Keys to Online Engagement in B2B

B2B Marketing forum Webinar Series

Presented by:Nicola Meinders

SDL

Hosted By:Shimon Ben Ayoun

spotONvision

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5 steps to online engagement

1. Segment your audience

2. Personalise your message

3. Brand acceptance: maximise recall

4. Agility: Launch your campaign quickly and clearly

5. Leverage social media to start a conversation around all your key messages

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Why should we invest in online engagement?

• Customer experience and loyalty are linked.• Better customer experience can be worth millions in annual revenue*• Developing brand equity,

• Source = The business impact of customer expierence 2011. Forrester Research Inc.

Financially:

• Accessibility • Visibility • Time poverty• Claim your territory and expertise• Add value to your audience• Generate ideas and feedback

Logically:

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Where to start?• Profitable persona segments• Time & research needed• e.g. Complexity of messaging

Message credibility • Fake.• Message stretch • Frequency and tone

Unsubscribe / disinterest

Challenge

1: Segmentation

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1: Segmentation

Start with personas needs

Classify your prospects by potential value

Automate wherever possible

Draw a crowd with great content and a clear call to action.

Opportunity

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1 : Segmentation

• 1 message x 5 languages x 3 target audiences (at different stages in lifecycle) x2 a month ≈ 30

• 1 public webinars x invite (Week Before) x reminder (Day Before) x 5 languages = 10

• 1 customer newsletter = 1     

• 1 partner newsletter = 1

• 2 partner education webinars x invite x reminder = 4

• + 1 Nurture Ad-Hoc Email in up to 5 languages•   + testing subject lines etc

• = 51 variations of emails sent a month on average

Best practice & practical steps :

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2: Personalize your message to a mass market

Challenge

WHERE TO START?

Content required (research & cost effectively create)

One home page but 20 messages? Traditional – one email to landing page => Now social media pull, they find you = unpredictable

Plethora of content

Multiple content sources

Local market => global market

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2: Personalize your message to a mass market

Opportunity

Metrics Upfront

One Touch Campaigns

Plan Ideal Customer Journey

Review Lead History

Right time – understand stage in sales cycle

Best Practice & practical steps More than personalization technology – customer examples

… Localization & Translation like HP

… Purpose-driven Multichannel Experiences like the Mandarin Oriental Hotel Group or Scania

… TargetGroup driven Branding like the 888 Holdings Group

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3:Brand acceptance : maximise personality and recall

Challenge

WHERE TO START?

Budget?

Local or global use?

Social media – control your branding

Reposition your branding?

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3:Brand acceptance : maximise personality and recall

Opportunity

What is your branding strategy?

Define your metrics?

Start small or dive in?

Which platforms work best?

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• Brand Personality• http://youtu.be/4-lGe5MnBlY

• Understanding what you do & Recall.• http://www.sdl.com/en/wcm/solutions/global_wcm.asp

• Personality & Recall• http://youtu.be/qg1ckCkm8YI

Brand acceptance : maximise personality and recall

Best Practice & practical steps

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4: Agility : Launch your campaign in your markets quickly and clearly

How to manage multiple messages, to multiple audiences, in multiple languages on multiple channels...

How to align internally?

Fewer staff, tighter budgets, shorter deadlines, increasing targets.

Challenge

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4: Agility : Launch your campaign in your markets quickly and clearly

Use a campaign templateAgree deliverables well in advanceAgree languages, channels, tools,Agree theme

Draft a thorough brief

Store message in one central point, which is re-used for all channels

Flowchart your campaign

Trust lasts longer than a quick sale.

Opportunity & Best Practise

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5: Leverage social media to start a conversation around all your key messages

Challenge

Twitter – time poverty? ROI?

Slideshare – competition?

Confidence for Blogs

Stalking?

Irritating your friends?

Trust lasts longer than a quick sale.

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5: Leverage social media to start a conversation around all your key messages

Best Practices & practical steps

Listen and encourage communication

Respond timely

Leverage your email signature

Foster a community of social media users

Set simple & clear groundrules

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5: Leverage social media to start a conversation around all your key messages

Best Practice & practical steps

– Old Spice response case study

– http://youtu.be/fD1WqPGn5Ag

– Tippex

– http://youtu.be/4ba1BqJ4S2M

– Mini Getaway Stockholm

– http://youtu.be/UrMtpzynL6I

Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brand names, trademarks, service marks,

images and logos are the property of their respective owners.

This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or

distributed except as authorised by SDL.

Nicola Meinders:, EMEA APAC Marketing Director, You Tube: SDL TridionTwitter: @SDLTridionFacebook: SDL Tridion

www.sdl.com/wcmSolutions tab – 6 videosSDL.com – customers tab : HP, LG...

B2B Marketing Forums is on March 20th, 2012. The theme ‘Stop Your Marketing & Start Engaging’ is about the changing role of marketing, the do’s and don’ts of engaging, and the importance of content.The event will take place in the Westergasfabriek, a 15-20 min. walk from Central Station. Many of the presentations will be held in Dutch and English. Don’t let the language be a barrier; there is a full programme to follow for English speaking participants!

If you’re time stricken there is the opportunity to listen to all the key speakers, present the highlights of their presentations, live in under 10 mins. These interviews will all be held in English, and as they are live you can ask your own questions via twitter. It’s free to attend the live streaming of the event.

Register here: http://www.b2bmarketingforum.nl/en/cmo-talks-2/