B2B Integrated Digital Marketing

Cadient Group©2013. All Rights Reserved. Confidential.

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Click to edit Master /tle style Click to edit Master /tle style


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Digital Training in Ac/on

Many of the world’s leading healthcare and life sciences companies have relied on Cadient for Digital Marke:ng Training and Workshops


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Results { IN ACTION

GetResultsInAc/on.com

AnywhereHealth.com

ElementsOfDigital.com


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B2B Marke/ng Innova/on

12:00 – 12:15 Driving Engagement with Visual Storytelling 12:15 -‐12:30 Marke/ng in a Mul/-‐Device World 12:30 – 12:45 Measuring What Works 12:45 – 1:00 Ques/ons & Discussion


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Students will learn how to: •  Visually engage B2B customers •  Accelerate lead gen using infographics •  Iden:fy best-‐in-‐class integrated digital campaigns •  Iden:fy relevant trends in mobile usage •  Create :mely messages for mobile audiences •  Iden:fy the metrics that maMer for marke:ng automa:on •  Recognize the power of Net Promoter score and 80/20

engagement

Today’s Learning Objec/ves


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DO NOT DISTRIBUTE – CONFIDENTIAL – ©2011 CADIENT GROUP

9/23/13

Driving Engagement with Visual Storytelling


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Explosive Rise of Image and Video Sharing


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Visual Storytelling: From Concept to Reality


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Visual Storytelling: Driving to Ac/on

AUen/on Interest

Decision Ac/on

• Video • Syndicated – socialized content •  Infographics

AMen:on

• NewsleUers and webinars • Features -‐ infographics • eBooks • Case studies

Interest

• White papers/ eBooks • Product comparisons • Customer tes/monials

Decision

• Free trial • Coupons • Special offers

Ac:on


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Mobile Poll


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Mercedes: Capturing Le- Brain & Right Brain


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Sunguard: Making It Engaging


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DuPont: Making Next Steps Clear


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Tork: Focused on Customer Needs


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GE: Visualizing Brand Personality


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Xerox: Content Driven Lead Gen

Led to more than 1,500 sales appointments that have generated more than $1 billion in a pipeline with a 12-‐to-‐18-‐month sales cycle .


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IBM: Integrated B2B Impact

TwiUer

Facebook

YouTube Instagram

Pinterest

Blogs

Google+


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IBM: Integrated B2B Impact


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9/23/13

Marke/ng in a Mul/-‐Device World


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Context Across Channels


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Being Responsive

hUp://www.whitelotusaroma/cs.com


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Responsiveness { IN ACTION

hUp://www.cadient.com


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Mobile Explosion!


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Mobile: Across the Genera/ons

hMp://pewinternet.org/~/media//Files/Reports/2012/PIP_CellAc:vi:es_11.25.pdf

What ac:vi:es do people do on their phone?


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Social Media: Solid 50+ Adop/on

Age:


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DuPont: Measuring the Exact Mix


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KCP: GeHng the Right Fit


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Boston Scien/fic: SeHng a New Standard


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Nora Flooring: Finding the Perfect Match


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Naviga/ng a Mul/-‐Device World

Informa/on consump/on changes over the course of the day…

AUen/on

Interest

Decision

Ac/on


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9/23/13

Measuring What Works


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•  Paid is anything the marke:ng department pays a media or other company for media placement of its message, brand, email or other form marke:ng. Tradi:onally this includes ads, SEO and direct marke:ng buys.

•  Owned is when a company acts like a media organiza:on and publishes its own content, on its site, in print or on social networks. Obviously, financial and staff resources are deployed to create this media.

•  Earned occurs where an customer, individual or media outlet men:ons your brand in some form. While some assume the name connotes free media, in reality it ocen means the organiza:on deploys agencies, PR and social media staff to garner earned media.

Paid, Owned, Earned Media


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Survey says…


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How are my acquisi:on channels contribu:ng to key brand ac:ons?

How can I evaluate cross-‐channel aMribu:on?

How is my program performance rela:ve to my compe:tors?

What components of my program require op:miza:on or discon:nua:on?

Analy/cs & Insight Console


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Marke/ng Automa/on Maturity


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Lead nurturing


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Lead Scoring


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Mobile Poll


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Let’s get social


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Digital Customer Engagement

Influencers {


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Why Net Promoter Score MaUers


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Ques/ons?

Technology

B2B Integrated Digital Marketing