Steve Kemish, Managing Partner, B2B DIGITAL

Transcription

1 Steve Kemish, Managing Partner, B2B DIGITAL

2 Same Same but Different? B2C VS.

3 @junctionagency

4 @junctionagency

5 Business Marketing: A simple approach Who - Audience What - Message How- Channel Data Segmentation Persona Content Marketing Story Telling Behavioural Economics Marketing Automation Inbound Marketing Outbound

6 @junctionagency Too simple

7 @junctionagency

8 Header goes here Too

9 @junctionagency Yep, that s about right

10 What are we spending our time working on WHERE IS B2B

11 @junctionagency

12 2015 is the year of Inbound Marketing Inbound Marketing CONTENT SEO

13 @junctionagency

14 What others are

15 what every other marketer does wrong THE

16 @junctionagency Whitepaper syndrome

17 @junctionagency Field of Dreams fail

18 @junctionagency Inbound and Outbound Both sides of the track

19 Objectives Research Primary & Secondary Content Strategy Planning Trends Insight Content Mapping Content Order Social Research Social Follow Persona Mapping Community Mapping Content Creation Website Creation Blog Creation Production Optimise Content Website Launch Content Launch Promote Engage Share Report & Analyse

20 @junctionagency How we see content: reach raise elevate

21 @junctionagency Hygiene, at its best

22 @junctionagency

23 HOW DO WE BECOME MORE

24 @junctionagency

25

26 Bird s eye view school classroom design concept. Plays to Space Invaders as well as education theme. Direct mail Sophos UTM box. Space Invaders design with lenticular, brochure, free t-shirt offer.

27 Lenticular gaming & education design

28 Limited Edition T-shirt appeal to IT Managers in education

29 Microsite mobile optimised

30 Microsite appointment booking form to capture interest.

31 Microsite design incorporated: School classroom space invaders design Free t-shirt offer Routes to further information Access to demo video Customer reviews (named Top Scores to complement gaming theme)

32 The tactical approach Workflows & scoring s, Direct Mail, CTAs Prospect YES Telemarketing Qualification YES Dedicated Microsite Workflows NO Sales opportunity or interest Event YES Event Web Content: Forms, video & guide Event Upload to CRM

33 Overall campaign stats 14.8% 22.7% Opened Clicked Out of the 2,000 total records contacted through , there have been over 18% that have opened and clicked, double the usual global rate. 18.1% 372 Total sent to telemarketing teams Sales-leads (SQL) 25 Call Appointment 22 Face to Face Appointment 9 Webinar 1 Tender Application

34 Using the combination of: Results Out of the 372 records called we have generated 57 (15%) leads. Engaging creative, backed up by rock solid audience data insight Well thought-through marketing automation work flows Our unique lead nurturing and scoring process Multichannel on and offline push campaigns Of the 57 telemarketing leads, 23 (40%) had received the direct mail from this campaign. we delivered a qualified sales pipeline of $1.2m and have to-date converted $550k with another $250k anticipated to close by end of July Giving an ROI of 1245% (including the data budget) against the specified 10:1 return on spend. Sophos brand awareness has vastly increased across this market where they were not a top three consideration beforehand. This campaign has subsequently been converted into a channel partner campaign and due to its success has been rolled out in the USA and Australia regions, something that is unprecedented at Sophos.

35 @junctionagency Provoking an emotional response

36 Behavioural Economics Behavioural Economics mixes human psychology and neuro-science to scientifically test what people do under certain decision-making scenarios. This field of study has led to several Nobel Prizes, and most importantly for us, a scientific framework to use in marketing all based on empirical evidence and the science of how decision-making is determined. Other terms you ll hear thrown around Neuro-marketing Decision science Buyer

37 Remember we are predictably unpredictable

38 In practice: The Decoy Effect 68% 32% 16% 0% 84% We don t have an internal value meter that tells us how much things are worth. Rather, we focus on the relative advantage of one thing over another, and estimate value accordingly. Predictably irrational Dan

39 @junctionagency The principle of framing

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41 @junctionagency Intangible value

42 @junctionagency

43 Shared business goals: Ensuring compliance & controlling risk Company-wide integration & adoption of GRC Maximising effectiveness of GRC operations Proving the value of GRC protocol & technology Greater visibility of GRC to inform better decisions Shared business/rational values: Ensuring the business is fully compliant Driving change and adoption of GRC Proving the value of GRC investments Guiding the business to take the right path Get the business to take an integrated approach Shared personal/emotional values: Showing acceptable progress Fear of risk incidents and breaches Frustrations in overcoming GRC inertia Being valued, not seen as a necessary

44 @junctionagency

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47 System 1 marketing Language Simple clear language actually helps thought leadership, expert positioning and consultancy-led selling and positioning Descriptively obvious headlines, titles etc. Follows the language point. But if we make people think too much, people skip and move on Say it once, say it twice, say it thrice and so on Repetition aids believability, reduces perceived risk and moves a brand or message into the

48 @junctionagency

49 Project Overview ShoreTel were looking to introduce the ShoreTel Dock To specific companies across the UK, France and Germany, and set up a wider marketing programme which would generate qualified sales leads for their sales

50 The Approach We recommended a multi language, multi channel approach be adopted, incorporating: A dedicated micro site, hosted in Hubspot Creating new specific content and collateral Broadcasting a series of outbound s An inbound marketing programme including social activity An outbound lead nurture campaign via

51 Microsite Specific new url, Shoretelshowcase.com Small number of landing pages, data capture forms and call to actions (CTA s) specifically designed to encourage visits to convert to leads Built and hosted in Hubspot full traffic analytics and specialises in supporting lead management/lead nurture programmes All traffic is tracked and can then be shared with the Telemarketing Agency The site was translated in French and

52 Content /Messaging Messaging, copy and CTA s designed to build a narrative to engage prospects over a series of s All content and messaging matched to target audience We created high impact content and collateral specifically to support the lead nurture funnel Video Mini Guide

53 Place content in front of target audience and drive traffic to Micro site Contain clear and well sign posted CTA s Incorporate high impact content written around existing themes s optimised for mobile and other key platforms s translated to FR and DE Individual broadcast schedules were implemented for each

54 Our objectives were: Inbound To generate targeted traffic to ShoreTelShowcase.com and generate leads, all from inbound sources - Linkedin and Search To utilise LinkedIn profile of existing member of ShoreTel team used to seed content To create relevant and compelling discussions within Linkedin to promote content (the discussions contain links to the landing pages/video). To use landing pages to capture contact information in exchange for ebook content Clinton Fitch Practice Manager of Advanced Applications - EMEA at

55 Linkedin Discussions Inbound Journey Un-gated Shoretel Dock Video Gated Landing Page Valuable Content: Whitepapers, Guides,

56 Data & Telemarketing Data Telemarketing ShoreTel prospect database: UK = 9,800; DE = 7,421; FR = 2,377 Records were targeted by industry sector, business size and job role within each territory All records were supplied with addresses and telephone numbers on 12 month multiple use Telemarketing used to follow up on warm prospects generated opens/clicks and download requests Telemarketers used to nurture warm leads through to a BANT qualified SQL opportunities ShoreTel s existing team were used for this part of the

57 How does this all fit together? Inbound Sales ShoreTel Sales Team Telemarketing

58 Microsite Traffic 2,230 total visits with 339 marketing leads Social media continues to play a role Organic visits now being generated Also starting to generate inbound links where content is being referenced by other

59 Content Performance BYOD Mini Guide and the Maximising Productivity ebook have generated 151 download requests across all

60 Social Media Traffic Social media traffic continues to play its part in the mix: 306 total visits of which 304 have come via LinkedIn

61 @junctionagency BE MORE HUMAN

62 @junctionagency (just not this one)

63 Telemarketing Performance 32 qualified sales appointments have been booked with the ShoreTel sales team 11 further sales appointments are currently pending confirmation 89 further leads have been placed in the pipeline for further

64 @junctionagency

65 SPECIALTY HARD GOODS STORES SUPERMARKETS SPECIALTY APPAREL & FASHION STORES DEPARTMENT STORES WAREHOUSE CLUBS & HYPERMARKETS PHARMACIES / DRUG STORES MASS AND DISCOUNT STORES CONVENIENCE

66 Landing Page Linkedin Discussions Blogs Gated Call-toaction Un-gated Valuable Content: Whitepapers, Videos, Case

67 Discussions & Group Stats National Retail Federation 16,988 members Barcode Professionals 8,630 members Retail Industry Professionals Worldwide 89,682

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70 Campaign Results - Key Statistics 60 unique discussions posted across 35 highly relevant LinkedIn groups, which generated: 2,442 clicks-throughs to the blogs 107 likes 57 comments 16,039 blog views generated 4,479 unique page views to the MOTO website from the Think Retail blog Over 100 sales leads generated through data capture Karen - a top influencer in between 5-10 Linkedin groups every

71 @junctionagency Being like the rest

72 THANK YOU FOR LISTENING Steve Kemish Managing