Recently, I keynoted at a marketing summit for Ultimate Software, a Fortune 100 Best Company to Work for winner. At Ultimate, their focus is always on people – whether employees, customers, or prospective customers. As a B2B human capital management technology company, they thrive and grow because of that focus so it was no doubt that when we brainstormed the theme for the keynote, it would be about people, in this case, their customers.
17. 65% of C-level
executives are
completely
comfortable with
making a
business
purchase on a
mobile device.
http://www.business.com/b2bmarketing/b2b-love-smartphones-mobile-marketing/
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18. Google study reported
that half of all B2B-related
tweets happen on mobile
devices, and 83% of
executives are
posting to businessrelated social media sites.
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19. • Check in via smartphone app or via text message
• Supported on both feature phones and
smartphones
• Device on door recognizes smartphone/code
provided via text
• Avoids waiting in lobby
• Since users may repeatedly enter their room in a
day, it gives marketers a chance to market other
hotel amenities inside that app and increase $$$
per traveler
• Inline with boutique hotel’s personality of going
above and beyond for travelers
• Just launched Jan 2014
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20. TRADE SHOWS
• Dupont’s Pioneer Brand
• Farm Progress Show iPad app
• No more printing 50 different brochures!
• App displays map so attendees could
pinpoint where their growing operation is
and see a custom list of relevant products
for that area.
• Attendees could also have the custom list of
products and information about them sent
to their email.
http://www.ogilvydo.com/wp-content/uploads/2012/12/Mobile-B2B-whitepaper-FINAL.pdf
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25. WHY DO IT?
Brand Awareness
Lead Gen
Sales
Thought Leadership
SEO Value
List goes on and on….
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26. CONTEXT IS QUEEN
• Be mindful of the location of your
content.
• Whitepapers don’t play well on a
smartphone – who wants to read
that?
• Serve an alternative landing
experience
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28. Situation
• Educate IT professionals on the benefits of Cloud and how to
utilize these while fully protecting their data and applications
• Cut through a lot of noise about these types of services
Solution
• Create an infographic and E-book that paralleled the theme of
moving to the Cloud with surviving a zombie attack
• Success would be measured on the number of times the
infographic was shared by influential third-party Cloud-based sites
• Infographic and E-book outlined what IT leaders and business
need to consider in a “survival guide” format, should their data be
lost or compromised in a disaster. The survival guide played on a
zombie attack, a timely pop-culture theme today, and walked
readers through a three-phase plan, Prepare, Plan and Protect
• Used a popular trendy topic of zombies
• Debuted in timely fashion right before Halloween
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30. Results
• Yielded more than 3x
expected downloads
• 2x expected open and CTRs
• Featured prominently on
home pages of several
influential niche cloud sites
30
31. Key takeaways:
• Leverage current trends (e.g.
zombies)
• Have a personality
• Repurpose/reuse content in
multiple channels (e.g. social,
email, landing page)
• Measure success by more than
just sales (e.g. shares)
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32. Bonus ideas:
• Create quizzes about
whitepapers
• Create polls about topics related
to whitepapers
• Create multiple blog posts that
hone in on various topics within
whitepaper
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35. DIGITAL TREND 3
• Advertiser provides content in the context
of the user’s experience
• Seamless integration
• Feels less intrusive
• Less user-experience disruption
35
36. DIGITAL TREND 3
• View native ads 53 percent more than
traditional displays
• Have an 18 percent higher purchase intent
after viewing native ads as compared to
banner ads
• Are 13 percent more likely to share native
ads as compared to regular banner ads.
PG Media Lab and Sharethrough 2013 Study
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41. WHAT IS IT?
• Defragments a complex media landscape
• Aggregates inventory and applies algorithms to
determine where your ad $$$ will be most effective
• Supposedly reduces need for human oversight
• Aggregated, Purchased, Scheduled, Analyzed,
Optimized, via
Demand Side Software
• Real-time bidding networks
• FB Ads API
• GDN
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43. WHAT IT PROMISES?
• Cost-effective
• Constantly optimized
• Highly targeted
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44. WHAT’S RIGHT FOR B2B
THOUGH?
• CRM highly targeted buys
• You provide CRM retargeting company with CRM
data, namely email addresses
• CRM retargeting company matches your offline and
online data keyed off an email address to an
anonymous online audience via cookies with
extensive coverage and high accuracy.
• CRM company places the online audience on a
real-time ad exchange (DSP) & campaign runs
supposedly with larger, more valuable, and more
targeted audience.
• Your customers see a relevant and timely message
from your brand.
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46. SO, TO RECAP….
• Customers want to be loved
• They’re overworked, tired, have attention spans <
goldfish and interacting on multiple screens
• The trends:
1. Mobile is big
2. Content king; context queen
3. Native advertising is less disruptive and highly
shared
4. Programmatic buying is worth testing
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campaign yielded more than triple the expected downloads, double the expected open and click through rates, and was even featured prominently on the home pages of several influential niche cloud websites.
