2. The Certus Accelerate marketing campaign was multi-
touch and blurred the lines between digital, social and event
marketing. The objective Certus set itself was to be positioned
as the ‘thought leader’ within the ANZ region for cognitive
computing, and to monetise IBM Cognitive by clearly
demonstrating how it can be augmented with User Experience
Design to disrupt, innovate and create industry solutions that
provide demonstrable value.
The programme was designed to take a customer through the
demand funnel over a six-month period. It initially engaged
them at the awareness stage through digital marketing, blog
posting, promoted LinkedIn and YouTube pre-roll, then set
a preference for both IBM and Certus through a physical
event, before leveraging a digital nurturing programme to
move them towards sale, through a combination of digital
marketing, re-marketing and social selling.
ACCELERATE AUSTRALIA & NZ
C R E AT I N G P O W E R F U L D ATA D R I V E N I N S I G H T S ,
E N G A G E M E N T S A N D C U S T O M E R E X P E R I E N C E S
3. For most organisations disruption has now become the new
normal and the rate of change is growing at an exponential
rate. Businesses are confronted with the reality that
tomorrow’s customers, markets and business models will
be very different from today’s. Both internal and external
customers are becoming more discerning and demanding
rich, personalised and interactive experiences. To meet
these needs organisations will need to blend user-centric
design experiences with deep data insights, augmented by
artificial intelligence and cognitive computing.
DELICIOUSLY AND DISRUPTIVELY DIFFERENT
P R O P O S I T I O N
Click to play the Certus Accelerate video
4. We were looking to engage three different audiences:
Business leaders and managers who
want to develop data driven customer
experiences:
C-Suite, Line of Business Leaders,
Chief Data Officers, Business Analytics
Leader, Innovation Officers, Change and
Organisational, Management Leaders,
Capability & Transformation Leaders.
All data professionals including:
CIOs, IT Managers, Developers, Data
Managers, CTOs and Technology
Researchers.
All IT professionals including business
unit owners looking to create
competitive advantage:
CIOs, IT Managers, Developers, CTOs,
Technology Researchers, Unit Business
Leaders, Marketing Managers, Product
Managers.
CONNECTING WITH OUR AUDIENCE
P E R S O N A S / S T R E A M S
Business Executives Asset Intensive Industry Customer-Focused Analytics & Design
5. We followed the marketing funnel
methodology, starting out with
awareness through blogging, video
and remarketing. This was an
education phase, raising the awareness
of IBM Watson, its capabilities and
ability to differentiate.
By streaming the events we could
create self-selection, identifying
areas of interest as we utilised digital
nurturing and selling to move them
towards the interest stage where we
could set specific meetings based on
their areas of interest.
Having established a baseline
of awareness, we switched to
consideration, and for this utilised
the physical events. Driving the
identified digital prospect to events
enabled us to move beyond simple
awareness and immerse them in the
solution and benefits that Certus
can offer in conjunction with IBM.
Both the digital and physical
elements of the campaign
were successful independently,
but combining them into a
consistent and focused six-
month scope of work
amplified results.
PLAN
$2,356,771
Marketing Generated Pipeline
CONSIDERATION
ENGAGE/NURTURE
ATTRACT
AWARENESS
AN INTEGRATED APPROACH
F U L L F U N N E L M A R K E T I N G
6. Digital Marketing
Accelerate Events
Social Selling/Sales Engagement
EVENT
Qualification plus
outbound calling
Qualify to
opportunity –
pass to sales
Allocate to Reps
Accept/Reject
Qualify to opportunity
or pass back to nurturing
Social Selling
Lead Rejected
Similar
opportunity
exists,
tagged MIO
BANT lead
pass accepted
into Sugar,
tagged SQL
BUILDING A DIGITAL JOURNEY
M A R K E T I N G M O D E L
Content Engine
3 x Accelerate
streams
Inbound Marketing
Engine
Nurture Engine
Lead scoring
MQL
SQL
MIO
Lead loss
– back to
nurture stage
Content Engine drives
‘reasons to meet’
7. A new way of understanding the disruptive power of IBM Watson.
We engaged celebrity chef, Simon Gault as the figurehead for the
campaign. This provided a wider appeal and enabled us to speak
about the power of IBM Watson in a unique and contextual way.
This formed the theme for both digital marketing and the
physical event.
Personal chef to the stars (including Simon Fuller and Larry Ellison),
renowned restaurateur, MasterChef judge, entrepreneur and
leading light of the NZ culinary scene, Simon has proven himself
to be an innovator, a pioneer and a leader both in the culinary and
business worlds.
Simon blends his love for cooking with a keen interest in
technology. He is not afraid to mix it up in the kitchen, and is
leading the way when it comes to blurring the lines between
technology and creativity. Simon has recently been using a hi-tech
assistant to help cook up his menus – IBM’s Chef Watson.
A DELICIOUSLY AND DISRUPTIVELY
DIFFERENT APPROACH
C R E AT I N G A C O M P E L L I N G S T O R Y
8. AWARENESS
Blogging – Certus as the subject matter expert.
Blogging is a powerful tool to reach and engage customers.
Certus leveraged our blogging platform to target both new
and existing customers.
We used a range of techniques to drive interest in IBM Watson,
including promoting our blogs through LinkedIn Pulse.
In addition to the Certus voice, we also had guest blogs for
IBM experts such as David Maast.
DIGITAL AWARENESS
THE POWER OF INBOUND
9. AWARENESS THE POWER OF VIDEO
Compared with traditional print advertising, video can actually
prove more cost effective and attention grabbing.
Video is almost always chosen before a written document and is a
primary marketing tool, especially to convey complex messages.
People simply enjoy video and we fully leveraged this fact by heavily
integrating video and pre-roll advertising into the campaign.
Pre-roll advertising is one of the most cost effective vehicles that we
utilised in this campaign.
Accelerate Presentation – David Mast Accelerate Presentation – Sam Williams
Accelerate Presentation – James Hartwright Accelerate Presentation – Shane Mercer
Accelerate Event Invitation Accelerate Event Pre-roll
Discover Watson Analytics
A MINUTE OF VIDEO IS WORTH
1.8 MILLION WORDS
10. CONSIDERATION
Events – creating powerful data-driven insights,
engagements and customer experiences.
The Certus Accelerate events were designed specifically to
drive and convert our identified prospects from awareness to
the consideration phase.
A combination of social, digital and email was used to drive
the event attendance.
THE CURRENCY OF BLOGGING
IS AUTHENTICITY
11. CONSIDERATION
A stacked speaker lineup including IBM’s David Mast & Simon Gault
MEET THE EXPERTS
Simon Gault
Celebrity Chef
Simon Gault is one of the leading lights in New Zealand’s
culinary scene, former Executive Chef of the Nourish Group,
a collection of multi-award winning restaurant brands that
includes Euro Bar & Restaurant in Auckland, and Pravda
in Wellington and well known for fronting Television New
Zealand’s Masterchef New Zealand Simon has proved himself to
be an innovator, a pioneer and a leader both in the culinary and
business worlds.
Simon blends his love for cooking with a keen interest in
technology. He is not afraid to mix it up in the kitchen, and is
leading the way when it comes to blurring the lines between
technology and creativity. Simon has recently been using a hi-
tech assistant to help cook up his menus – IBM’s Chef Watson.
Join Simon as he explores the disruptive power of cognitive
computing with breakfast and lunch dishes created with
IBM Chef Watson. Can IBM Watson create recipes
that match human creativity? You be the judge, as
we spice up lunch with an interactive cooking
demonstration and tasting.
David Mast
Technologist, Futurist and Expert
in Digital Disruption
With at least 1500 self-declared start-ups currently
operating in Australia – and a spate of recent
global success stories like Atlassian, Freelancer,
and OzForex – larger enterprises are taking notice
of their up-and-coming counterparts like never
before. Many big businesses are proclaiming their
intent to “disrupt like a start-up”; some are taking it
further with seed funds, incubators, and employee
stints in co-working hubs. But what does disrupting
like a start-up really mean? And can traditional
organisations really do it?
As a Technologist and IBM’s Bluemix lead for A/NZ,
David has witnessed firsthand how organisations
can transform with themselves through disruptive
technologies and business models. In this session
he will share with you the blueprint to becoming a
disruptive market force.
12. U S E R E X P E R I E N C E D E S I G N
CONSIDERATION
The website, a stacked agenda:
13. CONSIDERATION
Targeting enterprise customers through a series of
independent bespoke events, digital marketing and social
selling, we achieved excellent engagement:
G E T T I N G U P - C L O S E & P E R S O N A L
33Wellington
registrations
62Auckland
registrations
65Melbourne
registrations
72Sydney
registrations
14. Engage consideration
ENGAGE | DIGITAL NURTURING
To ensure we created ongoing engagement, we utilised digital
nurturing and selling to move prospects towards the interest
stage where we could set specific meetings based on their
areas of interest.
A F U L L- M I X M A R K E T I N G A P P R O A C H
AWARENESS
RESEARCH,
FAMILIARITY
& NURTURE
CONSIDERATION
Secondary
CTA:
Group
Secondary
CTA:
Group
Secondary
CTA:
Group
Group 1 NURTURE GROUPS Group 2
(Email) for download
Purchase intent triggered
ENTER WORK FLOW
Straight after sign up –
Thank you for downloading.
We would love for you to
join the conversation
CTA (GROUP)
Sent to group they haven’t been to.
24 hours after sign up –
Since you liked [BLOG X] you might
also like [BLOG Y]
CTA [BLOG]
Send to group they haven’t been to.
Landing Page
Blog 1 Blog 2 Blog 3
Third workflow email:
Main
CTA:
Landing
Page
Main
CTA:
Landing
Page
Main
CTA:
Landing
Page
First workflow email:
Second workflow email:
15. 33Wellington
registrations
62Auckland
registrations
65Melbourne
registrations
72Sydney
registrations
Digital: LinkedIn Posts, Video, Tweets, Blogs
AU AUAU NZ NZNZ
VIEWS OPENED
CONNECTION
ACCEPTS
GPP LEADS
CLICKS
VIEWS
CLICKS CLICKS
CONNECTION
RATE
BLOG
POSTS
EMAILS
WHITESPACE
CONTACT
IDENTIFIED
TOTAL GPP
POTENTIAL
REVENUE
LINKEDIN
IMPRESSIONS MEETING
REQUESTS
ACCEPTED
PRE-ROLL
IMPRESSIONS
LANDING PAGE
VIEWS
6 13,302 52
$1,250,999
34,440
4
11,020
243
126 2,644
44
14
152
2,189
24 364
57%
3 9,768 25
$1,105,772
29,728
7
13,458
186
73 1,849
17
11
246
CLICKS
TWITTER
IMPRESSIONS113,901
499
146,160
834
CLICKS
REMARKETING
IMPRESSIONS9,100
25
240,417
331
3,036
19 289
34%
D R I V I N G R E A L R E S U LT S
Social Selling
Accelerate Events
Sales Leads / Marketing Generated Pipeline
16. WHAT THE CUSTOMERS THOUGHT
“Best event I have been to, to date.”
– Mia Bassi, ASB
“Wonderful way to delight attendees while
educating them at the same time.”
– Julie Stevens, Unitec
“Some great takeaways here, we definitely
need to really focus on the user
experience and walking in our clients’
or customers’ shoes.”
– Richard Speer, IBM
“Liked the personal approach with the chef
that illustrated – disruption on a personal
level as well as a business level.”
– David Murphy, ASB
“The content was clear, the use of
videos interesting and the presenters
very eloquent and at ease with their
various topics.”
– Megan Bonetti, Tower Insurance
“The sessions were lively and tactile. Telling the
stories around digital disruption, seeing it in
action (i.e. Simon and Chef Watson) makes it
memorable. Well done Certus! A unique and
edgy session. Thank you!”
- Clare Fletcher, Fletcher Travel Group
“Very good, very worthwhile, bringing the new
disruptive pitch into the legacy of organisation, of
on-premise, of leadership & culture is an essential
mission. Should also be a revenue opportunity!”
- David Gandar
“The mix of approach to this kind of event with
Simon Gault, his experiences with Chef Watson
alongside the discussion sessions is a definite
winner. I’ve started using Chef Watson at home.
Well thought out.”
– Neil Movold, InsightNG
