above the noise - meclabs...how an it company leveraged a multichannel campaign to wake the dead...
TRANSCRIPT
How an IT company leveraged a multichannel campaign to “wake the dead”
Above the Noise
Christine Nurnberger Rachel Minion
Vice President, Marketing Senior Research Manager
SunGard Availability Services MECLABS
Session Speaker
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Christine Nurnberger
Vice President, Marketing
SunGard Availability Services
Christine Nurnberger has more than 10 years of leadership experience within B2B technology organizations. In her current role, she applies her experience to marketing projects while mentoring and managing a 35+ member team. Her recent endeavors resulted in a "Killer Content" award, "Marketo Revvie" and American Business "Gold Stevie" awards for B2B Marketing Department of the Year and B2B Marketing Campaign of the Year. Most recently, she and her team were honored with three BtoB Best of 2013 Awards for Best Integrated, Best Email and Best Direct Mail campaigns, as well as a winner of MarketingSherpa Email Awards 2014.
Black & White Headshot
@CNurns
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Learn about the customer
Connect with your audience
Launch a pilot
Spawn a multichannel campaign
We had a goal of 6,000 leads …
Challenge
Challenge
We had a goal of 6,000 leads …with no definition of “lead.”
Discover
Why do people say “yes” or “no” late in the
buying cycle?
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1 Learn about the customer
Connect with your audience
Launch a pilot
Spawn a multichannel campaign
Learn about the customer
Connect with your audience
Test the waters
Spawn a multichannel campaign
How do we best tell that story?
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Look outside the
industry for
inspiration
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Look outside the
industry for
inspiration
Relevance
Relevance
Deliver the right message to the right audience at the right time.
http://www.flickr.com/photos/spleeness
Hurricane Sandy
http://www.flickr.com/photos/spleeness
Hurricane Sandy
Timing
So we waited.
http://www.flickr.com/photos/gezzamondo
Summer 2013
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1 Learn about the customer
Connect with your audience
Launch a pilot
Spawn a multichannel campaign
Launch a pilot
17
56 people
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1 Learn about the customer
Connect with your audience
Launch a pilot
Spawn a multichannel campaign
How to choose the right channels
1. Can it communicate the right message?
2. Can it reach the right audience?
3. Can it communicate in a way that will resonate with our audience?
Retargeting list
Campaign overview
Landing Page
Email List
Enter to Win
Social Media
Placed in CRM
Retargeting Inactive Users
AR & PR
C-Level
Mail 1 Mail 2
Sales Call Follow-up
PR Agency Follow-up
Asset Email Winners
Cloud Availability
IT Disaster Recovery
Social Media
Retargeting Inactive Users
Retargeting list
Landing Page
Email List
Enter to Win Placed in CRM
Asset Email Winners
Campaign overview
AR & PR
C-Level
Mail 1 Mail 2
Sales Call Follow-up
PR Agency Follow-up
Cloud Availability
IT Disaster Recovery
Direct Mail 1: Flash drive
Direct Mail 2: Survival kit
Backpack
Survival guideFlashlight/compass
“World War Z” movie tickets
Silly string
Brochure
New Publication: Engaged and notable feedback
“The press kit was thoughtful and
beautiful. It got [my colleagues] talking!”
– Data Center Management
“Thanks to your team and SunGard for sending the personalized package – very
creative! I will continue to keep SunGard AS top of mind for all DR opportunities.”
– Disaster Recovery Journal
“I was so impressed with the campaign, really, the whole office was. And, my 17-
year-old loved the zombie book within the kit. This is by far one of the most creative
campaigns I’ve seen.” – Information Management
“The zombie kit elevated the visibility and memorability of SunGard AS in my mind. It was a blast from the past to receive a press kit, but very cool!”
– ZD Net
“While I’m not always a fan of press kits, this one really caught my eye and will
help me remember SunGard AS.”– IDG News Service
Retargeting Inactive Users
Retargeting list
Landing Page
Email List
Enter to Win Placed in CRM
Asset Email Winners
AR & PR
C-LevelSales Call Follow-up
PR Agency Follow-up
Mail 1 Mail 2Social Media
Campaign overview
Cloud Availability
IT Disaster Recovery
Cloud Availability Services
IT Disaster Recovery
Retargeting list
Campaign overview
Landing Page
Email List
Enter to Win
Social Media
Placed in CRM
Cloud Availability
IT Disaster Recovery
Retargeting Inactive Users
AR & PR
C-Level
Mail 1 Mail 2
Sales Call Follow-up
PR Agency Follow-up
Asset Email Winners
Retargeting email campaign
“We hope it’s not too late”
Content offer
Retargeting email campaign
“We hope it’s not too late”
Content offer
Reactivated 2% of contacts who had not interacted in 6 months
Landing page with registration page
Landing page with registration page
Linked to how migrating to the cloud as a business
option aligns with surviving the zombie
apocalypse
Social media campaign
Almost 2,000 shares
Social Media Campaign: Examples
Commonly overlooked channels
“… In the event of a zombie apocalypse, our clients are protected.”
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Results
• "IT Availability Cloud" email campaign achieved 1.2% higher click-to-open (CTO) rates among director level, and above average rates in global, large and medium enterprises.
• The "Disaster Recovery/Managed Recovery Program" campaign created a 3% increase in CTO among president or owner titles.
• The retargeting email reactivated 2% of contacts who had not interacted with SunGard within the previous six months.
Top takeaways
1. Don't be afraid to step outside the box and try a new creative messaging approach – it could have huge payoffs in B2B (particularly among the difficult to reach C-suite).
2. Even in today's B2B marketing and digital era, direct mail may not be as dead as zombies.
3. Leverage social channels to help amplify your message.
Thank You
Christine Nurnberger
Vice President, Marketing
SunGard AS
@CNurns
Rachel Minion
Senior Research Manager
MECLABS
Black & White Headshot
Black & White Headshot