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The Certus Accelerate marketing campaign was multi-touch and blurred the lines between digital, social and event marketing. The objective Certus set itself was to be positioned as the ‘thought leader’ within the ANZ region for cognitive computing, and to monetise IBM Cognitive by clearly demonstrating how it can be augmented with User Experience Design to disrupt, innovate and create industry solutions that provide demonstrable value.
The programme was designed to take a customer through the demand funnel over a six-month period. It initially engaged them at the awareness stage through digital marketing, blog posting, promoted LinkedIn and YouTube pre-roll, then set a preference for both IBM and Certus through a physical event, before leveraging a digital nurturing programme to move them towards sale, through a combination of digital marketing, re-marketing and social selling.
A C C E L E R AT E A U S T R A L I A & N Z
C R E A T I N G P O W E R F U L D A T A D R I V E N I N S I G H T S , E N G A G E M E N T S A N D C U S T O M E R E X P E R I E N C E S
For most organisations disruption has now become the new normal and the rate of change is growing at an exponential rate. Businesses are confronted with the reality that tomorrow’s customers, markets and business models will be very different from today’s. Both internal and external customers are becoming more discerning and demanding rich, personalised and interactive experiences. To meet these needs organisations will need to blend user-centric design experiences with deep data insights, augmented by artificial intelligence and cognitive computing.
D E L I C I O U S LY A N D D I S R U P T I V E LY D I F F E R E N T
P R O P O S I T I O N
Click to play the Certus Accelerate video
We were looking to engage three different audiences:
Business leaders and managers who want to develop data driven customer experiences:
C-Suite, Line of Business Leaders, Chief Data Officers, Business Analytics Leader, Innovation Officers, Change and Organisational, Management Leaders, Capability & Transformation Leaders.
All data professionals including:
CIOs, IT Managers, Developers, Data Managers, CTOs and Technology Researchers.
All IT professionals including business unit owners looking to create competitive advantage:
CIOs, IT Managers, Developers, CTOs, Technology Researchers, Unit Business Leaders, Marketing Managers, Product Managers.
C O N N E C T I N G W I T H O U R A U D I E N C E
P E R S O N A S / S T R E A M S
Business Executives Asset Intensive Industry Customer-Focused Analytics & Design
We followed the marketing funnel methodology, starting out with awareness through blogging, video and remarketing. This was an education phase, raising the awareness of IBM Watson, its capabilities and ability to differentiate.
By streaming the events we could create self-selection, identifying areas of interest as we utilised digital nurturing and selling to move them towards the interest stage where we could set specific meetings based on their areas of interest.
Having established a baseline of awareness, we switched to consideration, and for this utilised the physical events. Driving the identified digital prospect to events enabled us to move beyond simple awareness and immerse them in the solution and benefits that Certus can offer in conjunction with IBM.
Both the digital and physical elements of the campaign were successful independently, but combining them into a consistent and focused six-month scope of work amplified results.
PLA N
$2,356,771Marketing Generated Pipeline
CONSIDERATION
ENGAGE/NURTURE
ATTRACT
AWARENESS
A N I N T E G R AT E D A P P R O A C H
F U L L F U N N E L M A R K E T I N G
Digital Marketing
Accelerate Events
Social Selling/Sales Engagement
EVENTQualification plus outbound calling
Qualify to opportunity – pass to sales
Allocate to Reps Accept/Reject
Qualify to opportunity or pass back to nurturing
Social Selling
Lead Rejected
Similar opportunity
exists, tagged MIO
BANT lead pass accepted
into Sugar, tagged SQL
B U I L D I N G A D I G I TA L J O U R N E Y
M A R K E T I N G M O D E L
Content Engine3 x Accelerate
streams
Inbound Marketing Engine
Nurture Engine Lead scoring
MQL
SQL
MIOLead loss – back to
nurture stage
Content Engine drives ‘reasons to meet’
A new way of understanding the disruptive power of IBM Watson.
We engaged celebrity chef, Simon Gault as the figurehead for the campaign. This provided a wider appeal and enabled us to speak about the power of IBM Watson in a unique and contextual way. This formed the theme for both digital marketing and the physical event.
Personal chef to the stars (including Simon Fuller and Larry Ellison), renowned restaurateur, MasterChef judge, entrepreneur and leading light of the NZ culinary scene, Simon has proven himself to be an innovator, a pioneer and a leader both in the culinary and business worlds.
Simon blends his love for cooking with a keen interest in technology. He is not afraid to mix it up in the kitchen, and is leading the way when it comes to blurring the lines between technology and creativity. Simon has recently been using a hi-tech assistant to help cook up his menus – IBM’s Chef Watson.
A D E L I C I O U S LY A N D D I S R U P T I V E LY D I F F E R E N T A P P R O A C H
C R E A T I N G A C O M P E L L I N G S T O R Y
AWARENESS
Blogging – Certus as the subject matter expert.
Blogging is a powerful tool to reach and engage customers. Certus leveraged our blogging platform to target both new and existing customers.
We used a range of techniques to drive interest in IBM Watson, including promoting our blogs through LinkedIn Pulse.
In addition to the Certus voice, we also had guest blogs for IBM experts such as David Maast.
D I G I TA L AW A R E N E S S T H E P O W E R O F I N B O U N D
AWARENESS THE POWER OF VIDEO
Compared with traditional print advertising, video can actually prove more cost effective and attention grabbing.
Video is almost always chosen before a written document and is a primary marketing tool, especially to convey complex messages. People simply enjoy video and we fully leveraged this fact by heavily integrating video and pre-roll advertising into the campaign.
Pre-roll advertising is one of the most cost effective vehicles that we utilised in this campaign.
Accelerate Presentation – David Mast Accelerate Presentation – Sam Williams
Accelerate Presentation – James Hartwright Accelerate Presentation – Shane Mercer
Accelerate Event Invitation Accelerate Event Pre-roll
Discover Watson Analytics
A M I N U T E O F V I D E O I S W O R T H 1 . 8 M I L L I O N W O R D S
CONSIDERATION
Events – creating powerful data-driven insights, engagements and customer experiences.
The Certus Accelerate events were designed specifically to drive and convert our identified prospects from awareness to the consideration phase.
A combination of social, digital and email was used to drive the event attendance.
T H E C U R R E N C Y O F B L O G G I N G I S A U T H E N T I C I T Y
CONSIDERATION
A stacked speaker lineup including IBM’s David Mast & Simon Gault
M E E T T H E E X P E R T S
Simon Gault Celebrity Chef
Simon Gault is one of the leading lights in New Zealand’s culinary scene, former Executive Chef of the Nourish Group, a collection of multi-award winning restaurant brands that includes Euro Bar & Restaurant in Auckland, and Pravda in Wellington and well known for fronting Television New Zealand’s Masterchef New Zealand Simon has proved himself to be an innovator, a pioneer and a leader both in the culinary and business worlds.
Simon blends his love for cooking with a keen interest in technology. He is not afraid to mix it up in the kitchen, and is leading the way when it comes to blurring the lines between technology and creativity. Simon has recently been using a hi-tech assistant to help cook up his menus – IBM’s Chef Watson.
Join Simon as he explores the disruptive power of cognitive computing with breakfast and lunch dishes created with IBM Chef Watson. Can IBM Watson create recipes that match human creativity? You be the judge, as we spice up lunch with an interactive cooking demonstration and tasting.
David Mast Technologist, Futurist and Expert in Digital Disruption
With at least 1500 self-declared start-ups currently operating in Australia – and a spate of recent global success stories like Atlassian, Freelancer, and OzForex – larger enterprises are taking notice of their up-and-coming counterparts like never before. Many big businesses are proclaiming their intent to “disrupt like a start-up”; some are taking it further with seed funds, incubators, and employee stints in co-working hubs. But what does disrupting like a start-up really mean? And can traditional organisations really do it?
As a Technologist and IBM’s Bluemix lead for A/NZ, David has witnessed firsthand how organisations can transform with themselves through disruptive technologies and business models. In this session he will share with you the blueprint to becoming a disruptive market force.
CONSIDERATION
Targeting enterprise customers through a series of independent bespoke events, digital marketing and social selling, we achieved excellent engagement:
G E T T I N G U P - C L O S E & P E R S O N A L
33 Wellington
registrations
62 Auckland
registrations
65 Melbourne
registrations
72 Sydney
registrations
Engage consideration
ENGAGE | DIGITAL NURTURING
To ensure we created ongoing engagement, we utilised digital nurturing and selling to move prospects towards the interest stage where we could set specific meetings based on their areas of interest.
A F U L L- M I X M A R K E T I N G A P P R O A C HAWARENESS
RESEARCH,FAMILIARITY& NURTURE
CONSIDERATION
Secondary CTA:
Group
Secondary CTA:
Group
Secondary CTA:
Group
Group 1 NURTURE GROUPS Group 2
(Email) for download
Purchase intent triggered
ENTER WORK FLOW
Straight after sign up –
Thank you for downloading. We would love for you to
join the conversation
CTA ( GROUP )
Sent to group they haven’t been to.
24 hours after sign up –
Since you liked [BLOG X] you might also like [BLOG Y]
CTA [BLOG]
Send to group they haven’t been to.
Landing Page
Blog 1 Blog 2 Blog 3
Third workflow email:
Main CTA:
Landing Page
Main CTA:
Landing Page
Main CTA:
Landing Page
First workflow email:
Second workflow email:
33 Wellington
registrations
62 Auckland
registrations
65 Melbourne
registrations
72 Sydney
registrations
Digital: LinkedIn Posts, Video, Tweets, Blogs
AU AUAU NZ NZNZ
VIEWS OPENEDCONNECTION
ACCEPTS
GPP LEADS
CLICKS
VIEWS
CLICKS CLICKS
CONNECTION RATE
BLOGPOSTS EMAILS
WHITESPACE CONTACT
IDENTIFIED
TOTAL GPPPOTENTIALREVENUE
LINKEDINIMPRESSIONS MEETING
REQUESTS ACCEPTED
PRE-ROLLIMPRESSIONS
LANDING PAGE VIEWS
6 13,302 52
$1,250,999
34,4404
11,020
243
126 2,64444
14
152
2,189
24 36457%
3 9,768 25
$1,105,772
29,7287
13,458
186
73 1,84917
11
246
CLICKS
TWITTERIMPRESSIONS113,901
499146,160834
CLICKS
REMARKETINGIMPRESSIONS9,100
25240,417331
3,036
19 28934%
D R I V I N G R E A L R E S U L T S
Social Selling
Accelerate Events
Sales Leads / Marketing Generated Pipeline
W H AT T H E C U S T O M E R S T H O U G H T
“Best event I have been to, to date.”
– Mia Bassi, ASB
“Wonderful way to delight attendees while educating them at the same time.”
– Julie Stevens, Unitec
“Some great takeaways here, we definitely need to really focus on the user experience and walking in our clients’ or customers’ shoes.”
– Richard Speer, IBM
“Liked the personal approach with the chef that illustrated – disruption on a personal level as well as a business level.”
– David Murphy, ASB
“The content was clear, the use of videos interesting and the presenters very eloquent and at ease with their various topics.”
– Megan Bonetti, Tower Insurance
“The sessions were lively and tactile. Telling the stories around digital disruption, seeing it in action (i.e. Simon and Chef Watson) makes it memorable. Well done Certus! A unique and edgy session. Thank you!”
- Clare Fletcher, Fletcher Travel Group
“Very good, very worthwhile, bringing the new disruptive pitch into the legacy of organisation, of on-premise, of leadership & culture is an essential mission. Should also be a revenue opportunity!”
- David Gandar
“The mix of approach to this kind of event with Simon Gault, his experiences with Chef Watson alongside the discussion sessions is a definite winner. I’ve started using Chef Watson at home. Well thought out.”
– Neil Movold, InsightNG