B2B integrated marketing campaign
B2B marketing campaigns share many of the same principles as B2C marketing, as outlined in a separate post regarding the Differences between B2B and B2C marketing. However there are fundamental considerations when planning and executing B2B campaigns that affect the approach including the contact strategy.The Objective
The company wanted to grow its book of business within the corporate sector by targeting bigger businesses that would yield larger premiums, and benefiting from strong retention.The Challenge
The company was regional and operated in a marketplace dominated by a number of much larger national businesses. These competitors had significantly larger marketing budgets, a nationwide presence and were long established in the trade and consumer press. The company needed to identify a tightly defined target audience within a specific distance of the company’s regional offices, and whose insurance needs mapped to those products provided by the company.
The Solution
Research identified businesses involved in a manufacturing sub-sector – a sector of the economy that was sizeable and growing.
A gap in the market was identified, relating to a paucity of information regarding Business Continuity Planning (BCP), and a partnership was formed with an expert consultancy. This partnership resulted in free and discounted consultancy for the company’s prospects.
A proposition was developed that would support prospective clients in better understanding their BCP needs, and lead them to the consultancy offer, with no obligation to purchase.
Data was sourced that included contact details, locations, roles, and business names. These were graded into High, Medium and Low priorities – based on multiple factors.
Creative was developed in the form of press ads, interactive direct mail, emails, thought leadership website content, an online journey, editorial content, on-site resources, downloads and sales team collateral.
The campaign led with press to build awareness and gravitas. The contact strategy was led by email, followed by Direct Mail, email, a further piece of DM and then a phone call. Throughout the campaign PPC, SEO, Social, Press Releases, PR thought leadership pieces, Events and local networking we all timed to coincide with the delivery of content.
The Results
Run on a modest test budget, the campaign comprehensively met its objectives over the 4-month period, resulting in a strong pipeline of highly qualified leads. Critical to the success were routine reviews with the sales team that provided insight, driving refinement of the sales assets and campaign messaging.
The integrated planning and execution resulted in coverage across each of the paid, owned and earned spaces.