With B2B InTech taking place next month, we delved into some of the tech sector’s top marketing campaigns from over the last year. Below are five campaigns that rose to the top of their categories to be crowned B2B Award winners 2014. In no particular order:
1. ‘Data driven souvenirs’ for IBM by OgilvyOne dnx, winner of best use of digital techniques and technologies
The campaign
IBM wanted to grow share in its data analytics service, helping businesses turn big data into smart, actionable insight. The challenge was to increase awareness across an unfamiliar but influential audience of c-level decision-makers and generate leads for its sales force. Using the Wimbledon Championship as a platform, player and social sentiment data was analysed and used to create limited edition 3D printed trophies (data driven souvenirs) and given to c-level attendees. In addition, content was developed to show how similar approaches could benefit businesses. This was distributed through integrated paid, owned and earned channels, using banners, a media partnership, c-level blogs and sites and seeded via influencers.
Why it was awesome
Twenty-eight qualified leads were generated and the ROI of the campaign was 21:1. With 7,296 people sharing the content online, the campaign reached a total audience of 6.5 million. Also, 148 c-level business decision makers collected trophies in person.
“The ‘data driven souvenirs’ campaign was an innovative approach to engaging an audience we struggle to reach. The campaign drove prospective customers to find out more about how IBM’s data analytic capabilities are used…and what IBM could do for their business” – Rosemary Brown, brand advertising manager at IBM and speaker at B2B InTech.
2. ‘LumiaBizTrial’ for Microsoft Devices by The Marketing Practice, winner of best use of direct mail and best lead generation campaign
The campaign
The ‘LumiaBizTrial’ was created to give organisations with at least 50 handsets and less than six months on their contract the chance to trial three Lumias for one month. Research showed that when devices were trialled, 82 per cent of people wanted to switch handsets. Targeting heads of IT, CIOs and IT decision-makers in organisations with 100-1000 employees, the aim was to build an experience for a wider promotion of the trial online and in the press. The trial pack DM, sent to qualified leads, consisted of three different Lumia phones and all the material needed for the trial for one month.
To raise awareness of the campaign, photo emails bringing the product to life were sent to the audience in three waves. Social media listening tools were used to identify influencers in the market who spoke positively about the products and press releases were sent to technology magazines.
To enhance the experience prospects were sent weekly engagement emails with case studies, videos and advice.
Why it was awesome
Since the start of the campaign, Lumia’s share of the business handset market has more than doubled, meaning the Lumia range moved from fourth- to second-biggest UK business phone brand.
“In B2B, we had never joined up so many different channels and activities before. It has really paid off in terms of taking the audience on a journey and building momentum for us in the market” – Angela Munroe, B2B marketing lead, UK at Microsoft Devices.
3. ‘Local government digital fund (LGDF)’ for O2 Enterprise by The Marketing Practice, winner of best use of live event marketing and best corporate decision maker targeted campaign
The campaign
O2 needed a vehicle that would bring its breadth of solutions, wide range of capabilities and success with both large enterprises and public sector clients to life. O2 wanted to help local authorities use digital solutions to engage citizens, so it launched a competition, a chance to win a stake in a £250,000 fund, to support transformational community projects.
The competitive element, alongside the rare opportunity to receive funding, helped attract an audience notoriously hard to engage with. Using face-to-face techniques preferred by the target audience, a series of live events were organised including roadshows across the UK designed to share insights, aid discussion and build excitement. The creative theme of the campaign became a rallying cry for local government to ‘do different’ across three categories: mobile working, connecting and communicating with citizens and collaboration in the workplace.
Why it was awesome
The campaign attracted 57 bids (versus 37 the previous year), had a media reach of 300,000 individuals and across all three events there were 165 attendees (versus 72 the previous year).
“I was delighted by the response to the LGDF campaign. Over the course of the launch events it was clear there is a real appetite for change among councils.”- Ben Dowd, UK’s business director at O2 Telefónica.
4.‘Avnet connect’ for Avnet by purechannels, winner of best channel marketing initiative
The campaign
The campaign was specific to the independent software business unit of Avnet. The objective was to encourage more partners to make extra transactions across additional independent software vendors (ISVs) and to raise awareness of the other ISVs that the Independent Software business unit offer. With so many variables, a diverse approach needed to be taken. A concept around the notion of ‘Connect’, ultimately connecting more partners with more vendors, was created.
Aventconnect.co.uk hosted a mobile-responsive web-based digital publication, with timely updates being made throughout the campaign. Final content included contact details of key personnel, a series of videos supporting multi-vendor messaging and a list of benefits. Other online activity included web banners and emails linking to the online magazine. Offline activity included a ‘magazine-style’ DM sent to partners, followed up by telemarketing.
Why it was awesome
This campaign saw an ROI of 10 times the campaign costs and converted over 30 per cent of the original audience into increased multi-vendor transactions.
“We are pleased, not only with the original concept and how it all integrated, but with the diversity and creativity, not traditionally seen in the channel. Add that to the impressive turn-around time, low overall cost and spectacular ROI we have seen, suffice to say, we are delighted.” – Julie Field, group marketing manager independent software at Avnet Technology Solutions. Find out more.
5.‘IRIS – On the money’ for IRIS by Earnest, winner of best website
The campaign
IRIS is one of the UK’s largest accountancy and payroll software providers. The sector was changing fast and the demographic of accountants and book keepers in particular was transforming — with a ‘new breed’ of young, forward-thinking accountants shaking up the sector, resulting in a shift towards cloud-based software. IRIS had already been developing its own cloud-based software platform, but its online presence was deeply flawed with over 5700 pages across nine websites.
IRIS’ new website needed to firmly position itself as an innovative, cloud-based provider both visually and with content and clearly define the company’s proposition. The planning process consisted of outlining key site objectives and metrics, user profile and journey planning, core content requirements and a site plan. This was followed by the design and build stage, then the final stage of testing before going live. Audience plans were also used to ensure the site was geared around serving the needs of various markets.
Why it was awesome and won
The new website has successfully positioned IRIS as a strong cloud-based SaaS provider, it has pushed traffic up by 37 per cent and the ecommerce store has seen an upsurge in online sales of 200 per cent.
“Earnest delivered on a highly complex web project, which is now translating in to major business value in terms of increased ecommerce sales.” – Suhail Khan, CMO of IRIS.
