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Do the Maths – Why Numbers have replaced Creativity as the Core Marketing Discipline
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Do the Maths – Why Numbers have replaced Creativity as the Core Marketing Discipline

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Richard’s presentation will look at how data is fast becoming the number one priority in marketing, replacing creative. He will examine what is driving this migration, and look at the core metrics …

Richard’s presentation will look at how data is fast becoming the number one priority in marketing, replacing creative. He will examine what is driving this migration, and look at the core metrics that marketers need to follow to ensure the effectiveness of their activity and the success of their brand. The presentation will also examine how brands manage this migration, in terms of skills and focus, and look at the role of technology to enable this.

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  • Engagement Marketing is not interruptive, but two-day dialogs.It’s been happening. For a long time. But until recently your participation was optional. Today – it isn’t.
  • Compiling a strong base of research to build on is a key first step in the process of connecting with prospects, but it can go to waste if you’re careless when it comes time to develop your marketing content.
  • What is B2B is not even clearHow to reach B2B customers is constantly evolvingMarketing paradigm is forever re-aligned
  • During the past decade, the marketing world has changed dramatically. Today, buyers are being bombarded with product-related messaging from every direction, and its only getting worse. Forrester Research estimates consumers will receive more than 9,000 email marketing messages a year by 2014!
  • Multiple options for content. What works best?
  • Newsletter format for B2C Optimization for image off and Preview pane
  • Social media is a fantastic forum for listening and responding. Monitor key communities, competitors, influencers and related industry topics and keywords on Twitter, Facebook, LinkedIn and other social networks. This will increase your understanding of what people are talking about, better enable you to join conversations where they already exist, and can prompt new ideas. The more you interact with users, the stronger your content will resonate, and the better the chances your messages will go viral. Yet many B2B marketers spend the majority of their time on outbound messaging and pay little attention to the marketplace. Only 39 percent of the B2B marketers Silverpop surveyed monitor social networks, and just 28 percent monitor blogs.To avoid this scenario, task your marketing team with setting aside time each week to read what others are saying in the marketplace. By paying attention to this dialogue and listening to the issues your audience is concerned about, you’ll be better positioned to produce content with timely insights.
  • Hooking Web analytics into your email marketing program can also help you get to know your prospects, by monitoring what they do on your site—before and after they register for your email program. These actions can give you valuable information regarding their interests and location in the buying cycle. Leveraging website behavior to send highly relevant messages, even immediately following registration, can go a long way in jumpstarting the relationship.Consider a company that specializes in selling computer software to businesses. A buyer browses the site and peruses your selection of laptops before opting in to your email program. By using this data to assign the buyer to a communication track focused on laptops and related accessories, you could engage the contact from the start with educational content related to his or her interests.
  • Another way to collect information is to simply ask for it. So, the first tactic seems fairly obvious. Why not go right to the source to determine their preferences? Surveying recipients about their likes, dislikes, needs and desires is a smart way to gain customer insights that enable marketers to better send relevant campaigns that increase engagement. Today, new technology is enabling marketers to create more sophisticated surveys that incorporate exciting branching and advanced logic options. This allows marketers to set up surveys that move respondents through different question paths based on their answers to previous questions—tailoring the questions to the specific buyer. The benefits? Marketers have to ask respondents fewer questions to get the same amount of information, resulting in higher levels of survey completions. Plus, you can set up countless different branching scenarios that enable you to get very specific in the data and preferences you collect, which you can then use to send highly targeted communications. You could branch based on product, product line, preferred store, etc.Regardless of how you use these more sophisticated surveys, you’ll generate valuable market research that will enable you to dialogue more effectively with interested consumers.
  • The rise of the Internet—and later, social media—set off an inexorable shift in our society that has transformed how we live, how we learn, how we communicate—and how we buy. Buyers today are more knowledgeable, more connected and have more options than at any time in history. As such, the days of marketers shouting their messages as loud as they can, to as many people as they can find, are coming to an end. In the new age of buyer-centric marketing, creative content is more important than ever, but that alone is no longer enough. It must be substantive and responsive. And marketers must to be able to effortlessly reach into and participate with a rapidly emerging set of channels and mediums, connecting with prospects on their terms—when and how they want to dialogue. Only then will your messaging truly be absorbed by the buyer, and only then will you see the benefits of increased engagement, conversions and ROI that creating a strong dialogue with prospects can bring.
  • Transcript

    • 1. Do the Maths:How data is replacing creativity as the core Marketing discipline
    • 2. The dialogue has changed...
    • 3. From Push...
      Direct Mail, Bulk Email, Radio, TV,...
    • 4. ...to Pull...
      Search, PPC, Blogs
    • 5. ...to Engagement and Sharing
      Social, Conversations, Participation, User Feedback
    • 6. Buyer Behavior has Changed
    • 7. B2B buyer decision cycle
      Reconsideration
      Satisfaction
      Selection
      Acknowledgment
      Investigation
      Decision
      Source: R. Jolles
      Criteria
      Measurement
    • 8. Emerging buying cycle gap ...
      Reconsideration
      Satisfaction
      5%
      Selection
      Acknowledgment
      79%
      Investigation
      Decision
      Source: R. Jolles
      Criteria
      Measurement
    • 9. Emerging buying cycle gap ...
      Reconsideration
      Satisfaction
      Selection
      2%
      Acknowledgment
      Investigation
      2-3%
      Decision
      Source: R. Jolles
      Criteria
      Measurement
    • 10. Emerging buying cycle gap ...
      Reconsideration
      Satisfaction
      problem
      Selection
      2%
      Acknowledgment
      Investigation
      2-3%
      Decision
      Source: R. Jolles
      Criteria
      Measurement
    • 11. Emerging buying cycle gap ...
      Reconsideration
      Satisfaction
      problem
      Selection
      2%
      Acknowledgment
      problem
      Investigation
      2-3%
      Decision
      Source: R. Jolles
      Criteria
      Measurement
    • 12. Emerging buying cycle gap ...
      Reconsideration
      Satisfaction
      Selection
      Acknowledgment
      the opportunity
      Investigation
      Decision
      Source:R. Jolles
      Criteria
      Measurement
    • 13. Our response…
    • 14. Email Is Still the B2B Tool of Choice
      • 89% of B2B marketers use email.
      • 15. Email is the number-one outbound B2B marketing tactic used today.
      Source: Forrester Marketing Forum 2010 presentation
    • 16. By 2014…
      9,000 email marketing messages a year.
      …750 a month
      …25 each day
    • 17. Our “creative” response…
    • 18. Use arrows >> in your call to action
      Use personalisation in the subject line
      Include the brand name in the subject line
      Logos should be in the top left. Always. Except when they don’t perform well. Then they shouldn’t.
      Send the message on Monday, Tuesday, Wednesday, Thursday, Friday.
      Send the email from an individual
      Always send the message on the weekend; in the morning; in the afternoon.
      Send the email from the company’s name
    • 19. Creative
      Format
    • 20. Creative
      Format
      X
      X
      X
      FOLD
      X
      X
      X
      X
    • 21. DATA
      Is the Key to Dialogue
      010101010101010101010
    • 22. Data in 3 forms
    • 23. Inferred Customer DataWhat we learn by listening
    • 24. Monitoring blogs, social networks and customer communities
    • 25. 39%of B2B marketers monitor social networks
      28%of B2B marketers monitor blogs
    • 26. Implicit or Behavioral DataWhat we learn by measuring
    • 27. Email measurements
    • 28. Website measurements
    • 29. Explicit Customer DataWhat we learn by asking
    • 30. Web forms
      Surveys
      Registration pages
    • 31. Explicit
      Explicit
      Implicit -> Every message -> Every interaction
      Inferred – General Sentiment, Tone, and Market Needs
      Time
    • 32.
    • 33. The Components of Marketing Automation
      Web Integration
      & Lead Capture
      Outbound/Email
      Execution
      ROI Reporting
      & Analytics
      Centralized
      Marketing
      Database
      Lead Scoring
      & Management
      Sales Tools
      /CRM Integration
      program (Nurture)
      Automation
    • 34. A recap…
    • 35. A quick synopsis
      Marketing has fundamentally changed.
      [Much of] the power and control is clearly in the hands of our customers.
      Email is alive and well, but it runs the risk of continued harm to itself if it doesn’t evolve in its practices and its integration with other channels.
      Effectively leveraging the data we have is the key to that evolution, and to continued ROI.
      We must also evolve the content we deliver across all channels to match the needs, demands and timing of the buyer.
      Once evolved, integration between inbound and outbound channels is a must.
    • 36. Thank you!@rlevans & @Silverpopwww.slideshare.com/silverpopwww.silverpop.com

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