Discover how GlobalData Marketing Solutions partnered with Invest Alberta to engage global decision-makers, generate qualified investment leads and help secure a $1.2bn investment opportunity through strategic content marketing.
The Challenge
Creating fresh demand from investment prospects
Invest Alberta is one of North America’s premier investment organisations, helping businesses establish, expand and succeed in Canada by expediting business operations, fostering collaboration and supporting long-term growth.
To continue this growth journey, Invest Alberta wanted to identify companies looking to expand into North America. Rather than generating awareness alone, they wanted to engage senior decision-makers, build relationships with prospective investors and create a pipeline of qualified opportunities.
Achieving this required more than traditional marketing. Invest Alberta needed a partner that understood the investment landscape and could produce credible, high-quality content capable of attracting and engaging the right audience over an extended period.
The Solution
Engaging global decision-makers through quality content and precision targeting
GlobalData Marketing Solutions developed a content strategy centred on two priority themes. The first campaign focused on energy security and data centres, while the second explored technology and AI. Our in-house editorial team produced tailored content spanning articles, whitepapers and webinars, designed to showcase Invest Alberta’s strengths and the province’s competitive advantages.
Unlike traditional marketing campaigns, our content was built on a journalistic foundation. Every asset combined newsworthy topics, industry trends, SEO expertise and proprietary insights from our Intelligence Center to produce thought leadership that audiences genuinely wanted to engage with.
Content was then distributed across our established B2B publishing network using our AI-powered targeting platform, ensuring it reached carefully selected decision-makers. Throughout the campaign, our account team continuously refined targeting and optimisation to maximise engagement and lead quality.
The Outcome
Turning engagement into commercial opportunity
Working closely with Invest Alberta, GlobalData Marketing Solutions developed a content strategy focused on engaging the right audiences through high-quality editorial, proprietary data and precision targeting.
By concentrating on key sectors and publishing content that built engagement over time, the campaign generated high-quality qualified leads, increased engagement with prospective investors and uncovered new commercial opportunities. This strategic approach ultimately culminated in a $1.2bn investment opportunity for Invest Alberta.
“One of our greatest successes was that we were able to close an investment opportunity of $1.2bn, through content leveraged via the GlobalData network and our advertising. We were able to target more companies at consideration stage, thus arriving at investment decision impact much sooner than if we are only targeting companies that are still distant from an investment decision timeline.”
Shea Coburn, Director, Marketing at Invest Alberta
The campaign demonstrates how strategic content marketing, underpinned by trusted editorial, proprietary insights and precision targeting, can help organisations translate engagement into tangible commercial outcomes.
Invest Alberta is one example of how GlobalData Marketing Solutions helps organisations connect with senior decision-makers through trusted, insight-led content. Discover how we can help your organisation engage the audiences that matter most. Get in touch.