Case Study: Linking business leaders with thought leadership

Hallmark Business Connections (HBC), Hallmark Cards’ B2B division, provides solutions in employee recognition, health and wellness, and customer care that engage employees and cultivate brand advocates. Through strategic content creation, we positioned HBC’s three segment directors as thought leaders in their respective vertical markets.


Upon repositioning its customer care solution, HBC sought to provide CRM and contact management leadership with smarter content to better position the company as a leader in the market. Specifically, we wanted to reach decision makers in Fortune 500 contact centers to demonstrate how HBC’s unique customer engagement approach delivered real results.


We used bylines, blogs and social media — especially LinkedIn — to turn HBC’s directors and CMO into thought leaders on engaging employees to help businesses create richer, more meaningful customer experiences that result in bottom-line benefits. LinkedIn publishing was key, as we strategically posted unique content to boost interaction with thought leaders.


The customer engagement director's first unique LinkedIn post generated solid results compared to HBC’s blog analytics, where most published content lived. Within the first week, the post saw an increase of 75 percent more views than the website blog and pages. The LinkedIn strategy engaged a new audience and enabled the director to strengthen relationships in her network.


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