Red Hat acquires more of their ideal audience on BrightTALK using Content Leads
|Raleigh, NC||12,000 Employees||Enterprise Software||Susan Gilchrist, Principal Program Marketing Manager|
Red Hat was searching for a partner to build awareness among their ideal audience of software development professionals. Partnering with the internal team at BrightTALK, they create online live events with their industry peers around topics of interest to their professional audience.
Through their BrightTALK Channel, WhiteHat has been able to not only engage their audeinces, but court new audiences from BrightTALK and consistently add to their subscriber base. Subscriptions are an important indicator for audience interest, since not only did they view content, they expressed longer-term interest in the brand.
WhiteHat has also taken part in online Community Summits as a way to build broader in-market awareness for the brand. These online events are planned by BrightTALK’s team of dedicated community managers who deeply understand the interests of their respective communities and plan the editorial accordingly.
Through a regular cadence on their BrightTALK Channel, WhiteHat has seen a 6.3x return on their investment through revenue from BrightTALK sourced leads, and amassed a significant subscriber base on their Channel. WhiteHat utilizes the data they get on the backend of the BrightTALK platform to inform editorial strategy and identifying the content their audience wants.