Creative B2B Marketing Campaigns: Industry Research Report

Creative B2B Marketing Campaigns

Published Date: October 2006

Published By: Bloor Research

Page Count: 32

Order Code: R3467-6

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Description

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Executive Summary - report structure
1. Introduction - why is this report important?: • B2B ICT organisations need better, integrated campaigns; • Why do we need benchmarks for ICT campaigns?; • Marketing’s duty and accountability; • Examples of ‘standard’ metrics; • Deliver effective messages with limited resources; • Understand channel management; • Tools, channels and drivers for ICT campaigns; • Our view of the integrated campaigns; • What would make an ideal campaign?; • The role of the brand; • Awards: not a true measure of success
2. Metrics - the benchmarks for analysing the campaigns: • Potential questions to ask yourself; • Direct Response Rates; • Direct Marketing Benchmarks; • Average Email Benchmarks; • Average Direct Mail Benchmarks; • Qualified Leads; • Closed sales and ROI; • Measuring the intangibles; • Brand awareness; • The vision and objectives; • Innovation; • Creativity, emotion, attitude and perception
3. Award-winning B2B campaigns: • IBM - On Demand; • Sun Microsystems; • Sage; • Optimis; • British Telecom; • Compaq
4. Analysis - what can B2B organisations learn from these campaigns?: • Topics for discussion; • It’s not just about technology; • Factors determining campaign success; • Develop campaign objectives and support; • Different perspectives and complete solutions; • Employing an agency; • In-house courage for change; • Examples of campaign objectives; • The tools and channels deployed; • Clean data increases responses; • Segment your target audience; • Opt-in your target audience; • Vizmail, email and viral marketing; • The danger of Vizmail; • Online games; • Humour, originality and response rates; • Monitor response rates; • Free downloads, increased sales enquiries; • Leads: points raised; • Leads: two examples; • What is a good conversion rate?; • ROI is open to interpretation; • Measuring ROI; • How to generate brand awareness; • Questions to ask; • How to harness creativity and innovation; • What is innovation about?; • Don’t stifle innovation; • Test market your ideas and creativity; • Emotion, attitude and perception make a difference; • How to achieve changes in attitudes and perceptions?
5. Conclusion: About Bloor Research; About the Author