Steve Kemish, Managing Partner, Junction, @skemmo B2B DIGITAL MARKETING @junctionagency
Same Same but Different? B2C VS. B2B @junctionagency
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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 Marketing @junctionagency
@junctionagency Too simple
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Header goes here Too complex @junctionagency
@junctionagency Yep, that s about right
What are we spending our time working on WHERE IS B2B AT? @junctionagency
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2015 is the year of Inbound Marketing Inbound Marketing CONTENT SEO SOCIAL @junctionagency
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What others are doing? @junctionagency
what every other marketer does wrong THE RISKS @junctionagency
@junctionagency Whitepaper syndrome
@junctionagency Field of Dreams fail
@junctionagency Inbound and Outbound Both sides of the track
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 Promotion @junctionagency
@junctionagency How we see content: reach raise elevate
@junctionagency Hygiene, at its best
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HOW DO WE BECOME MORE RELEVANT? @junctionagency
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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.
Lenticular gaming & education design
Limited Edition T-shirt appeal to IT Managers in education
Microsite mobile optimised
Microsite appointment booking form to capture interest.
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)
The tactical approach Workflows & scoring Emails, Direct Mail, CTAs Prospect YES Telemarketing Qualification YES Dedicated Microsite Workflows NO Sales opportunity or interest Event email YES Event email Web Content: Forms, video & guide Event email Upload to CRM
Overall campaign stats 14.8% 22.7% 295 67 Opened Clicked Out of the 2,000 total records contacted through email, 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
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 2014. 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.
@junctionagency Provoking an emotional response
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 psychology @junctionagency
Remember we are predictably unpredictable Vs @junctionagency
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 Ariely @junctionagency
@junctionagency The principle of framing
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@junctionagency Intangible value
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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 evil @junctionagency
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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 auto-pilot @junctionagency
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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 force. @junctionagency
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 emails An inbound marketing programme including social activity An outbound lead nurture campaign via telemarketing @junctionagency
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 German @junctionagency
Content /Messaging Messaging, copy and CTA s designed to build a narrative to engage prospects over a series of emails 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 Ebook @junctionagency
Email 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 Emails optimised for mobile and other key platforms Emails translated to FR and DE Individual email broadcast schedules were implemented for each country @junctionagency
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 ShoreTel @junctionagency
Linkedin Discussions Inbound Journey Un-gated Shoretel Dock Video Gated Landing Page Valuable Content: Whitepapers, Guides, ebooks @junctionagency
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 email 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 campaign @junctionagency
How does this all fit together? Email Inbound Sales ShoreTel Sales Team Telemarketing Leads @junctionagency
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 sources @junctionagency
Content Performance BYOD Mini Guide and the Maximising Productivity ebook have generated 151 download requests across all territories. @junctionagency
Social Media Traffic Social media traffic continues to play its part in the mix: 306 total visits of which 304 have come via LinkedIn activities @junctionagency
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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 nurture @junctionagency
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SPECIALTY HARD GOODS STORES SUPERMARKETS SPECIALTY APPAREL & FASHION STORES DEPARTMENT STORES WAREHOUSE CLUBS & HYPERMARKETS PHARMACIES / DRUG STORES MASS AND DISCOUNT STORES CONVENIENCE STORE @junctionagency
Landing Page Linkedin Discussions Blogs Gated Call-toaction Un-gated Valuable Content: Whitepapers, Videos, Case Studies @junctionagency
Discussions & Group Stats National Retail Federation 16,988 members Barcode Professionals 8,630 members Retail Industry Professionals Worldwide 89,682 members @junctionagency
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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 week! @junctionagency
@junctionagency Being like the rest
THANK YOU FOR LISTENING Steve Kemish Managing Partner Junction @skemmo steve.kemish@junction-agency.com @junctionagency