nfusion capabilities: b2b case studies
TRANSCRIPT
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B2B DIGITAL CAPABILITIESJohn Ellett, CEO ([email protected])OCTOB ER , 2 0 1 4
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HELLO!
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
At nFusion, we’re passionate about helping marketers create change, disrupt the status quo and deliver consistent, scalable customer experiences.
Thanks for taking a look at our B2B case studies. We’ve been fortunate to work side by side with some fantastic marketers and we’re proud of the work we’ve collectively accomplished to support their businesses.
Please reach out any time if you’d like to chat.
Regards,John
FIREHOST: SECURE CLOUD HOSTING
John EllettCEO, [email protected]@jellett
ABOUT NFUSION
Partner with
MARKETING CHANGE AGENTSto do remarkable things in an ever-changing digital world.
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WHO WE ARE WHAT WE BELIEVE
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nFusion architects customer experiences based on a model that asserts that digital interactions and social conversations throughout the customer decision journey shape how people establish brand preference and, ultimately, make purchase decisions.
We see the consumer – and potentially your most valued customer – at the center of any and all digital marketing programs. This guiding principle informs all aspects of our experience design and development process. We look to implement customer-friendly experiences that are the right balance of innovation and intuitive interactions.
Founded: 2001Headquarters: Austin, TX
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CreativeStrategy MediaTechnology
Experience StrategyResearch AnalyticsBusiness
Intelligence
NFUSION DNA
OUR CLIENTS
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NFUSION METHODOLOGIES
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INITIATIVES
RevitalizationBRAND
Transformation
DIGITAL
AccelerationSALES
EXPERIENCE STRATEGY & DESIGN SYSTEM
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RESEARCH, DATA ANALYSIS
& INSIGHTS GATHERING
OWNEDExperiences
Content Marketing Websites, Mobile,
Events, POS
EARNEDSocial Media
Influencer Strategy& Communities
PAIDDisplay advertising
Content SyndicationSEM, Social and
Native
SENTIMENT & NEED STATE
ANALYSIS
DECISION JOURNEY/
TOUCHPOINTMAPPING
PERSONA DEVELOPMENT& INFLUENCE
MAPEXPERIENCE ECOSYSTEM
DESIGN
BEHAVIORAL &
ETHNOGRAPHICINSIGHTS
EXPERIENCE STRATEGY
INFLUENCERSTRATEGY
COMMUNICATIONSYSTEMS
CONTENT STRATEGY
FRAMEWORK DEVELOPMENT
MARKETINGROADMAP
PLATFORM
STRATEGY
CONTENT
STRATEGY
TECHNICALSTRATEGYSOCIAL MEDIA
STRATEGY
OUR EXPERIENCE STRATEGY APPROACH
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ExperienceStrategy
Frameworkand
Roadmap
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• Validate project requirements against overall budget and timeline
• Site marketing objectives, goals and priorities
• Document customer needs• Technical and integration
requirements• Online, community and
primary research• Document key customer
behaviors
• Technical solutions architecture
• Technical and functional requirements
• Explore UX strategy that aligns with target behaviors and journeys to site content
• Align consumer decision journey with engagement journey
• Top-level content gap analysis
• Identify primary personas• Map consumer decision journey• Map consumer engagement
journey• Localization needs • Persona/behavioral insight• Existing content strategy
• Translate brand guidelines to digital
• Identify strategic content and messaging opportunities
Experience Strategy
Framework and
Roadmap
• Competitive analysis• Analytics Strategy
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LEAD GENERATION: PLANNING FRAMEWORK
PLANNING
Business• Brand• Demand creation• System evaluation• Demand waterfall
Targeting• Market
segmentation• Target definition
and persona development
• Qualified lead definition and scoring
Engagement• Messaging • Offer development• Content strategy• Touch-point
strategy• Testing strategy
BRAND BUILDING• Brand strategy Social media strategy Employee communications • Influencer strategy Customer communications Partner communications
SALES ENABLEMENT• Toolkits• Acceleration support
MARKETING AUTOMATION / CUSTOMER RELATIONSHIP MANAGEMENT• Functioning lead system Closed-loop tracking and
attribution• Lead system integration with key enterprise platforms
LEAD GENERATION• Media buying• Offer mapping• Creative and asset
development• Media execution• Tracking and
optimization
LEAD CONVERSION• Content
development• Landing page
optimization• Dot com
optimization• Lead form
optimization• Chat and call
optimization
LEAD QUALIFICATION• Lead scoring
LEAD MANAGEMENT• Lead routing
(internal and reseller)
• Reseller lead acceptance
LEAD NURTURE• Progressive
profiling• Lifecycle
messaging• Content
development• Sales outreach
strategy• Automated
outreach strategy
B2B WORK EXPERIENCE
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DRILLINGINFO: DIGITAL TRANSFORMATION
Drillinginfo's software helps energy companies make better, faster and more accurate decisions on where to drill for oil and gas.
After a series of acquisitions and continued growth, Drillinginfo partnered with nFusion to transform their digital platform and corporate website.
The company’s goals were to: build awareness, optimize top and middle funnel engagements, portray thought leadership in the industry, align content strategy to search to drive inbound sales.
nFusion delivered a comprehensive web redesign (supported by a Customer Decision Journey map) and a lead generation program.
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SAMSUNG: BUSINESS. INNOVATED.Revitalize Samsung Enterprise Business Division brand
• Brand platform and awareness campaign re-asserting commitment and value to business audience
• Campaign deployed across multiple touch-points: online/print advertising; website development; social, e-mail, mobile marketing
• In-market executions targeted end users and channel resellers
ServicesBrand strategy | Integrated marketing communications planning | Positioning and messaging | Advertising creative | Digital strategy | Web design, content and systems development | Social media marketing | Mobile marketing | E-mail marketing
SAMSUNG: BUSINESS. INNOVATED.
SEE MOREView the case study on nfusion.com.
AMD: VISIONDevelop comprehensive integrated marketing communication strategies across all major business units including retail, Fusion APU, commercial servers and discrete graphics
• Engagement resulted in comprehensive documentation of AMD ecosystem and influence maps
• Prioritization of constituents by region, with persona development and media consumption habits informing global program development and regional variations
• Content maps identified asset development requirements to support varying needs across the ecosystem to drive preference and adoption
ServicesIntegrated marketing communications planning | Product launch planning | Media planning, buying and placement
AMD: VISION
TALEO: TALENT MANAGEMENTConduct a comprehensive review of all digital marketing activities and develop plans for optimized programs that increase consideration
• Revised programs included a more diversified media mix to expand reach
• Refinements were made to implement consistent tracking with full attribution to inform campaign management and marketing system optimizations
• The campaign exceeded annual goal of net new qualified leads by 16% with a total contribution of net new qualified leads comprising 56% of all leads generated during the buy
ServicesSales funnel modeling | Demand-generation programs | Marketing automation and lead nurture | CRM systems integration | Media planning, buying and placement | Digital strategy | Web design, content and systems development | Search engine marketing | Social media marketing
TALEO: TALENT MANAGEMENT
SEE MOREView the case study on nfusion.com.
SONUS NETWORKS: ENABLING UC IN THE CLOUDShift core business model from solely channel to focusing on diversification
• Implementation of an enterprise-direct and carrier channel model ignited by enterprise-specific product launch
• Launch and integrate marketing automation platform
• Manage global demand generation and CPL campaign
ServicesBrand strategy | Marketing automation and lead nurture | CRM systems integration | Digital strategy | Web design, content and systems development | Search engine marketing |
SONUS NETWORKS: ENABLING UC IN THE CLOUD
SEE MORE• View the case st
udy on nfusion.com.
CYRUS ONE: GLOBAL ENTERPRISE DATALaunch new messaging and a brand identity to position the organization for growth
• In-market communication programs and sales enablement tools supported the sales process with a goal of increasing market share within global 1000 enterprises
• Plans included a diversified media mix across different vehicles and properties to allow for optimizations throughout the campaign
• After one month in market lead rate increased 8% and cost per lead decreased 75%
ServicesDemand-generation programs | Positioning and messaging | Web design, content and systems development | Sales enablement | Media planning, buying and placement | E-mail marketing
CYRUS ONE: GLOBAL ENTERPRISE DATA
SEE MOREView the case study on nfusion.com.
THE PLANET: HOSTING FOR SMBDevelop and implement a results-based, closed-loop sales and marketing system
• A system was designed to support comprehensive demand-generation campaigns targeting an active consideration audience in the hosting space
• Once implemented, end-to-end marketing attribution accuracy increased from 30% to 95%+
• Traffic from paid media increased by 63% and leads by 54% quarter over quarter without budget increases
ServicesIntegrated marketing communications planning | Advertising creative | Sales funnel modeling | Demand-generation programs | Marketing automation and lead nurture | CRM systems integration | Media planning, buying and placement | Digital strategy | Web design, content and systems development | Search engine marketing | E-mail marketing | Analytics and testing
THE PLANET: HOSTING FOR SMB
SEE MOREView the case study on nfusion.com.
FONALITY: TALKING BUSINESSDevelop campaigns that increase qualified lead traffic, driving increased sales and conversions
• Program strategy utilized effective keyword research and messaging best practices, as well as online display retargeting, to increase volume and efficiency of leads
• Implementation of strategy increased lead volume 161% through improved tracking integration
• Effective media placement increased traffic 17% with a 34% decrease in cost per lead
ServicesDemand-generation programs | Advertising creative | Web design, content and systems development | Sales enablement | Media planning, buying and placement | CRM systems integration
FONALITY: TALKING BUSINESS
SEE MOREView the case study on nfusion.com.
See more at http://www.nfusion.com/B2BTHANK YOU