MARKETING SOCIETY AWARDS for EXCELLENCE 2012: B2B marketing

Mobile company Orange, part of Everything Everywhere, was the 'clear winner' of this category with its customer magazine Orange Exchange. The publication is used to build loyalty among its customer base of small and medium businesses. The magazine's digital issue, Exchange Online, has the further aim of cementing Orange's position as a digital communications enabler for business and providing the company with a clear point of difference over its competitors.

Produced bi-monthly, the digital magazine delivers information on the latest Orange products and services and inspirational business advice to 40,000 subscribers. Eight separate editions target different customer segments with discounts, special offers, videos and competitions, with each edition updated with fresh content after publication. Reminder emails drive traffic to the magazine. Judges described the activity as 'fantastically well targeted'.

As well as rewarding customers, the magazine allows Orange to gather business information through web analytics and surveys, which is used to steer marketing and product development.

Customer reaction was overwhelmingly positive, with 92% of readers saying they had taken positive action as a result of reading the publication. Some 32% had contacted Orange about products or services and 27 per cent had improved their opinion of Orange as a business supplier.

Just over a third (33%) of readers returned to read more at a later date, and each visitor read on average 60% of the content. Page views were up 22% year on year and unique visitors up 26.5%.

HIGHLY COMMENDED

TalkTalk Business (Agency: IAS b2b Marketing)

When TalkTalk decided to rebrand business division Opal Telecoms as TalkTalk Business, the launch campaign had to firmly establish what it stood for in the business community as opposed to the consumer market. In partnership with agency IAS b2b Marketing, the company decided to use its distinctive 'light writing' branding but give it a B2B twist with the introduction of the 'Lightwriter', a rebellious business champion. Staff from across the business assisted the rebrand.

TalkTalk Business also adopted an integrated marketing system that delivers personalised web, banner advertising and email content to individuals, as well as feeding specific data to sales and marketing teams on when and how to take action.

Judges said: 'The brand reduced spend but increased the impact of its marketing. A wonderful case study.'

HIGHLY COMMENDED

HSBC Commercial Banking

In the midst of a global recession HSBC had to differentiate itself from worldwide and regional competitors. The banking giant also had to deliver consistency, efficiency and impact across 19 European markets.

HSBC's pan-European, multi-channel Trade Connections campaign centred on the bank's expertise in connecting business customers with global opportunities, particularly in emerging markets. The bank needed to show its promise to 'make connections' had demonstrable value.

A campaign website featured news and analysis of business opportunities in fast growth markets, with information about real-world connections, such as business events and virtual link-ups. The HSBC Trade Connections report allowed users to explore and share research data.

The campaign achieved a significant return on investment.

ALSO SHORTLISTED FOR B2B MARKETING

• Accenture, Corporate website re-design; 
• Sungard, 'Transparency, Efficiency, Networks' B2B marketing campaign

This article was first published on marketingmagazine.co.uk