Connecting
With Your
Customer
Community
Using digital communications,
search, social media, content,
permission and analytics
to generate results
April, 2009

Sequentia Environics
• Who we are
• Connecting with your customer community
• Case Studies: TAB & Bell Enterprise
• Discussion and next steps

Who We Are
• Communications agency specializing in
connecting you with your customer community
• Using digital communications, search
marketing, social media, content, permission
and analytics to generate business results
– TAB grew a dormant 3,000 person prospect list into
36,000 engaged fans
– Philips converted 50% of their contest entrants into
informed customer prospects engaged in learning
more about their products
– Bell generated +$2 million in revenue from a $35K
investment optimizing their digital marketing

Part Of The Environics Group
A research-driven family of firms focused on targeting,
understanding and persuading consumers.
Connecting you with your customer community.
Online community building, marketing & social
media.
Marketing communications strategies and
public relations execution.
Market research, polling, geo-demographic
and social values research.
Experiential marketing, sampling,
special events.
Training & development in influential
face-to-face communications.

Brands We Build

• 85% of all B2B buyers are
going online to find
their information
• Fewer than 1 out of 10
prospects are ready
for a contact from
your sales team
• B2B buyers want information
that is easy to get to, can be
easily transferred within the
buying organization, and is
Connecting With Your relevant to their needs.”
Customer Community Source: Enquiro Research/Marketing Sherpa
2007 B2B Buyer Survey

Connecting With Your Customers
Using digital communications, search,
social media, content, permission and analytics
to generate results

ROI Focused Marketing Priorities
Connect With New
Audiences,
Qualify Lists, &
Nurture Your
Relationships

Connecting By Marketing
Expertise & Knowledge
Search
(PPC)
Get Intimate
Capture
With
Customer
opt-in
Website
Pains
Deploy &
relationships
SM
As Shareable that engage,
Sponsorship
Content In Marketing
nurture, and
Multiple profile your
Media Sales
Develop
prospects
Collateral
Valuable
Content That
Targets Those
Pains CRM

Developing Expertise & Knowledge
Into Relevant Content
What’s Hot Assessment
• Trends • Needs assessments
A Strategic
• Expert opinions • Product
Content Mix
• Peer opinions recommendations
• Forecasts • Cost of ownership
• White Papers • Comparison tools
How To’s Community/Peer
• Usage guides • Top 10 lists
• How-to for specific • Polling & survey
tasks results
• Process maps • User contributed
• Step by step content
integration plans
• Q&A

Case Study:
TAB Office Products
Challenge: TAB’s marketing investment was
generating fewer than 50 contacts a month
Objective: Generate leads, build a prospect pipeline,
& strengthen relationship with customer community
Solution: Create & track engagement using content
– Interview customers & sales reps to identify customer
needs and content opportunities
– Build prospect database & track engagement
– Develop simple lead scoring & business rule triggers
integrated into the sales process
– Test & measure continuously what content, formats,
and channels work best
Results: leads, prospects & community engagement
– From 50 contacts a month to 250 online leads a week
– Prospect list has grown organically to over 20,000
subscribers
– Content assets continue to generate leads for up to 30 “I wanted to let you know that the leads have
months worked really well for me. What I found is that,
– Developed a deeper understanding of customer customers are starting to research when they know
needs for sales team something is on the horizon.”
– For every $1000 of investment, this program TAB sales rep, New York City
generates $120,000 of revenue

Case Study:
Bell Enterprise
Challenge: Nurturing a small universe of prospects
through a long sales cycle offering complex solutions
Objective: Connect with the Bell Enterprise customers
community to generate new leads, increase customer
intelligence, and build customer engagement
Solution: engage prospects with high value content
– Developed monthly themed editorial program
– Implemented audience, content & business metrics
– Developed lead nurturing and keep warm elements
Results: leads & engagement are up
– 1500+ enterprise customer interactions over first 6
months
• 300% increase in newsletter click-through rates
• Search marketing campaigns generated a 15% increase in
site traffic
• +150 targeted customers in the first Webinar
Generated +$2 million in revenue from a $35K initial
–
investment optimizing their digital marketing
– Clear direction on next 12 months of editorial content
based on customer behavior

Where Does
Sequentia Environics Fit?
• Auditing existing digital marketing programs
• Recommending best practices & digital optimization
• Profiling customer needs & content opportunities
• Developing shareable content assets
• Deploying content across digital & social media
• Tracking, analyzing, and reporting results
• Partnering with existing agencies, suppliers, &
internal stakeholders

Appendix
• Best Practice Examples
• Shareable content samples
• Tracking and analysis results

Best Practice Examples
Landing Page Optimization AdWords Content Sponsorship

Shareable Content Formats
Email Best Practices Proprietary Content

Tracking, Analysis, & Reporting
Electronic Folder
Structure Needs
Assessment, 18%
Space Planning
White Paper, 37%
Leads File Retrieval
140 Needs Assessment,
13%
120
100
Hybrid White
80 Paper, 32%
Content Engagement
60
40
20 Sponsorship,
32%
0
Ma 8
Ju 8
Au
Se
Oc 7
No 7
De 7
Ja 7
Fe 8
Ma 8
Ap 8
Ju 8
l-0
n-
p-
n-
b-
y-
g-
t-
v-
c-
r-
r-
0
0
0
0
0
0
07
0
0
0
0
8
Newsletter,
Long Tail Content Results 59%
PPC, 5%
Website, 4%
Traffic Source