B2B Integrated Digital Marketing

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This presentation does require a narrative, and was designed for a 90 minute 'Lunch & Learn' environment. It showcases some of the opportunities that integrated digital marketing planning can address.

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B2B Integrated Digital Marketing

  1. 1. Cadient Group©2013. All Rights Reserved. Confidential. 1 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style  
  2. 2. Cadient Group©2013. All Rights Reserved. Confidential. 2 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   2
  3. 3. Cadient Group©2013. All Rights Reserved. Confidential. 3 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   3 Digital  Training  in  Ac/on   Many  of  the  world’s  leading  healthcare  and  life  sciences  companies  have   relied  on  Cadient  for  Digital  Marke:ng  Training  and  Workshops  
  4. 4. Cadient Group©2013. All Rights Reserved. Confidential. 4 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   4 Results  {  IN  ACTION   GetResultsInAc/on.com   AnywhereHealth.com   ElementsOfDigital.com  
  5. 5. Cadient Group©2013. All Rights Reserved. Confidential. 5 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   5 B2B  Marke/ng  Innova/on   12:00  –  12:15     Driving  Engagement  with  Visual  Storytelling     12:15  -­‐12:30   Marke/ng  in  a  Mul/-­‐Device  World     12:30  –  12:45   Measuring  What  Works     12:45  –  1:00   Ques/ons  &  Discussion    
  6. 6. Cadient Group©2013. All Rights Reserved. Confidential. 6 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   6 Students  will  learn  how  to:           •  Visually  engage  B2B  customers             •  Accelerate  lead  gen  using  infographics   •  Iden:fy  best-­‐in-­‐class  integrated  digital  campaigns   •  Iden:fy  relevant  trends  in  mobile  usage   •  Create  :mely  messages  for  mobile  audiences   •  Iden:fy  the  metrics  that  maMer  for  marke:ng  automa:on   •  Recognize  the  power  of  Net  Promoter  score  and  80/20   engagement       Today’s  Learning  Objec/ves  
  7. 7. Cadient Group©2013. All Rights Reserved. Confidential. 7 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   DO  NOT  DISTRIBUTE  –  CONFIDENTIAL  –  ©2011  CADIENT  GROUP     9/23/13   Driving  Engagement     with  Visual  Storytelling  
  8. 8. Cadient Group©2013. All Rights Reserved. Confidential. 8 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   8 Explosive  Rise  of  Image  and  Video  Sharing  
  9. 9. Cadient Group©2013. All Rights Reserved. Confidential. 9 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   9 Visual  Storytelling:  From  Concept  to  Reality    
  10. 10. Cadient Group©2013. All Rights Reserved. Confidential. 10 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   10 Visual  Storytelling:  Driving  to  Ac/on   AUen/on   Interest   Decision   Ac/on   • Video   • Syndicated  –  socialized  content   • Infographics   AMen:on   • NewsleUers  and  webinars   • Features  -­‐  infographics   • eBooks   • Case  studies   Interest   • White  papers/  eBooks   • Product  comparisons   • Customer  tes/monials   Decision   • Free  trial   • Coupons   • Special  offers   Ac:on  
  11. 11. Cadient Group©2013. All Rights Reserved. Confidential. 11 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   11 Mobile  Poll  
  12. 12. Cadient Group©2013. All Rights Reserved. Confidential. 12 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   12 Mercedes:     Capturing  Le-  Brain  &  Right  Brain  
  13. 13. Cadient Group©2013. All Rights Reserved. Confidential. 13 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   13 Sunguard:  Making  It  Engaging  
  14. 14. Cadient Group©2013. All Rights Reserved. Confidential. 14 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   14 DuPont:  Making  Next  Steps  Clear  
  15. 15. Cadient Group©2013. All Rights Reserved. Confidential. 15 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   15 Tork:  Focused  on  Customer  Needs  
  16. 16. Cadient Group©2013. All Rights Reserved. Confidential. 16 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   16 GE:  Visualizing  Brand  Personality  
  17. 17. Cadient Group©2013. All Rights Reserved. Confidential. 17 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   17 Xerox:  Content  Driven  Lead  Gen   Led  to  more  than  1,500  sales  appointments  that   have  generated  more  than  $1  billion  in  a  pipeline   with  a  12-­‐to-­‐18-­‐month  sales  cycle  .  
  18. 18. Cadient Group©2013. All Rights Reserved. Confidential. 18 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   18 IBM:  Integrated  B2B  Impact   TwiUer   Facebook   YouTube   Instagram   Pinterest   Blogs   Google+  
  19. 19. Cadient Group©2013. All Rights Reserved. Confidential. 19 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   19 IBM:  Integrated  B2B  Impact  
  20. 20. Cadient Group©2013. All Rights Reserved. Confidential. 20 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   DO  NOT  DISTRIBUTE  –  CONFIDENTIAL  –  ©2011  CADIENT  GROUP     9/23/13   Marke/ng  in  a     Mul/-­‐Device  World  
  21. 21. Cadient Group©2013. All Rights Reserved. Confidential. 21 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   21 Context  Across  Channels  
  22. 22. Cadient Group©2013. All Rights Reserved. Confidential. 22 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   22 Being  Responsive   hUp://www.whitelotusaroma/cs.com  
  23. 23. Cadient Group©2013. All Rights Reserved. Confidential. 23 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   23 Responsiveness  {  IN  ACTION   hUp://www.cadient.com  
  24. 24. Cadient Group©2013. All Rights Reserved. Confidential. 24 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   24 Mobile  Explosion!  
  25. 25. Cadient Group©2013. All Rights Reserved. Confidential. 25 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   25 Mobile:  Across  the  Genera/ons   hMp://pewinternet.org/~/media//Files/Reports/2012/PIP_CellAc:vi:es_11.25.pdf   What  ac:vi:es  do  people  do  on  their  phone?  
  26. 26. Cadient Group©2013. All Rights Reserved. Confidential. 26 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   26 Social  Media:  Solid  50+  Adop/on   Age:  
  27. 27. Cadient Group©2013. All Rights Reserved. Confidential. 27 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   27 DuPont:  Measuring  the  Exact  Mix    
  28. 28. Cadient Group©2013. All Rights Reserved. Confidential. 28 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   28 KCP:  GeHng  the  Right  Fit  
  29. 29. Cadient Group©2013. All Rights Reserved. Confidential. 29 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   29 Boston  Scien/fic:  SeHng  a  New  Standard  
  30. 30. Cadient Group©2013. All Rights Reserved. Confidential. 30 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   30 Nora  Flooring:  Finding  the  Perfect  Match  
  31. 31. Cadient Group©2013. All Rights Reserved. Confidential. 31 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   31 Naviga/ng  a  Mul/-­‐Device  World   Informa/on  consump/on  changes  over  the  course  of  the  day…   AUen/on   Interest   Decision   Ac/on  
  32. 32. Cadient Group©2013. All Rights Reserved. Confidential. 32 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   DO  NOT  DISTRIBUTE  –  CONFIDENTIAL  –  ©2011  CADIENT  GROUP     9/23/13   Measuring  What  Works  
  33. 33. Cadient Group©2013. All Rights Reserved. Confidential. 33 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   33 •  Paid  is  anything  the  marke:ng   department  pays  a  media  or  other   company  for  media  placement  of   its  message,  brand,  email  or  other   form  marke:ng.  Tradi:onally  this   includes  ads,  SEO  and  direct   marke:ng  buys.     •  Owned  is  when  a  company  acts  like   a  media  organiza:on  and  publishes   its  own  content,  on  its  site,  in  print   or  on  social  networks.  Obviously,   financial  and  staff  resources  are   deployed  to  create  this  media.     •  Earned  occurs  where  an  customer,   individual  or  media  outlet  men:ons   your  brand  in  some  form.  While   some  assume  the  name  connotes   free  media,  in  reality  it  ocen  means   the  organiza:on  deploys  agencies,   PR  and  social  media  staff  to  garner   earned  media.   Paid,  Owned,  Earned  Media  
  34. 34. Cadient Group©2013. All Rights Reserved. Confidential. 34 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   34 Survey  says…  
  35. 35. Cadient Group©2013. All Rights Reserved. Confidential. 35 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   35 How  are  my  acquisi:on  channels   contribu:ng  to  key  brand  ac:ons?   How  can  I  evaluate  cross-­‐channel   aMribu:on?   How  is  my  program  performance   rela:ve  to  my  compe:tors?   What  components  of  my   program  require  op:miza:on  or   discon:nua:on?     Analy/cs  &  Insight  Console  
  36. 36. Cadient Group©2013. All Rights Reserved. Confidential. 36 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   36 Marke/ng  Automa/on  Maturity  
  37. 37. Cadient Group©2013. All Rights Reserved. Confidential. 37 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   37 Lead  nurturing  
  38. 38. Cadient Group©2013. All Rights Reserved. Confidential. 38 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   38 Lead  Scoring  
  39. 39. Cadient Group©2013. All Rights Reserved. Confidential. 39 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   39 Mobile  Poll  
  40. 40. Cadient Group©2013. All Rights Reserved. Confidential. 40 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   40 Let’s  get  social  
  41. 41. Cadient Group©2013. All Rights Reserved. Confidential. 41 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   41 Digital  Customer  Engagement   Influencers   {  
  42. 42. Cadient Group©2013. All Rights Reserved. Confidential. 42 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   42 Why  Net  Promoter  Score  MaUers  
  43. 43. Cadient Group©2013. All Rights Reserved. Confidential. 43 Click  to  edit  Master  /tle  style   Click  to  edit  Master  /tle  style   43 Ques/ons?  

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