The document describes IBM's "Rethink Your Customer" digital marketing campaign. The campaign was created to generate leads and rethink how IBM approaches B2B marketing. It included customized landing pages for different roles, engaging content like videos and eBooks, and social media integration to encourage sharing. The campaign was a success, driving over 100,000 page views and many high-quality leads. It won several awards for its innovative demand generation approach.

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

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

3. @shellkillebrew
Is your marketing broken?
How to Rethink Digital Marketing for Audience Engagement and Virality
© 2013 IBM Corporation
Build a
Conversation
Think
User
Experience
Create
Engagement

4. © 2013 IBM Corporation
Build a
Conversation
@shellkillebrew
Rethink Digital Marketing for Audience Engagement and Virality

5. Always ask yourself:
“Is this what my
audience craves?”
Page 5 © 2013 IBM Corporation

6. Breaking Through the Noise
of consumers don’t believe that
companies tell the truth in
advertisements.
Yankelowich
@shellkillebrew
Alain Thys - FutureLab
Page 6 © 2013 IBM Corporation

7. Trusted source of information
@shellkillebrew
Dental care
vs.
Pushing
toothpaste
Page 7 © 2013 IBM Corporation

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

9. © 2013 IBM Corporation
Think
User
Experience
@shellkillebrew
Rethink Digital Marketing for Audience Engagement and Virality

10. Always ask yourself:
“How can we
contextually craft
the user experience
to delight our
audience?”
Page 10 © 2013 IBM Corporation

11. @shellkillebrew
People have to
grasp the
functionality of
the site in an
instant
Jakob Nielsen
Visual Appeal
Page 11 © 2013 IBM Corporation

12. Experience
@shellkillebrew
Technology is
dictating the
experience –
swipe motion,
mouse click,
geolocation
Page 12 © 2013 IBM Corporation

13. Personalized
@shellkillebrew
Know who your
customers are.
Personas help
your customers
self-identify.
Page 13 © 2013 IBM Corporation

14. Sharable
@shellkillebrew
People share
when they’re
delighted…
but it has to
be easy.
Page 14 © 2013 IBM Corporation

15. @shellkillebrew
Rethink Digital Marketing for Audience Engagement and Virality
Create
Engagement
© 2013 IBM Corporation

16. Always ask yourself:
What will keep my
audience engaged?
Page 16 © 2013 IBM Corporation

17. Crowdsource
@shellkillebrew
Include your
community in
crowdsourcing
innovation
Jakob Nielsen
Page 17 © 2013 IBM Corporation

18. @shellkillebrew
© 2013 IBM Corporation
Find the Emotional Connection
Page 18
Find the
emotional
connection, then
personalize it.

19. Build Mass Participation
@shellkillebrew
Mobilize your
community
around a shared
interest that ties
back to your
product
Page 19 © 2013 IBM Corporation

20. Focus your Content
@shellkillebrew
Focus on key
concepts your
audience cares
about –
it’s not a library of
everything.
Page 20 © 2013 IBM Corporation

21. @shellkillebrew
© 2013 IBM Corporation
Our marketing was new, so we needed to
Rethink Digital Marketing
Build a
Conversation
Think
User
Experience
Create
Engagement

22. @shellkillebrew
© 2013 IBM Corporation
Our marketing was broken, so we needed to
Rethink Digital Marketing
Case Study
Components of a
Demand Gen Campaign
Rethink Marketing
Instrumenting the
Campaign
Measuring the Campaign

23. @shellkillebrew
© 2013 IBM Corporation
Components of a Demand Gen Campaign
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:
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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.

24. • 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
© 2013 IBM Corporation
Our Challenges
Performance-centric
Productivity, efficiency,
automation, TCO
Executives Marketing
Customer centric
Behavior, relationship,
customer lifetime value
Merchandising
Retail
Procurement/
Legal
Trade
Planning
B2B
Integration
IT Risk
Compliance
eCommerce
Customer
Experience/
Service
SmarterCommerce Spectrum
@shellkillebrew

25. © 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
25
@shellkillebrew

26. 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?
Page 26 © 2013 IBM Corporation

27. @shellkillebrew
© 2013 IBM Corporation
27
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

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

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

30. RethinkYourCustomer.com Executive (IVC) Landing Page: Section 3 (vertical scroll)
30 © 2013 IBM Corporation

31. Vertical Scrolling Experience: Parallax Design
2 Featured Webinars
1 Custom eBook
3-6 Additional
Downloadable Offers
© 2013 IBM Corporation
RethinkYourCustomer.com
Webinar and
Multimedia
Portal Launch
Social Share Bar
Live Twitter Feed
Audience Role
Perspective
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

32. © 2013 IBM Corporation
Details
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
@shellkillebrew

33. © 2013 IBM Corporation
Details
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
@shellkillebrew

34. © 2013 IBM Corporation
34
Details
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
@shellkillebrew

35. @shellkillebrew
© 2013 IBM Corporation
Rethink – Marketing Lead Flow
Media drives traffic to specific offers.
35
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

36. © 2013 IBM Corporation
36
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

37. © 2013 IBM Corporation
Campaign Consistency
37
@shellkillebrew

38. @shellkillebrew
© 2013 IBM Corporation
How it All Works Together
38
Social
Email
Home
website
Search
Internet
Mobile
LIVEProfiles
Digital
Marketing
Campaign
Email
AdTarget
Personalized
Banner Ads
based on
Interaction
Internet
Self Nurturing
Intelligent Offer
Personalized
Web content
Planned or Trigger
Based Personalization
Social Analytics
Mobile Analytics
Web Analytics
Search
LiveMail (Pilot TBD)
Personalized Email
based on Interaction
Lifecycle
Home
website
Awareness and insight Decisioning Execution

39. © 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
39
@shellkillebrew

40. © 2013 IBM Corporation
Awards!
2014 Killer Content Award “Best
Integrated Demand Gen Campaign”
Content2Conversion
IBM’s Smarter Commerce initiative
challenged audience assumptions about
enterprise commerce, using an interactive
microsite, video, E-books and other assets.
The campaign has generated over 100,000
page views and a large number of high-quality
leads.
2014 Virtual Communication Excellence
Award for “Best in Demand Generation”
Content Marketing World & ON24
The “Rethink Your Customer” campaign is a
ground-breaking new demand generation
experience, a portal that utilizes ON24
technology to optimize user interaction and
campaign design. The interactive platform
yielded over 35,024 impressions and
94,216 page views in 2013, producing high-quality
leads that have rapidly progressed
through the pipeline and generated
significant wins for the business.
40

41. 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?
Page 41 © 2013 IBM Corporation

42. @shellkillebrew
Rethink Digital Marketing for Audience Engagement and Virality
© 2013 IBM Corporation
Build a
Conversation
Think
User
Experience
Create
Engagement

43. © 2013 IBM Corporation
Join the conversation!
@ibmsmrtcommerce
#smartercommerce
#smartermarketing
#rethinkbusiness
#rethinksupplychain
#rethinkprocurement
#rethinkB2Bintegration
#rethinkmarketing
#rethinkmerchandising
#rethinkecommerce
#rethinkContractMgmt
#rethinkMFT
43
www.rethinkyourcustomer.com

44. © 2©01 220 1IB3 MIB MC oCroprpoorraattiioonn
APPENDIX
44

45. © 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/