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September 2015
www.kingpin.co.uk
Simply based on your metrics and
definitions of success
Sure we’ll often use similar tactics,
but they’re never the same
If your prospects need face to face
conversations before they’ll turn
into an opportunity, we’ll work
towards that
If they need a tonne of online
content before they’ll engage –
then we’ll build a campaign around
that
The Technology to Business agency – platform agnostic audience specific, results
driven!
Reaching millions of users…
…delivering positive ROI
…generating tens of thousands of leads...
…having thousands of conversations…
A London-based B2B marketing agency
focused on delivering ROI
Founded 1997, grown to 17 staff, £7m turnover in 2014
Winners of Market Research Award (Marketing Week Engage Awards)
Across 20+ countries in EMEA, Asia & Americas
100+ years of Team Marketing experience
Our Reach
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GlobalLocal Regional
We make it our
business to understand
your market wherever
that takes us together .
. .
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INSIGHTS
CHANNEL
DATAMEDIA
DEMAND GENERATION
LEAD GENERATION
Our Trusted Partnerships
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There is strong demand for content
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Vendor content crucial to the sales process
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Q: Of the total number of informational assets you reviewed, how many were created by the vendor you ultimately selected?Base respondents: those who have downloaded vendor content.
IDG UK Customer Engagement Survey 2013
Where is the B2B DM looking?
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Fragmented Media Landscape with too many choices!
Social/business networking sites
Business-related websites
Business-related print publications
Tech vendor web sites
Technology-related print publications
Technology web sites
Tech-related blogsVideo-sharing sites
Q. On which of the following sources do you rely for tech-related information, trends, news, reviews and opinions? (Among B2B respondents )
Content consumption highest during the early and middle stages
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During which stage(s) of the buying process did you download/view the most amount of IT-related content (e.g., white papers, case studies, videos, etc.)?
0%
15%
30%
45%
60%
75%
90%
When evaluating thetechnology landscape
Comparing specifictechnology
vendors/solutions
Narrowing a list oftechnology
vendors/solutions
I downloaded/viewedthe same amount of IT-related in each stage
©TechTarget, 2015 Media Consumption Report
DACH France Spain United Kingdom Rest of Europe
Video a major influence – especially during the evaluation stage
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1.In-depth
product reviews
of B2B tech buyers watch videos at some point in the purchase process91%
Top Video types across all stages
2.How-tovideos
3.Technology
primers
Q. Which of the following type of technology-related video content are you likely to watch at each stage of the purchase process for major enterprise IT/security products and services?
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Arcserve, a global leader in data back up and recovery recently launched their first new product for 15 years. Unified Data Protection (UDP) is now their flagship solution. The challenge was to build awareness and engagement around an offering with low brand equity.
Campaign had to:
- Be scalable globally- Deliver awareness- Show measurable ROI- Engage with a target of ITDMs in co’s greater
than 250+
Arcserve – Campaign
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The Kingpin Way – it’s in our DNA
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Understand. Research. Plan.Implementation. Continuous
reporting. Optimization.
Immersion Sessions.
Metrics. Agreed Execution.
Lessons.
Recommendations
A 360° view of our customer,
their prospects, market
understanding and how to
reach them
Go live and fully manage
processFuture strategiesAgree actions and implement
Collaborate
2
Investigate
1
Execute
3
Insights
4
Recognising that the purchasing process is 80% carried out prior to vendor interaction, a complete content audit and refresh was undertaken to produce a range of –whitepapers, videos, trials, demos and 3rd party webinars
Arcserve – Content Audit
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Arcserve – Campaign Framework
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UDP Launch Page
RE- Messaging
Targeted banner campaigns to drive
traffic to the CA landing page.
Retarget these visitors with different creative messaging
Response
Generation
Video SyndicationProgrammatic Display
Whitepaper promotions
Cost Per Lead
Videos with links back to landing page.
Arcserve – Video and Display
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User based targeting through a range of online 3rd party data owners enabling us to identify our target segments regardless of the media brands they were found on
Arcserve – Display Re-messaging
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Creative 1 Creative 2
Video killed the whitepaper star?
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Actions on site
58% of all actions were on video
41% on one asset alone
Has video killed the “whitepaper” star?
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• Forbes revealed that that 75% of executives questioned watch business related videos online every week
• Of those, 65% visit the marketer’s website after viewing a video
• 82% of C-suite use a tablet for research when purchasing (IDG Mobile survey)
• 67% of C-Suite use a smartphone for research when purchasing (IDG Mobile survey)
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Arcserve – Results
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5xhigher CTR from Display programmatic placements against industry averages
145xhigher CTR from Video than Display
500%uplift in CTR from Re-messaging placements
3,590hours of video watched
58%of interactions on landing page were to Video Content
19%of interactions to Whitepapers
Arcserve – Results
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70%of organisations carried out multiple interactions
58%increasein trials
500%increase in Live Chat requests
90%reductionin CPA
415organisations added as opportunities
Arcserve – Results and Ongoing Reporting
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Company Total Score Country Company Site
Location based ISV 152 United Kingdom
Financial services 78 United Kingdom
Office supplies 45 France
Retail/etail 20 United Kingdom
Retail/etail 16 United Kingdom
Professional services 15 United Kingdom
NHS Trust 14 United Kingdom
MSP 13 United Kingdom
Govt Agency 12 France
Office designers 11 United Kingdom
Financial services 10 France
MSP 8 United Kingdom
Consultancy 8 United Kingdom
Most engaged companies (weekly and real time)
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Lessons
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If you don’t use video, you should
Turn on tracking – it is worth the investment
Audit – think about what you give away and what you gate
IP-track and target
Video programmatic/contextual really performs but
start with data not cost in your head
Any Questions?
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