Keys to Online engagement in B2B Segment your audience. Personalise your message for a mass market. Increase brand recognition by using multiple content formats - videos, websites, emails, etc. - which add personality and improve recall among your targets. Launch your campaign in your markets quickly, and in their language. Take advantage of social media to properly build a conversation around your key messages.

1. B2B Marketing forum Webinar Series
Presented by: Hosted By:
Nicola Meinders Shimon Ben Ayoun
SDL spotONvision

2. 5 steps to online engagement
1. Segment your audience
2. Personalise your message
3. Brand acceptance: maximise recall
4. Agility: Launch your campaign quickly and clearly
5. Leverage social media to start a conversation around all your key messages
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3. Why should we invest in online engagement?
Financially:
• Customer experience and loyalty are linked.
• Better customer experience can be worth millions in annual revenue*
• Developing brand equity,
• Source = The business impact of customer expierence 2011. Forrester Research Inc.
Logically:
• Accessibility
• Visibility
• Time poverty
• Claim your territory and expertise
• Add value to your audience
• Generate ideas and feedback
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4. 1: Segmentation
Challenge
Where to start?
• Profitable persona segments
• Time & research needed
• e.g. Complexity of messaging
Message credibility
• Fake.
• Message stretch
• Frequency and tone
Unsubscribe / disinterest
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5. 1: Segmentation
Opportunity
Start with personas needs
Classify your prospects by potential value
Automate wherever possible
Draw a crowd with great content and a clear call to action.
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6. 1 : Segmentation
Best practice & practical steps :
• 1 message x 5 languages x 3 target audiences (at different stages in lifecycle) x2 a month ≈ 30
• 1 public webinars x invite (Week Before) x reminder (Day Before) x 5 languages = 10
• 1 customer newsletter = 1
• 1 partner newsletter = 1
• 2 partner education webinars x invite x reminder = 4
• + 1 Nurture Ad-Hoc Email in up to 5 languages
• + testing subject lines etc
• = 51 variations of emails sent a month on average
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7. 2: Personalize your message to a mass market
Challenge
WHERE TO START?
Content required (research & cost effectively create)
One home page but 20 messages?
Traditional – one email to landing page => Now social media
pull, they find you = unpredictable
Plethora of content
Multiple content sources
Local market => global market
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8. 2: Personalize your message to a mass market
Opportunity
Metrics Upfront
One Touch Campaigns
Plan Ideal Customer Journey
Review Lead History
Right time – understand stage in sales cycle
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9. Best Practice & practical steps
More than personalization technology – customer examples
… Localization & Translation like HP
… Purpose-driven Multichannel Experiences like the Mandarin Oriental Hotel Group or Scania
… TargetGroup driven Branding like the 888 Holdings Group

10. 3:Brand acceptance : maximise personality and recall
Challenge
WHERE TO START?
Budget?
Local or global use?
Social media – control your branding
Reposition your branding?
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11. 3:Brand acceptance : maximise personality and recall
Opportunity
What is your branding strategy?
Define your metrics?
Start small or dive in?
Which platforms work best?
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12. Brand acceptance : maximise personality and recall
Best Practice & practical steps
• Brand Personality
• http://youtu.be/4-lGe5MnBlY
• Understanding what you do & Recall.
• http://www.sdl.com/en/wcm/solutions/global_wcm.asp
• Personality & Recall
• http://youtu.be/qg1ckCkm8YI
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13. 4: Agility : Launch your campaign in your markets quickly and
clearly
Challenge
How to manage multiple messages, to multiple
audiences, in multiple languages on multiple
channels...
How to align internally?
Fewer staff, tighter budgets, shorter
deadlines, increasing targets.
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14. 4: Agility : Launch your campaign in your markets quickly and
clearly
Opportunity & Best Practise
Use a campaign template
Agree deliverables well in advance
Agree languages, channels, tools,
Agree theme
Draft a thorough brief
Store message in one central point, which is re-used for all channels
Flowchart your campaign
Trust lasts longer than a quick sale.
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15. 5: Leverage social media to start a conversation around all
your key messages
Challenge
Twitter – time poverty? ROI?
Slideshare – competition?
Confidence for Blogs
Stalking?
Irritating your friends?
Trust lasts longer than a quick sale.
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16. 5: Leverage social media to start a conversation around all
your key messages
Best Practices & practical steps
Listen and encourage communication
Respond timely
Leverage your email signature
Foster a community of social media users
Set simple & clear groundrules
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17. 5: Leverage social media to start a conversation around all your key
messages
Best Practice & practical steps
– Old Spice response case study
– http://youtu.be/fD1WqPGn5Ag
– Tippex
– http://youtu.be/4ba1BqJ4S2M
– Mini Getaway Stockholm
– http://youtu.be/UrMtpzynL6I
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18. Nicola Meinders:, EMEA APAC Marketing Director,
You Tube: SDL Tridion
Twitter: @SDLTridion
Facebook: SDL Tridion
www.sdl.com/wcm
Solutions tab – 6 videos
SDL.com – customers tab : HP, LG...
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This presentation and its content are SDL confidential unless otherwise specified, and may not be
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19. B2B Marketing Forums is on March 20th, 2012. The theme ‘Stop Your
Marketing & Start Engaging’ is about the changing role of marketing, the do’s
and don’ts of engaging, and the importance of content.The event will take
place in the Westergasfabriek, a 15-20 min. walk from Central Station.
Many of the presentations will be held in Dutch and English. Don’t let the
language be a barrier; there is a full programme to follow for English speaking
participants!
If you’re time stricken there is the opportunity to listen to all the key speakers,
present the highlights of their presentations, live in under 10 mins. These
interviews will all be held in English, and as they are live you can ask your own
questions via twitter. It’s free to attend the live streaming of the event.
Register here: http://www.b2bmarketingforum.nl/en/cmo-talks-2/