IBM Travel and Transportation

IBM's travel and transport industry solutions help companies manage their rail operations and inner-city transportation management needs by maximizing the availability of assets and infrastructure by proactively managing asset planning, implementation, and maintenance over the asset lifetime.

To identify potential clients for their asset management solutions, IBM conducted lead generation campaigns across the US focused on mid to large-sized companies in aerospace and defense, consumer packaged goods, DUNS electrical manufacturing, packaging and containers, and paper and forest products.

The target audiences included senior decision-makers and director-level and above titles. Branded content was developed by IBM's marketing team, including a 'Dummies' book, and provided for further promotion. The preferred marketing methods were email marketing and content syndication across a variety of channels.

The Wheels Report, Machintel's publication for transportation, logistics, and warehousing decision makers, and its associated social media communities were used to engage the target audiences with IBM's promotional content. Micro-sites were built for each of the digital assets and all site visitors were retargeted to enhance brand and product awareness.

The campaign achieved high levels of engagement with repeat interactions through retargeting, on-time delivery of leads, and 100% acceptance rates of the MQL leads generated.

Digital Assets

• Reliable Transportation for Dummie
• Select the Right Asset Management Solution for your Rail Operations
• Select the Right Solution for Inner-City Transportation Management