nFusion is a digital agency that helps marketers create change and provide consistent digital experiences for their customers.

1. B2B DIGITAL CAPABILITIES
John Ellett, CEO (jellett@nfusion.com)
OCTOBER, 2014
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.

2. HELLO!
© NFUSION GROUP, LLC. PROPRIETARY AND
CONFIDENTIAL.
2
At nFusion, we’re passionate about helping marketers
create change, disrupt the status quo and deliver
consistent, scalable customer experiences.
Thanks for taking a look at our B2B case studies.
We’ve been fortunate to work side by side with some
fantastic marketers and we’re proud of the work we’ve
collectively accomplished to support their businesses.
Please reach out any time if you’d like to chat.
Regards,
John
FIREHOST: SECURE CLOUD HOSTING
John Ellett
CEO, nFusion
jellett@nfusion.com
@jellett

3. ABOUT NFUSION

4. Partner with
MARKETING
CHANGE AGENTS
to do remarkable things in
an ever-changing digital
world.

5. WHO WE ARE
WHAT WE
BELIEVE
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CONFIDENTIAL.
5
nFusion architects customer experiences based on a model
that asserts that digital interactions and social conversations
throughout the customer decision journey shape how people
establish brand preference and, ultimately, make purchase
decisions.
We see the consumer – and potentially your most valued
customer – at the center of any and all digital marketing
programs. This guiding principle informs all aspects of our
experience design and development process. We look to
implement customer-friendly experiences that are the right
balance of innovation and intuitive interactions.
Founded: 2001
Headquarters: Austin, TX

6. © NFUSION GROUP, LLC. PROPRIETARY AND
CONFIDENTIAL.
6
NFUSION DNA
Strategy Creative Technology Media
Experience
Strategy
Business
Intelligence
Research Analytics

7. OUR CLIENTS
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CONFIDENTIAL.
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8. NFUSION METHODOLOGIES
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CONFIDENTIAL.
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9. INITIATIVES
BRAND
Revitalization
DIGITAL
Transformation
SALES
Acceleration

10. EXPERIENCE STRATEGY & DESIGN SYSTEM
RESEARCH,
DATA
ANALYSIS &
INSIGHTS
GATHERING
EXPERIENCE
STRATEGY
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OWNED
Experiences
Display advertising
Content Syndication
SEM, Social and
Content Marketing
Websites, Mobile,
Events, POS
PAID
Native
EARNED
Social Media
Influencer Strategy
& Communities
SENTIMENT &
NEED STATE
ANALYSIS
PERSONA
DEVELOPMENT
& INFLUENCE
MAP
DECISION
JOURNEY/
TOUCHPOINT
MAPPING
EXPERIENCE
ECOSYSTEM
DESIGN
BEHAVIORAL
&
ETHNOGRAPHIC
INSIGHTS
MARKETING
ROADMAP
INFLUENCER
STRATEGY
COMMUNICATION
SYSTEMS
CONTENT
STRATEGY
FRAMEWORK
DEVELOPMENT
PLATFORM
STRATEGY
TECHNICAL
STRATEGY
CONTENT
STRATEGY
SOCIAL MEDIA
STRATEGY

11. OUR EXPERIENCE STRATEGY APPROACH
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Discovery
and
Research
Brand
Review
Persona
Touch-point
Exploration
UX Strategy
Technical/
Functional
Plan
Time and
Budget
Creative and
Performance
Analysis
1
2
3
4
5
6
Experience
Strategy
Framework
Experience
Strategy
Framework
and
and
Roadmap
7
• Validate project
requirements against
overall budget and
timeline
• Site marketing objectives,
goals and priorities
• Document customer
needs
• Technical and integration
requirements
• Online, community and
primary research
• Document key customer
behaviors
• Technical solutions
architecture
• Technical and functional
requirements
• Identify primary personas
•Map consumer decision
journey
•Map consumer engagement
journey
• Localization needs
• Persona/behavioral insight
• Existing content strategy
• Explore UX strategy that
aligns with target
behaviors and journeys
to site content
• Align consumer decision
journey with engagement
journey
• Top-level content gap
analysis
Roadmap
• Translate brand guidelines
to digital
• Identify strategic content and
messaging opportunities
• Competitive analysis
• Analytics Strategy
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12. LEAD GENERATION: PLANNING FRAMEWORK
PLANNING
Business
• Brand
• Demand creation
• System evaluation
• Demand waterfall
Targeting
• Market
segmentation
• Target definition
and persona
development
• Qualified lead
definition and
scoring
Engagement
• Messaging
• Offer development
• Content strategy
• Touch-point
strategy
• Testing strategy
BRAND BUILDING
• Brand strategy  Social media strategy  Employee communications
• Influencer strategy  Customer communications  Partner communications
LEAD
GENERATION
• Media buying
• Offer mapping
• Creative and
asset
development
• Media execution
• Tracking and
optimization
SALES ENABLEMENT
• Toolkits
• Acceleration support
LEAD
CONVERSION
• Content
development
• Landing page
optimization
• Dot com
optimization
• Lead form
optimization
• Chat and call
optimization
LEAD
QUALIFICATION
• Lead scoring
LEAD
MANAGEMENT
• Lead routing
(internal and
reseller)
• Reseller lead
acceptance
LEAD
NURTURE
• Progressive
profiling
• Lifecycle
messaging
• Content
development
• Sales outreach
strategy
• Automated
outreach strategy
MARKETING AUTOMATION / CUSTOMER RELATIONSHIP MANAGEMENT
• Functioning lead system  Closed-loop tracking and attribution
• Lead system integration with key enterprise platforms

13. B2B WORK EXPERIENCE

14. DRILLINGINFO: DIGITAL TRANSFORMATION
Drillinginfo's software helps energy companies make better, faster
and more accurate decisions on where to drill for oil and gas.
After a series of acquisitions and continued growth, Drillinginfo
partnered with nFusion to transform their digital platform and
corporate website.
The company’s goals were to: build awareness, optimize top and
middle funnel engagements, portray thought leadership in the
industry, align content strategy to search to drive inbound sales.
nFusion delivered a comprehensive web redesign (supported by
a Customer Decision Journey map) and a lead generation
program.
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16. SAMSUNG: BUSINESS. INNOVATED.
Revitalize Samsung Enterprise Business Division brand
• Brand platform and awareness campaign re-asserting commitment and
value to business audience
• Campaign deployed across multiple touch-points: online/print
advertising; website development; social, e-mail, mobile marketing
• In-market executions targeted end users and channel resellers
Services
Brand strategy | Integrated marketing communications planning | Positioning
and messaging | Advertising creative | Digital strategy | Web design, content
and systems development | Social media marketing | Mobile marketing | E-mail
marketing

17. SAMSUNG: BUSINESS. INNOVATED.
SEE MORE
View the case study
on nfusion.com.

18. AMD: VISION
Develop comprehensive integrated marketing communication
strategies across all major business units including retail, Fusion
APU, commercial servers and discrete graphics
• Engagement resulted in comprehensive documentation of AMD
ecosystem and influence maps
• Prioritization of constituents by region, with persona development and
media consumption habits informing global program development and
regional variations
• Content maps identified asset development requirements to support
varying needs across the ecosystem to drive preference and adoption
Services
Integrated marketing communications planning | Product launch planning |
Media planning, buying and placement

19. AMD: VISION

20. TALEO: TALENT MANAGEMENT
Conduct a comprehensive review of all digital marketing activities
and develop plans for optimized programs that increase
consideration
• Revised programs included a more diversified media mix to expand
reach
• Refinements were made to implement consistent tracking with full
attribution to inform campaign management and marketing system
optimizations
• The campaign exceeded annual goal of net new qualified leads by 16%
with a total contribution of net new qualified leads comprising 56% of all
leads generated during the buy
Services
Sales funnel modeling | Demand-generation programs | Marketing
automation and lead nurture | CRM systems integration | Media planning,
buying and placement | Digital strategy | Web design, content and systems
development | Search engine marketing | Social media marketing

21. TALEO: TALENT MANAGEMENT
SEE MORE
View the case study
on nfusion.com.

22. SONUS NETWORKS:
ENABLING UC IN THE CLOUD
Shift core business model from solely channel to
focusing on diversification
• Implementation of an enterprise-direct and carrier channel
model ignited by enterprise-specific product launch
• Launch and integrate marketing automation platform
• Manage global demand generation and CPL campaign
Services
Brand strategy | Marketing automation and lead nurture | CRM
systems integration | Digital strategy | Web design, content and
systems development | Search engine marketing |

23. SONUS NETWORKS: ENABLING UC IN THE CLOUD
SEE MORE
• View the case
study on
nfusion.com.

24. CYRUS ONE: GLOBAL ENTERPRISE DATA
Launch new messaging and a brand identity to position the
organization for growth
• In-market communication programs and sales enablement tools
supported the sales process with a goal of increasing market share
within global 1000 enterprises
• Plans included a diversified media mix across different vehicles and
properties to allow for optimizations throughout the campaign
• After one month in market lead rate increased 8% and cost per lead
decreased 75%
Services
Demand-generation programs | Positioning and messaging | Web design,
content and systems development | Sales enablement | Media planning,
buying and placement | E-mail marketing

25. CYRUS ONE: GLOBAL ENTERPRISE DATA
SEE MORE
View the case study
on nfusion.com.

26. THE PLANET: HOSTING FOR SMB
Develop and implement a results-based, closed-loop sales and
marketing system
• A system was designed to support comprehensive demand-generation
campaigns targeting an active consideration audience in the hosting
space
• Once implemented, end-to-end marketing attribution accuracy
increased from 30% to 95%+
• Traffic from paid media increased by 63% and leads by 54% quarter
over quarter without budget increases
Services
Integrated marketing communications planning | Advertising creative | Sales
funnel modeling | Demand-generation programs | Marketing automation and
lead nurture | CRM systems integration | Media planning, buying and
placement | Digital strategy | Web design, content and systems
development | Search engine marketing | E-mail marketing | Analytics and
testing

27. THE PLANET: HOSTING FOR SMB
SEE MORE
View the case study
on nfusion.com.

28. FONALITY: TALKING BUSINESS
Develop campaigns that increase qualified lead traffic, driving
increased sales and conversions
• Program strategy utilized effective keyword research and messaging
best practices, as well as online display retargeting, to increase volume
and efficiency of leads
• Implementation of strategy increased lead volume 161% through
improved tracking integration
• Effective media placement increased traffic 17% with a 34% decrease
in cost per lead
Services
Demand-generation programs | Advertising creative | Web design, content
and systems development | Sales enablement | Media planning, buying and
placement | CRM systems integration

29. FONALITY: TALKING BUSINESS
SEE MORE
View the case study
on nfusion.com.

30. THANK YOU
See more at http://www.nfusion.com/B2B