From the B2B Content2Conversion Conference, with: Pablo T. Rivero, Director, Engagement and Awareness Strategy, Global Corporate Payments, American Express Corp.

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How to Get More Mileage Out of Your Data:
Use Branded Research to Engage Buyers
GBTA Business Traveler Sentiment Index Campaign by
American Express

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MY TRIP HERE

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5. INTERESTS + VALUE =
OPPORTUNITY

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CHALLENGE
•Relevant to our audience
•Global
•Aligned
•Flexible

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GBTA BUSINESS TRAVEL SENTIMENT INDEX

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THE ROLE OF CONTENT
Raw Data
White Paper
Article Video Article 2 List
Field
Tool
Audiences
Two-Way Conversations
Long Form
Research
Channels
Short Form

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RESEARCH FOCUSED
25%
16%
15%
14%
13%
12%
5%
Trip Experience & Friction
Expense Tracking
Travel Mgmt Policy
Business Travel Safety
Corporate/ Macro Environment
Technology for Business Travel
Social Media Experience
Index Components
800+
Quarterly
Respondents
Long Form
Short Form
Research
Audiences

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FEATURED CONTENT
Long Form
Short Form
Research
Audiences

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FEATURED CONTENT
Identifying With Today's Business Traveler, American Express, 2015
Long Form
Short Form
Research
Audiences

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FEATURED CONTENT
Identifying With Today's Business Traveler, American Express, 2015

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FEATURED CONTENT
Help Future-Proof Your Business With Insights to the Traveler's Journey, American Express, 2015
Long Form
Short Form
Research
Audiences

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FEATURED CONTENT
The Realities of Managing Travel Policies, American Express, 2015
Long Form
Short Form
Research
Audiences

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FEATURED CONTENT
Product Toolkit, American Express, 2015c
Long Form
Short Form
Research
Audiences

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THE ROLE OF PLATFORMS
OWNED PARTNER PAIDEARNED

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OWNED & PARTNER CHANNELS
240%
Content Hub
Unique Section
Visitor Increase
YoY
43%
Above
Benchmark
Organic
LinkedIn ER
#5
Downloaded
Insight Tool by
Sales & Account
Mgmt
30%
Higher Email
Open Rate
Business.americanexpress.com , 2015 Results

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PAID CHANNELS
50%
Above
Benchmark
Sponsored
LinkedIn ER
25%
Above
Benchmark
Sponsored
Twitter ER
American Express Global Corporate Payments, Paid Social Campaigns, 2015

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EARNED CHANNELS
100M+
Impressions

20. BE OK WITH “DIFFERENT”SELL IT INTERNALLY
LESSONS LEARNED
(MORE LIKE “I WISH I HAD KNOWN”)
THE SURVEY IS NEVER “FINAL”
Learn from your findings, check the
pulse of your social channels and
customers – what else are they
interested in? And reiterate.
Before executing 10 whitepapers and
20 infographics, sell your strategy to
your legal team and your Field
partners, it’s a lot easier to get buy-in
if they reviewed the concepts
Try different forms of content, even
if they are not “traditional” in your
space, chances are your customers
will find it different and will engage
more
#C2C16

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THANK YOU!
pablotrivero

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