Qubit CMO Ian McCaig discussed with industry experts strategies for tackling stiff competition from commerce giants on the road to delivering contextual web personalisation. Speakers included Naoshi Yamauchi of Brooks Bell, Ramy Badie of TeeTurtle, Geoffrey Forman of Edmund Optics, and Tanuj Parikh of Estimote.

1. Tackling B2B Ecommerce Giants
Geoffrey Forman

2. PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
71
WHO WE ARE
• Founded in 1942
• Optical component
manufacturer and
distributor

3. PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
72
• Research & University
• Industrial Optics
• Test & Measurement
• Imaging
• Defense
• Life Sciences
MARKETS WE SERVE

4. FOUR CORE CHALLENGES:
OPTICAL COMPONENTS ARE NOT APPLICATION SPECIFIC
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.

5. FOUR CORE CHALLENGES:
UNIQUE PERSONAS, UNIQUE NEEDS
Students or professionals
seeking knowledge, but
not a purchase
Engineers or other technical
professionals looking to
influence a purchase
decision
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
Typically non-technical
buyers who have been told
what to purchase

6. FOUR CORE CHALLENGES:
GLOBAL BUYING HABITS ARE NOT ONE SIZE FITS ALL
• High brand recognition
• Susceptible to changes in U.S.
government spending
• Difficulty increasing brand
awareness in universities
• Low brand recognition
• High degree of purchasing
structure and country regulations
that make attribution difficult
• Diversity of languages and
cultures
• Measuring the results of our direct
mail plan is difficult due to the
local mail delivery services
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
• Medium brand recognition
• Diversity of languages and
cultures requires unique approach
to verbiage. For instance, we
found “Products and Shop” more
appropriate for our German
customers than simply “Products”
which is used on all other domains

7. PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
76
FOUR CORE CHALLENGES:
WE'RE NOT THE ONLY ONES SELLING OPTICS
Industry
Competitors
Distribution
Platforms
Amazon
eBay
Google
Alibaba

8. YOU'RE NOT JUST SELLING A PRODUCT, YOU'RE ALSO SELLING...
Solution
+
Expertise
+
Shopping experience
+
Customer service
=
Your brand
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
Does this solve my problem?
Can I make an informed decision?
Is purchasing simple?
Can I get help now or in the future?
Can I trust them?

9. THE EDMUND OPTICS CASE STUDY:
GETTING CLOSER TO OUR CUSTOMERS
DURING THE LIFECYCLE
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.

10. INVESTING IN TECHNOLOGY TO MOVE FORWARD
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
79
Today
• Qubit
• Live chat
• Bulk email provider
Tomorrow
• Website CMS with CRM compatibility
• Automation platform: lead scoring,
landing page generation, email
personalization

11. PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
80
USING SEGMENTATION AND PERSONALIZATION
IN INTEGRATED MARKETING COMMUNICATIONS
DIRECT MAIL EMAIL
SOCIAL WEB

12. PERSONALIZED DIRECT MAIL
• Welcome kits for high value, new customers that include relevant information
• Mailing list segmentation by industry vertical
• Targeted campaigns influenced by purchase behavior or predictive modeling
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.

13. PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
82
PERSONALIZED EMAILS
• Leverage industry segments for mail
lists and content generation
• A/B test content for high performers
• Basic automated emails driven
by first purchase, new account
signups, and certain purchase
behaviors (this will be expanded
in the future)
• Personalized lead follow-ups

14. PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
83
SOCIAL
• Unique messaging to target the
different audiences present on
LinkedIn, Facebook, Twitter, and
Google+
• A/B test messages to optimize
engagement
• Paid advertising via Sponsored
Updates to groups on LinkedIn

15. PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
84
WEB
TESTING WELCOME MESSAGING
• AB testing different
welcome banner messaging
to better serve first-time
customers

16. WEB
BRIDGING LANGUAGE BARRIERS
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.

17. WEB
PERSONALIZING BY TRAFFIC SOURCE
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
• Naver requires that Edmund Optics can
only pay to advertise our .COM domain,
rather than the regionally
appropriate .CO.KR domain
• Qubit detects the PPC traffic source
and offers users coming from Naver
PPC the opportunity to go to the .CO.KR
domain’s version of the page they
landed on

18. WEB
TESTING VIDEO CONTENT
FOR RESEARCHERS
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.

19. WEB
PROVING ROI ON CONTENT CREATION
• Content marketing is the foundation of EO’s marketing strategy -
by becoming the industry’s primary source of technical content,
EO can increase brand awareness and ultimately increase ROI
• A/B testing content has allowed EO to determine what content is
most effective for the given audience and generate measurable
increases in conversion rates
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.

20. WEB
LEARNING FROM EXISTING CUSTOMERS
PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.
• Repeat visitors and those
who view a certain amount
of content on site are asked
to complete a survey
• Qualitative feedback is used
to assess and improve the
customer experience beyond
traditional on-site metrics