Perpetual devotion: A content driven contact strategy case study

•

1 gostou•730 visualizações

B2B Marketing

Marketing

Private & Confidential © 2013 www.dssmith.com

www.dssmith.com
Private & Confidential © 2013
4
THE IMAGERY ISSUE

www.dssmith.com
Private & Confidential © 2013

www.dssmith.com
Private & Confidential © 2013
So what did we do?

www.dssmith.com
Private & Confidential © 2013
THEM FLIPPING FUNNELS
12
Our new approach
Our old approach

www.dssmith.com
Private & Confidential © 2013
Awareness content
Campaign & Content Strategy
Timing
September - November
Campaign theme
Adopting circular economy principles to achieve zero waste
Four pillars
Product design
Reverse networks
Business models
Enabling conditions
Primary
Content assets
Whitepaper: ‘One Step Away from zero waste’
Supporting
Content assets
Supporting videos related to four pillars
Outbound channels
Email, direct mail
Inbound channels
PPC, LinkedIn, display advertising

Private & Confidential © 2013 www.dssmith.com
15 Awareness piece: White Paper

www.dssmith.com
Private & Confidential © 2013
16
Awareness piece: Videos

www.dssmith.com
Private & Confidential © 2013
Interest content
Campaign & Content Strategy
Timing
September - November
Campaign theme
Adopting circular economy principles to achieve zero waste
Four pillars
Product design
Reverse networks
Business models
Enabling conditions
Primary
Content assets
‘One step away’ webinar
Supporting
Content assets
‘One step away from zero waste’ brochure
Outbound channels
Email, direct mail
Inbound channels
PPC, LinkedIn, display advertising

Private & Confidential © 2013 www.dssmith.com
18 Interest piece: Webinar

Private & Confidential © 2013 www.dssmith.com
20 Channels: Email

Senior decision makers in recycling, waste and CSR roles
Industry: Retail, FMCG, manufacturing, wholesale, print industries.
Promote sponsored updates from DSSR company page featuring campaign content to a relevant audience
Linked to campaign landing pages for optimum engagement, data capture and campaign integration
Channels: LinkedIn
Download the ‘one step away’ white paper to find out how businesses are improving their bottom line while achieving zero waste.

www.dssmith.com
Private & Confidential © 2013
22
Channels: Display

Campaign measurement and analytics
Organic
Referral
Direct
CTA 1
CTA 2
Campaign landing pages
DS Smith Main Website
DS Smith Recycling Website
Email
Social content pushed to
branded social channels
Social ‘likes’ and shares
Campaign integration
PR
PPC
Display
Blog
Segmented by:
Prospects/
customers
Social
Supporting Assets
Supply Cycle Poll
Zero Waste brochure
Nat
sales
Local
sales
Leads and
opportunities
Campaign
Automation
Data capture
Lead scoring
Lead routing
videos
White paper
webinar
TOTAL CHANNEL MIX

Private & Confidential © 2013 www.dssmith.com
WHAT THE
*@$?!
THIS IS REALLY
STARTING
TO WORK!

www.dssmith.com
Private & Confidential © 2013
26
Results to date

Mais conteúdo relacionado

Semelhante a Perpetual devotion: A content driven contact strategy case study

CMO Event - Jade Tambini, DS SMITH PERPETUAL DEVOTIONGlobal Business Intel

Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...Christophe Lauer

Customer acquisitionv.4 godrejChetan Patel

Introducing Marketing ServicesDigital Works Consulting

E-commerce Berlin Expo 2018 - E-Commerce: From Challenge to OpportunityE-Commerce Berlin EXPO

LinkedIn for tech marketersTony Weinberg

How to use digital and social media to improve your social enterprise brand s...Dinis Guarda

Customer Management Strategy in MobileAGE 20160526Adams Company Limited

Strategic secrets to a Revenue-Generating Online Presence3seven9

The Pitch Process: Turning client briefs into great ideas, then selling themBeyond

How to grow Audience Activity in Shopping Malls with Digital Signagedimedis GmbH

Why CMOs need to adopt Growth HackingB2BCamp

CallidusCloud New World of Sales Enablement Brighttalk webinarCraig Nelson

Content Marketing Workshop - FinanceConnect:13LinkedIn

PDCA Sales / Marketing with AutomotiveLeo Parente

Helpen social media bij het laden van B2B brandsValtech

Uber / Cadillac Digital Strategy Detroit Auto ShowSymbio Agency Ltd

Capgemini as a b2 b storyteller pr moment_3 december 2013_external_versionTom Barton

Rethink B2B Marketing: A Case Study in Digital Optimization - Michelle KillebrewInformation Development World

The Rise of Content MarketingInnoTech

Semelhante a Perpetual devotion: A content driven contact strategy case study (20)

CMO Event - Jade Tambini, DS SMITH PERPETUAL DEVOTION

Adobe : Comment toucher la meilleure audience possible grâce à une DMP - Prog...

Customer acquisitionv.4 godrej

Introducing Marketing Services

E-commerce Berlin Expo 2018 - E-Commerce: From Challenge to Opportunity

LinkedIn for tech marketers

How to use digital and social media to improve your social enterprise brand s...

Customer Management Strategy in MobileAGE 20160526

Strategic secrets to a Revenue-Generating Online Presence

The Pitch Process: Turning client briefs into great ideas, then selling them

How to grow Audience Activity in Shopping Malls with Digital Signage

Why CMOs need to adopt Growth Hacking

CallidusCloud New World of Sales Enablement Brighttalk webinar

Content Marketing Workshop - FinanceConnect:13

PDCA Sales / Marketing with Automotive

Helpen social media bij het laden van B2B brands

Uber / Cadillac Digital Strategy Detroit Auto Show

Capgemini as a b2 b storyteller pr moment_3 december 2013_external_version

Rethink B2B Marketing: A Case Study in Digital Optimization - Michelle Killebrew

The Rise of Content Marketing

Mais de B2B Marketing

8 steps for excellent B2B CX (customer experience)B2B Marketing

B2B Summit 2016 - Technology industry B2B Marketing

B2B Summit 2016 - Manufacturing industry B2B Marketing

B2B Summit 2016 - Finance industry B2B Marketing

Andrew Rogerson, Managing director, Grist and Nathan Hambrook-Skinner, direc...B2B Marketing

1130 Heidi Taylor HeidimarketingB2B Marketing

1425 1455 Peter Isaacson DemandbaseB2B Marketing

1500 1530 Alana Griffths and Alex Gill Harte HanksB2B Marketing

James foulkes, director and co founder, kingpinB2B Marketing

John Webb, marketing director (EMEA), SpiceworksB2B Marketing

1500 1530 Simon Morris, AdobeB2B Marketing

1500 1530 Fiona Shepherd and Sinead Woodley, April SixB2B Marketing

Jon moger, ArubaB2B Marketing

1130 1210 Tim Hughes, oracleB2B Marketing

0940 Jeremy Bevan, CiscoB2B Marketing

0940 Peter thomas accentureB2B Marketing

BEST PRACTICE: Just for you - How to drive better engagement with localisatio...B2B Marketing

CASE STUDY: How insights on your customer’s end consumers can help your B2B s...B2B Marketing

BEST PRACTICE: Building long-term relationships with data & customer insightsB2B Marketing

BEST PRACTICE: How to be insightful: a storyteller’s guide to developing the ...B2B Marketing

Mais de B2B Marketing (20)

8 steps for excellent B2B CX (customer experience)

B2B Summit 2016 - Technology industry

B2B Summit 2016 - Manufacturing industry

B2B Summit 2016 - Finance industry

Andrew Rogerson, Managing director, Grist and Nathan Hambrook-Skinner, direc...

1130 Heidi Taylor Heidimarketing

1425 1455 Peter Isaacson Demandbase

1500 1530 Alana Griffths and Alex Gill Harte Hanks

James foulkes, director and co founder, kingpin

John Webb, marketing director (EMEA), Spiceworks

1500 1530 Simon Morris, Adobe

1500 1530 Fiona Shepherd and Sinead Woodley, April Six

Jon moger, Aruba

1130 1210 Tim Hughes, oracle

0940 Jeremy Bevan, Cisco

0940 Peter thomas accenture

BEST PRACTICE: Just for you - How to drive better engagement with localisatio...

CASE STUDY: How insights on your customer’s end consumers can help your B2B s...

BEST PRACTICE: Building long-term relationships with data & customer insights

BEST PRACTICE: How to be insightful: a storyteller’s guide to developing the ...

Último

Labour Day Celebrating Workers and Their Contributions.pptxelizabethella096

Unraveling the Mystery of The Circleville Letters.pptxelizabethella096

Unraveling the Mystery of the Hinterkaifeck Murders.pptxelizabethella096

The Science of Landing Page Messaging.pdfVWO

How to Create a Social Media Plan Like a Pro - Jordan ScheltgenDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Top 5 Breakthrough AI Innovations Elevating Content Creation and Personalizat...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Google 3rd-Party Cookie Deprecation [Update] + 5 Best StrategiesSearch Engine Journal

Major SEO Trends in 2024 - Banyanbrain DigitalBanyanbrain

Five Essential Tools for International SEO - Natalia Witczyk - SearchNorwich 15SearchNorwich

No Cookies No Problem - Steve Krull, Be Found OnlineDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

BUY GMAIL ACCOUNTS PVA USA IP INDIAN IP GMAILDIGISHIFT INDIA +918368319550

Turn Digital Reputation Threats into Offense Tactics - Daniel LeminDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Generative AI Master Class - Generative AI, Unleash Creative Opportunity - Pe...DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

What is Google Search Console and What is it provide?riteshhsociall

Defining Marketing for the 21st Century,kotlerAmirNasiruog

BDSM⚡Call Girls in Sector 39 Noida Escorts Escorts >༒8448380779 Escort ServiceDelhi Call girls

Creator Influencer Strategy Master Class - Corinne Rose GuirgisDigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

CALL ON ➥8923113531 🔝Call Girls Hazratganj Lucknow best sexual service Onlineanilsa9823

BLOOM_April2024. Balmer Lawrie Online Monthly BulletinBalmerLawrie

Aryabhata I, II of mathematics of both.pptxtegevi9289

Perpetual devotion: A content driven contact strategy case study

14. www.dssmith.com Private & Confidential © 2013 Awareness content Campaign & Content Strategy Timing September - November Campaign theme Adopting circular economy principles to achieve zero waste Four pillars Product design Reverse networks Business models Enabling conditions Primary Content assets Whitepaper: ‘One Step Away from zero waste’ Supporting Content assets Supporting videos related to four pillars Outbound channels Email, direct mail Inbound channels PPC, LinkedIn, display advertising

17. www.dssmith.com Private & Confidential © 2013 Interest content Campaign & Content Strategy Timing September - November Campaign theme Adopting circular economy principles to achieve zero waste Four pillars Product design Reverse networks Business models Enabling conditions Primary Content assets ‘One step away’ webinar Supporting Content assets ‘One step away from zero waste’ brochure Outbound channels Email, direct mail Inbound channels PPC, LinkedIn, display advertising

21. Senior decision makers in recycling, waste and CSR roles Industry: Retail, FMCG, manufacturing, wholesale, print industries. Promote sponsored updates from DSSR company page featuring campaign content to a relevant audience Linked to campaign landing pages for optimum engagement, data capture and campaign integration Channels: LinkedIn Download the ‘one step away’ white paper to find out how businesses are improving their bottom line while achieving zero waste.

23. Campaign measurement and analytics Organic Referral Direct CTA 1 CTA 2 Campaign landing pages DS Smith Main Website DS Smith Recycling Website Email Social content pushed to branded social channels Social ‘likes’ and shares Campaign integration PR PPC Display Blog Segmented by: Prospects/ customers Social Supporting Assets Supply Cycle Poll Zero Waste brochure Nat sales Local sales Leads and opportunities Campaign Automation Data capture Lead scoring Lead routing videos White paper webinar TOTAL CHANNEL MIX

Perpetual devotion: A content driven contact strategy case study

Recomendados

Recomendados

Mais conteúdo relacionado

Semelhante a Perpetual devotion: A content driven contact strategy case study

Semelhante a Perpetual devotion: A content driven contact strategy case study (20)

Mais de B2B Marketing

Mais de B2B Marketing (20)

Último

Último (20)

Perpetual devotion: A content driven contact strategy case study