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2012 IASA Advanced Boot Camp: Mastering the Art of Marketing & Selling to Insurance Companies! Thursday, March 15 th & Friday, March 16 th Omni Amelia.

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Presentation on theme: "2012 IASA Advanced Boot Camp: Mastering the Art of Marketing & Selling to Insurance Companies! Thursday, March 15 th & Friday, March 16 th Omni Amelia."— Presentation transcript:

1 2012 IASA Advanced Boot Camp: Mastering the Art of Marketing & Selling to Insurance Companies! Thursday, March 15 th & Friday, March 16 th Omni Amelia Island Plantation Resort Amelia Island, Florida

2 Progress Though Sharing Knowledge Taming the “Integrated Campaign” Beast Presented By: Rob Whitaker SVP & Group Publisher Source Media

3 Progress Though Sharing Knowledge Taming the “Integrated Campaign” Beast Rob Whitaker is SVP and Group Publisher of SourceMedia’s Technology & Accounting division, which includes titles such as Insurance Networking News, Health Data Management, Information Management, Traders, Securities Technology Monitor and Accounting Today. In this role he is responsible for all lines of business associated with the brands; including print, online, research, live events, mobile, lead generation and custom marketing services. Over the last 19 years in media, Whitaker has worn many hats and has always been a driving force behind innovation and new product development. He launched one of the first paid subscription B2B websites, AmericanBanker.com, in 1997 and developed one of the first 24/7 virtual event environments in He has produced over 250 live events as Source Media’s Managing Director of Conferences and was the architect of much of the company’s new research, video, social and lead generation solutions. AmericanBanker.com Prior to joining Source Media in 1996, Whitaker worked for Dun & Bradstreet in their business solutions group, building marketing databases for large consumer brands, including Prudential and Mars Inc.

4 Progress Though Sharing Knowledge Taming the “Integrated Campaign” Beast

5 Progress Though Sharing Knowledge Are you a “Connected Brand”? Are you connecting with your clients & customers... When they want... Where they want... How they want... Taming the “Integrated Campaign” Beast

6 Progress Though Sharing Knowledge What does NOT count as an “integrated” campaign Adding social media “chiclets” to everything Using the same stock art image across online, print and your show booth Adding a 75 character URL to your print ad Marketing a “white paper” through “ ” Posting a video to your website Taming the “Integrated Campaign” Beast

7 Progress Though Sharing Knowledge What are biggest barriers to success? #1 Lack of staff, budget and time* #2 Lack of ability to stop executing and think strategically* *Marketing Sherpa 2012 B2B Benchmark Report “CHASING SHINY” #3 Lack of ability to develop content* Taming the “Integrated Campaign” Beast

8 Progress Though Sharing Knowledge “Integrated” Campaigns Build Relationships All relationships are built on “understanding” Understand where and how your customers look for information Understand that your customers consume information from many channels Understand how those channels work together and how to best utilize them Understand who is really in control in this relationship Taming the “Integrated Campaign” Beast

9 Progress Though Sharing Knowledge Customer Print Website Social Media Video Live Events Mobile Custom Content The Tools That Create Connected Brands Taming the “Integrated Campaign” Beast

10 Progress Though Sharing Knowledge Brand Building Lead Generation Thought Leadership Education Relationship Building Print Ads Banners Social Media Live Events Mobile / Handheld Custom Content Video Identify Goals & the Channels to Achieve Those Goals Taming the “Integrated Campaign” Beast

11 Progress Though Sharing Knowledge Where are your peers spending in 2012? BtoB Magazine 2012 Marketing Outlook Survey Taming the “Integrated Campaign” Beast

12 Progress Though Sharing Knowledge What is the primary marketing goal for 2012? BtoB Magazine 2012 Marketing Outlook Survey Taming the “Integrated Campaign” Beast

13 Progress Though Sharing Knowledge Where is that online budget going? BtoB Magazine 2012 Marketing Outlook Survey Taming the “Integrated Campaign” Beast

14 Progress Though Sharing Knowledge Let’s talk Channels Print: Do people still read print anymore? Video: Is anyone watching? Social Media: Feeling overwhelmed? Lead Gen: Why do my sales people complain about the leads? Taming the “Integrated Campaign” Beast

15 Progress Though Sharing Knowledge Print Advertising: Separating Fact from Fiction Readex Research Survey of Media Usage ( survey of 2,000 business executives to understand their media usage conducted Sept 2011 ) Business Executives are Still Engaged with Print Taming the “Integrated Campaign” Beast

16 Progress Though Sharing Knowledge Print Ads: Connecting the experience with other channels 20 Million mobile phone users scan QR codes every month 49% were scanned from a print ad/publication CAUTION: CAUTION: Majority of QR code experiences disappoint due to poor implementation Taming the “Integrated Campaign” Beast

17 Progress Though Sharing Knowledge Give Them a Reason to Interact Using QR Codes DO NOT simply link to your website. Create an experience that is optimized for mobile Link to something interactive and custom that plays off your full campaign, such as an app, video, social channel or offer Be practical. Add some copy on how and why they should scan TEST... TEST AGAIN! Taming the “Integrated Campaign” Beast

18 Progress Though Sharing Knowledge Video Viewing Heads to the C-Suite Video is becoming a critical information source for senior executives More than 80% said they are watching more online video today than they were a year ago. Senior executives are also turning to video more frequently Three-quarters (75%) of executives surveyed said they watch work-related videos on business-related websites at least weekly; more than half (52%) watch work-related videos on YouTube at least weekly. Work-related video can drive senior executives to take action. Overall, 65% have visited a vendor’s website after watching a video. The social element of online video is strong in the executive suite. More than half of senior executives share videos with colleagues at least weekly, and receive work-related videos as often. Forbes / Google Video Usage Study of 300 C-Level executives at companies with $500M+ in revenue Taming the “Integrated Campaign” Beast

19 Progress Though Sharing Knowledge Are you adding value with your Social Media efforts? Taming the “Integrated Campaign” Beast

20 Progress Though Sharing Knowledge Your customers want to know: WHY SHOULD I? Start with a manageable stream (Facebook, LinkedIn, Twitter) Understand how each channel engages with their users, and their purpose. Remember to be “social”, customize the message for each outlet. Needs to be viewed as a “marketing component” for all campaigns, same as or direct mail. Be creative and have some fun Taming the “Integrated Campaign” Beast

21 Progress Though Sharing Knowledge What is the social media impact? Foresee Social Media Impact on Web traffic Study Less than 1% of website visits come directly from a social media URL 18% of website viewers acknowledge being influenced by social media to visit the site They come for social interaction but can be influenced by companies with solid social media marketing Taming the “Integrated Campaign” Beast

22 Progress Though Sharing Knowledge Approaching Leads from a BEHAVIOR Point of View 1)Building integrated programs that create behavior paths for prospects 2)Providing interaction that is appropriate for at various stages in the cycle Scoring Leads like an ACE A A - “Action”: Lead sent right to the sales force C C - “Cultivate”: Early in the sales process E E – ‘Educate”: Leads should be kept in marketing Taming the “Integrated Campaign” Beast

23 Progress Though Sharing Knowledge Campaign Examples Dataflux: Video, Social and Live Event ADP: Research, Video, Whitepaper, Online, Print Mainstay Investments: Research, Print, Video, Online, Live Events Taming the “Integrated Campaign” Beast

24 Progress Though Sharing Knowledge Dataflux: Launch of Dataflux Insights Taming the “Integrated Campaign” Beast

25 Progress Though Sharing Knowledge ADP: Accountants Confidence Index Monthly Research Research developed into white papers and web seminars Monthly print and online branding of results promotion of the data Video to promote launch Monthly sell sheets created from Index data for ADP sales force Taming the “Integrated Campaign” Beast

26 Progress Though Sharing Knowledge Mainstay Investments: Branch Managers Awards Annual Awards Ranking: Promoted across print, video, online, and social channels Over 100 research interviews Annual Awards Dinner Regional Award Luncheons Taming the “Integrated Campaign” Beast

27 Progress Though Sharing Knowledge QUESTIONS? Taming the “Integrated Campaign” Beast

28 Progress Though Sharing Knowledge If you have questions specific to this presentation, please feel free to Rob Whitaker SVP & Group Publisher Source Media Thank you for your time and attention. Now, ……………………LUNCH! Poll? Mark? Taming the “Integrated Campaign” Beast


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