B2B Marketing News
23 June 2009, 17:30 GMT
HP has launched an animated 3D superhero called Mr Z to promote its Z-series workstations, and challenge digital agencies to collaborate to create a short film staring the digital mascot. The film will be shown on YouTube, generating longevity and increasing potential reach.
From audience selection to results analysis and strategy refinement, data has the greatest potential to increase your marketing effectiveness – but it's also the hardest for B2B marketers to get right.
Tap into the resources in the Data section of the Knowledge Bank to get the biggest bang from your data buck.
CASE STUDY: Nortel and Segmetrix
Using well-researched data to structure a marketing campaign
CASE STUDY: Reed Exhibitions
How personalisation created buzz for the 2008 IDMF
HOW TO... buy (or rent) business data
A 15 point plan on what to look for when sourcing data
What techniques could help you take your brand forward? You'll find a wealth of articles and insights in the Branding section that could help you identify and capitalise on opportunities for your brand to grow – including some surprising ones such as HR and M&As.
CASE STUDY: Affiniti
Creating new brand identity post merger
CASE STUDY: Ai Data Intelligence
The creation of a new brand with energy and personality
HOW TO... monitor and manage your brand
Handling agencies, overseeing internal communications, developing strategy
The digital revolution means email is increasingly recognised as the key B2B communications channel. But too few marketers understand how to use it as a strategic route-to-market.
The Email Knowledge Bank explains how to maximise the effectiveness of your email marketing, delivering measurability and ROI.
CASE STUDY: McAfee
Global campaign that delivered excellent sales leads
CASE STUDY: Cushman & Wakefield
Property giant launched its knowledge hub with strategic email campaign
HOW TO... make sure your email is read
Tips on cutting through the inbox clutter
The web is the primary customer interface and shop window for all B2B organisations, particularly those without a physical distribution network. Therefore, ensuring that it delivers the best possible ROI is a critical priority.
This Knowledge Bank provides marketers with practical advice and guidance on how best to enhance the visibility of your website, and to maximise its effectiveness at driving website conversion, focusing on search marketing, online advertising, website optimisation and web analytics.
CASE STUDY: Backup Technology
Disaster Recovery specialist wins B2B Marketing Award for PPC campaign
HOW TO... write compelling website content
Advice on writing content which will best optimise your website for search engine traffic and be compelling for visitors.
HOW TO... write effective PPC ad copy
Tips on how to maximise the effectiveness of this key digital marketing channel.
Customer insight techniques such as database analysis, segmentation and modelling offer B2B companies the ability to transform their understanding of their customer base, and therefore the ability of their marketing activity to meet its objectives.
This Knowledge Bank focused on how to use customer insight and sophisticated data analytics techniques to revolutionise your business, and make your database a highly effective marketing weapon.
CASE STUDY: Lloyds TSB Corporate Markets
The bank worked with PH Group to develop a prospect management database to enhance relationships with financial directors.
CASE STUDY: RS Components
The world's largest electrical retailer embarked on an ambitions data consolidation exercise with Blue Sheep.
HOW TO... profile your customer base
Advice on developing a picture of your customers to enable enhanced targeting and more meaningful insights.
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