New York—The ability of b-to-b marketers to create more-targeted marketing campaigns—using multiple media channels that reinforce each other—took center stage at BtoB's NetMarketing Breakfast here on Thursday.
Four b-to-b marketers shared case studies that demonstrated how they are using the Web to communicate more effectively with customers and prospects.
Diane Frankenfield, senior VP-marketing at OppenheimerFunds, discussed the asset fund-management company's “Globalize Your Thinking” campaign from Euro RSCG, New York, which debuted in February.
“We did virtually everything we can think to engage this audience,” she said. “Marketing, events, social media, digital, advertising, thought-leadership content, public relations—absolutely everything we can put in our bag we used in this campaign.”
The campaign kicked off with print ads in general business publications such as The Economist, Financial Times and The Wall Street Journal that invite readers to follow the company's Twitter feed. They also feature a QR code and link to the company's website. “We have a media-rich website that continues the story,” Frankenfield said. “All of our content is searchable, shareable and snackable; and what we mean by that is it's designed to be digested in the shortest amount of time people spend on the website.”
Another panelist, Marc Green, senior manager-marketing communications at National Starch Food Innovation/Corn Products International, discussed how that company has recently embraced online marketing and communications.
The company launched an online-advertising program in 2007. In addition to running banner ads on websites throughout its sector, National Starch/Corn Products also purchased ad space on the website of the industry's largest trade show. “In the past, we've been sponsors of the show, and we might get a banner on the site; but the idea is how do we use sponsorship money to drive traffic to our preshow website and to our booth,” he said.
Dan Kohn, VP-corporate marketing at Pitney Bowes, stressed that the company has been able to enhance its b-to-b marketing by creating a series of more personalized ads targeting the company's end user, the consumer
For instance, one ad shows a picture of a consumer with the headline, "You lost me at Dear Sir.' “We're b-to-b-to-c,” Kohn said. “At the end of the day, our business clients buy from us because they need to build relationships with consumers.”
Another panelist, Kirsten Bjork-Jones, director of global marketing communications at Edmund Optics, talked about the need for b-to-b marketers to have a robust SEO campaign.
“You think it's easy to start an SEO campaign, but there's significant time investment,” she said. “At the beginning, it is a lot of work to determine keywords, figure out the content and go through and optimize. The good news is that once you start doing it, it switches more to maintenance mode.”