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Getting \"Under the Hood\" - Using minisites in B2B Marketing

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Wes Thompson
Wes Thompson

This is an older, but still topical, presentation I gave at a past B2B Magazine Netmarketing Breakfast here in Chicago.

BusinessTechnology
1 of 8
Getting “Under the Hood” – Using Mini-sites Wes Thompson Vice President, Marketing Strategy LaSalle Bank/ABN AMRO October 11, 2006
BACKGROUND A little bit about “where we sit” and “what we do”. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
EARLY CAMPAIGNS Original campaigns focused on direct mail and email. ,[object Object],[object Object],[object Object]
ROLE OF MINI-SITE Landing Page Visits Viewed Product Info on Site Downloaded Product Info on Site Completed Contact Form Requested Sample Mini-sites can add an important dimension to campaigns by building awareness and enabling activity tracking. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Tracking: Site designed to maximize tracking and capture inquiries. Lead Generation: Leads captured from site distributed to respective sales contact. Reusable Content: Online/Offline use of demo; ensures message consistency. Graphic from “The Value of Digital Relationship Marketing”, Karen Vogel, B2B Works; CADM Education Day Presentation 2003 Sales Activity: Carefully manage sales bandwidth.
CAMPAIGN EXAMPLES – CashPro Electronic Deposit This campaign used several communications channels to encourage prospects to visit a product-specific mini-site. ,[object Object],[object Object],[object Object],[object Object]
CAMPAIGN EXAMPLES – CashPro Electronic Deposit The campaign’s return on investment could be calculated because new customer revenue could be tied to it.
CAMPAIGN EXAMPLES – Commercial Card Several enhancements to the mini-site were made for the execution of this campaign.
CONCLUSION A couple of things to leave you with... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Getting \"Under the Hood\" - Using minisites in B2B Marketing

  • 1. Getting “Under the Hood” – Using Mini-sites Wes Thompson Vice President, Marketing Strategy LaSalle Bank/ABN AMRO October 11, 2006
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  • 6. CAMPAIGN EXAMPLES – CashPro Electronic Deposit The campaign’s return on investment could be calculated because new customer revenue could be tied to it.
  • 7. CAMPAIGN EXAMPLES – Commercial Card Several enhancements to the mini-site were made for the execution of this campaign.
  • 8.