Rocket Success Story: B2B guerrilla campaign for BBT Software

Creativity is also required in the B2B sector. Unconventional solutions are best found and implemented when agency and client work hand in hand. For our client BBT Software, we reached the most important people in the insurance industry with a multi-stage campaign along the buyer journey - and ensured that they were "not left out in the cold".

Target groups

1. Primary: C-level decision-makers at accident and daily benefits insurers in Switzerland
2. Secondary: Other selected decision-makers and opinion leaders in the same organizations

The target group comprises top executives who make or support strategic decisions and are largely responsible for the use of new software solutions and services.

Goals

• Generate targeted presentation appointments with decision-makers from Swiss UVG/KTG insurers
• Increase awareness of the core system BBTEnterprise (product) and BBT Software among the target group and consolidate the company's position as a leading provider of line-of-business-specific software solutions in the insurance sector

The customer

BBT Software AG offers modular core systems for health, accident and life insurers as well as absence and claims management solutions for companies. Its solutions are specifically designed to optimize business processes, increase efficiency and improve service for policyholders.

Concept/Procedure

To obtain the desired presentation dates, Rocket developed a multi-stage campaign: first, personally addressed packages with branded umbrellas and the slogan "We won't leave you out in the rain" were sent to the target group by courier to attract their attention. This physical component of the campaign was flanked by a targeted advertising campaign launched a few days earlier on LinkedIn and direct messages sent specifically to managers at accident and daily sickness benefit insurers, which were intended to further raise brand awareness for BBT Software and increase the company's digital presence among the relevant target group. In this way, the target persons were sensitized even before the umbrella distribution campaign and their attention was focused. The combination of offline and online activities ensured a higher engagement rate and an increased chance of direct appointments. The slogan "We won't leave you out in the rain" is a popular topos in the insurance world. The idea was to address insurers on a meta-level with a wink using this familiar slogan from their own world and thus convey to them: "We understand our customers perfectly and speak the same language."

Performance measurement

The campaign achieved a remarkable response from the target group: a large number of the people targeted showed interest, and BBT Software was able to introduce itself personally to almost all potential customers. This combination of targeted personalized mailing and a supporting digital campaign proved to be an effective approach to achieving the goal.

Key Learnings

1. Creativity in B2B marketing: Marketing can and should also be creative in the B2B sector in order to stand out from the crowd and attract the attention of the target group.
2. Combination of offline and online media: The synergy of offline measures (personal umbrella packages) and online media (LinkedIn advertising campaign including direct mails) can result in a strong brand presence and increased engagement with the target group.
3. Personalization is the key: an approach tailored to the needs and interests of the target group significantly increases the success rate. Personally addressed packages and the targeted measures on LinkedIn hit the mark and ensured a high level of attention.
4. Multichannel approach creates added value: The simultaneous use of several communication channels (offline and online) increases the probability of reaching the target group at different contact points and thus maximizing engagement.
5. Flexibility in campaign management: The willingness to make adjustments during the campaign, respond to feedback and optimize accordingly makes it possible to continuously increase effectiveness and respond better to the needs of the target group.
6. Building sustainable relationships: The success of the campaign shows that sustainable marketing strategies should focus on long-term relationships. The initial direct contact via personal umbrella packages in conjunction with communication via LinkedIn created trust and interest in working together or even wanting to take a closer look at the competitor's product.