Maksimoi markkinoinnin pelimerkkisiautomaatiolla!14.3.2013

// LYHYT ESITTELY

• Key Account Manager ID BBN• Member of BBN Executive Board• Responsible for clients :

� Atos

� Iron Mountain

� Ruukki

� Nordkalk

� Turku Science Park

Susanna Juusti l Key Account Manager, VP

ID BBN l Idea Development ID Ltd. l

Direct +358 40 505 7098 l Office +358 2 8145 0600 lsusanna.juusti@idbbn.fi l www.idbbn.fi l

// ESITYKSEN SISÄLTÖ

1. Iron Mountain case 2. TECS pähkinänkuoressa

Iron Mountain caseWhere’s your tipping point?

// “WHERE IS YOUR TIPPING POINT” CAMPAIGN FOR IRON MOUNTAIN

The campaign was designed to support users with a multitude of different needs. Prospects were helped along their buyer journey with automated nurture emails.

// THE TWO MAIN OBJECTIVES FOR THE CAMPAIGN

1. Generate 2,000 marketing qualified leads from SME’s around Europe.

2. Nurture these leads through an automated process to generate sales.

// THE TARGET AUDIENCE

• Business owner

• Office / facilities manager

• Records manager

• IT manager

• Finance manager

• HR manager

• Compliance / quality manager

// THE IDEA - “WHERE’S YOUR TIPPING POINT?”

Used 3D i’s as characters to tell the story of

what can happen when information is not managed properly and to show businesses that they are already past the point where they can benefit from IME services.

// THE MESSAGES

A comprehensive research was conducted to integrate

audience pro files buying journeys job functions. The needs of each audience were mapped at each stage of their buyer journey.

Media, channels and techniques used Technology enabled contact strategy (TECS)

// THE WEBSITE

The campaign website formed the hub of the campaign, integrating all channels, providing a trackableframework for a great number of potential user journeys.

Landing pages for the 7 different job functions 6 different product areas

The campaign was a resounding success

generating over 3,000 leads and an ROI of 7:1!

GOODBYE TO DIGITAL MARKETING…

HELLO TO MARKETING IN A DIGITAL WORLD

Rembrandt / The Nightwatch

// WHAT IS TECS?

• A BBN framework for delivering contact strategies� To help our clients see the big picture

� To systematically build up and integrate all marketing channels

• A set of tested and proven tools to gather information and to design the integrated model

� A fully integrated contact strategy

� A digital strategy

� A campaign strategy

• A flexible process that can be toned to clients needs

// TECS PROCESS STEPS

1. Discovery1. Discovery

2. Goals and objectives2. Goals and objectives

3. Strategy3. Strategy

4. Tactics4. Tactics

5. Implementation5. Implementation

6. Measurement & optimisation6. Measurement & optimisation

Where are we now?

Where do we want to be?

How do we achieve the goals?

How do we deliver the strategy?

How do we successfully launch?

How do we monitor performance?

// CAMPAIGN CANVAS

• Objectives:� To provide a single snapshot of the activity on one page

� To illustrate the integration of each element of the campaign (Channels, Web platforms, content, etc)

� To illustrate the flow of the campaign and the proposed user journey we want the persona/user to take

� To show the segmented and non segmented “funnel points” for different channels

YouTube Facebook

Video and presentation assets embedded into content pages

Social media traffic

Pageviews

Down=loads

Campaign landing pages (Role/Sector)

Campaign site (gemaltocampfire.com)

E-mail

D-mail

User goal

User goal Contactrequest

Re-targeting

Socialads

Displayads

PU

RL

Web site Homepage (gemalto.com)

PPC Events

User goal E-bookdownload

Web visits

Blog

Twitter LinkedIn

Campaign content pushed to Gemalto social channels

Functionality implemented within Gemalto Web site platform

Open – no click

No open

Automated e-mail (2 days)

Automated e-mail (5 days)

X2 awareness campaigns

Top 30 gold prospects and no e-mail

Location/issueSector

Job function

Goa

l out

com

esSupporting content

E-books, video, case studies, downloads, infographics, links, hangouts, events

EventRegs

Data captureLead scoringLead routing

Nurture

CRM

Track online behaviour to build a profile of prospect

SEO

PR

Direct

Events

4 touch campaign

FinancialServices

Cross links

// BBN AGENCIES READY TO SERVE YOU

21 independent agencies

Austria, Australia, Brazil, Canada, China, Czech Republic, Egypt, Finland, France, Germany, India, Italy, The Netherlands, Poland, Russia, South Korea, Spain, Sweden, UAE, UK, USA

29 locationsCentral resource in London

Expansion plans – we never stand still

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