Above the Noise How an IT company leveraged a multichannel campaign - PowerPoint PPT Presentation

Above the Noise How an IT company leveraged a multichannel campaign to “wake the dead” Ch Chris istine Nur urnberger Ra Rachel l Min inio ion Vice President, Marketing Senior Research Manager SunGard Availability Services MECLABS

Session Speaker Christine Nurnberger Vice President, Marketing Black & White SunGard Availability Services Headshot Christine Nurnberger has more than 10 years of leadership experience within B2B technology organizations. In her current role, she applies her experience to marketing projects while mentoring and managing a 35+ member team. Her recent endeavors resulted in a "Killer Content" award, "Marketo Revvie" and American Business "Gold Stevie" awards @CNurns for B2B Marketing Department of the Year and B2B Marketing Campaign of the Year. Most recently, she and her team were honored with three BtoB Best of 2013 Awards for Best Integrated, Best Email and Best Direct Mail campaigns, as well as a winner of MarketingSherpa Email Awards 2014. 2

Learn about the customer 1 Connect with your audience 2 Launch a pilot 3 Spawn a multichannel campaign 4

Challenge We had a goal of 6,000 leads …

Challenge We had a goal of 6,000 leads … w ith no definition of “lead.”

Discover Why do people say “yes” or “no” late in the buying cycle?

Learn about the customer 1 Connect with your audience 2 Launch a pilot 3 Spawn a multichannel campaign 4

How do we best tell Learn about the customer Connect with your audience that story? Test the waters Spawn a multichannel campaign

Look outside the industry for inspiration 9

Look outside the Relevance industry for inspiration 10

Relevance Deliver the right message to the right audience at the right time.

Hurricane Sandy http://www.flickr.com/photos/spleeness

Hurricane Sandy Timing http://www.flickr.com/photos/spleeness

So we waited.

Summer 2013 http://www.flickr.com/photos/gezzamondo

Learn about the customer 1 Connect with your audience 2 Launch a pilot 3 Spawn a multichannel campaign 4

Launch a pilot 56 people 17

Learn about the customer 1 Connect with your audience 2 Launch a pilot 3 Spawn a multichannel campaign 4

How to choose the right channels 1. Can it communicate the right message? 2. Can it reach the right audience? 3. Can it communicate in a way that will resonate with our audience?

Campaign overview Sales Call Follow-up C-Level AR & PR Social PR Agency Mail 2 IT Disaster Mail 1 Cloud Media Availability Recovery Follow-up Email List Winners Asset Email Retargeting list Enter to Win Placed in Retargeting Landing Page CRM Inactive Users

Campaign overview Sales Call Follow-up C-Level AR & PR Social PR Agency Mail 2 IT Disaster Mail 1 Cloud Media Availability Recovery Follow-up Email List Winners Asset Email Retargeting list Enter to Win Placed in Retargeting Landing Page CRM Inactive Users

Direct Mail 1: Flash drive

Direct Mail 2: Survival kit Brochure Backpack Silly string “World War Z” movie tickets Survival guide Flashlight/compass

New Publication: Engaged and notable feedback “I was so impressed with the campaign, “The zombie kit elevated the visibility “The press kit was really, the whole office was. And, my 17- and memorability of SunGard AS in my thoughtful and year-old loved the zombie book within the mind. It was a blast from the past to beautiful. It got [my kit. This is by far one of the most creative receive a press kit, but very cool !” colleagues] talking !” campaigns I’ve seen .” – Information – ZD Net – Data Center Management Management “While I’m not always a fan of press kits, this one really caught my eye and will “Thanks to your team and SunGard for help me remember SunGard AS .” sending the personalized package – very – IDG News Service creative! I will continue to keep SunGard AS top of mind for all DR opportunities.” – Disaster Recovery Journal

Campaign overview Sales Call Follow-up C-Level AR & PR PR Agency Follow-up Social Mail 2 IT Disaster Mail 1 Cloud Media Availability Recovery Email List Winners Asset Email Retargeting list Enter to Win Placed in Retargeting Landing Page CRM Inactive Users

Cloud Availability Services

IT Disaster Recovery

Campaign overview Sales Call Follow-up C-Level AR & PR Social PR Agency Mail 2 IT Disaster Mail 1 Cloud Media Availability Recovery Follow-up Email List Winners Asset Email Retargeting list Enter to Win Placed in Retargeting Landing Page CRM Inactive Users

Retargeting email campaign Content offer “We hope it’s not too late”

Retargeting email campaign Content offer Reactivated 2% of contacts who “We hope it’s not too late” had not interacted in 6 months

Landing page with registration page

Landing page with registration page Linked to how migrating to the cloud as a business option aligns with surviving the zombie apocalypse

Social media campaign Almost 2,000 shares

Social Media Campaign: Examples

Commonly overlooked channels “… In the event of a zombie apocalypse, our clients are protected.” 35

Results • "IT Availability Cloud" email campaign achieved 1.2% higher click-to- open (CTO) rates among director level, and above average rates in global, large and medium enterprises. • The "Disaster Recovery/Managed Recovery Program" campaign created a 3% increase in CTO among president or owner titles. • The retargeting email reactivated 2% of contacts who had not interacted with SunGard within the previous six months .

Top takeaways 1. Don't be afraid to step outside the box and try a new creative messaging approach – it could have huge payoffs in B2B (particularly among the difficult to reach C-suite). 2. Even in today's B2B marketing and digital era, direct mail may not be as dead as zombies. 3. Leverage social channels to help amplify your message.

Thank You Christine Nurnberger Black & White Vice President, Marketing Headshot SunGard AS @CNurns Rachel Minion Senior Research Manager Black & White MECLABS Headshot