Agency: Accela Communications
Name of campaign: Enterprise Information Management Lead Nurturing microsite
Launch date: March 2010
Creative credits: SAP: Marketing director NA programs and initiatives: Ginger Shimp; director, global campaigns: Michelle Bergevin; Accela Communications: producer: Rachel Smith; creative director/art director: Michael Herzog; Flash designer: Blake Romine; video effects/animation: Joshua Grai
Why we liked it: This microsite for SAP Business Objects is a strong example of a strategy that makes use of two burgeoning trends in b2b marketing: content marketing and lead nurturing. The site teems with content of all sorts about enterprise information management. There are white papers. There are video white papers. There are webcasts. There are stories from journalistic outlets such as Forbes and the Economist. There is an analyst report from Gartner which rates SAP Business Objects. Additionally, the site polls visitors about their attitudes toward and opinions on enterprise information management. SAP uses this information to nurture leads and gauge where the visitors are in the process of contemplating enterprise information management: building an EIM strategy, executing an EIM strategy or implementing an EIM program. The site has a clean design, and its superb organization makes it easy for visitors to find exactly the information they’re looking for.