Rethink B2B Marketing: A Case Study in Digital Optimization - Michelle Killebrew

Rethink B2B MarketingA Case Study in Digital Optimization

Michelle Killebrew@shellkillebrew

Program Director, Strategy IBM Social Business

Contributing WriterClickZ.com

Digital Marketing | Marketing Technologist | Demand Generation

Is your marketing broken?How to Rethink Digital Marketing for Audience Engagement and Virality

Build a Conversation

Think User Experience

Create Engagement

@shellkillebrew

Create Engagement

@shellkillebrew

Rethink Digital Marketing for Audience Engagement and Virality

Always ask yourself:

“Is this what my audience craves?”

of consumers don’t believe that companies tell the truth in advertisements.

YankelowichAlain Thys - FutureLab

Breaking Through the Noise

@shellkillebrew

Trusted source of information

Dental carevs.Pushing toothpaste

@shellkillebrew

Community Advocate

Teen Bullyingvs.

PushingDeodorant

@shellkillebrew

Create Engagement

@shellkillebrew

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

People have to grasp the functionality of the site in an instant

Jakob Nielsen

Visual Appeal

@shellkillebrew

Experience

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

@shellkillebrew

Personalized

Know who your customers are.

Personas help your customers self-identify.

@shellkillebrew

Sharable

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

@shellkillebrew

Create Engagement

@shellkillebrew

What will keep my audience engaged?

Crowdsource

Include your community in crowdsourcing innovation

Jakob Nielsen

@shellkillebrew

Find the Emotional Connection

Find the emotional connection, then personalize it.

@shellkillebrew

Build Mass Participation

Mobilize your community around a shared interest that ties back to your product

@shellkillebrew

Focus your Content

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

@shellkillebrew

Create Engagement

@shellkillebrew

Our marketing was new, so we needed toRethink Digital Marketing

Our marketing was broken, so we needed to Rethink Digital Marketing

Create Engagement

Case Study

Components of a Demand Gen Campaign

Rethink Marketing

Instrumenting the Campaign

Measuring the Campaign

@shellkillebrew

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

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-centricProductivity, efficiency,

automation, TCO

Customer centricBehavior, relationship,customer lifetime value

Executives MarketingMerchandising

RetailProcurement/

LegalTrade

PlanningB2B

IntegrationIT Risk

ComplianceeCommerceCustomer

Experience/Service

SmarterCommerce Spectrum

@shellkillebrew

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

@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

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

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

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

• 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

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

Translation• Globally English, Localization to come

Details

@shellkillebrew

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

Rethink – Marketing Lead Flow

Media drives traffic to specific offers.

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

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

Campaign Consistency

@shellkillebrew

How it All Works Together

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

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

@shellkillebrew

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.

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

Join the conversation!

@ibmsmrtcommerce

#smartercommerce

#smartermarketing

#rethinkbusiness

#rethinksupplychain

#rethinkprocurement

#rethinkB2Bintegration

#rethinkmarketing

#rethinkmerchandising

#rethinkecommerce

#rethinkContractMgmt

#rethinkMFT

www.rethinkyourcustomer.com

APPENDIX

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/

Rethink B2B Marketing: A Case Study in Digital Optimization - Michelle Killebrew

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