Over the past year, OgilvyOne has been responsible for innovative direct campaigns for such clients as CDW Corp., DuPont, IBM Corp., SAP and United Parcel Service of America. New clients won included Aetna Inc., GE Capital and BlackRock's iShares.
Harvey Kipnis, regional director, OgilvyOne North America, said that OgilvyOne's work for its clients is focused on sales enablement.
“Increasingly, the b-to-b brands we work for market in an ecosystem, through a palette of channels that is much broader than even a few years ago,” Kipnis said. “We've come to recognize the importance of connecting what happens in the direct marketing space to what happens to enable high-value sales conversations.”
For IBM, OgilvyOne increased its involvement as a direct marketing partner with its work in integrating Unica marketing management tools for IBM's marketing and sales departments. That, in turn, drove transactional value for the agency's “Smarter Planet” campaign to increase IBM's lead pipeline.
OgilvyOne assisted in the training of IBM teams on the new Unica tool and developed a campaign using data to drive the next logical interactions. Content was aligned with, and offers were based on, customer engagement.
“[IBM's] business system starts with brand, then sales,” Kipnis said. He said that in the areas targeted by the “Smarter Planet” campaign (a number of government entities and verticals worldwide), “IBM has a limited share of voice. The whole engagement was how to create a "lean-forward interest.' ”
Integral to this and other campaigns, Kipnis said, was the help of OgilvyOne's Leopard sales and marketing specialist division.
The agency worked with CDW to align messaging from the “People Who Get IT” campaign with sales efforts. The company conducted research to understand gaps in delivering appropriate messages and developed new tools that provided salespeople with easier access to information, enabling solutions-based conversations with customers.
For CDW, the focus on advertising and thought leadership meant a shift in emphasis from products to services and solutions. Solutions-focused conversations were deployed via GetIT, a Web-based sales-enablement portal. In the first month after the launch in January 2011, the portal received more than 4,000 page views, tallied more than 16,000 views of 1,000 available documents and received 2,200 unique visits.
The “untold story” of GE Capital, which faced brand challenges following the economic downturn, stressed the company's knowledge and experience, giving rise to the “Builders. Not Bankers” campaign.
An internal campaign asked employees to provide a word that completed the sentence, “At GE capital we are ...” Submissions were captured and displayed, and out of 50,000 employees, 10,000 engaged with the interactive site, triple the client's goals.