View our case study here or read on for our full Campaign Case Study entry:
Colorbond leads the Vietnamese steel supply industry in terms of product quality and reputation and their ongoing B2B marketing objective is to connect with Vietnam’s business leaders who will make investment and construction decisions on factory, commercial or real estate projects.
One of the key struggles of B2B marketing is harnessing the new world of data driven, huge scale, artificially intelligent processes due to the personal rather than mass approach required. Colorbond’s marketing vision was to utilize these new capabilities in an efficient and powerful way to continue driving their sales team’s lead generation and obviously market share.
Blueseed was contacted to create the Bond Club – a digital content hub available on demand any time to Vietnam’s business leaders. The Bond Club serves to build brand awareness within the apps user base but Colorbond wanted it to go deeper into their overall marketing process. Colorbond wanted to use the Bond Club as a key driver of their Customer Relationship Management strategy, both increasing their customer database and utilizing the latest digital marketing techniques in real time to realize which of their customers is most valuable and help to develop relationships based on these insights along the consumer journey.
Our target audience is as diverse as it is challenging to reach. Colorbond are aware that big scale construction projects are driven by 3 decision makers. Project specifiers, construction contractors and the project investors themselves. Specifiers and construction industry members have been possible to reach through traditional B2B channels. Investors in major projects however, are far harder to reach. The target audience was defined as management level employees working in companies in relevant key industries like garment manufacturing, food production and amongst others.We focused on 3 categories of Specifier, Contractor or Investor and rate them according to their potential value as a Colorbond customer. The campaign would still be relevant to wider audiences interested in business related topics helping to increase their brand awareness of Colorbond’s products cementing their place as an industry leader within Vietnam.
Our creative strategy is based on 2 pillars – relevant and valuable content and an integrated Customer Relationship Management process.
Content Hub – The Bond Club was created to combine relevant and premium business related content on an accessible mobile first platform. The key requirement however was to enable an end to end, click to customer CRM process combining on and off platform data to deeply drive Colorbond’s B2B process at scale. We built the Bond Club as a free registration and easy to use Android and IOS apps members can access 100 of the world’s top business books using a custom built e-reader function, view in depth articles on emerging trends in the local business sphere and watch interviews with prominent Vietnamese business leaders.
Integrated CRM – Users register via Colorbond’s website – www.depbenvung.com and then download the app to have full access to the complete content database. From this process we have been able to gain incredible insights on the – otherwise difficult to reach in person – target audience. From ad impression, email database or website visitor to full member we track and score every single visitor to the Bond Club platform. We track email opens, site visits, registrations, app downloads, in app activity and merge it with their contact and professional data (collected during registration) and build a complete profile of every single Bond Club Member!
The Bond Club needed to have a suitable value proposition delivering real value to a challenging target audience. Business leaders are by default motivated to ignore traditional marketing messages. Our solution hinged on playing to the 1 common passion our target audience share – insightful business content – but it had to fit to their lifestyle. Our insight? The device that is now most value to all busy business people is their phone. We built the Bond Club into a mobile experience focused on great user experience and value to members. All the while growing a valuable database of potential Colorbond customers. We had to understand what this unique target audience would be interested in and choose to engage with. For sure traditional advertising or even direct marketing via email or other channels would quickly be blocked out and ignored if we used it.
The beauty of the Bond Club’s creative strategy is that it provides a valuable tool to consumers which builds brand love and awareness for the Colorbond brand but at the same time it creates a lifetime relationship with every single user from a 1 time website visitor to a regular app user. This enriched data connected to app members drives a full view of each user and enabled us to score their interest in our content and also their potential as a future Colorbond customer based on their behavior and their job title and company. We are able to assign tiered value – Silver, Gold and Diamond – to each Bond Club member based on their professional information and levels of engagement.
Overall Campaign Execution
The Blueseed Group have led data driven marketing in Vietnam over the last 2 years. Investing heavily in our in house Data Management Platform (DMP) – Rigel Data. This became the centrepiece of driving value for Bluescope from the Bond Club project. We utilized data driven process from end to end on this project. Targeting true business leaders and inviting them to join the Bond Club, measuring their engagement and potential as a Colorbond client, continuously re-engaging them and scoring the response to all content via email, search, direct, from social platforms like Linkedin or Facebook, within the app and more. We utilized Salesforce’s Pardot platform to manage and measure all emails allowing us to validate our database sourced from Colorbond’s existing client databases collected over the years of traditional B2B efforts and we scraped available 3rd party data on different industry organizations. All up we were able to target 11,695 email accounts of which over 5,000 were able to become classified Bond Club members, of these we can determine their position, company and industry and use our DMP to measure their level of engagement.
This 360 degree visibility enabled us to truly understand the value of each and every member of the Bond Club AND continue to grow Colorbond’s reputation as an industry leader and build a sustainable platform that can feed the Colorbond sales team a pipeline of hot leads for years to come.
Mobile is now the key platform for almost all personal behaviors. To have a personal brand connection we MUST utilize mobile platforms. The key factor of the Bond Club is we want members to find the body of content we’ve created as useful as possible and package it in the way that our target audience would most likely use it as their use is what delivers our CRM process value. A native IOS and Android mobile app was the obvious answer. Unique e-book reader, video player helped make the in app experience premium helping the Bond Club’s members value their experience even further. We needed a perfect mobile experience at the fingertips of our target audience – business leaders and decision makers – to ensure that they engaged with our content as heavily as possible. This engagement is what gives our CRM extra value, we learn their interests and priorities and due to the Bond Club registration maintain solid connections to their real life working status (company, role, industry) and contact details. This means from start to end we can learn about Bond Club members, build and apply segments that can bring them through the sales process from aware to consideration and eventually successful customer.
Our mission is beyond typical lead generation. We’re needed to create a real time smart lead scoring process that delivers Colorbond’s sales team actionable insights on each and every contact our campaign touches. We assigned Diamond, Gold and Silver tiers based on rules that defined the most likely potential future Colorbond customers. We now have incredible power to learn about the behaviors, companies, industries and professional positions held by each Bond Club member and build data driven approaches and measure the response at every step of the way. It’s safe to say the Bond Club and our ability to learn from it’s growing reach will enable Colorbond to keep growing the brand and growing new market share for years to come. Not only this but years of databases were able to be turned into real time data enriched profiles via Salesforce’s Pardot’s integration to our process. We were able to truly bring offline audiences online and can continue to build on this now that we have an ever growing level insight into each and every user.
We’ve succeeded in building a whole new communication approach for Bluescope’s Colorbond sales team to approach build quality leads. Armed with deep insights on every single Bond Club members professional status and personal interests Colorbond’s sales and marketing team have been able to totally shift their communications strategies from traditional highly personal B2B efforts to intelligent scalable insight driven approaches to segments within the database.
Our innovative content has bought the Colorbond brand to the forefront of Vietnam’s fast paced economic development and front of mind for high level business leaders. Having over 5,000 (and growing) members registered and learning from their online behavior via Rigel DMP continues to drive market insights into the Colorbond marketing process which will be used to ensure their product remains at the forefront of the steel construction space.
Phase 1 has proven our concept, we’ve successfully had 5,000 Bond Club members who we can classify, contact and realistically customize our marketing approaches to each and every member. Colorbond can now add new strategies targeting segments rather than individuals helping them to raise their market impact immeasurably. We’re already heading into Phase 2 of the Bond Club where we will continue to build on the already successful base. The beauty of the power of utilizing a DMP means we can scale the Bond Club to cover unlimited numbers of prospects in real time. Truly a game changer in the B2B marketing space. Using increased insights to bring more and more relevant members onto our app will only continue to grow the opportunities to connect with the members in new and innovative ways for years to come. In this way the Bond Club continues to deliver more and more value over time as it grows.
Digital lead generation has proven to be less than 10% of the cost of traditional personal B2B network building. It can be automated, improved via look-a-like approaches and 1 digital prospect remains active and grows in quality over time as we observe their engagement and relationship with the brand. Bluescope had realized they had no choice but to embrace the power of the digital data driven era and the mobile approach is already delivering far higher scale at lower costs. This benefit of scale and increased ROI will only increase as the Bond Club platform continues to grow!