Take a look under the hood of the creation and execution strategy for the IBM Smarter Commerce digital demand generation initiative featuring thought-leader webinars and custom content. Understand the considerations made to bring the messaging and strategy of over 7 different acquired companies reaching 11 different audience roles together into a single consistent experience, all while preserving the unique messaging to each specific audience. Learn how IBM has integrated and applied Smarter Marketing best practices into the design of the Rethink Business campaign and how IBM Digital Analytics and Digital Data Exchange (DDX) are architected into the lead flow strategy, and see how social media is integrally woven into every visitor touch point within the campaign. Topics covered: • Content strategy – 11 difference audience roles • Globalization – international campaign, translated into German, French, Italian, leveraged globally in English • Design principles – parallax design • Mobile – designed w mobile in mind • Standards – html 5 • Digital publishing – coded to send custom docs to kindle • Social – interaction designed to maximize social interaction • Metrics and Analytics – IBM Digital Analytics, digital data exchange (DDX)

1. © 2013 IBM Corporation
Rethink B2B Marketing
A Case Study in Digital Optimization

2. © 2013 IBM Corporation2
Michelle Killebrew
@shellkillebrew
Program Director, Strategy
IBM Social Business
Contributing Writer
ClickZ.com
Digital Marketing | Marketing Technologist | Demand Generation

3. © 2013 IBM Corporation
Rethink Digital Marketing
Conversation
@shellkillebrew

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

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

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Trusted source of information
Dental care
vs.
Pushing
toothpaste
@shellkillebrew

7. © 2013 IBM Corporation
Community Advocate
Teen Bullying
vs.
Pushing
Deodorant
@shellkillebrew

8. © 2013 IBM Corporation
Rethink Digital Marketing
User
Experience
@shellkillebrew

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

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People have to
grasp the
functionality of
the site in an
instant
Jakob Nielsen
Visual Appeal
@shellkillebrew

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Experience
Technology is
dictating the
experience –
swipe motion,
mouse click,
geolocation
@shellkillebrew

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Personalized
Know who your
customers are.
Personas help
your customers
self-identify.
@shellkillebrew

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

14. © 2013 IBM Corporation
Rethink Digital Marketing
Engagement
@shellkillebrew

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Always ask yourself:
What will keep my
audience engaged?

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Crowdsource
Include your
community in
crowdsourcing
innovation
Jakob Nielsen
@shellkillebrew

17. © 2013 IBM Corporation
Find the Emotional Connection
Page 17
Find the
emotional
connection, then
personalize it.
@shellkillebrew

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Build Mass Participation
Mobilize your
community
around a shared
interest that ties
back to your
product
@shellkillebrew

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

20. © 2013 IBM Corporation
Rethink Digital Marketing
Case Study
Components of a
Demand Gen Campaign
Rethink Marketing
Instrumenting the
Campaign
Measuring the Campaign
@shellkillebrew

21. © 2013 IBM Corporation
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
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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.
@shellkillebrew

22. © 2013 IBM Corporation
• 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
ComplianceeCommerce
Customer
Experience/
Service
SmarterCommerce Spectrum
@shellkillebrew

23. © 2013 IBM Corporation
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
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@shellkillebrew

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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?

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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
@shellkillebrew

26. © 2013 IBM Corporation
Executive (IVC) Landing Page: Section 1 (vertical scroll)RethinkYourCustomer.com

27. © 2013 IBM Corporation
Executive (IVC) Landing Page: Section 2 (vertical scroll)RethinkYourCustomer.com

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

29. © 2013 IBM Corporation
VerticalScrollingExperience:ParallaxDesign
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
@shellkillebrew

30. © 2013 IBM Corporation
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
@shellkillebrew

31. © 2013 IBM Corporation
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
@shellkillebrew

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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
@shellkillebrew

33. © 2013 IBM Corporation
Rethink – Marketing Lead Flow
Media drives traffic to specific offers.
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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
@shellkillebrew

34. © 2013 IBM Corporation
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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
@shellkillebrew

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Campaign Consistency
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@shellkillebrew

36. © 2013 IBM Corporation
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
@shellkillebrew

37. © 2013 IBM Corporation
Measuring the Campaign
 Tagged with Coremetrics web analytics
• For optimization of campaign & drive-to strategies while in market
 Website behavior-based email retargeting
 Leadscoring for webinar attendees
 Media attribution
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@shellkillebrew

38. © 2013 IBM CorporationPage 38
So, next time ask yourself:
What does our audience crave?
How do we craft the user
experience in context to delight
our audience?
What will keep them engaged?

39. © 2013 IBM Corporation
Join the conversation!
@ibmsmrtcommerce
#smartercommerce
#smartermarketing
#rethinkbusiness
#rethinksupplychain
#rethinkprocurement
#rethinkB2Bintegration
#rethinkmarketing
#rethinkmerchandising
#rethinkecommerce
#rethinkContractMgmt
#rethinkMFT
39
www.rethinkyourcustomer.com

40. © 2013 IBM Corporation© 2012 IBM Corporation
APPENDIX
40

41. © 2013 IBM Corporation
Campaign Links
Legal Team
http://www.rethinkyourcustomer.com/legal/
Trade Planning
http://www.rethinkyourcustomer.com/planning/
Customer Service
http://www.rethinkyourcustomer.com/service/
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 Management
http://www.rethinkyourcustomer.com/security/
Resource Library
http://www.rethinkyourcustomer.com/resources/