Watson, felt it was imperative to provide digital readers with an improved reading experience.
Legacy formats deliver no insight
The limitations of the reports' legacy formats meant the business had no insight into which parts of the report people read, for how long or what topics and themes were of greatest interest to different readers.
No insight = limited action…
Without any meaningful data or audience insight from the reports, the commercial team were working in the dark when evaluating interests and opportunities to action.
…and limited improvement
More insight would allow Willis Towers Watson to understand the impact of their work as well as which topics and features created the most traction – knowledge required to improve their strategy.
Willis Towers Watson is a leading global advisory, broking and solutions company that helps clients around the world turn risk into a path for growth.
Digital-first reading experience coupled with detailed analytics and data capture
A partnership with Turtl was championed across functions by Liam McGrory, Marketing Director, Robin Somerville, Business Development Director and Michael Buckle, Managing Director, Natural Resources.
They recognised that Turtl offered Willis Tower Watson both a superior reading experience for their digital audience and, most importantly, the analytics they needed to drive more insight and value from their content.
Pre- and mid-content gating
Turtl’s ability to “gate” content (requesting contact details before allowing a reader to progress through the document) was crucial to Willis, as each sign up is treated as a potential sales opportunity for follow-up.
Reader engagement insight
Reporting on reader engagement within each chapter of a content piece would allow Willis Tower Watson to optimise future editions, focusing on the topics which can be seen to drive the most interest.
Sales teams would have the insight to hand to better understand exactly what prospects who sign up to their reports are interested in.
With sales cycles often being several years long, it is crucial that we build up a deep understanding of prospect and client engagement with our content. The insights that Turtl generates is key to helping us create engaging, relevant, interesting content which can be shared with them over a prolonged period of time
Liam McGrory, Marketing Director, Willis Towers Watson
Insight to action
7,000 reads, 1,200+ sign ups and a record number of sales opportunities
Unprecedented sales opportunities
By using Turtl’s platform, Willis Towers Watson were able to:
- Understand exactly how their reports were being read
- Generate sign-ups through a form placed within the body of the report
- Know specifically which readers were most engaged with the reports
- Produce a record level of sales opportunities
- Identify promising sales opportunities within niche areas of interest
- Prioritise topics for further content based on audience interest
Willis Towers Watson have now identified a host of future reports which will be created and published via Turtl
Results in numbers
Over 1,200 sign-ups from just four industry reports
Reports read over 7,000 times
by over 5,000 different readers
Average report read time over 6 minutes with top read times in excess of 2 hours
Total time spent reading over 33 days
We produced a record level of sales opportunities whilst also learning that we have incredibly engaged prospects in geographical regions we have yet to even focus on. Information like this is invaluable across our sales function.
Michael Buckle, Managing Director, Natural Resources