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2021 Type Trends Case Study

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1. Background Context

2. Goals

3. Campaign channels/content

4. Results / Next steps

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These first 2 slides are from a training deck that I did for sales kickoff in 2022.

That preso walked through each customer stage and tied campaigns and content to the stage.

It was very well received by sales.

This slide is a good summary of that deck and you can see that through 2021 we aligned with content under 3 themes.

Having these themes gave us a great direction for our campaign planning

I also think it’s critical to always consider the customer stage, a good reminder to us all to keep the right focus on what is important

Three takeaways:

content and campaigns go hand in hand,

2 that we have to always keep the customer experience and their process in mind when planning and

3 that when we understand our themes and our customers, our campaign decisions are clear and successful

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Why Type?

Show the value of type in branding
Highlight Studio expertise
Reach enterprise creatives

Audiences:

Awareness: broad scope, our universe
Consideration: target accts, senior decision makers
Customer: customers, open opps, strategic accounts

Goals:

Learn from our mistakes of 2020!
KPIs: download ebook, download free weights, webinar registration

Goals: meetings, sourced and influenced pipeline and bookings

2021 Type Trends Campaign.

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2021 Type Trends Campaign.

Free Fonts Offer:

818 downloads (686 AMER/132 EMEA)
$141K influenced pipe

eBook Offer:

4,400 downloads (2,076 AMER/2,324 EMEA)
$742K sourced pipe

Trends Webinar:

912 registrants (594 AMER/318 EMEA)
$165K sourced pipe

PR:

47 pieces of coverage
714 page views

Brand Talks Connected:

59 VIP registrants
$117K influenced pipe

Digital Commerce:

Used as theme of Fonts in Action Campaign
Fonts selected by Studio

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Appendix

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Next step: ABM follow-up plan.

Why Monotype?

You loved the trends. You know ‘why type’. Let’s tell you about Monotype fonts now.
Educate to where you are ready to talk to sales

Channels/Audiences:

IF: you searched our keywords, if you buy from our DC sites, if you were part of the Trends Campaign
THEN: it’s time to learn about Monotype Fonts
Paid media ads drive key accounts to specific content
Sales notifications on target account activity

Who is on this path?
Alerts in SFdc, Demandbase and email

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2021 Revenue Marketing Goals/Results

Marketing % contribution to NB was 62%
Accomplished with a 32% budget cut
No in-person events in 2021
In 2021, we changed our sourced definition to include rule that marketing touchpoint needed to be within 6 months of opp creation.

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