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New Media at Intergraph Presentation to Hogeschool InHolland , Diemen November 26, 2009. Zuriñe Garcia, Senior Marketing Specialist David Cinanni, Marketing Associate. Presentation Overview. About Intergraph About B2B Marketing Marketing at Intergraph New Media in B2B

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new media at intergraph presentation to hogeschool inholland diemen november 26 2009

New Media at Intergraph Presentation to HogeschoolInHolland, Diemen November 26, 2009

Zuriñe Garcia, Senior Marketing Specialist

David Cinanni, Marketing Associate

presentation overview
Presentation Overview
  • About Intergraph
  • About B2B Marketing
  • Marketing at Intergraph
  • New Media in B2B
  • Future of Marketing
  • What is important for you to know
  • Conclusion/ Questions
intergraph a bit of history
Intergraph – a bit of history

M&S Computing


M&S Computing

intergraph business overview two distinct operating divisions
Intergraph Business Overview:Two Distinct Operating Divisions
  • Intergraph goes to market through its two operating divisions, Process, Power & Marine (PP&M) and Security, Government & Infrastructure (SG&I):
    • PP&M has the broadest software portfolio in the industry used by nearly all of the Fortune Global 500 chemical, petroleum & pharmaceutical companies around the world
    • SG&I’s geospatial intelligence solutions are utilized by governments in over 80% of the world’s largest countries and security technologies help protect more than 500 million people worldwide

Process, Power & Marine

Security, Government & Infrastructure

Industry-leading design & data-centric information management software for plants & marine facilities

Geospatially-powered solutions for the security, intelligence, military and infrastructure industries

2008 Revenue: $339 million

2008 Revenue: $470 million

intergraph employees by location
Intergraph Employees by Location

Total Worldwide Employees of 4,041

CanadaEmployees: 179

EMEAEmployees: 1,044

United States Employees: 2,060

Asia Pacific

(excludes India) Employees: 327

IndiaEmployees: 404

ROW Employees: 27

* Employee data as of December 31, 2008.

differences between b2b and b2c
Differences between B2B and B2C
  • B2C
  • Product Driven
  • Maximize the value transaction
  • Large target market
  • Single step buying process, shorter sales cycles
  • Brand identity created through repetition and imagery
  • Merchandising and point of purchase activities
  • Emotional buying decision based on status, desire or price
  • B2B
  • Relationship Driven
  • Maximize the value of the relationship
  • Small, focused target market
  • Multi-step buying process, longer sales cycle
  • Brand identity created on personal relationship
  • Educational and awareness building activities
  • Rational buying decision based on business value
reference selling in b2b
Reference Selling in B2B
  • In B2B when prospects will want to know about what you have done. This is called reference selling. This comes in the following forms:


Collateral Support

Internal Communication

Case Studies/Press Releases



european marketing organization

Sales/Mktg. DEGabrielle Hillebrand

Sales/Mktg CZ Nadezda Hejhalova

Sales/Mktg DE Milica Trettin

Sales/Mktg DE Felicitas Stehlik

Sales/Mktg BE Judith Spillemaeckers

Sales/Mktg UK Michelle Libby

Sales/Mktg FR Licinia Rodriguez

SG&I Sales/Mktg Assist.

Sales/Mktg PL Anna Smyk

Sales/Mktg RS Olga Melikova

Sales/Mktg NOSølvi Oaland

Sales/Mktg FI Pirjo Hartikainen

Sales/Mktg UK Tina Rose

PP&M Sales/Mktg Assist.

Sales/Mktg NO Stine Vandbakk

Sales/Mktg ES Mar Sanchez

Sales/Mktg FR Valerie Devesa

Sales/Mktg/ PL Paulina Ratazijk

European marketing organization

Sr. Marketing Mgr. EU Sally Bos

Marketing Mgr Nordic Mari Helgeland

Mktg/HRMgr/IT Manuela Fortunati

West Marketing Mgr./UK Ralph Diment

Central Mktg. Mgr/DE Matthias Alisch

East Marketing Mgr./PL Anna Stocka

Marketing Events/EU Nicole Brlek

Marketing Spec/UKMarina Conceicao

Marketing Spec./IT Sara Tomassini

Sales/Mktg DK Tine Sonne

Marketing Comm/EU Fabienne Pinot

Marketing Spec./DE Michael Hanschke

Marketing Spec./ES Berta Colino

Sales/Mktg DK Signe Bruskin

Marketing Web/EU Zurine Garcia

Marketing Spec./DE Andrea Hoeh

Marketing Spec./PT Filomena Abrantes

Marketing AssociateDavid Cinanni

Sales/Mktg BE Kathleen Raeymaekers

Shared EMEA Mktg. Personnel

EMEA Marketing

EMEA SG&I Sales/Marketing Admin.

EMEA PP&M Sales/Marketing Admin.

what types of things do we do
What types of things do we do?
  • EventsUser groups, Intergraph 2009-10 etc… ExhibitionShows
  • Direct emails
  • Using Eloqua to support other campaigns
  • Press Releases
  • Major Wins, Partnerships, Product Releases
  • Case Studies
  • Strategic wins, successful projects
  • Websites
  • Webinars/Seminars
  • Videos

How do we innovate?

“During economic downturns, innovation is the single most important condition for transforming the crisis into an opportunity”


So how does Intergraph innovate…….?

goals with new media
Goals with New Media

Intergraph has 4 main goals when it comes to new media:

  • Reach (people outside our spectrum)
  • Influence (get them thinking about us)
  • Monitor and engage (direct connection with customers and prospects)
  • Improve Brand Perception as a modern and forward-leading organization
twitter facebook linkedin
Twitter, Facebook, LinkedIn

What type of content do we post here?

  • Press Releases
  • Press Coverage
  • Pre-Event Announcements
  • Post Event Wrap Up
  • Email Content (Repurposed)
  • Key Web Updates
  • Campaign Launches

408 Followers 250 Members

2,353 Page Views 650 fans

32 Subscribers 48 through facebook ad

direct e mailing campaign management
Direct (e)mailing & campaign management
    • HTML Emails
    • Voicemails – used at our conference to remind people to register Note: make sure calls go to voicemails, and that the telephones are office phones if you do calls late at night ;-)
    • SMS – we asked people at registration if they would give us their mobile phones to send them updates during the conference, for change of rooms, announcements. 375 people registered for this.
  • Track open rate and click-through rate
  • Maintain Distribution Lists
  • Create Interactive Forms
c ustomer r elationship m anagement
Customer Relationship Management
  • Sales Database
  • Enter leads, prospects, existing clients (contacts)
  • Track and monitor opportunities
  • Manage Marketing Campaigns
  • Completely web based no software

What is Search Engine Optimization (SEO)?

  • SEO refers to search engine optimization, the process of structuring a web site so that it will appear at or near the top of a search engine results page (SERP) for your chosen keyword phrases. It also involves researching the best keywords to use for your industry, and they are not always the ones you would expect. Often our potential customers use different search terms than we would use, or they search for the solution to a problem without knowing exactly what they need.  Keyword research is an important part of SEO and critical to the success of any campaign.(

What have we done at Intergraph?

    • Optimization of all websites with meta tags + preferred content files
  • What is Search Engine Marketing (SEM)
  • Search Engine Marketing, that has to do with the ads that you see on the right or left of your Google search page or any other site for that matter. Although there are several different websites that allow you to advertise, Google ads are by far the biggest and most rampant ads on the internet. So the way that SEM works is that a company pays for these ads in one of two ways:
  • Pay per click
  • Pay per impression
  • (
sem at intergraph
SEM at Intergraph
  • How do we use SEM?
    • SEM campaigns for specific purposes:
      • Facebook recruiting
      • Registrations to conference
      • Promotion of courses in Spain
      • Promotion of key products in France

Note: We are currently advertising on both Google and Facebook to compare a

cost per lead between both.

What is nice about Facebook advertising is that it allows you to segment by demographics as Facebook stores this information. Google is more based on the words you use for your search and your IP address.

seo sem
  • Is the difference clear??

SEO involves using various strategies in the design and creation of a Web site to enhance its organic listing.



SEM/ Pay per click ads are sponsored listings were the advertiser pays the search engine each time the ad is clicked on.

  • Successful launch of the PP&M GetSmart! Blog -
  • Used to communicate product releases, new developments and upcoming eventsto customers, and prospects
  • Marketed through:

- email signature, HTML email

other uses of new media
Other uses of new media

Online Meetings and Podcasts to reduce physical meetings, reduces costs and save time!


  • B2B Media Spending in 2010 is over 30 Billion
  • 13% of that of that will be on online ad spending, double the amount from 2005
social media
Social Media
  • Social Media is no longer a niche and just for young people, consider the following median ages for users of the main four social media sites:

31 39

33 26

  • Breaking news now not always by reporters…..Kevin Love Case
  • Twitter is attracting young people!
  • Can be useful for businessesto tie in all other medias more as one stop shop for information.
  • Mobile posts via SmartPhones, 3RD party applications
  • Receive feedback from customersand user generated contentweb 2.0 at its finest!

What is Yahoo Answers?

Yahoo Answers is the knowledge sharing Q&A based social network.

  • As of August 2007, Yahoo answers had 21 million U.S. users and 95 million worldwide. This has provided 160 million answers within the U.S. and 350 million worldwide.

Very powerful model for businesses to look at as they can create user generated content in order to answer FAQ’s in order to reduce customer service backlog. Also shows honesty and transparency.

Web 2.0 is all about encouraging participation and sharing not shying away from it!

what do you need to know
What do you need to know?
  • Knowledge and skills in social media but also the latest design tools. Adobe design suite products are usually the industry standard.
  • Attitude! Be open and willing to learn.
  • Importance of projects during studies, any kind of experience
  • Be informed and curious about anything new, not only what it is but how it can be used!