Rethink B2B Marketing: A Case Study in Digital Optimization - Michelle Killebrew
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Transcript of Rethink B2B Marketing: A Case Study in Digital Optimization - Michelle Killebrew
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© 2013 IBM Corporation
Rethink B2B MarketingA Case Study in Digital Optimization
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© 2013 IBM Corporation2
Michelle Killebrew@shellkillebrew
Program Director, Strategy IBM Social Business
Contributing WriterClickZ.com
Digital Marketing | Marketing Technologist | Demand Generation
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© 2013 IBM Corporation
Is your marketing broken?How to Rethink Digital Marketing for Audience Engagement and Virality
Build a Conversation
Think User Experience
Create Engagement
@shellkillebrew
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© 2013 IBM Corporation
Build a Conversation
Think User Experience
Create Engagement
@shellkillebrew
Rethink Digital Marketing for Audience Engagement and Virality
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© 2013 IBM CorporationPage 5
Always ask yourself:
“Is this what my audience craves?”
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© 2013 IBM CorporationPage 6
of consumers don’t believe that companies tell the truth in advertisements.
YankelowichAlain Thys - FutureLab
Breaking Through the Noise
76%
@shellkillebrew
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© 2013 IBM CorporationPage 7
Trusted source of information
Dental carevs.Pushing toothpaste
@shellkillebrew
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© 2013 IBM Corporation
Community Advocate
Teen Bullyingvs.
PushingDeodorant
@shellkillebrew
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© 2013 IBM Corporation
Build a Conversation
Think User Experience
Create Engagement
@shellkillebrew
Rethink Digital Marketing for Audience Engagement and Virality
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© 2013 IBM CorporationPage 10
Always ask yourself:
“How can we contextually craft the user experience to delight our audience?”
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© 2013 IBM CorporationPage 11
People have to grasp the functionality of the site in an instant
Jakob Nielsen
Visual Appeal
@shellkillebrew
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© 2013 IBM CorporationPage 12
Experience
Technology is dictating the experience – swipe motion, mouse click, geolocation
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© 2013 IBM CorporationPage 13
Personalized
Know who your customers are.
Personas help your customers self-identify.
@shellkillebrew
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© 2013 IBM CorporationPage 14
Sharable
People share when they’re delighted… but it has to be easy.
@shellkillebrew
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© 2013 IBM Corporation
Build a Conversation
Think User Experience
Create Engagement
@shellkillebrew
Rethink Digital Marketing for Audience Engagement and Virality
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© 2013 IBM CorporationPage 16
Always ask yourself:
What will keep my audience engaged?
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© 2013 IBM CorporationPage 17
Crowdsource
Include your community in crowdsourcing innovation
Jakob Nielsen
@shellkillebrew
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© 2013 IBM Corporation
Find the Emotional Connection
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Find the emotional connection, then personalize it.
@shellkillebrew
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© 2013 IBM CorporationPage 19
Build Mass Participation
Mobilize your community around a shared interest that ties back to your product
@shellkillebrew
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© 2013 IBM CorporationPage 20
Focus your Content
Focus on key concepts your audience cares about – it’s not a library of everything.
@shellkillebrew
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© 2013 IBM Corporation
Build a Conversation
Think User Experience
Create Engagement
@shellkillebrew
Our marketing was new, so we needed toRethink Digital Marketing
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© 2013 IBM Corporation
Our marketing was broken, so we needed to Rethink Digital Marketing
Build a Conversation
Think User Experience
Create Engagement
Case Study
Components of a Demand Gen Campaign
Rethink Marketing
Instrumenting the Campaign
Measuring the Campaign
@shellkillebrew
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© 2013 IBM Corporation
Corporate websites Digital Campaigns1 dimensionalStructured content hierarchy /navigation.
3 dimensionalStory, theme and experience.
Deliver informationEducational and reference.
TransactionalCompel and convert. Drive next action.
Company messagingAligns to product portfolio
Compelling ConversationIndustry leading hot topics
Entry-point: InboundNatural Search (SEO), direct access.Optimized to nurture.
Entry-point: OutboundPaid media, campaign, sponsored links. Optimized to convert.
Mindset: ProactiveDeliberate, information-seeking.
Mindset: ReactiveSurprise, 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
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© 2013 IBM Corporation
• 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-centricProductivity, efficiency,
automation, TCO
Customer centricBehavior, relationship,customer lifetime value
Executives MarketingMerchandising
RetailProcurement/
LegalTrade
PlanningB2B
IntegrationIT Risk
ComplianceeCommerceCustomer
Experience/Service
SmarterCommerce Spectrum
@shellkillebrew
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© 2013 IBM Corporation
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
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© 2013 IBM CorporationPage 26
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?
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© 2013 IBM Corporation27
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
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
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© 2013 IBM Corporation
Executive (IVC) Landing Page: Section 1 (vertical scroll)RethinkYourCustomer.com
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© 2013 IBM Corporation
Executive (IVC) Landing Page: Section 2 (vertical scroll)RethinkYourCustomer.com
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© 2013 IBM Corporation30
Executive (IVC) Landing Page: Section 3 (vertical scroll)RethinkYourCustomer.com
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© 2013 IBM Corporation
Vertical S
crolling Experience: P
arallax Design
RethinkYourCustomer.com
Webinar andMultimedia Portal Launch
Audience Role Perspective
Social Share Bar
2 Featured Webinars1 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
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© 2013 IBM Corporation
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
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© 2013 IBM Corporation
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, Localization to come
Details
@shellkillebrew
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© 2013 IBM Corporation34
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
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© 2013 IBM Corporation
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
@shellkillebrew
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© 2013 IBM Corporation36
Action Success PageUnique to each offer
Links back to the specific offer
Is pre-populated for ease and increase sharing
Is tagged with IBM Digital Analytics
@shellkillebrew
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© 2013 IBM Corporation
Campaign Consistency
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@shellkillebrew
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© 2013 IBM Corporation
How it All Works Together
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Home website
Internet
Mobile
Social
Search
LIVEProfiles
Digital Marketing Campaign
Intelligent Offer Personalized Web content
AdTargetPersonalized 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
Internet
Home website
Self Nurturing
Planned or Trigger Based Personalization
@shellkillebrew
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© 2013 IBM Corporation
Measuring the Campaign
Tagged with Coremetrics web analytics
• For optimization of campaign & drive-to strategies while in market
Website behavior-based email retargeting
Leadscoring for webinar attendees
Media attribution
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@shellkillebrew
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© 2013 IBM Corporation
Awards!
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.
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.
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© 2013 IBM CorporationPage 41
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?
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© 2013 IBM Corporation
Rethink Digital Marketing for Audience Engagement and Virality
Build a Conversation
Think User Experience
Create Engagement
@shellkillebrew
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© 2013 IBM Corporation
Join the conversation!
@ibmsmrtcommerce
#smartercommerce
#smartermarketing
#rethinkbusiness
#rethinksupplychain
#rethinkprocurement
#rethinkB2Bintegration
#rethinkmarketing
#rethinkmerchandising
#rethinkecommerce
#rethinkContractMgmt
#rethinkMFT
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www.rethinkyourcustomer.com
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© 2013 IBM Corporation© 2012 IBM Corporation
APPENDIX
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© 2013 IBM Corporation
Campaign Links
Legal Teamhttp://www.rethinkyourcustomer.com/legal/
Trade Planninghttp://www.rethinkyourcustomer.com/planning/
Customer Servicehttp://www.rethinkyourcustomer.com/service/
Executivehttp://www.rethinkyourcustomer.com/
Supply Chainhttp://www.rethinkyourcustomer.com/supplychain/
Procurementhttp://www.rethinkyourcustomer.com/procurement/
IT (B2B Integration)http://www.rethinkyourcustomer.com/b2b/
Marketinghttp://www.rethinkyourcustomer.com/marketing/
Merchandisinghttp://www.rethinkyourcustomer.com/merchandising/
eCommercehttp://www.rethinkyourcustomer.com/ecommerce/
IT/Compliance & Risk Managementhttp://www.rethinkyourcustomer.com/security/
Resource Libraryhttp://www.rethinkyourcustomer.com/resources/