Branding, Social Media and Lead Generation in B2B

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Check out the most important highlights from our latest Business Briefing Breakfast at the Paris Saint James Club!
Read this executive summary presentation to know more about Stein IAS’ contribution to one of today’s most advanced and integrated B2B campaign: the campaign led by Atos on the occasion of the London 2012 Olympic Games.

Contents:
Overview
Atos – Company and Challenge
Atos – Branding
Introduction to the Campaign: Strategic approach, objectives, target audiences
Atos – Campaign Key Features
Stein IAS and the Atos Campaign
Atos – Social Media and Digital Activation
Atos – Automated Campaign Results
Atos – Key Learnings

Want to watch an exclusive interview of Martin Pietersen, Global Communications Brand Manager, Atos? Click here: https://www.youtube.com/watch?v=C7YF500hTas

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Branding, Social Media and Lead Generation in B2B

  1. 1. BUSINESS BRIEFING BREAKFAST Saint James Club, Paris, July 4th 12.07.13
  2. 2. EXECUTIVE SUMMARY Branding, Social Media, andLead Generation in B2B
  3. 3. CONTENTS Overview Atos – Company and Challenge Atos – Branding Introduction to the Campaign: Strategic approach, objectives, target audiences Atos – Campaign Key Features Stein IAS and the Atos Campaign Atos – Social Media and Digital Activation Atos – Automated Campaign Results Atos – Key Learnings from Martin Pietersen
  4. 4. OVERVIEW
  5. 5. OVERVIEW OF THE BRIEFING Martin Pietersen, Brand Manager Global Communications, Atos, presented the Atos 2012 London Olympics campaign. This campaign achieved great success in engaging employees, clients and prospects with business-relevant content and stories of interest targeted through deep segmentation of messaging. It provided an excellent example of a broad scale, fully articulated multi-channel campaign. It demonstrated how client and agency can implement a branding strategy, a content marketing strategy and lead generation and nurturing programs that take targets from initial interest to new customer status.
  6. 6. ATOS – COMPANY AND CHALLENGE
  7. 7. ATOS – COMPANY AND CHALLENGE Atos is an international information technology services company, delivering hi-tech transactional services, consulting, systems integration and managed services. Atos is focused on business technology that powers progress and helps organizations to create their firm of the future. It is the Worldwide Information Technology Partner for the Olympic Games and is quoted on the NYSE Euronext Paris market.
  8. 8. SIMILAR BUT DIFFERENT B2C Product driven Maximize the value of the transaction Large target market Single step buying process, shorter sales cycle Brand identity created through repetition and imagery Merchandising and point of purchase activities Emotional buying decision based on status, desire or price Source: http://masterful-marketing.com/marketing-b2b-vs-b2c/#axzz2XoA1m7uF B2B Relationship driven Maximize the value of the relationship Small, focused target market Multi-step buying process, longer sales cycle Brand identity created on personal relationship Educational and awareness building activities Rational buying decision based on business value
  9. 9. ATOS – BRANDING
  10. 10. ATOS – BRANDING Working with Stein IAS, Atos sought to become the leader of a new category. Applying its Mi3 process, Stein IAS developed the “Business Technologists” positioning. Today, Atos is the leader in business technology, and its people are known the world over as business technologists. 10
  11. 11. INTRODUCTION TO THE CAMPAIGN Strategic Approach, Objectives, Target Audiences
  12. 12. Atos has a long-term relationship with the International Olympic Committee since Barcelona 1992. As primary technology partner to the IOC, Atos has responsibility for coordinating and integrating all technology partners supporting the Games. ATOS – TECHNICAL PARTNER OF THE OLYMPIC GAMES
  13. 13. On-time On-budget New environment every 2 years Security and risk Large scale and complex Operational readiness Sustainability ATOS – OLYMPIC CHALLENGES As worldwide IT partner for the Olympic Games, Atos must manage a number of sizeable challenges
  14. 14. Delivering the Olympic experience to all Atos stakeholders through a 360 degree activation program. Communicating the strong link between Atos’ Olympic Games activities and the solutions that they provide to customers every day. Empowering Sales and Marketing to carry the message to Atos customers. Engaging Atos’ 74,000 Business Technologists to individually commit to deliver excellence. ATOS – CAMPAIGN STRATEGIC APPROACH
  15. 15. To promote Atos’ long-term partnership with the International Olympic Committee to existing and new clients – ensuring it is relevant to their business with the prime outcome of increasing Atos’ revenue and position in the market. To inform and engage Atos employees/business technologists and company/ employee pride. To build a strong, positive brand platform that would create a legacy for future campaigns. ATOS – CAMPAIGN OBJECTIVES
  16. 16. ATOS – CAMPAIGN TARGET AUDIENCES CXO/business decision makers Investors Employees Potential employees
  17. 17. ATOS – CAMPAIGN KEY FEATURES
  18. 18. Globally integrated: internal communications, client campaign, PR and client briefing program Strong link to Atos solutions One global campaign activated in all GBUs Strong digital and social media campaign Clear KPI tracking in CRM and analytics A robust internal campaign Global media campaign in key countries Use of marketing automation (Eloqua) to track and trace leads A measurable business impact for Atos ATOS – CAMPAIGN KEY FEATURES
  19. 19. STEIN IAS AND THE ATOS CAMPAIGN
  20. 20. FROM A TECHNICAL STANDPOINT, ATOS IMPLEMENTED A CAMPAIGN THAT WOULD NOT HAVE BEEN POSSIBLE A SHORT TIME AGO.
  21. 21. In addition to the fundamental branding work, Stein IAS supported Atos with a content marketing strategy and lead generation / lead nurturing program. As a global partner of Oracle-Eloqua – leader in marketing automation and revenue performance management – Stein IAS provides a seamless approach to best practices in brand positioning and sales enablement & marketing activation. The agency's unique process, called Mi3, provided 360-degree support for Atos' ambitious worldwide campaign. STEIN IAS AND THE ATOS CAMPAIGN
  22. 22. Eloqua’s capabilities were implemented to manage: Contact database creation and administration Campaign segmentation according to language and other values Creation and administration of emails, landing pages and forms Contact level tracking Automatic reporting of the campaign Automatic contact, unsubscribe and bounceback handling Delivery automation of all the 140 segmented email messages SALES ENABLEMENT/MARKETING ACTIVATION
  23. 23. SALES ENABLEMENT/MARKETING ACTIVATION 37,530 delivered emails 140 unique emails 130 unique landing pages 6 languages for emails 19 languages for forms
  24. 24. Branding and Deliverability Setup Emails sent from genuine atos.net domain: london2012.atos.net Sender reputation controlled DKIM based sender authentication Deliverability and inbox preview tested Tracking codes installed on all Atos corporate websites + Olympic site London2012.atos.net campaign site for landing pages 412 unique Eloqua forms integrated to Atos.net Olympic site 19 different languages Pre-populated for known visitors Gated download forms of PDF documents Webinar registration forms integrated to GoToWebinar system Contact us forms SYSTEM SETUP
  25. 25. Automated campaign and nurturing structure 6 main languages Welcoming campaign Invited customers Non-invited customers Prospects 5 solution campaigns Additional 2-step nurturing program / solution for deepened solution knowledge Invited customers who reacted to welcoming campaign Non-invited customers Prospects Post Olympics mailer Invited customers Non-invited customers Prospects SYSTEM SETUP
  26. 26. Weekly Dashboards Website Traffic Analysis Dashboard Campaign Performance Dashboard Email Performance Dashboard Form Performance Dashboard Weekly Performance Reports Top Unknown Visitors Top Identified Visitors Campaign Performance Reports Aligned To Timeline Email Campaign Analysis Nurturing Campaign Analysis Executed always 1 week after set campaign launch dates REPORTING STRUCTURE
  27. 27. CONTENT MARKETING DELIVERABLES Video pack direct mailing
  28. 28. CONTENT MARKETING DELIVERABLES Customer Guide Sales presentation (with script)
  29. 29. 5 Fast Track Guides CONTENT MARKETING DELIVERABLES
  30. 30. E-marketing campaign CONTENT MARKETING DELIVERABLES Landing page
  31. 31. CONTENT MARKETING DELIVERABLES Plus… 3 whitepapers A sales webinar Client webinars for all 5 solutions Solutions presentations
  32. 32. ATOS – SOCIAL MEDIA AND DIGITAL ACTIVATION
  33. 33. Social Media: Campaign messages amplified ATOS – DIGITAL AND SOCIAL MEDIA ACTIVATION
  34. 34. ATOS – AUTOMATED CAMPAIGN RESULTS
  35. 35. ATOS – AUTOMATED CAMPAIGN RESULTS Active contacts at the end of the campaign: 5040 Reachable contacts in the database (active and marketable emails) 597 New contacts through form submissions 2195 Unique identified contacts who responded to Atos marketing* 567 Active contacts (click-through, form submission or site visit) 124 Super Active contacts (4 x click-throughs, form submissions or site visits) * All Results exclude Atos Contacts
  36. 36. ATOS – KEY LEARNINGS FROM MARTIN PIETERSEN
  37. 37. KEY LEARNINGS BY MARTIN PIETERSEN One big idea for building an integrated campaign Early involvement of all stakeholders / GBU’s Bridge communications and marketing Provide metrics/KPIs for all streams Focus on deliverables - less is more: focus on key deliverables only Editorial team during Games for content and videos
  38. 38. MARTIN PIETERSEN’S BIOGRAPHY Martin joined Atos in 2007 and has assumed a number of high visibility positions starting with Global Olympic Marketing Manager, Beijing 2008, Marketing & Communication Program Manager Benelux and presently Brand Manager Global Communications. His previous professional experience includes work for the Royal Dutch Football Association (KNVB) and Heineken.He holds a degree in Sports & Entertainment Marketing and obtained an MA cum laude in International Business and Marketing Management from NIMBAS - Bradford Graduate School of Management. Martin's expertise includes business strategy, strategic marketing, brand management, sponsor management and marketing research.
  39. 39. Want to know how Stein IAS can increase your marketing performance? Call today to organize a 2-hour lunch & learn in your company: +33 (0)1 44 29 97 80
  40. 40. THANK YOU SteinIAS.com | @SteinIAS | @SteinIAS_EMEA

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