B2B Marketing 'Down to a Science'
Infesting the market with a new brand message
Eminent Media Inc has been Orkin’s B2B marketing agency for 15 years, so when Orkin evolved its brand position, captured best in their tagline, “Pest Control Down to a Science,” they turned to Eminent to translate the positioning into a persuasive campaign for commercial prospects.
Pest control is a fiercely competitive, highly-fragmented category and many of Orkin’s business prospects can view it as a commodity service. They want their pest control – and pests – to be out of sight and out of mind so they can focus on their customers. As with any perceived commodity, price can become the only meaningful differentiator. This was the most important barrier to overcome.
We applied years of sales performance data, multiple primary research studies, and audience insights – gleaned from LinkedIn, website data, sales rep surveys, tradeshows, past content marketing efforts and more – to inform our approach.
Our approach was to show our most valuable prospects the value of Orkin’s scientific approach at every stage of the buyer journey – from seeing an advertisement to reading a magazine article to clicking on a LinkedIn post to being impressed with how their Orkin sales rep conducts an inspection.
Our paid advertising strategy has shifted, from a mix of print and digital brand advertising to reorient Orkin’s brand around science, to a heavy dose of digital advertising to drive buyers to Orkin’s expert content. If the first phase was about telling prospects how different we are, the second phase is about showing them.
Effective content marketing is impossible without rock solid content. We work with Orkin’s experts to conceive and produce a wide variety of content for Orkin.com, from infographics to listicles to e-books, that can engage target buyers in digital channels and attract more of those buyers to Orkin.com via organic search.
Marketing only matters if it’s working, so we measure and report results regularly – not just on our campaigns, but on the performance of the business as a whole. As more marketing channels offer more data, we’re able to measure, learn and optimize Orkin’s investment across our entire marketing mix. That’s B2B marketing down to a science.