Building an effective Outbound digital marketing campaign.

1. Rethink Marketing
A Case Study in Digital Optimization

2. Rethink Digital Marketing
Conversation

3. Page 3
Always ask yourself:
“Is this what my
audience craves?”

4. Page 4
of consumers don’t believe that
companies tell the truth in
advertisements.
Yankelowich
Alain Thys - FutureLab
Breaking Through the Noise

5. Page 5
Trusted source of information
Dental care
vs.
Pushing
toothpaste

6. Page 6
Community Advocate
Teen Bullying
vs.
Pushing
Deoderant

7. Rethink Digital Marketing
User
Experience

8. Page 8
Always ask yourself:
“How can we
contextually craft the
user experience to
delight our audience?”

9. Page 9
People have to
grasp the
functionality of
the site in an
instant
Jakob Nielsen
Visual Appeal

10. Page 10
Experience
Technology is
dictating the
experience –
swipe motion,
mouse click,
geolocation

11. Page 11
Personalized
Know who your
customers are.
Personas help
your customers
self-identify.

12. Page 12
Sharable
People share
when they’re
delighted…
but it has to
be easy.

13. Rethink Digital Marketing
Engagement

14. Page 14
Always ask yourself:
What will keep my
audience engaged?

15. Page 15
Crowdsource
Include your
community in
crowdsourcing
innovation
Jakob Nielsen

16. Find the Emotional Connection
Page 16
Find the
emotional
connection, then
personalize it.

17. Page 17
Build Mass Participation
Mobilize your
community around
a shared interest
that ties back to
your product

18. Page 18
Focus your Content
Focus on key
concepts your
audience cares
about –
it’s not a library of
everything.

19. Rethink Digital Marketing
Case Study
Components of a Demand
Gen Campaign
Rethink Marketing
Instrumenting the
Campaign
Measuring the Campaign

20. Corporate websites Digital Campaigns
1 dimensional
Structured content hierarchy /navigation.
3 dimensional
Story, theme and experience.
Deliver information
Educational and reference.
Transactional
Compel and convert. Drive next action.
Company messaging
Aligns to product portfolio
Compelling Conversation
Industry leading hot topics
Entry-point: Inbound
Natural Search (SEO), direct access.
Optimized to nurture.
Entry-point: Outbound
Paid media, campaign, sponsored links.
Optimized to convert.
Mindset: Proactive
Deliberate, information-seeking.
Mindset: Reactive
Surprise, delight and intrigue.
Desired Outcome: Desired Outcome:
Components of a Demand Gen Campaign
20
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.

21. • 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-centric
Productivity, efficiency,
automation, TCO
Customer centric
Behavior, relationship,
customer lifetime value
Executives Marketing
Merchandising
Retail
Procurement/
Legal
Trade
Planning
B2B
Integration
IT Risk
Compliance
eCommerce
Customer
Experience/
Service
SmarterCommerce Spectrum

22. 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
22

23. Page 23
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?

24. 24
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

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

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

27. 27
Executive (IVC) Landing Page: Section 3 (vertical scroll)RethinkYourCustomer.com

28. 28
Executive (IVC) Landing Page: Section 4 (vertical scroll)RethinkYourCustomer.com

29. VerticalScrollingExperience:ParallaxDesign
29
RethinkYourCustomer.com
Webinar and
Multimedia
Portal Launch
Audience Role
Perspective
Social Share Bar
2 Featured Webinars
1 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

30. 30
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

31. 31
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

32. 32
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

33. Rethink – Marketing Lead Flow
Media drives traffic to specific offers.
33
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

34. 34
Action Success Page
Unique to each offer
Links back to the specific offer
Is pre-populated for ease and increase sharing
Is tagged with IBM Digital Analytics

35. Campaign Consistency
35

36. How it All Works Together
36
Home
website
Internet
Mobile
Social
Email
Search
LIVEProfiles
Digital
Marketing
Campaign
Intelligent Offer
Personalized Web
content
AdTarget
Personalized 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

37. Measuring the Campaign
• Tagged with Coremetrics web analytics
• For optimization of campaign & drive-to strategies while in market
• Real-time ad retargeting (2nd IBM AdTarget Pilot); including retargeting off
IBM.com to the webinar experience
• Website behavior-based email retargeting
• Leadscoring for webinar attendees
• Media attribution
37

38. Join the conversation!
@ibmsmrtcommerce
#smartercommerce
#smartermarketing
#rethinkbusiness
#rethinksupplychain
#rethinkprocurement
#rethinkB2Bintegration
#rethinkmarketing
#rethinkmerchandising
#rethinkecommerce
#rethinkcontractMgmt
#rethinkMFT
38
www.rethinkyourcustomer.com

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• Submit your feedback
© 2013 IBM Corporation
We appreciate your feedback. Please don’t
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Thank you for joining us!
39

40.  Visit the Smarter Commerce demos in
the Solutions Center
 Schedule an Executive One-on-One
 Spend time with a subject matter expert at Meet
the Experts
 Set up your Twitter account at the Social Media
Command Center
 Sign up to be a reference at our Client Reference Lounge
 Participate in our Hands-on Labs and Certification Testing
Find out more…
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programs and more.

41. © 2012 IBM Corporation
APPENDIX
41

42. Campaign Links
Legal Team
http://www.rethinkyourcustomer.com/legal/
Trade Planning
http://www.rethinkyourcustomer.com/plannin
g/
Customer Service
http://www.rethinkyourcustomer.com/service/
42
Executive
http://www.rethinkyourcustomer.com/
Supply Chain
http://www.rethinkyourcustomer.com/supplychain/
Procurement
http://www.rethinkyourcustomer.com/procurement/
IT (B2B Integration)
http://www.rethinkyourcustomer.com/b2b/
Marketing
http://www.rethinkyourcustomer.com/marketing/
Merchandising
http://www.rethinkyourcustomer.com/merchandising/
eCommerce
http://www.rethinkyourcustomer.com/ecommerce/
IT/Compliance & Risk Mgmt
http://www.rethinkyourcustomer.com/security/
Resource Library
http://www.rethinkyourcustomer.com/resources/
LIVE NOW COMING SOON

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43© 2013 IBM Corporation