rethink b2b marketing: digital campaign case study

© 2013 IBM Corporation

Rethink B2B Marketing A Case Study in Digital Optimization

© 2013 IBM Corporation 2

Michelle Killebrew @shellkillebrew Program Director, Strategy IBM Social Business Contributing Writer ClickZ.com Digital Marketing | Marketing Technologist | Demand Generation


Are you really connecting with your audience? How to Rethink Digital Marketing for Audience Engagement and Virality

@shellkillebrew

Inspiration Case Study Today


Are you really connecting with your audience? How to Rethink Digital Marketing for Audience Engagement and Virality

Build a Conversation

Think User Experience

Create Engagement

@shellkillebrew

Inspiration Case Study Today


Rethink Digital Marketing

Inspiration Build a Conversation


Create Engagement

@shellkillebrew




CreateEngagement

@shellkillebrew

Rethink Digital Marketing for Audience Engagement and Virality


Always ask yourself:

“Is this what my audience craves?”


Trusted source of information

Dental care vs. Pushing toothpaste

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Community Advocate

Teen Bullying vs.

Pushing Deodorant

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Create Engagement

@shellkillebrew




“How can we contextually craft the user experience to delight our audience?”


Experience

Technology is dictating the experience – swipe motion, mouse click, geolocation

@shellkillebrew


Sharable

People share when they’re delighted… but it has to be easy.

@shellkillebrew




Create Engagement

@shellkillebrew




What will keep my audience engaged?


Find the Emotional Connection

Find the emotional connection, then personalize it.

@shellkillebrew


Focus your Content

Focus on key concepts your audience cares about – it’s not a library of everything.

@shellkillebrew



Case Study Components of a Demand Gen Campaign

Rethink Marketing

Instrumenting the Campaign

@shellkillebrew


Timeline

2012 – Concept, approval & creation

2013 – Campaign launch

2014 – Awards

– Apr 2014: 2014 Killer Content Award “Best Integrated Demand Gen Campaign” Content2Conversion IBM’s Smarter Commerce initiative challenged audience assumptions about enterprise commerce, using an interactive microsite, video, E-books and other assets. The campaign has generated over 100,000 page views and a large number of high-quality leads.

– Apr 2014: 2014 Virtual Communication Excellence Award for “Best in Demand Generation” Content Marketing World & ON24 The “Rethink Your Customer” campaign is a ground-breaking new demand generation experience, a portal that utilizes ON24 technology to optimize user interaction and campaign design. The interactive platform yielded over 35,024 impressions and 94,216 page views in 2013, producing high-quality leads that have rapidly progressed through the pipeline and generated significant wins for the business.

Today – user experience continues to evolve…

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Campaign Objectives

• Create a digital experience optimized for engagement, personalization, user experience, sharing and conversion

• Integrate our own technologies into the experience

• Drive huge lead volume through paid, owned and earned media

• 11 unique role based landing pages w/ 10+ assets per page

• Integrate latest trends in digital marketing, including:

• More video-content

• Message amplification through social media

• Retargeting based on visitor behavior

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@shellkillebrew


Corporate websites Digital Campaigns

1 dimensional

Structured content hierarchy /navigation.

3 dimensional

Story, theme and experience.

Deliver information

Educational and reference.

Transactional

Compel and convert. Drive next action.

Company messaging

Aligns to product portfolio

Compelling Conversation

Industry leading hot topics

Entry-point: Inbound

Natural Search (SEO), direct access.

Optimized to nurture.

Entry-point: Outbound

Paid media, campaign, sponsored links.

Optimized to convert.

Mindset: Proactive

Deliberate, information-seeking.

Mindset: Reactive

Surprise, delight and intrigue.

Desired Outcome: Desired Outcome:

Components of a Demand Gen Campaign

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Already aware: To intentionally learn about the company and its offering, to qualify legitimacy or finalize a sale.

No awareness: To explore new solutions to business problems. Initiates brand engagement and sales cycle.

@shellkillebrew


• What to do first

• How to scale

• How to leverage technology to get the lowest CPL

• Educate our extended teams and analysts about acquisitions and vision

• A polarized spectrum of audience needs

Our Challenges

Performance-centric Productivity, efficiency,

automation, TCO

Customer centric Behavior, relationship, customer lifetime value

Executives Marketing Merchandising

Retail Procurement/

Legal Trade

Planning B2B

Integration IT Risk

Compliance eCommerce

Customer Experience/

Service

SmarterCommerce Spectrum

@shellkillebrew


So, we asked ourselves:

What does our audience crave?

How do we craft the user experience in context to delight our audience?

What will keep them engaged?


What did our audience crave?

Inspiration from a thought leader – “Show us what’s possible and how to do it”

Content tailored to their specific role – not ‘GTM’ (go-to-market)

How did we craft the user experience in context to delight our audience?

Interesting facts they can use right now

Demonstrate leading-edge web design/technology

Show not tell – video, webinars, interactivity, sharing

What will keep our audience engaged?

Relevant, focused content – great resource

Easy to share

I want to Rethink

Business

@shellkillebrew


Theme

• Rethink message customized to

each audience role & their

interests

Role-based Assets

• 2 Featured Webinars per role, 1

custom written ebook, on demand

webinars, 3-6 downloadable

offers, and more in the resource

library

• Over 90 registration-capturing

offers on the initial site launch

Details

@shellkillebrew


Executive (IVC) Landing Page: Section 1 (vertical scroll) RethinkYourCustomer.com


Vertic

al S

cro

lling E

xperie

nce: P

ara

llax D

esig

n

RethinkYourCustomer.com

Webinar and Multimedia Portal Launch

Audience Role Perspective

Social Share Bar 2 Featured Webinars 1 Custom eBook

Live Twitter Feed

3-6 Additional Downloadable Offers

4 Statistics with one-click Social Sharing

Summit Live Twitter Feed

SCGS Details

Social Connect Footer

11 Smarter Commerce Role-Based Landing Pages

Registration-Capturing Offers

Social/Viral Sharing

SCGS Details – by role

@shellkillebrew


Social and PR

• #SmarterCommerce & #Rethink___

to join the live Twitter conversation

• Blog posts, Social links/hooks, outbound

emails, live webinars, social influencer

engagement

• One-click sharing

Links

Translation

• Globally English, Multi-Language Localization

Details

@shellkillebrew


Rethink – Marketing Lead Flow

Media drives traffic to specific offers.

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Email Promotion (or Banner)

• White Paper/Kit • Webinar

Registration Form

Cookies recognize repeat visitors for improved experience

Serves 2 Pages

Thank You page with requested asset(s)

• Twitter, Facebook & LinkedIn links for viral marketing

Role-based Landing Page (“pop under”)

• For additional conversions, self nurturing, sharing

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Action Success Page Unique to each offer

Links back to the specific offer

Is pre-populated for ease and increase sharing

Is tagged with IBM Digital Analytics

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Campaign Consistency

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Mobile-friendly • Vertical and horizontal scroll

works with swipe and mouse click

• Site built for iPad aspect ratio, optimized to fit phones and desktop screens

• HTML – no Flash

• Twitter and YouTube APIs for quick site load

Details

@shellkillebrew


How it All Works Together

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Home website

Internet

Mobile

Social

Email

Search

LIVEProfiles

Digital Marketing Campaign

Intelligent Offer Personalized Web content

AdTarget Personalized Banner Ads based on Interaction

Search

Web Analytics

LiveMail (Pilot TBD) Personalized Email based on Interaction

Lifecycle

Social Analytics

Awareness and insight Decisioning Execution

Mobile Analytics

Email

Internet

Home website

Self Nurturing

Planned or Trigger Based Personalization

@shellkillebrew



Building Today Customer Expectations

Building for Mobile

Mobile Engagement

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The Connected Customer’s Expectations

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1.8x higher

3-yr Gross Profit Growth

3.4x higher

3-yr Net Income Growth

2.4x higher

3-yr Stock Price Growth

The

top

20%

achieve:

38 38

IBM’s The State of Marketing 2013 research study

Leading companies acting on this shift are seeing the payoff today

@shellkillebrew


Mobile is the New Face of User Engagement

90% of mobile users

keep their device within arm’s reach

100%

of the time

98% of mobile users move between devices in the

same day

4.55 billion mobile phone users

in 2014

1.75 billion smartphone users in

2014

The average mobile phone

user checks their

phone 150 times per day

81% of employed adults

use at least one personally owned

device for business

@shellkillebrew


No device vendor emulators required!

IBM Mobile Preview for Digital Experience Software simplifies testing of mobile applications and content

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Broadcast Narrowcast 1:1 Cast

message all app users message some app

users based on rules &

segments

message individual users

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Use multiple levels of messaging specificity and targeting

@shellkillebrew


SMS Messaging

Native Push Notifications

Apple Passbook and iBeacon Support

Mobile-Ready Websites, Landing Pages, Commerce,

Offers and More

Mobile-Friendly Email

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Reaching (and understanding) customers the way they want on their always present device – inbound and outbound messaging

@shellkillebrew


1000

0

500

En

gag

em

en

t

Day 1 Day 5 Day 15 Day 30

Welcome

message Participate in the

Travel

Community

Sign up for

new type of

alert

Significantly increase engagement. Remind

users of the app on their devices and your brand

in their lives.

Look at the

latest offers for

you

Maximize mobile engagement and ROI with lifecycle messaging

@shellkillebrew


Notifications Mobile Push

Thanksgiving Day and Black Friday wrapped up with record online retail sales as retailers pushed more timely notifications to users

1.5x - 4x Application open increase as a result of a push notification

.9% - 4% Click-through rate of marketing notifications received

Source IBM 2013 Holiday Benchmark report

68% Opt-in and find push

notifications valuable

Push Notifications expand mobile customer engagement

@shellkillebrew


Dynamic Messages

Build contextually relevant and dynamic messages based on customer segments as well as triggering location or event.

Plan for your future with Navy Federal Credit Union

Book now

Simple Notification

Rich Notification

Measurable Actions

Drive customers deeper into the app, view mobile websites, click to call, take social actions, and configure your own action.

Promote new functionalities with Rich Push

@shellkillebrew


10 Dec 2013

Book appointments via app

Use the app to book your next

financial appointment

08 Dec 2013

Upcoming Online Webinar

Looking to learn about retirement

plans? Sign up for 22/12 session.

01 Dec 2013

Monthly statement available

Review your transaction history

and schedule payments.

Encourage Greater Utilization

Store rich push messages sent to app users for future retrieval, promoting higher adoption and usage.

Passively Engage Customers

Deliver rich push messages without interrupting users. These messages can be delivered even if a user has not opted into push

Maximize Engagement with Custom Inbox

@shellkillebrew


Google

with over 140 certified partners

Google

IBM is delivering an open framework for data syndication to simplify development of a contextual view of the customer

@shellkillebrew

© 2013 IBM Corporation 48 48

We’ve led the way in helping clients make the shift to continuous customer engagement – and continually learned what works

@shellkillebrew

http://www-935.ibm.com/services/c-suite


So, next time ask yourself:

What does our audience crave?

How do we craft the user experience in context to delight our audience?

What will keep them engaged?





Create Engagement

@shellkillebrew