Digital Marketing Campaign Award – B2B
B2B Digital Marketing Campaign: The development of technology has greatly enhanced the measurability of marketing, opening up new possibilities to effectively test new options and select optimal approaches. Marketers are consequently encountering new opportunities and challenges, with lower barriers to entry and improved access to and between new masses of customers, offering new paths to profitability.
Entrants for this award should be able to demonstrate how they have devised and executed a specific B2B digital marketing campaign, leveraging technology to create real engagement with carefully-targeted audiences, and delivering clearly defined results.
Square Keira Gilleece
In order to convey the breadth of Square’s all-in-one hardware, software & payments ecosystem to a busy B2B audience that had been deeply impacted by the pandemic, we developed the “Almost” marketing campaign. Utilising Irish humour tailored to core business verticals & customised based on the placement, audience & location, Square was able to increase brand consideration, further B2B understanding of our offering, and improve relevancy with our audience. Through a mix of digital, OOH, audio, experiential and in-person events, we managed to align “almost” every aspect of the campaign, resulting in more efficient ad spend, higher brand trust, & a seamless user experience.
Skillnet Ireland Olivia Caslin
Through the Think Talent Campaign, Skillnet Ireland engaged with the business community, offering impactful talent development messaging and supports across targeted sectors and regions. By focussing the campaign of our core business audience, we were able to showcase the need for talent development. Our B2B marketing strategy included, rolling out an omnichannel campaign which consisted of targeted advertising across multiple media channels, including out of home, radio, digital audio, digital (social, display and PPC) and print. Delivering on our goal to raise awareness of Skillnet Ireland with a B2B audience and positioning Skillnet Ireland as the leading talent development agency in Ireland and driving traffic to the Skillnet Ireland website.
Three Ireland Jay Wilson
Heading into 2022, Three Business had aggressive growth targets which were highly ambitious in a mature category. Targeting the small business segment, our campaign for the year needed to speak to both the head and the heart of the audience. The “Three Grants for Small Businesses” programme centered around offering small businesses the opportunity to win funding which included Three products and solutions. We activated a consistent integrated multichannel digital campaign which included Youtube, Meta, Linkedin, Twitter, display and email. This resulted in real business results with both short and long term objectives being achieved.
The Indie List Una Herlihy
The Indie List was born from a pro bono initiative to help freelancers find work during Covid. The cofounders addressed the challenge of organising, curating and making a large, disparate base of independent talent, easily accessible to enterprises who need it, quickly. With a clear digital strategy, the business harnessed the creativity of their freelancers to engage both their community and clients. Their use of LinkedIn, email marketing, online events, and search enabled them to build meaningful exposure. This in turn has helped generate freelancer revenues of €4m+ since launch and established it as a new force in marketing talent.
Payslip Michelle Pedreschi
Payslip have entered this award to highlight the effectiveness of our Marketing Campaigns in overcoming a new market entry challenge. Key objectives of our strategy are Brand Awareness as a new marketing entrant and Lead Generation. Marketing campaigns are designed to cover both objectives, and include successful digital campaigns in the form of paid campaigns across Google and Linked platforms, Social Media Marketing, Webinars, Podcasts and Email Marketing. Optimized persona driven content underpins all campaigns in the form of eBooks, Whitepapers, Case studies and Blog articles. Result included significant growth in customer acquisition with 75% of sales generated from inbound leads.
