IBS campaign shortlisted for B2B Marketing Awards 2010

Ice the champagne: our ‘Margin Killers’ campaign for IBS has been shortlisted for the Best International Campaign category in this year’s B2B Marketing Awards.

IBS is a leading provider of distribution resource planning software.

In this campaign – working closely with Andy Bailey and the IBS marketing team –  we re-positioned the company as a distribution specialist, developed a new web marketing platform and launched an ambitious content marketing campaign to generate leads, increase engagement and position IBS as a thought leader.

Campaign goals:

• Consolidate the web infrastructure for global marketing campaigns

• Position IBS as the thought leader in global distribution software

• Generate leads and feed the CRM system for follow-up

Campaign strategy:

• Create an online engine to drive international content marketing

• Deliver flexible content for global marketing and PR programmes

• Measure the improved performance of the website and content

• Measure impact of different marketing investment across countries.

• Provide global content support for local marketing execution.

We’re now writing and designing an ongoing series of eBooks on the value drivers of wholesale distribution: expenses, cash, revenue, inventory, and margins. The first eBook, on the Six Margin Killers, has already resulted in 1,050 downloads from 4000 views: a conversion rate of 26%.

It’s been a really successful campaign, with a proven increase in visitors to the site, more time spent on the site, and a lower bounce rate. And as the content builds, these will all improve even more.

Neil Stoneman masterminded the campaign and he’s riding the analytics like a bucking bronco. Watch this space.