b2b digital marketing cases

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B2B : Digital Marketing Case By: Asams V.K

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Use of Digital Media for B2B Marketing

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Page 1: B2B Digital Marketing Cases

B2B : Digital Marketing Cases

By: Asams V.K

Page 2: B2B Digital Marketing Cases

HP- ExstreamE-mail marketing

Page 3: B2B Digital Marketing Cases

Introduction

HP Exstream, the customer communications management solution from HP

Enables large organisations to create fully customised high-volume statements and bills, on-demand marketing and self-service web applications

The target audience is senior IT, finance, marketing, procurement and operations executives. And key sectors are financial services, utilities and telecoms

HP got award from the Forrester Wave in 2011 and positioned HP as leader in the category.

Page 4: B2B Digital Marketing Cases

Direct mail to 100 Senior decision makers in different organisation

E- Mail to 275 decision makers in different organisation

Solution

Mailing was the solution adopted by HP, it consist of two segments HP used award details to increase the impact of communication

All these mails consist of prospects of HP, which contain CTA details and brief details of HP-ExstreamAll recipients were also directed to a microsite where a summary of the report was available to download If they set up a meeting with HP Exstream, they could have a copy of the full report (worth over £2000) at no cost.

Page 5: B2B Digital Marketing Cases

Image of prospectus mailed to decision maker, it consist of 8 pages

Page 6: B2B Digital Marketing Cases

Image of micro site, where clients can able download the summary of reports

Page 7: B2B Digital Marketing Cases

Result

The combination of an engaging creative concept and well targeted data generated excellent results for HP Exstream, including a contact from a large organisation that HP Exstream had been trying to get in touch with for a while.

The Marketing Practice achieving 150 per cent of the agreed monthly target for November, making it the best month of 2011

More than 60 per cent of the leads were directly attributable to the Forrester Wave activity.

Page 8: B2B Digital Marketing Cases

Incisive media&

Mobile Marketing

Page 9: B2B Digital Marketing Cases

IntroductionIncisive Media is one of the world's leading B2B information providers, serving the

financial and professional services markets globally.

They aim to bring product provider and purchaser business communities together

using all the varied platforms available to a modern publishing business.

Incisive Media were tasked by IBM to deliver mobile capability for an integrated

multi-channel campaign to run across print, web, mobile and email properties.

They in turn approached Black Mobile Solutions (BMS), a London-based mobile

specialist whose focus is on working with its client base to leverage existing digital

assets and create a better user engagement through the most appropriate media

platform, with a brief to meet and exceed their client’s needs.

Page 10: B2B Digital Marketing Cases

Solution

They came with a solution called “smart facts”. For this they designed and developed a mobile site (smartfact.mobi site)

Up to three client entry points existed at any one time, each providing ease of access to the target destination site (smartfact.mobi)

Users were encouraged to send a designated keyword to a given

short code via SMS, in response to which the users were sent a free SMS

containing a URL to Smart Facts

emails were sent to appropriate user databases promoting the concept and URL for Smart Facts

online ads provided users the opportunity to enter their mobile phone number in order to receive an SMS containing a URL to Smart Facts

Page 11: B2B Digital Marketing Cases

Images of smartfact.mobi site

Page 12: B2B Digital Marketing Cases

Results

During the course of the 12 week Smart Facts campaign, users were offered 24 Smart Facts and associated whitepapers

The user journey in terms of how information was consumed moved from being less than 25% mobile to over 60% during the campaign period

Page 13: B2B Digital Marketing Cases

IBM&

Social Media Marketing

Page 14: B2B Digital Marketing Cases

IBM is the world’s largest IT and consulting services company. It has a diverse client base and delivers innovative solutions to help solve some of the toughest business challenges

IBM estimated that social media will form an integral part of the decision-making process for 75 per cent of IT professionals in the future

IBM wanted to tap in to the professional IT community via social media to support sales of its Public Cloud service

Page 15: B2B Digital Marketing Cases

Strategy

An empowering social media programme was developed to enable sales representatives to use social media (Twitter and LinkedIn) intelligently and effectively

“Listen and

Respond

Model”

Page 16: B2B Digital Marketing Cases

Step 1Step 2

Step 3

Monitoring

Posting

Drive 2 Sales

Page 17: B2B Digital Marketing Cases
Page 18: B2B Digital Marketing Cases

Before

After

Currently

Page 19: B2B Digital Marketing Cases

Three months after launch, 19 percent of all Public Cloud Inside Sales Rep

Page traffic could be attributed to social media activity – and 11 percent of

these visitors clicked through to commerce sites

Additional results for the first three months include:

•55% increase in Twitter followers

•1.5 x increase in LinkedIn connections

•More than 3,500 tweets and retweets compared to less than 500

at implementation

•More than 2,000 ow.ly clicks driving prospects and clients to Rep

Pages and the SmartCloud Enterprise website

Result

Page 20: B2B Digital Marketing Cases

Social Media Strategy

4B2B

Page 21: B2B Digital Marketing Cases

Maersk Line is the global container division and the largest operating unit of the A.P. Moller – Maersk Group, a Danish business conglomerate

Maersk Line is the world’s largest container shipping company with operations in 150 countries and 250,000 employees

In October 2011 they created a social media strategy consist of nine social media channels with Facebook, Twitter, Google+ and LinkedIn at the centre of it all.

They used twitter and LinkedIn for B2B

Page 22: B2B Digital Marketing Cases

Twitter

The Maersk Line Twitter page (@MaerskLine) has over 111k followers, and only follows around 388 users.

Its feed is a mix of more serious news than the Facebook page, interactions (retweets from Maersk employees), as well as photos and relevant material.

Tweets are sent a few times of day, with a specialised URL shortener and media and photos sometimes attached.

Page 23: B2B Digital Marketing Cases

Maersk Line has 10 “official tweeters” who were taught the ways of the network at the beginning – who to follow, how to send interesting tweets etc

Their followers include journalists, who all download Maersk Line press releases from Twitter, and the shipping press (who make up a large percentage of the following)

Page 24: B2B Digital Marketing Cases

LinkedIn

After a social media survey they found that customer have more interest to engage via LinkedIn

They decided to engage with customers on LinkedIn by setting up groups: ‘The Shipping Circle’ group in January 2012 and ‘The Reefer Circle’ group in August 2012

Page 25: B2B Digital Marketing Cases

With a few hundred select users in each groups consists of shipping experts from around the world who debate industry challenges and opportunities – a great opportunity to gain knowledge from experts who Maersk may not otherwise meet

They have made full use of the ‘Products & Services’ tab on the LinkedIn Company Page – where they describe some of their core products and ideas – and people can ‘Recommend’ these and comment too

Page 26: B2B Digital Marketing Cases

Online Marketing For B2B

Page 27: B2B Digital Marketing Cases

Optum is a healthcare services provider. It provide health services to various-sized businesses

They have a global team of 65,000 people, working collaboratively across the health system to improve care delivery, quality and cost-effectiveness

Key Drivers

Aligning care

delivery

Modernizing the health system

Engaging Custome

rs

Page 28: B2B Digital Marketing Cases

They created an integrated marketing campaign to support the launch of a new solution, support sales and build thought leadership

They used digital is an efficient manner to achieve their objective. They executed content marketing for that

Content Marketing

Mix

Display AdsE-mail

Micro site

Customers are taken to Micro sites using Ads

and mails

Customers can download pdf file from

micro site

Page 29: B2B Digital Marketing Cases

Earned

23.5 %

leads

2500 +

downloads for PDF

28 % increase in

blog readers

475 %

increase in

web Traffi

c

$ 52 M new

business

R

TLUSE

S

Page 30: B2B Digital Marketing Cases

Website and content in website for customers

Page 31: B2B Digital Marketing Cases

Image of micro site

PDF from micro site

Page 32: B2B Digital Marketing Cases

Direct mailing will be more effective in B2B marketing, so marketer need sufficient database

Mails should contain proper content to attract prospect customers or to generate leads

URL of micro sites can be promoted through emails, micro sites need to informative

LinkedIn is an another effective tool for B2B marketing, putting ads on LinkedIn will helpful

for lead generation

Engagement is First and Sales is Second

Use twitter to interact will T.G, this will help to understand their problems or to create

buzz about company success. Corporate world have high presence on twitter, so marketer can

use twitter in different ways

Page 33: B2B Digital Marketing Cases

Thank You