Integrated demand generation programs is an art and a science.

For B2B companies planning, executing and measuring multi-channel

campaigns there are many factors to think about. The three legs of the

demand generation stool are integrated marketing, a big idea and measurement.

Scroll down to learn more about the portfolio samples shown in this section–

MCAFEE

Integrated Demand Generation Program
Audience: SMB owners and system administrators
About: McAfee’s SMB sales were declining due to pressure from Symantec’s aggressive SMB focused marketing. The SMB market was not aware of Blended Threat risks. Our mission was to position McAfee as a viable SMB solution in the SMB marketplace. The Campaign strategy set the stage: 1) the integrated program utilized two versions and four waves of messaging for SMB owners and IT professionals. 2) Security related incentives were offered to fortify prospect education. 3) Campaign landing pages pre-qualified and ranked leads based on the information they accessed online. 4) Leads went into the McAffe lead distribution system to streamline daily sales team hand-offs. Prospects were reached through direct mail and email from house lists and purchased lists. A single campaign landing page was used to capture and measure leads from all lead sources and all audience segments. 350,000 direct mailers and 317,000 emails were sent out. Nine banner concepts were used with online sources such as Forbes, Yahoo and Business 2.0. The integrated tools used for the campaign included; direct mail, white papers, eMail, banners, a campaign landing page, Solution Finder online tools, an animated SMB Demo, an SMB Co-op marketing kit and a brochure; “10 Things Businesses need to Know about Blended Threats”. All were consistently crafted and brand compliant. Campaign metrics were tracked, packaged and presented.

HP SMALL AND MEDIUM BUSINESS

Integrated Demand Generation Program
Audience: Small and medium businesses
About: This integrated campaign was targeted at small and medium sized businesses; medical, legal, accounting and other data intensive businesses. These SMB’s wanted high productivity solutions that freed them up to focus on their business issues not their technology problems. This campaign was integrated with direct mail, advertising and online information to support demand generation efforts. To compliment the mass advertising placed in corresponding industry trade publications, each vertical industry was targeted with a direct mail campaign with a calls-to-action for a Technology Guide for small businesses. Additionally, valuable rebates were extended on HP productivity solutions. Both the ads and direct mail featured calls-to-action through web links to HP landing pages. Participants could complete the forms by visiting a landing page to register and learn more about the HP solutions. Each vertical industry received over 450,000 pieces through direct mail. The mailers were designed to drive traffic to individual Resellers. Microsoft and HP co-marketed the promotions and were quite pleased with the results.

ISP CHANNEL

Integrated Demand Generation Program
Audience: High speed Internet users
About: The integration of several mediums increased the effectiveness of this subscriber recruitment initiative. Local cable affiliates were empowered with media/marketing kits to raise awareness that high speed Internet was now available locally. “Run with the Fast Crowd” cable TV commercials ran to fortify print media. Posters went up in the local communities and ads ran in local newspapers as part of the “Run with the Fast Crowd” media kit. Two direct mail campaigns were launched to recruit prospective subscribers that were interested in high speed Internet access over cable. After becoming a customer, updates and offers were made through “bill stuffers” in monthly mailings. Follow up email surveys to the same audience were utilized to test overall campaign messaging.

HP TRADING COMMUNITIES

Integrated Demand Generation Program
Audience: Prospective supply chain partners
About: The I2 Planet Tradeshow event was the launch site for the new HP eServices Supply Chain announcement. We produced and integrated a concept that utilized a variety of mediums. We capitalized on demand generation opportunities by tracking the activity and interests of the attendees throughout the tradeshow booth and by scanning their vouchers at certain points of interest. All of this took place in an environment of live presentations, videos and live demos. We then followed up with them a week later with a personalized digital marketing campaign and incented the prospect to complete a survey. At each prospect touch point we provided relevant information for their use. The tracking resulted in qualified profiles and ranked leads for engagement by HP sales.

HP VIRTUAL VAULT

Integrated Demand Generation Program
Audience: IT managers and Internet service providers
About: More than 125 of the world’s top banks relied on the Virtual Vault secure application environment to go beyond traditional safeguards such as firewalls and encryption. This integrated campaign for HP originated with direct mail and print advertising and directed the audience to a microsite page to learn more about the product offering. An educational guide on Internet Security was offered in exchange for visitor profile information. Leads were captured, qualified and distributed to HP sales.

HP WEB QOS

Integrated Demand Generation Program
Audience: IT managers and Internet service providers
About: On the Internet, first impressions are lasting impressions. So if a customer experiences a long wait time, interrupted service or they’re denied access they may click away to a competitor’s site – never to be seen again. A need for Quality of Service was in demand. Web QoS addressed those concerns. A free guide; “Secrets to E-tailing Success” was rewarded to a prospects by advancing them to a landing page from the email or direct mail piece. Profile and survey information was collected from the visitor to rank them as a qualified lead. Engaging qualified prospects was the goal of this Integrated campaign.

HP eSERVICES

Integrated Demand Generation Program
Audience: Small and medium businesses
About: The Small and Medium Business market is important to HP. The campaign; “You don’t need more help, just the right help” focused on HP’s eServices for business owners who looked to boost productivity. This integrated program utilized print advertising, direct mail and email to guide prospects to a landing page and encouraged information downloads as well as sweepstake participation. Qualified leads were immediately distributed to sales. This helped shorten the time in the sales cycle and reduce the cost of sales.

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