© 2013 IBM Corporation

Rethink B2B MarketingA Case Study in Digital Optimization

© 2013 IBM Corporation2

Michelle Killebrew@shellkillebrew

Program Director, Strategy IBM Social Business

Contributing WriterClickZ.com

Digital Marketing | Marketing Technologist | Demand Generation

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Rethink Digital Marketing

Conversation User Experience

Engagement

@shellkillebrew

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Always ask yourself:

“Is this what my audience craves?”

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

YankelowichAlain Thys - FutureLab

Breaking Through the Noise

76%

@shellkillebrew

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Trusted source of information

Dental carevs.Pushing toothpaste

@shellkillebrew

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Community Advocate

Teen Bullyingvs.

PushingDeodorant

@shellkillebrew

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Rethink Digital Marketing

Conversation User Experience

Engagement

@shellkillebrew

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Always ask yourself:

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

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

Jakob Nielsen

Visual Appeal

@shellkillebrew

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Experience

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

@shellkillebrew

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Personalized

Know who your customers are.

Personas help your customers self-identify.

@shellkillebrew

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Sharable

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

@shellkillebrew

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Rethink Digital Marketing

Conversation User Experience

Engagement

@shellkillebrew

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Always ask yourself:

What will keep my audience engaged?

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Crowdsource

Include your community in crowdsourcing innovation

Jakob Nielsen

@shellkillebrew

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Find the Emotional Connection

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Find the emotional connection, then personalize it.

@shellkillebrew

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Build Mass Participation

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

@shellkillebrew

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Focus your Content

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

@shellkillebrew

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Rethink Digital Marketing

Conversation User Experience

EngagementCase Study

Components of a Demand Gen Campaign

Rethink Marketing

Instrumenting the Campaign

Measuring the Campaign

@shellkillebrew

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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

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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

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• 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

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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

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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?

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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

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

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Executive (IVC) Landing Page: Section 2 (vertical scroll)RethinkYourCustomer.com

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Executive (IVC) Landing Page: Section 3 (vertical scroll)RethinkYourCustomer.com

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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

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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

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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

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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

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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

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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

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Campaign Consistency

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@shellkillebrew

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How it All Works Together

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Home website

Internet

Mobile

Social

Email

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

Email

Internet

Home website

Self Nurturing

Planned or Trigger Based Personalization

@shellkillebrew

© 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

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@shellkillebrew

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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?

© 2013 IBM Corporation

Join the conversation!

@ibmsmrtcommerce

#smartercommerce

#smartermarketing

#rethinkbusiness

#rethinksupplychain

#rethinkprocurement

#rethinkB2Bintegration

#rethinkmarketing

#rethinkmerchandising

#rethinkecommerce

#rethinkContractMgmt

#rethinkMFT

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www.rethinkyourcustomer.com

© 2013 IBM Corporation© 2012 IBM Corporation

APPENDIX

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© 2013 IBM Corporation

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/