The document discusses the ebocube model for B2B internet marketing. It describes how ebocube uses dashboards and a data cube to analyze past campaign results and segmentation data. This informs the definition of customer propositions, SMART campaign objectives, localizing efforts, budgeting, and selecting appropriate media channels. The ebocube model then executes integrated marketing campaigns, captures response data, and applies business rules to feed back into the dashboards. This allows companies to test, analyze, learn from and refine their marketing efforts on an ongoing basis.

1. ebocube
Global Markets and the Power of B2B Internet Marketing
Lara Fawzy

4. “The previous generation of marketers used to say: “Half of
the money I spend on advertising is wasted. The trouble is, I
don’t know which half. Today, in this innovative global-
information century and with the ebocube model this excuse is
obsolete. Because of marketing operations and the ebocube
dashboard, we all know which part of our budget is being
wasted.”
Emerging Business Online Global Markets and the Power of
B2b Internet Marketing

5. ebocube
dashboards
campaigns
& crm
mops
 Sales and marketing
dashboard
 Marketing operations
dashboards
 Data cube
 Proposition
and offer
 ebocube
commercial
cycle
 Localisation
 Media mix
 Budget
 Testing
 Analysing
 Learning
 Refining
 Execution
 Data capture
process and
business rules
 Metrics
ebocube model
Business Strategy

6. Phase one: Dashboards
Dashboard
Firstly, you’ll want to review a dashboard of campaign results,
sales and ROMI for previous digital and integrated campaigns,
looking at what’s worked and what hasn’t to decide your media
mix, target countries and industries.
DataCube
Secondly to decide your segmentation strategy and targeting,
you’ll need an extract of your campaign data and visibility of
your “DataCube”, to determine how many people in your target
audience can be reached with your campaign.

7. Don’t Go Swimming in Data

8. Dashboards
High-Level View/Sales and Marketing
• ROMI
• Financial Metrics
• Sales
• Marketing Leads
• Marketing Influenced Opportunity
Marketing Operational Metrics
• Response rate per channel
• Impressions
• Open Rates
• Click Through Rates
• Likes
• Followers
• Shares

9. ebocube
dashboards
campaigns
& crm
mops
 Sales and marketing
dashboard
 Marketing operations
dashboards
 Data cube
 Proposition
and offer
 ebocube
commercial
cycle
 Localisation
 Media mix
 Budget
 Testing
 Analysing
 Learning
 Refining
 Execution
 Data capture
process and
business rules
 Metrics
ebocube model

10. Phase two: Campaigns &
CRM
Proposition and Offer
At this stage, you should define the customer proposition
suitable for the local market’s needs. Analyse how the overall
customer benefits from your company’s products/services and
entice them with an offer.
SMART Campaign and Data planning
Based on the number of contacts and opt in for your audience,
you can determine whether you have the data to proceed or
sufficient social media “followers” and plan the campaign using
SMART objectives which defines results and metrics feeding the
dashboard.

11. Traditional Buying cycle
Awareness
Consideration
Preference
Post-Purchase/
Loyalty

12. Traditional Data Lifecycle
 Enhance database
with firmo-graphics
or demo-graphics
 Welcome and
reinforce
 Rent email and
direct mail lists
 Build marketing
database with
prospects and
customers
 Target subsets
of customers
with up-sell
and cross-sell
 Target old
customers with
highest probability
and highest
potential
profitability
 Renew and upgrade
Nurture
Win Back
Increase
Acquire
Develop
Retain

13. Upsell
Offers
Awareness
Consideration
Preference
Post-Purchase/
Loyalty
Awareness
ConsiderationPreference
Loyalty
 Indifferent
 Becoming aware
 Data – acquisition
of prospects and
and new contacts in
existing accounts
 Interested
 Evaluating
risk
 Data –
nurture/dev
elop
 Purchase
 Evaluating results
 Data – winback
lost customers
 Qualified leads –
hot leads
 Increase –
firmographics
 Loyalty / retention
 Upsell / cross sell
 Data – RFM
 Data - customers
ebocube commercial cycle
Awareness –
acquisition
Consideration -
Nurture/develop
Purchases
Increase / winback
Loyalty retention –
Loyalty

14. Upsell
Offers
Awareness
Consideration
Preference
Post-Purchase/
Loyalty
Preference
Loyalty
 Open Rates
 Impressions
 Likes/ followers
 Downloads of
premium content
 Data – acquisition
of prospects and
and new contacts in
existing accounts
 Number of
attendees to
a follow up
webcast
 Data –
nurture/dev
elop
 Submit LEAD
data
including
BANT
 Purchased via
website, account
manager, call
centre agent
 Qualified leads
 Purchased
 Logs into
customer portal
 Calls account
manager
 Data – RFM
 Data - customers
Metrics
Awareness –
acquisition
Consideration -
Nurture/developPurchases
Increase / winback
Loyalty retention –

15. Phase two: Campaigns &
CRM
Localisation: ebocube is applicable internationally – in phase
two you will localise your marketing and select the most
appropriate media channels for the audience
Media Mix: Define the most effective channels through which to
communicate to your audience and to achieve your ebocube
commercial cycle goals
Budget: At this stage you should set a budget for your
campaigns. This may be based on what’s been allocated and
your business priorities, historical cost data that can be stored in
marketing operational tools, or marketing resource management
tools (MRM) or based on the expected return on marketing
investment (ROMI).

16. ebocube
dashboards
campaigns
& crm
mops
 Sales and marketing
dashboard
 Marketing operations
dashboards
 Data cube
 Proposition
and offer
 ebocube
commercial
cycle
 Localisation
 Media mix
 Budget
 Testing
 Analysing
 Learning
 Refining
 Execution
 Data capture
process and
business rules
 Metrics
ebocube model

17. Phase three: mops
TALR
mops allows you to test, analyse, learn, and refine each element
of your integrated marketing campaign and media channels
which is extremely powerful.
Execution Excellence
Use web application tools to plan, engage, execute, report.
At the execution stage, you should track and measure results for
all media, and feed data back into the dashboards, including the
datacube in a meaningful way to close the loop on marketing and
sales.

18. Phase three: mops
Data Capture
With all of your communications, you should aim to capture
respondent data by providing an online data-capture form or
inbound phone number, social media or web address as a call to
action, or, if you do use offline events, you should set up data
capture.
Business Rules
Business rules can be set up to route responses, to define
policies for crm, data collection and usage and ultimately to feed
the dashboards.

19. Where’s your CTA? ):

21. Thank you
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@LaraFawzy
Lara Fawzy