The solution
What potential solutions did you investigate, and what drove you to choose Foleon?
We were looking at different ways to present our information in a way that was more in line with what we are, a modern B2B tech company. Our Dutch office mentioned Foleon as a possible solution. My initial perception was that Foleon was just another design tool. However, after five minutes on the first call and seeing examples of how other companies use the platform we were sold. It does so much more than we thought it could. The advanced marketing functionalities really sparked my interest. A good example is the option of mid-gating your content. I hadn’t seen anything like this before.
“The initial idea we had with implementing Foleon was that we would use it solely as a marketing platform, but it has become way more than that.”
Why did you decide that Foleon was the solution?
Before using Foleon we would nurture leads with a nurture flow including external links to content like infographics and whitepapers, but with Foleon the reader can now control their own journey by going to the next video or another piece of content directly in a Foleon. The entire journey can happen within one document, decreasing the drop-off rate that occurs with external linking. It also allows us to create a hub for our publications, allowing our prospects to easily return to continue their journey. Inboxes are ever more crowded, making it very hard to break through the noise. With Foleon we are able to stand out.
What type of content do you create in Foleon?
We use Foleon for the entire customer journey, from right at the top of the funnel until post-sales and case studies. The initial idea we had with implementing Foleon was that we would use it solely as a marketing platform, but it has become way more than that. We create product guides, sales enablement content, lead generation assets like eBooks, but we also use Foleon for internal communications. I’m even planning to start using it for reporting to our board.
Did you create measurable goals?
At this point not yet, but the reason for this is that 80% of what we currently produce isn’t what we were aiming to produce. So far, we’ve only run a handful of external marketing campaigns. At Lumi, we have two Foleon champions and we are looking to get them more involved at the start of the marketing planning, so we can implement measurable content goals. In the current situation (Covid-19) online communication is crucial, and Foleon will become vital in getting our message across.