nFusion capabilities: B2B case studies
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nFusion is a digital agency that helps marketers create change and provide consistent digital experiences for their customers.

nFusion is a digital agency that helps marketers create change and provide consistent digital experiences for their customers.

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nFusion capabilities: B2B case studies Presentation Transcript

  • 1. B2B DIGITAL CAPABILITIES John Ellett, CEO (jellett@nfusion.com) OCTOBER, 2014 © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
  • 2. HELLO! © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 2 At nFusion, we’re passionate about helping marketers create change, disrupt the status quo and deliver consistent, scalable customer experiences. Thanks for taking a look at our B2B case studies. We’ve been fortunate to work side by side with some fantastic marketers and we’re proud of the work we’ve collectively accomplished to support their businesses. Please reach out any time if you’d like to chat. Regards, John FIREHOST: SECURE CLOUD HOSTING John Ellett CEO, nFusion jellett@nfusion.com @jellett
  • 3. ABOUT NFUSION
  • 4. Partner with MARKETING CHANGE AGENTS to do remarkable things in an ever-changing digital world.
  • 5. WHO WE ARE WHAT WE BELIEVE © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 5 nFusion architects customer experiences based on a model that asserts that digital interactions and social conversations throughout the customer decision journey shape how people establish brand preference and, ultimately, make purchase decisions. We see the consumer – and potentially your most valued customer – at the center of any and all digital marketing programs. This guiding principle informs all aspects of our experience design and development process. We look to implement customer-friendly experiences that are the right balance of innovation and intuitive interactions. Founded: 2001 Headquarters: Austin, TX
  • 6. © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 6 NFUSION DNA Strategy Creative Technology Media Experience Strategy Business Intelligence Research Analytics
  • 7. OUR CLIENTS © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 7
  • 8. NFUSION METHODOLOGIES © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 8
  • 9. INITIATIVES BRAND Revitalization DIGITAL Transformation SALES Acceleration
  • 10. EXPERIENCE STRATEGY & DESIGN SYSTEM RESEARCH, DATA ANALYSIS & INSIGHTS GATHERING EXPERIENCE STRATEGY © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. OWNED Experiences Display advertising Content Syndication SEM, Social and Content Marketing Websites, Mobile, Events, POS PAID Native EARNED Social Media Influencer Strategy & Communities SENTIMENT & NEED STATE ANALYSIS PERSONA DEVELOPMENT & INFLUENCE MAP DECISION JOURNEY/ TOUCHPOINT MAPPING EXPERIENCE ECOSYSTEM DESIGN BEHAVIORAL & ETHNOGRAPHIC INSIGHTS MARKETING ROADMAP INFLUENCER STRATEGY COMMUNICATION SYSTEMS CONTENT STRATEGY FRAMEWORK DEVELOPMENT PLATFORM STRATEGY TECHNICAL STRATEGY CONTENT STRATEGY SOCIAL MEDIA STRATEGY
  • 11. OUR EXPERIENCE STRATEGY APPROACH © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. Discovery and Research Brand Review Persona Touch-point Exploration UX Strategy Technical/ Functional Plan Time and Budget Creative and Performance Analysis 1 2 3 4 5 6 Experience Strategy Framework Experience Strategy Framework and and Roadmap 7 • Validate project requirements against overall budget and timeline • Site marketing objectives, goals and priorities • Document customer needs • Technical and integration requirements • Online, community and primary research • Document key customer behaviors • Technical solutions architecture • Technical and functional requirements • Identify primary personas •Map consumer decision journey •Map consumer engagement journey • Localization needs • Persona/behavioral insight • Existing content strategy • Explore UX strategy that aligns with target behaviors and journeys to site content • Align consumer decision journey with engagement journey • Top-level content gap analysis Roadmap • Translate brand guidelines to digital • Identify strategic content and messaging opportunities • Competitive analysis • Analytics Strategy 11
  • 12. LEAD GENERATION: PLANNING FRAMEWORK PLANNING Business • Brand • Demand creation • System evaluation • Demand waterfall Targeting • Market segmentation • Target definition and persona development • Qualified lead definition and scoring Engagement • Messaging • Offer development • Content strategy • Touch-point strategy • Testing strategy BRAND BUILDING • Brand strategy  Social media strategy  Employee communications • Influencer strategy  Customer communications  Partner communications LEAD GENERATION • Media buying • Offer mapping • Creative and asset development • Media execution • Tracking and optimization SALES ENABLEMENT • Toolkits • Acceleration support LEAD CONVERSION • Content development • Landing page optimization • Dot com optimization • Lead form optimization • Chat and call optimization LEAD QUALIFICATION • Lead scoring LEAD MANAGEMENT • Lead routing (internal and reseller) • Reseller lead acceptance LEAD NURTURE • Progressive profiling • Lifecycle messaging • Content development • Sales outreach strategy • Automated outreach strategy MARKETING AUTOMATION / CUSTOMER RELATIONSHIP MANAGEMENT • Functioning lead system  Closed-loop tracking and attribution • Lead system integration with key enterprise platforms
  • 13. B2B WORK EXPERIENCE
  • 14. DRILLINGINFO: DIGITAL TRANSFORMATION Drillinginfo's software helps energy companies make better, faster and more accurate decisions on where to drill for oil and gas. After a series of acquisitions and continued growth, Drillinginfo partnered with nFusion to transform their digital platform and corporate website. The company’s goals were to: build awareness, optimize top and middle funnel engagements, portray thought leadership in the industry, align content strategy to search to drive inbound sales. nFusion delivered a comprehensive web redesign (supported by a Customer Decision Journey map) and a lead generation program. © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 14
  • 15. © NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL. 15
  • 16. SAMSUNG: BUSINESS. INNOVATED. Revitalize Samsung Enterprise Business Division brand • Brand platform and awareness campaign re-asserting commitment and value to business audience • Campaign deployed across multiple touch-points: online/print advertising; website development; social, e-mail, mobile marketing • In-market executions targeted end users and channel resellers Services Brand strategy | Integrated marketing communications planning | Positioning and messaging | Advertising creative | Digital strategy | Web design, content and systems development | Social media marketing | Mobile marketing | E-mail marketing
  • 17. SAMSUNG: BUSINESS. INNOVATED. SEE MORE View the case study on nfusion.com.
  • 18. AMD: VISION Develop comprehensive integrated marketing communication strategies across all major business units including retail, Fusion APU, commercial servers and discrete graphics • Engagement resulted in comprehensive documentation of AMD ecosystem and influence maps • Prioritization of constituents by region, with persona development and media consumption habits informing global program development and regional variations • Content maps identified asset development requirements to support varying needs across the ecosystem to drive preference and adoption Services Integrated marketing communications planning | Product launch planning | Media planning, buying and placement
  • 19. AMD: VISION
  • 20. TALEO: TALENT MANAGEMENT Conduct a comprehensive review of all digital marketing activities and develop plans for optimized programs that increase consideration • Revised programs included a more diversified media mix to expand reach • Refinements were made to implement consistent tracking with full attribution to inform campaign management and marketing system optimizations • The campaign exceeded annual goal of net new qualified leads by 16% with a total contribution of net new qualified leads comprising 56% of all leads generated during the buy Services Sales funnel modeling | Demand-generation programs | Marketing automation and lead nurture | CRM systems integration | Media planning, buying and placement | Digital strategy | Web design, content and systems development | Search engine marketing | Social media marketing
  • 21. TALEO: TALENT MANAGEMENT SEE MORE View the case study on nfusion.com.
  • 22. SONUS NETWORKS: ENABLING UC IN THE CLOUD Shift core business model from solely channel to focusing on diversification • Implementation of an enterprise-direct and carrier channel model ignited by enterprise-specific product launch • Launch and integrate marketing automation platform • Manage global demand generation and CPL campaign Services Brand strategy | Marketing automation and lead nurture | CRM systems integration | Digital strategy | Web design, content and systems development | Search engine marketing |
  • 23. SONUS NETWORKS: ENABLING UC IN THE CLOUD SEE MORE • View the case study on nfusion.com.
  • 24. CYRUS ONE: GLOBAL ENTERPRISE DATA Launch new messaging and a brand identity to position the organization for growth • In-market communication programs and sales enablement tools supported the sales process with a goal of increasing market share within global 1000 enterprises • Plans included a diversified media mix across different vehicles and properties to allow for optimizations throughout the campaign • After one month in market lead rate increased 8% and cost per lead decreased 75% Services Demand-generation programs | Positioning and messaging | Web design, content and systems development | Sales enablement | Media planning, buying and placement | E-mail marketing
  • 25. CYRUS ONE: GLOBAL ENTERPRISE DATA SEE MORE View the case study on nfusion.com.
  • 26. THE PLANET: HOSTING FOR SMB Develop and implement a results-based, closed-loop sales and marketing system • A system was designed to support comprehensive demand-generation campaigns targeting an active consideration audience in the hosting space • Once implemented, end-to-end marketing attribution accuracy increased from 30% to 95%+ • Traffic from paid media increased by 63% and leads by 54% quarter over quarter without budget increases Services Integrated marketing communications planning | Advertising creative | Sales funnel modeling | Demand-generation programs | Marketing automation and lead nurture | CRM systems integration | Media planning, buying and placement | Digital strategy | Web design, content and systems development | Search engine marketing | E-mail marketing | Analytics and testing
  • 27. THE PLANET: HOSTING FOR SMB SEE MORE View the case study on nfusion.com.
  • 28. FONALITY: TALKING BUSINESS Develop campaigns that increase qualified lead traffic, driving increased sales and conversions • Program strategy utilized effective keyword research and messaging best practices, as well as online display retargeting, to increase volume and efficiency of leads • Implementation of strategy increased lead volume 161% through improved tracking integration • Effective media placement increased traffic 17% with a 34% decrease in cost per lead Services Demand-generation programs | Advertising creative | Web design, content and systems development | Sales enablement | Media planning, buying and placement | CRM systems integration
  • 29. FONALITY: TALKING BUSINESS SEE MORE View the case study on nfusion.com.
  • 30. THANK YOU See more at http://www.nfusion.com/B2B