Case Study: How Sprinklr and LinkedIn Created Full Funnel Impact with Best Answer Marketing

When the economy tightens, brand budgets are often first on the chopping block. Senior marketing leaders understand the value of brand, but value alone doesn’t secure future investment. Proof does.

Sprinklr and LinkedIn set out to deliver that proof. With TopRank Marketing as a strategic partner, they launched a campaign, Proving the Power of Brand, designed to answer a critical question for today’s marketing leaders:

Can brand marketing show measurable impact, especially when the pressure is on?

Backed by original research, built for executive decision-makers and activated across a connected content ecosystem, the campaign gave marketers what they needed most: clarity, credibility and evidence that brand drives growth.

Because when every dollar is questioned, effective content needs to leave no doubt.

The conflict: Brand belief vs. brand proof

B2B marketers believe in brand. In the Proving the Power of Brand report, 81% said brand building will become even more important to the success of their marketing initiatives. But 46% still cited measuring brand campaign success as one of their top challenges.

One of the social messages TopRank developed for the Proving the Power of Brand campaign.

Many B2B marketing teams are operating without clear KPIs, without consistent access to data and without alignment on what success looks like. That lack of structure makes it harder to connect brand building activity to business outcomes, and harder to defend brand marketing investment when budgets come under scrutiny.

Sprinklr and LinkedIn set out to close that gap. They set aside promotional goals and focused on equipping marketers with credible, actionable evidence that brand drives growth. And with TopRank Marketing as a partner, that goal shaped a campaign built to bolster conviction with proof.

The strategy: Insight-led content built to be the Best Answer

At the heart of this campaign was a shared belief: marketers are not only looking for more information. They need better answers. Answers that are credible, easy to find and delivered in relevant formats.

To meet that need, Sprinklr and LinkedIn partnered with TopRank to develop a content strategy built on credibility, clarity, and utility. Every element from research to rollout was designed to help senior marketing leaders make stronger decisions about their brand marketing investments.

Original research as a credibility anchor

Original research is one of the most effective ways to create credible, trusted and differentiated content in B2B marketing. The foundation of this campaign was a custom survey of more than 600 enterprise marketing leaders across North America and Europe. The goal was to understand how today’s marketers are approaching brand building, what challenges they face and where full-funnel opportunities remain untapped. This research gave the campaign authority and, more importantly, it gave the audience answers they could trust.

A guide structured for decision-making

TopRank translated the findings into a flagship content asset: Proving the Power of Brand. The guide was designed specifically for executive decision-makers, structured to reflect their strategic questions, avoiding product features or promotional talking points. It paired data-backed insight with plainspoken recommendations, making it easier for …read more

Source:: Top Rank Blog