1. Maksimoi markkinoinnin pelimerkkisi
automaatiolla!
14.3.2013

2. // LYHYT ESITTELY
• Key Account Manager ID BBN
• Member of BBN Executive Board
• Responsible for clients :
Atos
Iron Mountain
Ruukki
Susanna Juusti l Key Account Manager, VP
Nordkalk
Turku Science Park ID BBN l Idea Development ID Ltd. l
Direct +358 40 505 7098 l Office +358 2 8145 0600 l
susanna.juusti@idbbn.fi l www.idbbn.fi l

3. // ESITYKSEN SISÄLTÖ
1. Iron Mountain case
2. TECS pähkinänkuoressa

4. Iron Mountain case
Where’s your tipping
point?

5. // “WHERE IS YOUR TIPPING POINT”
CAMPAIGN FOR IRON MOUNTAIN
The campaign was designed to
support users with a multitude
of different needs. Prospects
were helped along their buyer
journey with automated nurture
emails.

6. // THE TWO MAIN OBJECTIVES FOR THE
CAMPAIGN
1. Generate 2,000 marketing qualified
leads from SME’s around Europe.
2. Nurture these leads through an
automated process to generate
sales.

7. // THE TARGET AUDIENCE
• Business owner
• Office / facilities manager
• Records manager
• IT manager
• Finance manager
• HR manager
• Compliance / quality manager

8. // THE IDEA - “WHERE’S YOUR TIPPING POINT?”
Used 3D i’s as characters
to tell the story of
what can happen
when information is
not managed
properly
and to show businesses
that they are already past
the point where they can
benefit from IME services.

9. // THE MESSAGES
A comprehensive research was
conducted to integrate
audience profiles
buying journeys
job functions.
The needs of each audience
were mapped at each stage of
their buyer journey.

11. Media, channels and techniques used
Technology enabled contact strategy (TECS)

12. // THE WEBSITE
The campaign website formed the
hub of the campaign, integrating all
channels, providing a trackable
framework for a great number of
potential user journeys.
Landing pages for the
7 different job functions
6 different product areas

14. The campaign was a
resounding success
generating over 3,000 leads
and an ROI of 7:1!

15. GOODBYE TO
DIGITAL
MARKETING…
HELLO TO
MARKETING IN A
DIGITAL WORLD
Rembrandt / The Nightwatch

16. // WHAT IS TECS?
• A BBN framework for delivering contact strategies
To help our clients see the big picture
To systematically build up and integrate all marketing channels
• A set of tested and proven tools to gather information and to
design the integrated model
A fully integrated contact strategy
A digital strategy
A campaign strategy
• A flexible process that can be toned to clients needs

17. // TECS PROCESS STEPS
1. Discovery Where are we now?
2. Goals and objectives Where do we want to be?
3. Strategy How do we achieve the goals?
4. Tactics How do we deliver the strategy?
5. Implementation How do we successfully launch?
6. Measurement & optimisation How do we monitor performance?

18. // CAMPAIGN CANVAS
• Objectives:
To provide a single snapshot of the activity on one page
To illustrate the integration of each element of the campaign
(Channels, Web platforms, content, etc)
To illustrate the flow of the campaign and the proposed user journey
we want the persona/user to take
To show the segmented and non segmented “funnel points” for
different channels

19. Open – no click
Automated e-mail (2 days) Social media traffic
Social Display
PPC Events YouTube Facebook Twitter LinkedIn
ads ads
No open
Automated e-mail (5 days)
Campaign landing pages (Role/Sector) Campaign content pushed to
Re- Gemalto social channels
4 touch campaign targeting
X2 awareness
campaigns E-mail
User goal
PURL
Location/issue Contact
Sector request Nurture
Data capture
Top 30 gold prospects Job function
D-mail Lead scoring
and no e-mail User goal Lead routing
E-book
download CRM
User goal
Web site Homepage (gemalto.com) Campaign site (gemaltocampfire.com)
Events Down=
loads
Goal outcomes
Track online behaviour Video and
Direct Page
to build a profile of presentation assets
views
prospect embedded into
content pages
Web
PR
visits
Event
SEO Regs
Cross links Supporting content Blog
Financial
E-books, video, case studies, downloads,
Services
infographics, links, hangouts, events
Functionality implemented within Gemalto Web site platform

20. // BBN AGENCIES READY TO SERVE YOU
21 independent agencies
Austria, Australia, Brazil, Canada, China, Czech Republic,
Egypt, Finland, France, Germany, India, Italy, The
Netherlands, Poland, Russia, South Korea, Spain,
Sweden, UAE, UK, USA
29 locations
Central resource in London
Expansion plans – we never stand still
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