Jennifer Anderson, Executive Director, Digital & Social Media Sealed Air at C3 2018 How a traditional industrial manufacturing company is evolving its approach to digital content marketing -- transforming processes and platforms to drive visibility, engagement and customer conversion.

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CREATIVE INNOVATION
#C3NY
IT'S NOT ME. IT'S YOU:
BREAKING UP WITH OLD
DIGITAL MARKETING PRACTICES
Jennifer Smodish Anderson
Exec. Director, Global Digital & Social Media

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• 61 year-old industrial manufacturer of
food, product and medical packaging
solutions with unmatched global reach
and scale.
• Brands include Bubble Wrap, Cryovac
• Focus on waste reduction, resource
conservation and product security.
• We Re-imagine™ the industries we serve
to create a world that works better.
About Sealed Air
By the Numbers:
$4.5 billion annual
revenue
15,000 employees
122 countries served
600+ scientists, engineers
and application experts
49 labs/research facilities
94 manufacturing
facilities

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How we’re transforming our digital content
marketing – and our company.

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We are not
talking about
rocket science
today.

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Historically, we have been
very good
at certain content marketing
practices.

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We have been very good
at beginning many customer
interactions with information
about our company.

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We have been very
good at using our
own
terminology
when talking to
customers.

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We have been very good
at building
content silos.

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We have been very good at
talking about
Our products
Our prices
Ourselves

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“Content marketing is like a first
date. If all you do is talk about
yourself, there won’tbe a
second date.”
David Beebe, Marriott International

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We needed to break up with
these old digital marketing
habits.
It’s not about us.
It’s about You, our customers.

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1. Driving buy-in from the top down
2. Identifying key areas we must own in customers’
decision-making processes
3. Breaking down content silos
4. Deploying new tools and processes
5. Iterating our content creation approach
Making the Transition from Us, to You

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We recognized B2B customers’ decision-
making processes had changed.

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Driving buy-in began with our CEO.

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• Commissioned survey of 800
business executives in food &
beverage, hospitality, healthcare,
and consumer goods industries
• Identified challenges around
labor/productivity, resource
scarcity, climate change
• 70% of respondents face labor
challenges
• 40% of respondents face natural
resource challenges that add time,
cost or complexity to operations.
We needed to better
understand our customers’
challenges.

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We needed to understand how and when
customers were looking for solutions.
vs.

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We researched customers’ use of digital
channels to understand where they were.

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We began breaking down content silos.

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• Moved from individual ESPs to a single, global platform
to manage email marketing and automation programs
• 12-months of:
• Data gathering/cleansing
• Mapping new processes and best practices
• Developing new creative assets
• Training and education
• Year 1 internal rallying cry
• You don’t have to change what you’re doing. But we want you to
support you on this new platform.
We deployed enterprise-wide marketing
automation capabilities.

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We published.
• Long-form, interactive, multimedia
content – focusing on global macrotrends
• Top of funnel, early stage content
• Targeting on-site content by audience
segment, through marketing automation
platform
• Rarely see mentions of our
products/services within content
• Launched series of drip and nurture email
programs for key audience segments to
drive awareness and engagement

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• Visitors spend approximately 54% time with this content
than with other content on our corporate site.
• 76% of visits to this content are new to our site.
• 100%+ increase in click-through rate on content specifically
targeted to key audience segments
• Marketing-qualified leads generated from SealedAir.com
have increased year-over-year.
We measured the results.

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• Continuing to improve tool-sets and processes
• Currently deploying content marketing platform to automate
content creation workflows/approvals
• Deepening our well of original content
• Embedding customer-obsessed mindset across Sealed Air
Where do we go next?

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Jennifer Smodish Anderson
Jennifer Anderson joined Sealed Air Corporation in
2016 as Executive Director, Global Digital & Social
Media Engagement.
She supports Sealed Air’s business units, overseeing
digital marketing strategy and operations across
search, social media, email, and content production,
including video, for the global company’s internal
and externally-facing digital products.
Jennifer holds a master’s degree in online journalism
from the University of California at Berkeley and an
MBA from the University of North Carolina,
Wilmington.
https://www.linkedin.com/
in/jennifersmodish
@jensmodish
Thank You