September 2015

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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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