Post on 21-Jan-2015
description
BUSINESS BRIEFING BREAKFAST
Saint James Club, Paris, July 4th
12.07.13
EXECUTIVE SUMMARY
Branding, Social Media, andLead Generation in B2B
CONTENTS
Overview
Atos – Company and Challenge
Atos – Branding
Introduction to the Campaign: Strategic approach, objectives, target audiences
Atos – Campaign Key Features
Stein IAS and the Atos Campaign
Atos – Social Media and Digital Activation
Atos – Automated Campaign Results
Atos – Key Learnings from Martin Pietersen
OVERVIEW
OVERVIEW OF THE BRIEFING
Martin Pietersen, Brand Manager Global Communications, Atos, presented the Atos 2012 London Olympics campaign.
This campaign achieved great success in engaging employees, clients and prospects with business-relevant content and stories of interest targeted through deep segmentation of messaging.
It provided an excellent example of a broad scale, fully articulated multi-channel campaign.
It demonstrated how client and agency can implement a branding strategy, a content marketing strategy and lead generation and nurturing programs that take targets from initial interest to new customer status.
ATOS – COMPANY AND CHALLENGE
ATOS – COMPANY AND CHALLENGE
Atos is an international information technology services company, delivering hi-tech transactional services, consulting, systems integration and managed services. Atos is focused on business technology that powers progress and helps organizations to create their firm of the future.
It is the Worldwide Information Technology Partner for the Olympic Games and is quoted on the NYSE Euronext Paris market.
SIMILAR BUT DIFFERENT
B2C
Product driven
Maximize the value of the transaction
Large target market
Single step buying process, shorter sales cycle
Brand identity created through repetition and imagery
Merchandising and point of purchase activities
Emotional buying decision based on status, desire or price
Source: http://masterful-marketing.com/marketing-b2b-vs-b2c/#axzz2XoA1m7uF
B2B
Relationship driven
Maximize the value of the relationship
Small, focused target market
Multi-step buying process, longer sales cycle
Brand identity created on personal relationship
Educational and awareness building activities
Rational buying decision based on business value
ATOS – BRANDING
ATOS – BRANDING
Working with Stein IAS, Atos sought to become the leader of a new category. Applying its Mi3 process, Stein IAS developed the “Business Technologists” positioning. Today, Atos is the leader in business technology, and its people are known the world over as business technologists.
10
INTRODUCTION TO THE CAMPAIGN
Strategic Approach, Objectives,
Target Audiences
Atos has a long-term relationship with the International Olympic Committee since Barcelona 1992.
As primary technology partner to the IOC, Atos has responsibility for coordinating and integrating all technology partners supporting the Games.
ATOS – TECHNICAL PARTNER OF THE OLYMPIC GAMES
On-time
On-budget
New environment every 2 years
Security and risk
Large scale and complex
Operational readiness
Sustainability
ATOS – OLYMPIC CHALLENGES As worldwide IT partner for the
Olympic Games, Atos must manage a number of sizeable
challenges
Delivering the Olympic experience to all Atos stakeholders through a 360 degree activation program. Communicating the strong link between Atos’ Olympic Games activities and the solutions that they provide to customers every day. Empowering Sales and Marketing to carry the message to Atos customers. Engaging Atos’ 74,000 Business Technologists to individually commit to deliver excellence.
ATOS – CAMPAIGN STRATEGIC APPROACH
To promote Atos’ long-term partnership with the International Olympic Committee to existing and new clients – ensuring it is relevant to their business with the prime outcome of increasing Atos’ revenue and position in the market.
To inform and engage Atos employees/business technologists and company/ employee pride.
To build a strong, positive brand platform that would create a legacy for future campaigns.
ATOS – CAMPAIGN OBJECTIVES
ATOS – CAMPAIGN TARGET AUDIENCES
CXO/business decision makers
Investors Employees Potential
employees
ATOS – CAMPAIGN KEY FEATURES
Globally integrated: internal communications, client campaign, PR and client
briefing program
Strong link to Atos solutions
One global campaign activated in all GBUs
Strong digital and social media campaign
Clear KPI tracking in CRM and analytics
A robust internal campaign
Global media campaign in key countries
Use of marketing automation (Eloqua) to track and trace leads
A measurable business impact for Atos
ATOS – CAMPAIGN KEY FEATURES
STEIN IAS AND THE ATOS CAMPAIGN
FROM A TECHNICAL STANDPOINT, ATOS IMPLEMENTED A CAMPAIGN THAT WOULD NOT HAVE BEEN POSSIBLE A SHORT TIME AGO.
In addition to the fundamental branding work, Stein IAS supported Atos with a content marketing strategy and lead generation / lead nurturing program. As a global partner of Oracle-Eloqua – leader in marketing automation and revenue performance management – Stein IAS provides a seamless approach to best practices in brand positioning and sales enablement & marketing activation. The agency's unique process, called Mi3, provided 360-degree support for Atos' ambitious worldwide campaign.
STEIN IAS AND THE ATOS CAMPAIGN
Eloqua’s capabilities were implemented to manage:
Contact database creation and administration
Campaign segmentation according to language
and other values
Creation and administration of emails, landing pages and forms
Contact level tracking
Automatic reporting of the campaign
Automatic contact, unsubscribe and bounceback handling
Delivery automation of all the 140 segmented email messages
SALES ENABLEMENT/MARKETING ACTIVATION
SALES ENABLEMENT/MARKETING ACTIVATION
37,530
delivered emails
140 unique emails
130 unique
landing pages 6 languages for emails
19 languages for forms
Branding and Deliverability Setup Emails sent from genuine atos.net domain: london2012.atos.net Sender reputation controlled DKIM based sender authentication Deliverability and inbox preview tested
Tracking codes installed on all Atos corporate websites + Olympic site
London2012.atos.net campaign site for landing pages
412 unique Eloqua forms integrated to Atos.net Olympic site 19 different languages Pre-populated for known visitors Gated download forms of PDF documents Webinar registration forms integrated to GoToWebinar system Contact us forms
SYSTEM SETUP
Automated campaign and nurturing structure 6 main languages
Welcoming campaign Invited customers Non-invited customers Prospects
5 solution campaigns Additional 2-step nurturing program / solution for deepened solution knowledge Invited customers who reacted to welcoming campaign Non-invited customers Prospects
Post Olympics mailer Invited customers Non-invited customers Prospects
SYSTEM SETUP
Weekly Dashboards Website Traffic Analysis Dashboard Campaign Performance Dashboard Email Performance Dashboard Form Performance Dashboard
Weekly Performance Reports Top Unknown Visitors Top Identified Visitors
Campaign Performance Reports Aligned To Timeline Email Campaign Analysis Nurturing Campaign Analysis Executed always 1 week after set campaign launch dates
REPORTING STRUCTURE
CONTENT MARKETING DELIVERABLES
Video pack direct mailing
CONTENT MARKETING DELIVERABLES
Customer Guide
Sales presentation (with script)
5 Fast Track Guides
CONTENT MARKETING DELIVERABLES
E-marketing campaign
CONTENT MARKETING DELIVERABLES
Landing page
CONTENT MARKETING DELIVERABLES
Plus…
3 whitepapers
A sales webinar
Client webinars for all 5 solutions
Solutions presentations
ATOS – SOCIAL MEDIA AND DIGITAL ACTIVATION
Social Media: Campaign messages amplified
ATOS – DIGITAL AND SOCIAL MEDIA ACTIVATION
ATOS – AUTOMATED CAMPAIGN RESULTS
ATOS – AUTOMATED CAMPAIGN RESULTS
Active contacts at the end of the campaign:
5040 Reachable contacts in the database (active and marketable emails)
597 New contacts through form submissions
2195 Unique identified contacts who responded to Atos marketing*
567 Active contacts (click-through, form submission or site visit)
124 Super Active contacts (4 x click-throughs, form submissions or site visits)
* All Results exclude Atos Contacts
ATOS – KEY LEARNINGS FROM MARTIN PIETERSEN
KEY LEARNINGS BY MARTIN PIETERSEN
One big idea for building an integrated campaign
Early involvement of all stakeholders / GBU’s
Bridge communications and marketing
Provide metrics/KPIs for all streams
Focus on deliverables - less is more: focus on key deliverables only
Editorial team during Games for content and videos
MARTIN PIETERSEN’S BIOGRAPHY
Martin joined Atos in 2007 and has assumed a number of high visibility positions starting with Global Olympic Marketing Manager, Beijing 2008, Marketing & Communication Program Manager Benelux and presently Brand Manager Global Communications. His previous professional experience includes work for the Royal Dutch Football Association (KNVB) and Heineken.He holds a degree in Sports & Entertainment Marketing and obtained an MA cum laude in International Business and Marketing Management from NIMBAS - Bradford Graduate School of Management. Martin's expertise includes business strategy, strategic marketing, brand management, sponsor management and marketing research.
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