How an IT company leveraged a multichannel campaign to “wake the dead”

Above the Noise

Christine Nurnberger Rachel Minion

Vice President, Marketing Senior Research Manager

SunGard Availability Services MECLABS

Session Speaker

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Christine Nurnberger

Vice President, Marketing

SunGard Availability Services

Christine Nurnberger has more than 10 years of leadership experience within B2B technology organizations. In her current role, she applies her experience to marketing projects while mentoring and managing a 35+ member team. Her recent endeavors resulted in a "Killer Content" award, "Marketo Revvie" and American Business "Gold Stevie" awards for B2B Marketing Department of the Year and B2B Marketing Campaign of the Year. Most recently, she and her team were honored with three BtoB Best of 2013 Awards for Best Integrated, Best Email and Best Direct Mail campaigns, as well as a winner of MarketingSherpa Email Awards 2014.

Black & White Headshot

@CNurns

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Learn about the customer

Connect with your audience

Launch a pilot

Spawn a multichannel campaign

We had a goal of 6,000 leads …

Challenge

Challenge

We had a goal of 6,000 leads …with no definition of “lead.”

Discover

Why do people say “yes” or “no” late in the

buying cycle?

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1 Learn about the customer

Connect with your audience

Launch a pilot

Spawn a multichannel campaign

Learn about the customer

Connect with your audience

Test the waters

Spawn a multichannel campaign

How do we best tell that story?

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Look outside the

industry for

inspiration

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Look outside the

industry for

inspiration

Relevance

Relevance

Deliver the right message to the right audience at the right time.

http://www.flickr.com/photos/spleeness

Hurricane Sandy

http://www.flickr.com/photos/spleeness

Hurricane Sandy

Timing

So we waited.

http://www.flickr.com/photos/gezzamondo

Summer 2013

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1 Learn about the customer

Connect with your audience

Launch a pilot

Spawn a multichannel campaign

Launch a pilot

17

56 people

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1 Learn about the customer

Connect with your audience

Launch a pilot

Spawn a multichannel campaign

How to choose the right channels

1. Can it communicate the right message?

2. Can it reach the right audience?

3. Can it communicate in a way that will resonate with our audience?

Retargeting list

Campaign overview

Landing Page

Email List

Enter to Win

Social Media

Placed in CRM

Retargeting Inactive Users

AR & PR

C-Level

Mail 1 Mail 2

Sales Call Follow-up

PR Agency Follow-up

Asset Email Winners

Cloud Availability

IT Disaster Recovery

Social Media

Retargeting Inactive Users

Retargeting list

Landing Page

Email List

Enter to Win Placed in CRM

Asset Email Winners

Campaign overview

AR & PR

C-Level

Mail 1 Mail 2

Sales Call Follow-up

PR Agency Follow-up

Cloud Availability

IT Disaster Recovery

Direct Mail 1: Flash drive

Direct Mail 2: Survival kit

Backpack

Survival guideFlashlight/compass

“World War Z” movie tickets

Silly string

Brochure

New Publication: Engaged and notable feedback

“The press kit was thoughtful and

beautiful. It got [my colleagues] talking!”

– Data Center Management

“Thanks to your team and SunGard for sending the personalized package – very

creative! I will continue to keep SunGard AS top of mind for all DR opportunities.”

– Disaster Recovery Journal

“I was so impressed with the campaign, really, the whole office was. And, my 17-

year-old loved the zombie book within the kit. This is by far one of the most creative

campaigns I’ve seen.” – Information Management

“The zombie kit elevated the visibility and memorability of SunGard AS in my mind. It was a blast from the past to receive a press kit, but very cool!”

– ZD Net

“While I’m not always a fan of press kits, this one really caught my eye and will

help me remember SunGard AS.”– IDG News Service

Retargeting Inactive Users

Retargeting list

Landing Page

Email List

Enter to Win Placed in CRM

Asset Email Winners

AR & PR

C-LevelSales Call Follow-up

PR Agency Follow-up

Mail 1 Mail 2Social Media

Campaign overview

Cloud Availability

IT Disaster Recovery

Cloud Availability Services

IT Disaster Recovery

Retargeting list

Campaign overview

Landing Page

Email List

Enter to Win

Social Media

Placed in CRM

Cloud Availability

IT Disaster Recovery

Retargeting Inactive Users

AR & PR

C-Level

Mail 1 Mail 2

Sales Call Follow-up

PR Agency Follow-up

Asset Email Winners

Retargeting email campaign

“We hope it’s not too late”

Content offer

Retargeting email campaign

“We hope it’s not too late”

Content offer

Reactivated 2% of contacts who had not interacted in 6 months

Landing page with registration page

Landing page with registration page

Linked to how migrating to the cloud as a business

option aligns with surviving the zombie

apocalypse

Social media campaign

Almost 2,000 shares

Social Media Campaign: Examples

Commonly overlooked channels

“… In the event of a zombie apocalypse, our clients are protected.”

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Results

• "IT Availability Cloud" email campaign achieved 1.2% higher click-to-open (CTO) rates among director level, and above average rates in global, large and medium enterprises.

• The "Disaster Recovery/Managed Recovery Program" campaign created a 3% increase in CTO among president or owner titles.

• The retargeting email reactivated 2% of contacts who had not interacted with SunGard within the previous six months.

Top takeaways

1. Don't be afraid to step outside the box and try a new creative messaging approach – it could have huge payoffs in B2B (particularly among the difficult to reach C-suite).

2. Even in today's B2B marketing and digital era, direct mail may not be as dead as zombies.

3. Leverage social channels to help amplify your message.

Thank You

Christine Nurnberger

Vice President, Marketing

SunGard AS

@CNurns

Rachel Minion

Senior Research Manager

MECLABS

Black & White Headshot

Black & White Headshot