Fujitsu has rolled out the patented Intimis Tracker product to drive conversions through its ‘Expect More’ campaign aimed at Senior IT decision makers and influencers in target enterprise businesses.
The award winning Intimis Tracker is used to track the interaction of visitors to the campaign micro site in order to gauge engagement for sales and marketing follow-up.
The ‘Expect More’ campaign by agency Creative Direction is the first to integrate all Fujitsu’s IT product and service offerings under one theme since Fujitsu Siemens Computers became a wholly owned subsidiary of the Fujitsu Group. The goal of the campaign is to position Fujitsu as a highly credible business technology enabling and support partner.
Initial outbound communications were sent to closely targeted recipients through DM and email with a personalised URL embedded by Intimis so that all journeys can be tracked through the campaign website. This enables Fujitsu to deliver a highly personalised and intelligent experience to those invited to the ‘Expect More’ micro site.
James Collister, Marketing Manager at Fujitsu said: ‘We have invested in Intimis Tracker with a view to the long-term. The ‘Expect More’ micro site will sit at the heart of all of our outbound communications on our Dynamic Infrastructures offering.
“We are being very targeted about who we invite to visit us here so that we can deliver a highly personalised experience that is relevant and meaningful. We hope to gain a better understanding of the needs of our target companies as they navigate around the topics that interest them.’
Detailed intelligence is gathered on every contact that visits and navigates around the site which has been developed around customers’ pain points in order to offer possible solutions to overcome each particular challenge.
As intelligence builds, each lead self-categorises according to their actions, and is then nurtured through the sales cycle appropriately using a mix of topic-led emails, white papers, video, opinion pieces, research findings and telemarketing.
A comprehensive back-end reporting system has been set up for real-time tracking of all leads, which has been integrated into the telemarketing system.
Commenting on the deal Kevin Mason, Director of Intimis, said: “Fujitsu understands that enterprise customers have very specific needs, by choosing Intimis Tracker it is better positioned to offer value face prospects individually tailored solutions. Therefore Fujitsu is best placed to build relationships and offer support moving forward.”
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