Ogilvy PR Launches Digital Influence Offering for Today's B2B Buyer Journey

 Ogilvy PR Launches Digital Influence Offering for Today's B2B Buyer Journey

New Offering Integrates B2B Communications, Social Media and Sales Enablement
Expertise to Initiate and Influence the B2B Sales Process

PR Newswire

NEW YORK, Jan. 24, 2013

NEW YORK, Jan. 24, 2013 /PRNewswire/ -- Ogilvy Public Relations (Ogilvy PR)
today announced the launch of a new global digital influence service called
Digital Influence for B2B, designed to help business-to-business (B2B)
companies adapt to the changes that have occurred in how B2B buyers are
seeking information and opinions of others when considering a purchase.

The new service for driving awareness and sales consideration is led by an
integrated, global team of specialists including:

  oB2B communications experts
  oSocial media experts
  oSales enablement experts

"B2B companies, especially B2B technology companies, are inherently
sales-driven organizations. Social media has undeniably changed the B2B
buying process as much as it has impacted the B2C process," said Amy
Messenger, Managing Director of the U.S. Technology Practice at Ogilvy PR. "We
saw a need to evolve and expand our existing B2B social media efforts into an
integrated offering that reflects today's B2B buyer behaviors and puts brands
in the best possible position to be considered at a variety of touch-points
along the customer journey."

The Digital Influence for B2B buyer journey-based service launches with six
solutions:

  oContent driven thought leadership
  oSearch and content optimization
  oSocially enabled sales force
  oCommunity marketing
  oInfluencer engagement and activation
  oSocial product marketing

"We know that B2B buyers are seeking information, opinions and the experiences
of others before they initiate contact with sales teams. With today's B2B
buyer journey it is critical that communications, sales and marketing come
together and use innovative social practices to build profitable customer
relationships," said John Bell, Global Managing Director, Social@Ogilvy. "With
our new, integrated B2B social communications team, we have methods and tools
to effectively connect socially-enabled communications with meaningful
sales-related goals."

The new offering is firmly grounded in the B2B customer journey, and an
appreciation of how it has changed with the advancement of digital
communications and social media. One dramatic change for sales organizations
is that the average B2B IT buyer needs to consume five pieces of content
before they are ready to speak to sales. (source: IDG Enterprise Customer
Engagement Research, 2012). This speaks to the critical nature of quality
content that is optimized for organic search. In addition, 82 percent of B2B
technology decision makers say colleagues within their organization influence
their purchase decision-making process. (source: Forrester Research, Inc.,
2011 Social Technographics for Business Technology Buyers, October 2011). This
highlights an untapped opportunity for many B2B organizations to expand
development of advocacy programs in social media to share the opinions of
employees, customers and partners.

The interdisciplinary team includes Ogilvy PR's Technology Practice,
Social@Ogilvy and Leopard (www.leopard.com), Ogilvy's B2B sales enablement
group. The team's combined experience provides clients with unmatched
understanding of the roles that content, customer sentiment and endorsement,
and channel uniquely play within B2B environments.

Ogilvy's Digital Influence for B2B service is unique and valuable to clients
because it offers:

  oThe Social Media Engagement Approach refined by Social@Ogilvy over the
    last eight years.
  oA Deep Understanding of the Unique B2B Marketing and Sales Environment
    honed over 25 years of work in B2B across Ogilvy PR's Technology Practice
    and Leopard.
  oA Global Network of Social and B2B Expertise with Ogilvy PR and
    Social@Ogilvy professionals.
  oA Content Strategy to align marketing and sales content with customer
    needs along the buyer journey.

About Ogilvy  Public Relations:
Ogilvy Public Relations (Ogilvy PR) is a global, multi-disciplinary
communications leader operating in more than 85 officesacrosssix continents.
In 2012, Ogilvywas namedCannes Lions Network of the Year andMost Effective
Agency Network by the Effie Global Effectiveness Index, named Public Affairs
Consultancy of the Year by the Holmes Report, won Consumer Consultancy of the
Year in Asia Pacific (Holmes Report), and won the WPP global, top award (WPPed
Cream, Creme de la Creme) for the fifth time in six years. Ogilvy PR
integrates deeply with all Ogilvy & Mather disciplines (advertising, direct
marketing, activation, promotional, digital and entertainment)through the
proprietary Ogilvy Fusion™ approach to delivering comprehensive, business
solutions through content creation, community building, and communications
with measurable results. Ogilvy PR is a unit of Ogilvy & Mather, a WPP company
(NASDAQ: WPPGY), and one of the largest marketing communications companies in
the world. For more information, visit our website atwww.ogilvypr.comor
follow us on Twitter at @ogilvypr.

About Leopard:
Leopard specializes in driving success for B2B and B2B2C clients by unlocking
their best selling potential. We establish and extend the brand through sales
and marketing channels with experienced insights, fire-tested methodologies,
comprehensive sales tools, pervasive creativity and measurable outcomes. In
essence, we put a sales lens on everything we do. As a specialty agency of
Ogilvy & Mather, a WPP company (NASDAQ: WPPGY), we deliver the best of both
worlds: the exacting focus, attentiveness and agility of a creative boutique
and the unparalleled capabilities and scalability of a leading global
enterprise. For more information, visit our Web site at www.Leopard.com.

Links:

http://www.forrester.com/2011+Social+Technographics174+For+Business+Technology+Buyers/fulltext/-/E-RES58564

http://www.idgenterprise.com/press/research-demonstrates-content-plays-key-role-in-accelerating-sales-through-lead-nurturing

http://www.youtube.com/watch?v=L83yPljBYuQ&feature=youtu.be

SOURCE Ogilvy Public Relations

Website: http://www.ogilvypr.com
Contact: Ellen Birek, Ellen.birek@ogilvy.com, +1-202-729-4231