b2b digital marketing cases
DESCRIPTION
Use of Digital Media for B2B MarketingTRANSCRIPT
B2B : Digital Marketing Cases
By: Asams V.K
HP- ExstreamE-mail marketing
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.
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.
Image of prospectus mailed to decision maker, it consist of 8 pages
Image of micro site, where clients can able download the summary of reports
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.
Incisive media&
Mobile Marketing
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.
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
Images of smartfact.mobi site
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
IBM&
Social Media Marketing
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
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”
Step 1Step 2
Step 3
Monitoring
Posting
Drive 2 Sales
Before
After
Currently
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
Social Media Strategy
4B2B
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
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.
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)
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
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
Online Marketing For B2B
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
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
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
Website and content in website for customers
Image of micro site
PDF from micro site
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
Thank You