Here's a look at Babcock & Jenkins' content marketing practice, including our approach, our work, our people and our vision for the future. Check it out! And visit http://orangecrush.bnj.com to see more...

1. KILLER CONTENT
Orange Crush 2013
Agency of the Year Entry
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2. EXPERIENCE.
ENTHUSIASM.
EXPERTISE.
What Makes Our Agency Great?

3. WE HEART CONTENT
We love the smell of content in the morning. Or any time of
day, for that matter.
We love getting inside the heads of B2B buyers and finding
cool, interesting ways to satisfy their curiosity, make them
smarter—or persuade them to buy from our clients instead
of a competitor.
We love the challenge of a big, hairy spreadsheet just
waiting to be filled with insight.
And, yes, we love to measure everything—so we don't just
deliver great content, but also great results.

4. WE HEART CONTENT
Our expertise spans
multiple disciplines,
but content is the
heart and soul of
everything we do.
analyticsdata
creative
social
search
map tech
media
brand
digital
STRATEGIC PLANNING AND
I
NSIGHTS
COMMUNICATIONANDCREATIVEPLATFORM
ENGAGEMENTSTRATEGY
RETAILADVERTIS
ING
PLANNING
»ONGOINGOPTIMIZAT
ION
» discover
advocate
consider
decide
CONTENT

5. GETTING TO BIG IDEAS

6. • Persona
• Buyer’s
Journey
Audience
• Messaging
• Content
Strategy
Story
• Development
• Distribu?on
Content
STRATEGIC STORYTELLING

7. AUDIENCE INSIGHTS

8. CONTENT & THE BUYER’S JOURNEY

9. Personas
Buyer’s
Journey
Social
Listening
Content Audit Gap Analysis
Creation &
Distribution
INFORMED CONTENT STRATEGY

10. What Do We Need?
• Review content for quality, relevance, value and usability
• Map content by persona, buyer's journey stage and campaign touch
• Identify gaps and opportunities to improve or re-imagine content
CONTENT AUDIT & ANALYSIS
What
Do
We
Have?
What
Do
We
Need?

11. GREAT CONTENT ISN’T
GREAT UNTIL IT’S
DISCOVERED, CONSUMED
AND SHARED.
- Lee Odden, Author, Optimize

12. SOCIAL CONTENT STRATEGY
The social audit and analysis informs the content strategy,
which fuels and guides social conversations.
What
kind
of
informa?on
are
people
looking
for?
How
can
you
make
your
content
more
social?
What
content
do
you
currently
have
that
can
be
used
or
repurposed?
What
types
of
content
gets
shared?
What
topics,
tone
and
content
are
appropriate
for
different
channels?
What
content
do
you
need
to
create?
What
types
of
content
are
appropriate
for
different
channels?
How
can
you
encourage
people
to
engage
and
share?
How
can
you
use
cura?on
to
help
supply
a
fresh
flow
of
relevant
content?
CONTENT
AUDIT,
CALENDAR
AND
CONVERSATION
GUIDE

13. INSIGHTS, ANALYSIS & OPTIMIZATION
Need
to
insert
some
preKy
visuals
here.
Let’s
discuss
Jason

14. GOING GLOBAL
With Google UK as a key client,
Babcock & Jenkins recently
opened a European headquarters
in London. Led by Vice President
Justin Hall—a London native—the
UK team will not only support
Google, but also US-based clients
who need global support.
BNJ Europe | 11 Argyll Street, London

15. MOBILE FIRST
Mobile is how we live and work,
not just a device we carry or a
place we go online. And that’s just
as true—if not more so—for our
B2B audience. We believe that if
you’re not delivering content in a
way that mobile users can easily
consume, you’re already late.
That’s why we develop all BNJ
content to be mobile first, not just
mobile friendly. So feel free to
check out our entry on your
smartphone or tablet!

16. EXECUTING UNDER FIRE
We make a way out of no way.
Some may call it executing under fire, but
for BNJ, it’s all in a day’s work. Even so,
some challenges are more, well,
challenging than the norm.
When our Autodesk client launched its
new CAD in the cloud product, the
deadline was really more like a
drop-deadline. Even when interim
milestones began to slip, the ultimate
finish line could not push out.
So we rallied the team, marshaled the
stakeholders at Autodesk and several
partner agencies, and executed an
already tight 12-week schedule—on time
within 8 weeks.
Autodesk Fusion 360 Launch
Marketing Automation, Content Strategy, Engagement Strategy

17. SHOWTELL
AWESOMEWORK

18. STARTING WITH STORY
BNJ VP of Strategy & Engagement Kim Curry leads a
brainstorming session with our Xerox clients.
Big Idea: Business Optimistic
Xerox has been evolving its business from
one that’s synonymous with copy machines
to one that empowers a modern workforce.
BNJ first got to the heart of how companies support
and motivate their most driven and optimistic
employees. And then developed a series of content
that brings that story to life.
Humanity
Work
Optimism!

19. Business is an act of optimism.
Every business has a right to be extraordinary.

20. The best outcome of
pessimism is that you were
right to be pessimistic. The
best outcome of optimism
can change the world.
• Optimism is a component of every decision,
an investment of energy and intelligence.
• Optimism is a multiplier. Today’s disruptors
are successful because they are investing
more optimism.
RETURN ON OPTIMISM

21. CULTIVATING ATTENTION

22. PERSONALIZED CONTENT HUB

23. INTERACTIVE EXPERIENCE

24. INFOGRAPHIC

25. AWESOME RESULTS
Of the 30 targeted companies 70% interacted with the
microsite.
Avidly embraced by sales to drive new up-sell
opportunities.
Added 20,000 new contacts
Generated over 1,000 appointments
Contributed to $1.3 billion in pipeline revenue for 2012
Winner of DemandGen Report’s Killer Content Award for
Best Brand Building Campaign

26. AWESOMEWORK
GoogleUK, LifeLock & Zix
(more)

27. GOOGLE UK: EVOLVING THE STORY
Beginning
Intermediate
Advanced
Expert
ADVERTISER
JOURNEY
LEVEL
OF
EXPERTISE
Need Learn Evaluate Implement
New
Current

28. GOOGLE UK: THINK DIGITAL CONTENT
Google+ Hangouts
Content Strategy & Presentation Content Infographic
Infographic
Interactive eBook

29. LIFELOCK: CONNECTED CONTENT
Direct Mail
Whitepaper
Infographic
SlideShare
Video Case Study

30. ZIX: BRAND TO DEMAND
Animated Video
Brand Story
Mobile App ‘Skin’Sales Presentation
eBook
Product Launch Video

31. PASSIONATE
PROBLEM
SOLVERS

32. CREATIVE THINKERS. BUSINESS MINDS.

33. RENAISSANCE CONTENT MARKETERS
It’s the people that define an agency. Their intelligence. Their
experience. Their insight into your business. And we like to take full
advantage of their multi-faceted talents—unfettered by traditional
titles and rigidly defined roles.
We have art directors who write and writers who draw.
Interactive designers who direct films and write songs.
And developers who do it all—from speaking Latin and playing the
violin to illustrating whiteboard videos and developing a Roomba-
based robot that delivers beer right to your desk.

34. DENISE BARNES
For nearly 15 years, Denise has been defining a creative and strategic culture that
empowers the Babcock & Jenkins team to thrive, innovate and grow. She believes
people and their passion are what make an agency, and she’s proud of our highly
talented team, many of whom are on their second and third tours of duty.
Nerd Points: TED talks
Secret talent: Too secret to share
What do you carry?
ü Optimism
ü Jo Malone Orange Blossom
ü A sense of adventure
President

35. LAUREN GOLDSTEIN
Lauren’s sales and strategic planning leadership is informed by the motto “Nothing
great was ever achieved without enthusiasm.” Leveraging more than 17 years of
experience in direct marketing, Lauren’s passion for achieving client business
objectives with campaign results has been at the core of Babcock & Jenkins’ success
for nearly 15 years.
Nerd Points: Running marathons
Secret talent: Amazing bar tender
What do you carry?
ü iPhone…addicted!
ü Running shoes
ü Enthusiasm
VP, Strategy & Partnerships

36. JULIE WISDOM
Julie’s conviction that “If it doesn’t sell, it’s not creative” has been a primary driver of
high-impact, demand-generating campaigns for more than 18 years. A versatile
creative marketing leader, Julie guides the creative and content services team—while
supporting new business strategy and emerging agency offerings.
Nerd Points: Star Trek
Secret talent: Bungee jumping
What do you carry?
ü A luck bot
ü Jo Malone Orange Blossom
ü A silver Sharpie
VP Content & Creative

37. KIM CURRY
A 20-year marketing veteran, Kim’s insights and innovations help clients think
creatively about the potential of their brand. The result: big, actionable ideas that move
initiatives and businesses forward. Prior to BNJ, Kim managed Microsoft all around the
world (leading the account for Wieden + Kennedy) and drove global strategic initiatives
for dozens of world-class brands.
Nerd Points: Dr. Who
Secret talent: Puttering
What do you carry?
ü iPhone
ü Wits
ü Purse that is too small
VP Strategy & Engagement

38. ERIC WITTLAKE
With more than a decade of digital media and advertising leadership, Eric
works closely with BNJ creative and content teams to develop fully integrated
media programs that increase market awareness and drive engagement. Eric’s
blog, B2Bdigital.net, offers acclaimed thought leadership on B2B digital media
trends and opportunities.
Nerd Points: Bit.ly, #B2Bchat
Secret talent: No secrets
What do you carry?
ü Android phone
ü Notebook
ü Real book
Sr. Media Director

39. CARMEN HILL
With 20 years of experience as a broadcast journalist, copywriter and strategist,
Carmen’s thought leadership has shaped BNJ’s social media and content marketing
practice. A popular presenter and passionate early adopter of social media, Carmen
regularly contributes to B2B social and content strategy chats, blogs and events.
Nerd Points: Broadway musicals
Secret talent: Making coffee in the dark
What do you carry?
ü Evernote Moleskin notebook
ü Jawbone fitness band—in
orange, of course!
ü Adrenaline
Content & Social Director

40. TIAN MULHOLLAND
Tian is committed to producing creative work that engages, inspires and motivates
response—pushing beyond compelling imagery and clever copy toward a finished
product that yields real impact with measurable results. With nearly 15 years of
experience, he’s had the opportunity to create immersive, integrated campaigns for a
variety of clients across a range of industries.
Nerd Points: Fawlty Towers trivia
Secret talent: Iron a shirt like a BOSS
What do you carry?
ü Phone
ü Excedrin
ü Lucky 50¢ piece
Creative Director

41. JUSTIN HALL
Justin leads our marketing technologies team and oversees BNJ London. He’s a self-
styled modern marketing ninja with 15 years experience creating award-winning
nurture strategies. He’s quick to build rapport with clients through his straightforward
approach and uniquely British wit.
Nerd Points: Call of Duty Modern Warfare II
(My tag is Plonker Boy PDX.)
Secret talent: Magician, photographer,
awesome cook
What do you carry?
ü Love in my heart
ü Humour for everyone (life is too short)
ü As little as possible.
The best things in life aren't things…
VP, Marketing Automation

42. JASON WIDUP
With more than 16 years of experience in technology, data and analytics, Jason is
known for his ability to turn gobs of raw data into beautiful visualizations and to tell a
data-led story that brings true insight to bear on our client’s business. Along with clients
such as Expedia, Coca-Cola, and The Bill and Melinda Gates Foundation, Jason has
worked for large companies, including Microsoft, where he developed a pioneering
social listening practice.
Nerd Points: Prefers textbooks over fiction
Secret Talent: DJ (once upon a time)
What do you carry?
ü iPhone
ü Lucky silver dollar
ü Eye drops
VP, Data Science & Analytics

43. INDUSTRYLEADERSHIP

44. HISTORY OF INNOVATION
2014…
2013
2012
2011
2010
2007
2000
1999
1998
1997
1996
1992

45. SHARING OUR EXPERIENCE
BNJ VP Justin Hall
at recent Ad Age
2013 Small Agency
Conference

46. SHARING OUR EXPERTISE

47. SHARING OUR EXPERTISE

48. SHARING OUR EXPERTISE

49. SHARING OUR EXPERTISE
Carmen Hill

50. INDUSTRY RECOGNITION

51. INDUSTRY RECOGNITION
@carmenhill

52. INDUSTRY RECOGNITION
@wittlake

53. SAVING THE
BEST FOR LAST

54. GREAT CLIENTS

55. THANK YOU