The Crocodile – big appetite for B2B marketing

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Proof of social media’s ROI

Marketing budgets are a constant challenge. Allocating the right amount of money to the right area, as well as being able to justify the overall spend, has never been more important or more challenging. In a down economy businesses are understandably reluctant to increase spending in any area without definitive proof of ROI, let alone invest in new areas like social media.

The rise of the social web and the corresponding changes in buying behaviour have happened concurrently with the economic downtown and the squeeze on marketing budgets. The result is that many businesses, particularly in B2B, have completely overlooked new inbound marketing techniques that offer significant, quantifiable results without the need for a large capital outlay.

The content, conversation and on-going interaction that make up an effective social media strategy create an online experience that keeps customers in your orbit, drive consideration and set you apart from the competition. Sharing interesting, relevant and useful information will hold the attention of your existing customer and help you attract new ones.

Social media is proving to be a powerful source of revenue for Crocodile client Ellisons, delivering an online uplift of 70%. Facebook is now the 3rd biggest referrer to the Ellisons website after Google and Bing. Through running regular competitions and special offers to drive engagement and using a strategy designed to drive traffic Ellisons has achieved:

  • 71% increase in online sales over six months (against a 50% target)
  • 44% increase in the number of customers ordering online
  • Incremental ROI of 1534%
  • 36% increase in website traffic
  • Enhanced customer service
  • New levels of customer insight

As marketing moves away from a quarterly campaigns approach towards a continuous dialogue, social media can help you tune in to what your target market is talking about, nurture prospects through the buying cycle and deliver valuable repeat custom. If you’d like to find out how a social media strategy from The Crocodile can benefit you, contact us here.

Winning design for Olympic tickets

We’re loving these!

It’s great to see the London 2012 Olympic tickets at last. A stunning design that starts to make sense of the whole identity. We haven’t got many tickets here at The Crocodile, we won’t be able to get to work, but we’re getting excited.

Awards shortlist reflects key focus

Ask anyone in B2B marketing which skill sets, capabilities or challenges they really need to crack, and there’s a good chance the following might make the list:

  • Social Media – Taking the next step on from using social as an essential dialogue tool and exploiting its capability as a revenue generator, delivering tangible, measurable financial results
  • Lead Nurture – Using developments in marketing automation technology to enhance lead nurturing, leading to a more measurable and strategic relationship between marketing and sales
  • SME - Unlocking the all-important SME market (ie reputedly the B2B segment with all the money!)
  • Cost effectiveness – Achieving more with less in a world of shrinking budgets

By no means an exhaustive list, however it’s one that neatly sums up some of the key focus areas for The Crocodile during the last 12 month – or more accurately, our clients’ key focus areas.

That’s why we are so pleased to have been shortlisted as finalists for three of the most topical categories in this year’s B2B Marketing Awards:

Best SME-targeted campaign
Transformation to Social Media for Ellisons

Best Limited Budget Campaign
Transformation to Social Media for Ellisons

Best Lead Nurture Campaign
Cyberconfidence for CSC

The B2B Awards are fast becoming the gold standard in B2B marketing and this year attracted a 20% increase in entries. So well done to the guys at B2B Marketing, and good luck to our great clients at CSC and Ellisons – looking forward to the usual tense black tie evening in November!

The Crocodile wins global EMC account

EMC Corporation, the world’s leading information management company, has appointed independent London agency The Crocodile to lead global campaign development in IT Transformation and Big Data, following an international five-way pitch.

The Crocodile has been an EMC roster agency for some years, participating in project-based campaigns at global, EMEA and UK level. The pitch, which took place in late December, has coincided with the creation by EMC of a new internal campaign team with a brief to drive EMC growth in the rapidly developing ‘IT as a service’ market. The win hands The Crocodile a key strategic agency role working alongside campaign teams in Boston and London.

EMC’s pitch brief required a fully integrated results-based approach using digital, social, email and direct mail to drive leads through to sales qualification via an internal CRM platform. Additionally, participating agencies were required to demonstrate clear understanding and experience of the global technology market and the dynamics of both direct and indirect sales channels.

“Working with EMC plays to our core strengths as an agency,” explains Adam Wooff, founding partner and managing director of The Crocodile. “We bring informed strategic focus and cut-through creativity to the table, along with a clear perspective on the mix of activities that will genuinely impact the buying behaviour of EMC’s customers and prospects. These days there’s simply no room for tokenistic marketing – anything we do has to prove relevance, tie in to sales activity and make a measurable contribution.”

Chris Blaik, senior director, Global Campaigns at EMC commented, “The Crocodile has a proven track record in not just building world class, award winning campaigns but an ability to truly understand the go-to-market priorities of our business and channel, crucial to driving value in today’s end to end environment”

B2B Marketing Awards 2011

The prestigious B2B Marketing Awards are the benchmark of excellence in our field. 2010 saw The Crocodile scoop one winner and one runner up award, and this year The Crocodile are incredibly proud to be finalists for an amazing five awards.

Best Integrated Campaign
CSC Cloud Blueprint Campaign

Most Commercially Successful
CSC Cloud Blueprint Campaign
Solidworks EPDM Campaign

Best use of Direct Mail
Solidworks EPDM Campaign

Best International Campaign
EMC Unified Storage VNXe

As an agency that prides itself on influencing buying behaviour and generating qualified leads, having two separate campaigns shortlisted in the Most Commercially Successful category is a huge achievement and testament to the importance we place on this.

We are also excited about the new category – Best International Campaign. Many of our clients are looking to run campaigns globally. This obviously effects the creative but with good planning and insight it doesn’t need to neutralise it. A special thanks to the team at EMC, it was worth the late nights.

The winners will be announced at the awards event in November so there’s plenty of time to lose weight to fit into those black tie garments.

To Anne, Mark, Vince, Julie, Jess, Mike, Susan, Craig, Iain – game on!

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Crocbites is our running commentary on the trends affecting B2B marketing, alongside our own insights and independent viewpoint formed from working with global brands turning marketing budgets into bottom line benefits.

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