The B2B Marketing Awards are the largest and most prestigious marketing awards in the B2B calendar. Taking place annually, this year’s event was held on November 16th at the Old Billingsgate in London, where the best and brightest of the B2B marketing industry were out in force.
Having been nominated for four awards this year; Best use of ABM, Best use of customer insight, Best demand or lead generation and Best corporate decision-maker targeted campaign, six members of the ReallyB2B were joined by clients, Avanade and Arden University, on Wednesday evening, dressed to the nines. Having already filled the trophy case with B2B Marketing Awards over the years, the excitement for this year’s announcements was palpable. Then it happened… we won silver in the ‘Best corporate decision-maker-targeted campaign’ category!
Our award at this year’s event was in recognition of our work with Arden University. Having already achieved high brand salience and success in the B2C market, Arden University wanted to replicate this in B2B – targeting organisations with 10,000+ employees with their employee learning solutions. To help them achieve their results, we first decided to run several research methodologies to build a representative picture of the market, the decision-makers and what Arden University needed to say to them. These methodologies included expert interviews, discovery sessions and desk-based research.
With insight on the key decision-makers (and their drivers), we applied personality profiling. DiSC is a personality profiling model that measures the intensity of characteristics to determine which of four personality types the person is most similar to. This insight enables us to better understand the audience’s buying behaviours on a personal level and adapt our marketing messages and activities to drive improved engagement. From here, we created an engaging, multi-touch marketing campaign to position Arden University as the expert partner of choice for employee learning and apprenticeships.
Big ideas for bigger results
To give the entire campaign a recognisable look and feel, and ensure all the components aligned, we created a campaign big idea that also functioned as a sign-off for all communications. The big idea was titled ‘Supercharge Your Success’, a powerful statement that alludes to the fact the audience are likely already doing all they can to improve their manager’s development – and they are on the right track.
However, Arden University is an opportunity to supercharge this process and give them a real shot in the arm. It’s about the audience ‘getting the best out of their most talented people’. By combining tremendous levels of research and insight with high-impact and engaging creative, this campaign has already achieved a whopping 160% of MQL target and 998% ROI.
To find out more about our award-winning expertise and how we can help you reach the upper echelons of successful B2B marketing, speak to our team today on [email protected]