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A Case Study in Digital Lead Capture Tami Cannizzaro Executive Director of Marketing IBM
A Case Study in Digital Lead Capture
Tami CannizzaroExecutive Director of Marketing
IBM
Session Speaker
2
Tami Cannizzaro
Executive Director of Marketing
IBM Tami Cannizzaro is an executive director of marketing at IBM, where she is responsible for driving IBM’s Social Business initiative and working with companies to better connect with today’s always-on customers. Cannizzaro has a passion for digital marketing and speaks internationally on the topics of digital marketing and social business. Before coming to IBM, Cannizzaroworked as a Wall Street analyst in the retail sector. She has her MBA from the NYU Stern School of Business. She writes a blog for marketers, www.digitalageofmarketing.com.
Black & White Headshot
@Tamicann
Rethink Digital Marketing
Conversation
Always ask yourself:
“Is this what my audience craves?”
of consumers don’t believe that companies tell the truth in advertisements.
YankelowichAlain Thys - FutureLab
Breaking Through the Noise
Become a Trusted source of information
Dental carevs.
Pushing toothpaste
Or Provide a Useful Purpose
Teen Bullyingvs.
PushingDeoderant
Rethink Digital Marketing
User Experience
Always ask yourself:
“How can we contextually craft the user experience to delight our audience?”
People have to grasp the functionality of the site in an instant
Jakob Nielsen
Visual Appeal
Experiential Design
Page 11
Technology is dictating the experience –swipe motion, mouse click, geolocation
Personalization
Page 12
Know who your customers are. Personas help your customers self-identify.
Sharability
Page 13
People share when they’re delighted… but it has to be easy.
Rethink Digital Marketing
Engagement
Always ask yourself:
What will keep my audience engaged?
Engage Your Audience - Crowdsource
Page 16
Include your community in crowdsourcing innovation
Jakob Nielsen
Find the Emotional Connection
Page 17
Find the
emotional
connection, then
personalize it.
Build Mass Participation
Page 18
Mobilize your
community around
a shared interest
that ties back to
your product
Focus your Content
Page 19
Focus on key
concepts your
audience cares
about –
it’s not a library of
everything.
Rethink Digital Marketing
Case Study
Components of a Demand
Gen Campaign
Rethink Marketing
Instrumenting the
Campaign
Measuring the Campaign
Corporate websites Digital Campaigns
1 dimensional
Structured content hierarchy /navigation.
3 dimensional
Story, theme and experience.
Deliver information
Educational and reference.
Transactional
Compel and convert. Drive next action.
Company messaging
Aligns to product portfolio
Compelling Conversation
Industry leading hot topics
Entry-point: Inbound
Natural Search (SEO), direct access.
Optimized to nurture.
Entry-point: Outbound
Paid media, campaign, sponsored links.
Optimized to convert.
Mindset: Proactive
Deliberate, information-seeking.
Mindset: Reactive
Surprise, delight and intrigue.
Desired Outcome: Desired Outcome:
Components of a Demand Gen Campaign
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Already aware: To intentionally learn about the company and its offering, to qualify legitimacy or finalize a sale.
No awareness:
To explore new
solutions to
business problems.
Initiates brand
engagement and
sales cycle.
Source: OMMA Conference agendas Q3 2011, LOB white papers22
Mapping your DG Campaign to Customer Pain Points
Executive (IVC) Landing Page: Section 1 (vertical scroll)RethinkYourCustomer.com
Executive (IVC) Landing Page: Section 2 (vertical scroll)RethinkYourCustomer.com
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Executive (IVC) Landing Page: Section 3 (vertical scroll)RethinkYourCustomer.com
Ve
rtica
l Scro
lling
Exp
erie
nce
: Pa
ralla
x D
esig
n
RethinkYourCustomer.com
Webinar and
Multimedia
Portal Launch
Audience Role
Perspective
Social Share Bar
2 Featured Webinars1 Custom eBook
Live Twitter Feed
3-6 Additional Downloadable Offers
4 Statistics with one-click Social Sharing
Summit Live Twitter Feed
Social Connect Footer
11 Role-Based Landing Pages
2 Featured Webinars per role, 1 custom written ebook, on demand webinars, 3-6 downloadable offers, and more in the resource library
Over 90 registration-capturing offers on the initial site launch
Rethink – Marketing Lead Flow
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Media drives traffic to specific offers.
Email Promotion
(or Banner)
• White Paper/Kit
• Webinar
Registration Form
Cookies recognize repeat visitors for improved experience
Serves 2 Pages
Thank You page with requested asset(s)
• Twitter, Facebook & LinkedIn links for viral marketing
Role-based Landing Page (“pop under”)
• For additional conversions, self nurturing, sharing
Action Success PageUnique to each offer
Links back to the specific offer
Is pre-populated for ease and increase sharing
Is tagged with Digital Analytics
Campaign Consistency
| WEB ANALYTICS | | BENCHMARKING |
| MEDIA ATTRIBUTION |
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Instrument for Measurability & Optimization
Paid media analysis and ROI tracking for Ready to Execute
Paid Media Campaign & Tactics
Traffic Engagement Conversions
What media vendors are performing the best? And which tactics?
How many clicks and non-IBM visitors / visits?
How engaged are the visitors?
How many visitors converted and entered the nurture streams?
How it All Works Together
Home website
Internet
Mobile
Social
Search
LIVEProfiles
Digital
Marketing
Campaign
Intelligent Offer Personalized Web content
AdTargetPersonalized Banner Ads based on Interaction
Search
Web Analytics
LiveMail (Pilot TBD)Personalized Email based on Interaction
Lifecycle
Social Analytics
Awareness and insight Decisioning Execution
Mobile Analytics
Internet
Home website
Self Nurturing
Planned or Trigger Based Personalization
The 1.2.3 of an effective content prospecting campaign
© 2011 IBM Corporation 33
More than 90% of visitors who browse your website leave without conversion.
Acquire and Convert
Understand channel, campaign, content, social, and ‘view thru’ impact on acquisition, conversion and influence
Engage, Progress, Accelerate
Guided self-education, quick takeaway to deep dive content, visual and verbal next action triggers, and social interaction
Retarget
Behavior based trigger delivers personalized and relevant content via banners and email
• Click to convert 80%• Average time on site 4.3 minutes (Benchmark 5.3)
• Click to convert 42%• Bounce rate 40% (Benchmark 50%)
• Responses - 15,000 per quarter• Cost per lead - $33
• Increase conversion -10% to 21%• Cost per retarget lead $7
Thank You
Tami Cannizzaro
Executive Director of Marketing
IBM
@Tamicann
