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Rethink B2B Marketing: A Case Study in Digital Optimization

Take a look under the hood of the creation and execution strategy for the IBM Smarter Commerce digital demand generation initiative featuring thought-leader webinars and custom content. Understand the considerations made to bring the messaging and strategy of over 7 different acquired companies reaching 11 different audience roles together into a single consistent experience, all while preserving the unique messaging to each specific audience. Learn how IBM has integrated and applied Smarter Marketing best practices into the design of the Rethink Business campaign and how IBM Digital Analytics and Digital Data Exchange (DDX) are architected into the lead flow strategy, and see how social media is integrally woven into every visitor touch point within the campaign.

Topics covered:
• Content strategy – 11 difference audience roles
• Globalization – international campaign, translated into German, French, Italian, leveraged globally in English
• Design principles – parallax design
• Mobile – designed w mobile in mind
• Standards – html 5
• Digital publishing – coded to send custom docs to kindle
• Social – interaction designed to maximize social interaction
• Metrics and Analytics – IBM Digital Analytics, digital data exchange (DDX)

Rethink B2B Marketing: A Case Study in Digital Optimization

  1. 1. © 2013 IBM Corporation Rethink B2B Marketing A Case Study in Digital Optimization
  2. 2. © 2013 IBM Corporation2 Michelle Killebrew @shellkillebrew Program Director, Strategy IBM Social Business Contributing Writer Digital Marketing | Marketing Technologist | Demand Generation
  3. 3. © 2013 IBM Corporation Rethink Digital Marketing Conversation @shellkillebrew
  4. 4. © 2013 IBM CorporationPage 4 Always ask yourself: “Is this what my audience craves?”
  5. 5. © 2013 IBM CorporationPage 5 of consumers don’t believe that companies tell the truth in advertisements. Yankelowich Alain Thys - FutureLab Breaking Through the Noise @shellkillebrew
  6. 6. © 2013 IBM CorporationPage 6 Trusted source of information Dental care vs. Pushing toothpaste @shellkillebrew
  7. 7. © 2013 IBM Corporation Community Advocate Teen Bullying vs. Pushing Deodorant @shellkillebrew
  8. 8. © 2013 IBM Corporation Rethink Digital Marketing User Experience @shellkillebrew
  9. 9. © 2013 IBM CorporationPage 9 Always ask yourself: “How can we contextually craft the user experience to delight our audience?”
  10. 10. © 2013 IBM CorporationPage 10 People have to grasp the functionality of the site in an instant Jakob Nielsen Visual Appeal @shellkillebrew
  11. 11. © 2013 IBM CorporationPage 11 Experience Technology is dictating the experience – swipe motion, mouse click, geolocation @shellkillebrew
  12. 12. © 2013 IBM CorporationPage 12 Personalized Know who your customers are. Personas help your customers self-identify. @shellkillebrew
  13. 13. © 2013 IBM CorporationPage 13 Sharable People share when they’re delighted… but it has to be easy. @shellkillebrew
  14. 14. © 2013 IBM Corporation Rethink Digital Marketing Engagement @shellkillebrew
  15. 15. © 2013 IBM CorporationPage 15 Always ask yourself: What will keep my audience engaged?
  16. 16. © 2013 IBM CorporationPage 16 Crowdsource Include your community in crowdsourcing innovation Jakob Nielsen @shellkillebrew
  17. 17. © 2013 IBM Corporation Find the Emotional Connection Page 17 Find the emotional connection, then personalize it. @shellkillebrew
  18. 18. © 2013 IBM CorporationPage 18 Build Mass Participation Mobilize your community around a shared interest that ties back to your product @shellkillebrew
  19. 19. © 2013 IBM CorporationPage 19 Focus your Content Focus on key concepts your audience cares about – it’s not a library of everything. @shellkillebrew
  20. 20. © 2013 IBM Corporation Rethink Digital Marketing Case Study Components of a Demand Gen Campaign Rethink Marketing Instrumenting the Campaign Measuring the Campaign @shellkillebrew
  21. 21. © 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 21 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
  22. 22. © 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 ComplianceeCommerce Customer Experience/ Service SmarterCommerce Spectrum @shellkillebrew
  23. 23. © 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 23 @shellkillebrew
  24. 24. © 2013 IBM CorporationPage 24 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?
  25. 25. © 2013 IBM Corporation 25 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
  26. 26. © 2013 IBM Corporation Executive (IVC) Landing Page: Section 1 (vertical scroll)
  27. 27. © 2013 IBM Corporation Executive (IVC) Landing Page: Section 2 (vertical scroll)
  28. 28. © 2013 IBM Corporation28 Executive (IVC) Landing Page: Section 3 (vertical scroll)
  29. 29. © 2013 IBM Corporation VerticalScrollingExperience:ParallaxDesign 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
  30. 30. © 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
  31. 31. © 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
  32. 32. © 2013 IBM Corporation 32 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
  33. 33. © 2013 IBM Corporation Rethink – Marketing Lead Flow Media drives traffic to specific offers. 33 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
  34. 34. © 2013 IBM Corporation 34 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 @shellkillebrew
  35. 35. © 2013 IBM Corporation Campaign Consistency 35 @shellkillebrew
  36. 36. © 2013 IBM Corporation How it All Works Together 36 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
  37. 37. © 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 37 @shellkillebrew
  38. 38. © 2013 IBM CorporationPage 38 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?
  39. 39. © 2013 IBM Corporation Join the conversation! @ibmsmrtcommerce #smartercommerce #smartermarketing #rethinkbusiness #rethinksupplychain #rethinkprocurement #rethinkB2Bintegration #rethinkmarketing #rethinkmerchandising #rethinkecommerce #rethinkContractMgmt #rethinkMFT 39
  40. 40. © 2013 IBM Corporation© 2012 IBM Corporation APPENDIX 40
  41. 41. © 2013 IBM Corporation Campaign Links Legal Team Trade Planning Customer Service Executive Supply Chain Procurement IT (B2B Integration) Marketing Merchandising eCommerce IT/Compliance & Risk Management Resource Library