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CATEGORY 19:
Sponsored by
Marketer of the year
WINNER: John Watton, ShipServ
W
hen John Watton took the helm at segments with customised landing pages
ShipServ he already had two and email campaigns, Watton increased
decades worth of marketing to the revenue without increasing the size of his
high-tech industry under his belt. He took marketing team. In fact, ShipServ reduced
on a tough role at the ecommerce business its campaign management burden by 80
for the maritime industry too – before he per cent, enabling his team to focus on
became its VP of marketing the company more creative and strategic initiatives.
faced a problem of flexibility and scale. One of these included a social media
With only a small marketing team and a engagement campaign, in which he
limited budget, Watton needed to communicated with potential customers via
organically create awareness, demand a Twitter, LinkedIn, blog posting and a viral
captive community for ShipServ Pages, a video. And he continues to invent new ways
supplier directory, and ShipServ TradeNet, to make better use of the company’s
an ecommerce trading platform where ship existing resources. Last year, he launched a
owners, managers and ship yards conduct white paper ‘drip campaign’ that yielded
business online. 400 downloads. When he relaunched it a
In addition, Watton faced the challenge few months later, it yielded another 600
of delivering high quality leads to two downloads at no extra cost or effort.
different sales teams. The inside sales team Watton has improved landing page
based in the Philippines needed a way to contact-to-lead conversion rates by 150 per
distinguish from a sea of online visitors marketing approach to reach this cent and lead-to-opportuinity rates by 50
‘just browsing’ to generate a steady pipeline traditionally paper and phone-based per cent. ROI of 100 per cent was achieved
of new opportunities. The smaller, community. in just three months, and his social media
geographically dispersed sales team Watton implemented a lead scoring and campaign boosted the number of sales-
meanwhile had a more strategic goal – with lead nurturing framework that made the ready leads by 400 per cent – remarkable
multi-year purchase cycles they needed to marketing team more efficient and nimble. figures for such a late adopter industry.
foster a trusted advisor relationship and to He also devised a solution to what he terms “John’s creativity has opened doors and
acquire a wealth of intelligence about a the ‘slam down’ treatment often dished out built bridges for us,” says ShipServ’s senior
prospect’s web activity, interests and to sales reps, particularly in the US. vice president of sales, Freddy Ingemann.
demographic profile. Customers in Watton’s ‘slam down’ “Regardless of the business challenge, John
To support sales and build an online campaign automatically received an has a solution for it.”
audience, Watton developed a multi-phase apologetic email three hours later –
strategy, anchored by marketing beginning the lead nurturing process.
automation, social media and an innovative By catering to different market
RUNNER UP: Joanna Elliott, Sage
W
hen Joanna Elliott joined Sage in with business people on an emotional level.
2007, it was clear to her that a lot As a result of Elliott’s work, Sage
of people – both within the experienced double digit growth against
business and externally – had a limited key brand measures – generating
understanding of what made it stand out £750,000 worth of PR coverage alone.
from its competitors. She envisaged a new More than 20 million people watched the
Sage that was a household brand that show and 500,000 interacted online at a
people wanted to talk about. dedicated microsite Sage built for visitors
Elliott spearheaded a campaign to to ‘train’ their business brains.
reposition the brand internally before “I wanted Sage to be a company that
embarking on a fully integrated external people could talk about – even within a
campaign that was arguably one of the pub or dinner party environment. I knew
most high profile B2B campaigns of the this was a big ask and would take some
year. radical thinking,” says Elliott.
She worked with a number of creative Paul Stobart, MD of Sage UK and
agencies to deliver the ‘Business brains’ Ireland adds, “Joanna encouraged us to
campaign, at the heart of which was Sage’s have the courage to go into TV with the
sponsorship of the return of the Krypton brand for the first time in 20 years, with
Factor. The campaign was deemed a bold an innovative format that was an unknown
and daring one for Sage – but one that and unfamiliar territory for us. She did
enlivened the brand and reconnected it this by showing bold leadership.”
B2B Marketing Awards 2009 - www.b2bmarketingawards.co.uk
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