rethink b2b marketing: digital campaign case study
TRANSCRIPT
© 2013 IBM Corporation 2
Michelle Killebrew @shellkillebrew Program Director, Strategy IBM Social Business Contributing Writer ClickZ.com Digital Marketing | Marketing Technologist | Demand Generation
© 2013 IBM Corporation
Are you really connecting with your audience? How to Rethink Digital Marketing for Audience Engagement and Virality
@shellkillebrew
Inspiration Case Study Today
© 2013 IBM Corporation
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
© 2013 IBM Corporation
Rethink Digital Marketing
Inspiration Build a Conversation
Think User Experience
Create Engagement
@shellkillebrew
© 2013 IBM Corporation
Build a Conversation
Think User Experience
CreateEngagement
@shellkillebrew
Rethink Digital Marketing for Audience Engagement and Virality
© 2013 IBM Corporation Page 8
Trusted source of information
Dental care vs. Pushing toothpaste
@shellkillebrew
© 2013 IBM Corporation
Build a Conversation
Think User Experience
Create Engagement
@shellkillebrew
Rethink Digital Marketing for Audience Engagement and Virality
© 2013 IBM Corporation Page 11
Always ask yourself:
“How can we contextually craft the user experience to delight our audience?”
© 2013 IBM Corporation Page 12
Experience
Technology is dictating the experience – swipe motion, mouse click, geolocation
@shellkillebrew
© 2013 IBM Corporation Page 13
Sharable
People share when they’re delighted… but it has to be easy.
@shellkillebrew
© 2013 IBM Corporation
Build a Conversation
Think User Experience
Create Engagement
@shellkillebrew
Rethink Digital Marketing for Audience Engagement and Virality
© 2013 IBM Corporation
Find the Emotional Connection
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Find the emotional connection, then personalize it.
@shellkillebrew
© 2013 IBM Corporation Page 17
Focus your Content
Focus on key concepts your audience cares about – it’s not a library of everything.
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© 2013 IBM Corporation
Rethink Digital Marketing
Case Study Components of a Demand Gen Campaign
Rethink Marketing
Instrumenting the Campaign
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© 2013 IBM Corporation
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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© 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
© 2013 IBM Corporation
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
© 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-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
© 2013 IBM Corporation Page 23
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?
© 2013 IBM Corporation 24
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
© 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
© 2013 IBM Corporation
Executive (IVC) Landing Page: Section 1 (vertical scroll) RethinkYourCustomer.com
© 2013 IBM Corporation
Executive (IVC) Landing Page: Section 2 (vertical scroll) RethinkYourCustomer.com
© 2013 IBM Corporation 28
Executive (IVC) Landing Page: Section 3 (vertical scroll) RethinkYourCustomer.com
© 2013 IBM Corporation
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
© 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, Multi-Language Localization
Details
@shellkillebrew
© 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
© 2013 IBM Corporation 32
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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© 2013 IBM Corporation 34
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
© 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
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
Internet
Home website
Self Nurturing
Planned or Trigger Based Personalization
@shellkillebrew
© 2013 IBM Corporation
Rethink Digital Marketing
Building Today Customer Expectations
Building for Mobile
Mobile Engagement
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© 2013 IBM Corporation
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
© 2013 IBM Corporation 39
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
© 2013 IBM Corporation
No device vendor emulators required!
IBM Mobile Preview for Digital Experience Software simplifies testing of mobile applications and content
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© 2013 IBM Corporation
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
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© 2013 IBM Corporation
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
© 2013 IBM Corporation
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
© 2013 IBM Corporation
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
© 2013 IBM Corporation
Dynamic Messages
Build contextually relevant and dynamic messages based on customer segments as well as triggering location or event.
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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
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© 2013 IBM Corporation
10 Dec 2013
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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
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© 2013 IBM Corporation
with over 140 certified partners
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
© 2013 IBM Corporation Page 49
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?