Use of Digital Media for B2B Marketing

1. B2B : Digital Marketing Cases
By: Asams V.K

2. HP- Exstream
E-mail marketing

3. Introduction
HP Exstream, the customer communications management solution from HP
 Enables large organisations to create fully customised high-volume statements and
bills, on-demand marketing and self-service web applications
The target audience is senior IT, finance, marketing, procurement and operations
executives. And key sectors are financial services, utilities and telecoms
HP got award from the Forrester Wave in 2011 and positioned HP as leader in the
category.

4. Direct mail to 100 Senior decision
makers in different organisation
E- Mail to 275 decision makers in
different organisation
Solution
 Mailing was the solution adopted by HP, it consist of two segments
 HP used award details to increase the impact of communication
All these mails consist of prospects of HP, which contain CTA details and brief details of
HP-Exstream
All recipients were also directed to a microsite where a summary of the report was available
to download
 If they set up a meeting with HP Exstream, they could have a copy of the full report (worth
over £2000) at no cost.

5. Image of prospectus mailed to decision maker, it consist of 8 pages

6. Image of micro site, where clients can able download the summary of reports

7. Result
The combination of an engaging creative concept and well targeted data generated
excellent results for HP Exstream, including a contact from a large organisation that HP
Exstream had been trying to get in touch with for a while.
The Marketing Practice achieving 150 per cent of the
agreed monthly target for November, making it
the best month of 2011
More than 60 per cent of the leads were directly
attributable to the Forrester Wave activity.

8. Incisive media
&
Mobile Marketing

9. Introduction
Incisive Media is one of the world's leading B2B information providers, serving the
financial and professional services markets globally.
They aim to bring product provider and purchaser business communities together
using all the varied platforms available to a modern publishing business.
Incisive Media were tasked by IBM to deliver mobile capability for an integrated
multi-channel campaign to run across print, web, mobile and email properties.
They in turn approached Black Mobile Solutions (BMS), a London-based mobile
specialist whose focus is on working with its client base to leverage existing digital
assets and create a better user engagement through the most appropriate media
platform, with a brief to meet and exceed their client’s needs.

10. Solution
 They came with a solution called “smart facts”. For this they designed and developed a mobile
site (smartfact.mobi site)
Up to three client entry points existed at any one time, each providing ease of access to the
target destination site (smartfact.mobi)
Users were encouraged to send a designated keyword to a given short
code via SMS, in response to which the users were sent a free SMS
containing a URL to Smart Facts
emails were sent to appropriate user databases promoting the concept
and URL for Smart Facts
online ads provided users the opportunity to enter their mobile phone
number in order to receive an SMS containing a URL to Smart Facts

11. Images of smartfact.mobi site

12. Results
 During the course of the 12 week Smart Facts campaign, users were offered 24 Smart
Facts and associated whitepapers
The user journey in terms of how information was consumed moved from being less
than 25% mobile to over 60% during the campaign period

13. IBM
&
Social Media Marketing

14. IBM is the world’s largest IT and consulting services company. It has a diverse client
base and delivers innovative solutions to help solve some of the toughest business
challenges
 IBM estimated that social media will form an integral part of the decision-making
process for 75 per cent of IT professionals in the future
IBM wanted to tap in to the professional IT community via social media to support
sales of its Public Cloud service

15. Strategy
 An empowering social media programme was developed to enable sales
representatives to use social media (Twitter and LinkedIn) intelligently and
effectively

16. Step 1
Step 2
Step 3
Monitoring
Posting
Drive 2 Sales

18. Currently

19. Three months after launch, 19 percent of all Public Cloud Inside Sales Rep
Page traffic could be attributed to social media activity – and 11 percent of
these visitors clicked through to commerce sites
Additional results for the first three months include:
•55% increase in Twitter followers
•1.5 x increase in LinkedIn connections
•More than 3,500 tweets and retweets compared to less than 500
at implementation
•More than 2,000 ow.ly clicks driving prospects and clients to Rep
Pages and the SmartCloud Enterprise website
Result

20. Social Media Strategy
4
B2B

21. Maersk Line is the global container division and the largest operating unit of the A.P.
Moller – Maersk Group, a Danish business conglomerate
Maersk Line is the world’s largest container shipping company with operations in 150
countries and 250,000 employees
In October 2011 they created a social media strategy consist of nine social media
channels with Facebook, Twitter, Google+ and LinkedIn at the centre of it all.
 They used twitter and LinkedIn for B2B

22. Twitter
The Maersk Line Twitter page (@MaerskLine) has over 111k followers, and only follows
around 388 users.
 Its feed is a mix of more serious news than the Facebook page, interactions (retweets
from Maersk employees), as well as photos and relevant material.
Tweets are sent a few times of day, with a specialised URL shortener and media and
photos sometimes attached.

23. Maersk Line has 10 “official tweeters” who were taught the ways of the
network at the beginning – who to follow, how to send interesting tweets etc
Their followers include journalists, who all download Maersk Line press
releases from Twitter, and the shipping press (who make up a large percentage
of the following)

24. LinkedIn
 After a social media survey they found that customer have more interest to engage
via LinkedIn
 They decided to engage with customers on LinkedIn by setting up groups: ‘The Shipping
Circle’ group in January 2012 and ‘The Reefer Circle’ group in August 2012

25.  With a few hundred select users in each groups consists of shipping experts from
around the world who debate industry challenges and opportunities – a great
opportunity to gain knowledge from experts who Maersk may not otherwise meet
They have made full use of the ‘Products & Services’ tab on the LinkedIn
Company Page – where they describe some of their core products and ideas – and
people can ‘Recommend’ these and comment too

26. Online
Marketing
For B2B

27. Optum is a healthcare services provider. It provide health services to various-sized
businesses
They have a global team of 65,000 people, working collaboratively across the health
system to improve care delivery, quality and cost-effectiveness
Key
Drivers
Aligning care
delivery
Modernizing
the health
system
Engaging
Customers

28.  They created an integrated marketing campaign to support the launch of a new
solution, support sales and build thought leadership
They used digital is an efficient manner to achieve their objective. They executed
content marketing for that
Content
Marketing
Mix
Display
Ads
E-mail
Micro
site
Customers are
taken to Micro
sites using Ads
and mails
Customers
can download
pdf file from
micro site

29. Earned
23.5 %
leads
2500 +
downloads
for PDF
28 %
increase in
blog
readers
475 %
increase in
web Traffic
$ 52 M
new
business
R
T
L
U
S
E
S

30. Website and content in website for customers

31. Image of micro site
PDF from micro site

32.  Direct mailing will be more effective in B2B marketing, so marketer need sufficient database
 Mails should contain proper content to attract prospect customers or to generate leads
 URL of micro sites can be promoted through emails, micro sites need to informative
LinkedIn is an another effective tool for B2B marketing, putting ads on LinkedIn will helpful
for lead generation
Engagement is First and Sales is Second
 Use twitter to interact will T.G, this will help to understand their problems or to create
buzz about company success. Corporate world have high presence on twitter, so marketer can
use twitter in different ways

33. Thank
You