Client Case Study Business Objects

The Content Bureau drives leads with a popular white paper.

When Business Objects wanted to generate sales leads in its fast-growing financial planning software division, it needed a high-profile white paper written in record time. Business Objects called longtime writing partner the Content Bureau, which quickly delivered the sharp, savvy “Developing a Stronger CIO-CFO Relationship” white paper based on content from a single interview with two C-level executives—and years of experience writing about Business Objects’ solutions.

Within a week of offering the paper to a email list, Business Objects tallied 1,500 downloads and established $500,000 in new pipeline opportunities. Perhaps most important, many of these new leads came from decision-makers at multi-billion-dollar companies. That’s why Business Objects trusted the Content Bureau with its most important marketing campaigns each quarter.

“Once you’ve found a great vendor, they become an extension of your team,” says Keri Spehalski, who became SAP’s senior director of field marketing for the Office of CFO Buying Center when SAP acquired Business Objects in 2007. “The Content Bureau is absolutely my vendor of choice, because not only do they ‘get it’ right away, but they also provide us with innovative angles and new perspectives for our marketing communications. They have the versatility to create everything from credible white papers and ingenious direct-mail pieces to detailed brochures and interesting case studies. The Content Bureau is a lifesaver.”

" Once you’ve found a great vendor, they become an extension of your team. "

—Keri Spehalski, Senior Director of Field Marketing, Business Objects

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