DoiT, a cloud optimization and engineering solutions provider, sought to boost its demand generation with high-value technical content. Jennifer Janes, DoiT’s senior demand generation marketing manager, explains in her own words how partnering with O’Reilly for trusted content, then promoting that content through InfoQ, enabled the company to attract highly qualified leads, engage senior software influencers, and position itself as a thought leader in the industry.
DoiT Maximizes Demand Generation with O’Reilly and InfoQ
A perfect pairing of high-value content and targeted promotional channel
“We’ve found that InfoQ’s audience of senior software influencers and technical decision-makers responds well to technical content. They already recognize the O’Reilly brand and are willing to fill out a form to get a high-quality resource. It’s a great way for us to introduce the DoiT brand to new prospects.”
DoiT needed authoritative, long-form technical content to drive demand generation campaigns but lacked the internal resources to develop it at scale. We also needed a promotional channel that would effectively reach our target audience of senior software engineers and tech decision-makers.
We turned to O’Reilly for its high-quality technical books, which we offered as gated assets for free download. To maximize reach and engagement, we promoted the books through InfoQ’s native digital advertising programs. InfoQ’s audience of senior software influencers and technical decision-makers proved the perfect promotional channel for O’Reilly content.
Trusted and effective technical books, without the effort
DoiT originally explored third-party content solutions for demand generation and tested multiple providers. O’Reilly content outperformed other vendors in both engagement and lead quality. Internally, our engineers were already familiar with and valued O’Reilly books, reinforcing our decision to use them in marketing campaigns.
Producing similar long-form technical content in-house would have required significant time and resources. By sponsoring O’Reilly content, our team is able to focus its efforts on creating complementary content such as blogs, podcasts, and case studies.
Getting O’Reilly sponsored content in front of InfoQ’s high-value audience
InfoQ is also a key component of DoiT’s marketing success. InfoQ campaigns allow us to connect with the 芒聙聹right芒聙聺 audience, and InfoQ consistently delivers prospects interested in technical content, aligning with our ideal customer profile. And while we initially viewed InfoQ as solely a brand awareness channel, it’s been a valuable source of high-quality leads too. Last year, for instance, we sponsored the second edition of Cloud Native DevOps with Kubernetes and captured more than 1,000 leads in the first 30 days.
A proven path to impactful demand generation
High-quality content paired with the right platform maximizes ROI. Leveraging O’Reilly’s trusted technical content within InfoQ has helped us enhance our demand generation strategy. InfoQ’s audience values technical depth, making O’Reilly content an ideal asset芒聙聰we’re able to offer high-value gated content that aligns with our target audience, backed by O’Reilly’s strong brand recognition and technical expertise. And thanks to the pairing of O’Reilly and InfoQ, we can gauge specific interests of prospects based on the content consumed, boosting the effectiveness of our nurture campaigns.
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