What the Work Taught Us in 2019
Experience is the best teacher. We’d like to take a break from Q1, look back at some of last year’s great work and reflect on what it taught us.
In late 2019, Oracle rolled out their revolutionary new rebrand—affectionally calling it Redwood. This exciting shift was intended to enliven their position in the market and signal their commitment to developing a customer-centric culture. But to accomplish that goal, Oracle knew they would need to launch the new brand consistently throughout the buyer’s journey, from awareness to advocacy.
With that in mind, Oracle’s Global Integrated Marketing Team partnered with 90octane to launch phase one of the Do More with Data campaign under the new brand. From illustrated infographics to audience-specific eBooks, the team leveraged Redwood’s visual and verbal identity to speak to campaign prospects throughout the buyer’s journey.
Omnichannel: More than Cool Marketing Jargon
For Globus family of brands, we’re seeing results linking cable TV viewers’ experiences to their online behavior. We use a partner that tracks when an Avalon river cruise ad plays on a viewer’s cable channel, allowing us to serve a related digital ad on desktop, mobile or video when the user visits an in-network advertiser’s site or a social media channel. Next up: We’ll add progressive messaging to allow a story to unfold from the TV ad through to other screens.
Print Still Matters
Even in a marketing program centered on digital, there’s a place for print. Case in point: Querencia’s new Ocean Residences launch piece. It’s a leave-behind for sales teams to hand to prospects interested in the private golf and beach community’s new beachfront residences. The format of the tactical piece complements the website and provides a persistent reminder. In 2020 we’ll create a related coffee table book for current residences to show their visitors— some of whom could become neighbors.
Personalization: Driving Results, Cost-Effectively
We used publicly available data to populate an ROI projection for a target account’s potential move to our client’s solution. The result was a personalized ABM asset that didn’t rely on an interactive engagement tool, data that’s expensive or hard to find, or even the prospect’s interaction. To that last point, because it’s still top-of-funnel, we don’t expect the conversion rates we would see with an offer requiring deeper interaction. But it has proved to be a cost-effective initial offer. Even better, in a subsequent iteration we slimmed down the output to use as a teaser from which the prospect can request a more detailed report—which garnered a 7.5% response rate.
Dashboards: Driven by Insight (Not Hindsight)
We helped a B2B client shorten the space between marketing and sales by creating an ABM dashboard that highlights prospects’ real-time engagements across multiple product lines. The sales intelligence included—a prospect’s entire engagement history, other team members who have interacted, and each product line they’re researching—helps sales to prioritize and optimize follow-ups. And marketing sees what content is working. We’ve also learned what NOT to put in front of the sales team. They’re not looking for scripts—they have those covered. They want to see who and when to contact.
“We used publicly available data to populate an ROI projection for a target account’s potential move to our client’s solution. The result was a personalized ABM asset that didn’t rely on an interactive engagement tool, data that’s expensive or hard to find, or even the prospect’s interaction.”