Multichannel Marketing
How an IT company used pop culture to wake its dead
subscribers
Ask questions and tell us
what you learned on Twitter!

#SherpaWebinar
Speakers

Christine Nurnberger

Daniel Burstein

Vice President of Marketing
SunGard Availability Services
@cnurns

Direct...
Watch Daniel Burstein, Director of
Editorial Content, MECLABS
interview Christine Nurnberger,
Vice President of Marketing,...
Related resources
• Multichannel Marketing: IT company’s zombie-themed campaign increases CTO 3% at
president, owner level...
Challenge

6,000 Leads
Challenge

6,000 “lead?”
What’s aLeads
Results
• "IT Availability Cloud" email campaign achieved 1.2% higher click-to-open
(CTO) among director level, and above ...
War

“World War Z”
http://www.flickr.com/photos/gezzamondo
Gaining buy-in
How – Culture:

Measuring and
optimizing

Taking
calculated
chances
Goal: Get prospects into the
pipeline, or back into the pipeline
Rather than moving people down the pipeline
Campaign overview

Sales Call Follow-up

C-Level
AR & PR
Mail 1
Asset Email

Landing Page
Enter to Win

Mail 2

Winners

P...
Campaign measurement and optimization
With each send …
Measuring and
optimizing around:
% delivered
% opened
% clicked
% c...
Audience 1: Email list
Cloud services
Recovery and production resiliency
Subject Line: A/B split test
A

Cloud. Zombies. Get expert help to
ensure your survival

B

Ensure your survival – Integra...
Subject Line: A/B split test
A

Cloud. Zombies. Get expert help to
ensure your survival

B

Ensure your survival - Integra...
Banner Image Header: A/B split test
A

B
Banner Image Header: A/B split test
A

B

27%

Click-to-open
rate
Retargeting email

Content offer
“We hope it’s not
too late”
Reactivated 2% of
contacts who had
not interacted in 6
months
Landing page with registration form
Landing page with registration form

Linked to how migrating to the
cloud as a business option
aligns with surviving the
z...
Audience 2: C-level
Direct Mail 1: Zombie survival kit

Play
Direct Mail 2: Zombie survival kit
Brochure
Backpack
Silly string

Movie tickets
Survival guide

Flashlight/compass
Audience 3: Analysts and journalists
Let’s hear their response
New Publication: Engaged and notable feedback
“The zombie kit elevated the visibility and
memorability of SunGard AS in my...
Integrate Social Media
Spreading the buzz
Integrating social media

Almost 2,000
shares
Top takeaways
1 Consider direct mail to break through the
clutter
2 Creative works for B2B, too
3 Use pop culture to gener...
Multichannel Marketing: How to leverage the zombie apocalypse for an award winning multichannel campaign
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Multichannel Marketing: How to leverage the zombie apocalypse for an award winning multichannel campaign

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In this MarketingSherpa webinar, you’ll discover how SunGard Availability Services took a popular media and cultural theme and turned it into a campaign that increased engagement with a target audience meeting very specific criteria, and even included a successful retargeting element in the campaign as well.

Join Daniel Burstein, Director of Editorial Content, MECLABS, and Christine Nurnberger, Vice President of Marketing, SunGard Availability Services, as they share a campaign that earned a Connect and Integrate award for Lead Generation in MarketingSherpa Email Awards 2014, presented by ExactTarget.

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Multichannel Marketing: How to leverage the zombie apocalypse for an award winning multichannel campaign

  1. 1. Multichannel Marketing How an IT company used pop culture to wake its dead subscribers
  2. 2. Ask questions and tell us what you learned on Twitter! #SherpaWebinar
  3. 3. Speakers Christine Nurnberger Daniel Burstein Vice President of Marketing SunGard Availability Services @cnurns Director of Editorial Content MECLABS @DanielBurstein
  4. 4. Watch Daniel Burstein, Director of Editorial Content, MECLABS interview Christine Nurnberger, Vice President of Marketing, on her multichannel email campaign that integrated pop-culture and relevance to grab the audience’s attention. Watch it now! Access other webinars
  5. 5. Related resources • Multichannel Marketing: IT company’s zombie-themed campaign increases CTO 3% at president, owner level • MarketingSherpa Email Summit 2014 • MarketingSherpa Email Awards 2014, presented by ExactTarget • Email Marketing: 3 award-winning lessons about relevance • Multichannel Marketing: Direct Mail, phone and email combine to lift executive briefing calls 50%
  6. 6. Challenge 6,000 Leads
  7. 7. Challenge 6,000 “lead?” What’s aLeads
  8. 8. Results • "IT Availability Cloud" email campaign achieved 1.2% higher click-to-open (CTO) among director level, and above average rates in global, large and medium enterprises. • The "Disaster Recovery/Managed Recovery Program" campaign created a 3% increase in CTO among president or owner titles. • The retargeting email reactivated 2% of contacts who had not interacted with SunGard within the previous 6 months.
  9. 9. War “World War Z” http://www.flickr.com/photos/gezzamondo
  10. 10. Gaining buy-in How – Culture: Measuring and optimizing Taking calculated chances
  11. 11. Goal: Get prospects into the pipeline, or back into the pipeline Rather than moving people down the pipeline
  12. 12. Campaign overview Sales Call Follow-up C-Level AR & PR Mail 1 Asset Email Landing Page Enter to Win Mail 2 Winners PR Agency Follow-up Placed in CRM Email List Cloud Availability Retargeting Inactive Users IT Disaster Recovery Social Media
  13. 13. Campaign measurement and optimization With each send … Measuring and optimizing around: % delivered % opened % clicked % click-to-open % unsubscribed
  14. 14. Audience 1: Email list
  15. 15. Cloud services
  16. 16. Recovery and production resiliency
  17. 17. Subject Line: A/B split test A Cloud. Zombies. Get expert help to ensure your survival B Ensure your survival – Integrate a highly available cloud
  18. 18. Subject Line: A/B split test A Cloud. Zombies. Get expert help to ensure your survival B Ensure your survival - Integrate a highly available cloud 38% Click-to-open rate
  19. 19. Banner Image Header: A/B split test A B
  20. 20. Banner Image Header: A/B split test A B 27% Click-to-open rate
  21. 21. Retargeting email Content offer “We hope it’s not too late” Reactivated 2% of contacts who had not interacted in 6 months
  22. 22. Landing page with registration form
  23. 23. Landing page with registration form Linked to how migrating to the cloud as a business option aligns with surviving the zombie apocalypse
  24. 24. Audience 2: C-level
  25. 25. Direct Mail 1: Zombie survival kit Play
  26. 26. Direct Mail 2: Zombie survival kit Brochure Backpack Silly string Movie tickets Survival guide Flashlight/compass
  27. 27. Audience 3: Analysts and journalists Let’s hear their response
  28. 28. New Publication: Engaged and notable feedback “The zombie kit elevated the visibility and memorability of SunGard AS in my mind. It was a blast from the past to receive a press kit, but very cool!” – ZD Net “While I’m not always a fan of press kits, this one really caught my eye and will help me remember SunGard AS.” – IDG News Service “The press kit was thoughtful and beautiful. It got [my colleagues] talking!” – Data Center Management “I was so impressed with the campaign, really, the whole office was. And, my 17year-old loved the zombie book within the kit. This is by far one of the most creative campaigns I’ve seen.” – Information Management “Thanks to your team and SunGard for sending the personalized package – very creative! I will continue to keep SunGard AS top of mind for all DR opportunities.” –Disaster Recovery Journal
  29. 29. Integrate Social Media Spreading the buzz
  30. 30. Integrating social media Almost 2,000 shares
  31. 31. Top takeaways 1 Consider direct mail to break through the clutter 2 Creative works for B2B, too 3 Use pop culture to generate interest
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