Susanna Juusti: Maksimoi markkinoinnin pelimerkkisi automaatiolla!
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Transcript of Susanna Juusti: Maksimoi markkinoinnin pelimerkkisi automaatiolla!
// 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 [email protected] l www.idbbn.fi l
// “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.
// 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
// 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)
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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