James Foulkes, Director, Kingpin

1. The B2B Technology Agency

2. Meet Kingpin
Kingpin, London B2B tech marketing agency focused on delivering ROI.
Founded
1997
100+ years
Team
Marketing
Experience
INTERNATIONAL
Delivering across
20+ countries across
EMEA, APAC and the
Americas
17
staff
£7M
turnover
2014
Winners of the Market Research award
Marketing Week Engage Awards

3. Our Reach

4. What We Do
Demand
GenerationMedia
Telemarketing Content
Data
Research

5. Background – Content Consumption

6. There is a Strong Demand for Content

7. Vendor Content Crucial to the Sales Process
IDGUKCustomerEngagementSurvey2013
Q: Of the total number
of informational assets
you reviewed, how
many were created by
the vendor you
ultimately selected?
Base respondents:
those who have
downloaded vendor
content.

8. Where is the B2B DM Looking?
Social/business
networking sites
Business-related
websites
Business-related
print publications
Tech vendor
web sites
Technology-related
print publications
Technology
websites
Tech-related blogs
Video-sharing
sites
Q. On which of the
following sources do
you rely for tech-
related information,
trends, news, reviews
and opinions?
(Among B2B
respondents)
Fragmented Media Landscape with too many choices!

9. Content Consumption Highest
During the Early and Middle Stages
0%
15%
30%
45%
60%
75%
90%
When evaluating the
technology landscape
Comparing specific
technology
vendors/solutions
Narrowing a list of
technology
vendors/solutions
I downloaded/viewed the
same amount of IT-related
in each stage
©TechTarget, 2015 Media Consumption Report
During which stage(s) of the buying process did you download/view the greatest
amount of IT-related content (e.g., white papers, case studies, videos, etc.)?
DACH France Spain United Kingdom Rest of Europe

10. Campaign Brief

11. arcserve, a global leader in data back up and recovery recently launched their
first new product for 15 years. Unified Data Protection (UDP) is now their
flagship solution. The challenge was to build awareness and engagement
around an offering with low brand equity.
Campaign had to:
- Be scalable globally
- Deliver awareness
- Show measurable ROI
- Engage with a target of ITDMs in co’s greater than 250+
arcserve – Campaign

12. The Approach

13. arcserve – Content Audit
Recognising that the
purchasing process is 80%
carried out prior to vendor
interaction, a complete
content audit and refresh
was undertaken to produce
a range of – whitepapers,
videos, trials, demos and
3rd party webinars

14. arcserve – Campaign Framework
UDP Launch Page
RE- Messaging
Targeted banner campaigns to drive
traffic to the CA landing page.
Retarget these visitors
with different creative
messaging
Response Generation
Video SyndicationProgrammatic Display
Whitepaper promotions
Cost Per Lead
Videos with links back to
landing page.

15. User based targeting through a
range of online 3rd party data
owners enabling us to identify our
target segments regardless of the
media brands they were found on
arcserve – Video and Display

16. arcserve – Display Re-messaging
Creative 1 Creative 2

17. Video Killed the Whitepaper Star?
Expert
Webinar
Free Trial IDC Webinar Infographic Launch
Video
Whitepaper Whiteboard
Video
Written Blog UDP Demo Video Blog Chat with us
Actions on site• 58% of all
actions were
on video
• 41% on one
asset alone

18. • Forbes revealed that 75% of executives questioned watch business related videos
online every week
• Of those, 65% visit the marketer’s website after viewing a video
• 82% of C-suite use a tablet for research when purchasing (IDG Mobile survey)
• 67% of C-Suite use a smartphone for research when purchasing (IDG Mobile survey)
Has Video Killed the “Whitepaper” Star?

19. Results

20. arcserve – Results
5x
higher CTR from Display
programmatic placements
against industry averages
145x
higher CTR from
Video than Display
500%
uplift in CTR from
Re-messaging
placements
3,590
hours of video watched
58%
of interactions on
landing page were to
Video Content
19%
of interactions to
Whitepapers

21. arcserve – Results
70%
of organisations
carried out
multiple
interactions
58%
increase
in trials
500%
increase in
Live Chat
requests
90%
reduction
in CPA
415
organisations
added as
opportunities

22. arcserve – Results and Ongoing Reporting
Most engaged companies (weekly and real time)
Company Total Score Country Company Site
Location based ISV 152 United Kingdom
Financial services 78 United Kingdom
Office supplies 45 France
Retail/etail 20 United Kingdom
Retail/etail 16 United Kingdom
Professional services 15 United Kingdom
NHS Trust 14 United Kingdom
MSP 13 United Kingdom
Govt Agency 12 France
Office designers 11 United Kingdom
Financial services 10 France
MSP 8 United Kingdom
Consultancy 8 United Kingdom

23. Learnings

24. If you don’t use video, you should
Turn on tracking– it is worth the investment
Audit – think about what you give awayand what you gate
IP-trackand target
Video programmatic/contextual really performs but
start with data not cost in your head
Results

25. Any Questions?
+44 (0) 20 7803 1000
enquiries@kingpin.co.uk
www.kingpin.co.uk
© 2014 Kingpin. All rights reserved