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BMA Chicago - Demand Generation in a Changing Landscape

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  • 1. Demand Generation in aChanging Landscape Brian Krause VP, Marketing and Communications
  • 2. 5MUST-HAVESFOR SUCCESS
  • 3. 5MUST-HAVESFOR SUCCESS 1
  • 4. 5MUST-HAVESFOR SUCCESS 2 1
  • 5. 5MUST-HAVESFOR SUCCESS 3 2 1
  • 6. 5MUST-HAVESFOR SUCCESS 3 2 1 4
  • 7. 5MUST-HAVESFOR SUCCESS 3 2 5 1 4
  • 8. 41 MANUFACTURING LOCATIONS35,000 EMPLOYEESIN 15 COUNTRIES
  • 9. 229 NEW PRODUCTS IN FY12319 PATENTS RECEIVED
  • 10. WHAT’S ANINTERCONNECT?MicroSDSIMMain Logic BoardKeyboardLCDI/O PortCamera SocketBatteryRF/Antenna
  • 11. OEM MIL-AERO SUPPLIER NET NATIONAL SALES FORCE INDUSTRY- DISTRIBUTOR CONTRACT INDUSTRIAL SPECIFIC MANUFACTURER SALES FORCE DISTRIBUTOR CATALOG INBOUND HOUSE SALES MEDICAL DISTRIBUTION REGIONAL SALES FORCE SUPPLIERS DISTRIBUTOR OUTBOUND SALES ELECTRICAL ENGINEER REGIONAL MANUFACTURING SALES FORCE REPS DIRECT SALES FORCE APPLICATION ENGINEER TEST ENGINEER MOLEX VALUE ADDED RESELLERSDESIGNERENGINEER GLOBAL INDUSTRY MOLEX.COM INDUSTRY MARKETING VIP MANAGER C-LEVEL MANAGEMENT MOLEX.COM SELF-SERVE ENGINEERING MANAGER RETAIL ONLINE PROJECT CUSTOMER MANAGER CATALOG DISTRIBUTOR INTERACTION DATABASE INVENTORY CENTER HORIZONTAL CHECK SEARCH CROSS ENGINES REFERENCE PURCHASING CATALOG
  • 12. FAMILIAR CHALLENGES• Leveraging big data• Relevant content• Nurturing relationships• Sales-accepted leads
  • 13. WHY DEMANDGENERATION?
  • 14. REALINTELLIGENCE. REAL RESULTS.
  • 15. REAL RESULTS.• 550,000+ website visits per month• 3.8 million page views of high- value content• Nimble, effective campaigns• Sales/marketing team integration• ROMI (Return on Marketing Investment)
  • 16. 2 0 0 6 1 3
  • 17. 2 0 0 6
  • 18. molex.com
  • 19. molex.com
  • 20. FlexPlanemolex.com
  • 21. FlexPlanemolex.com
  • 22. .com
  • 23. ? ?? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
  • 24. OUT OF OURCOMFORT ZONE INTO DEMAND GENERATION
  • 25. WHAT IS DEMANDGENERATION?The art and science of developing, nurturingand maintaining interest in your productsand/or services.— Eloqua
  • 26. WHAT IS DEMANDGENERATION?Demand Generation to Molex is effectivelydeveloping, nurturing and converting customerinterest into pipeline and revenue…
  • 27. DEMAND GENERATION =LEADGENERATION
  • 28. DEMAND GENERATION =LEAD LEADGENERATION + MANAGEMENT Sales ready!
  • 29. DEMAND GENERATION =MARKETING AUTOMATION
  • 30. 5 MUST-HAVES FOR SUCCESS 1 LEAD GENERATION
  • 31. 1 INTEGRATED LEAD GENERATION Social Media Email Marketing Online Advertising Molex.com Brand/ImageSearch Marketing/ Print AdvertisingSearch Optimization Tradeshows
  • 32. 1 INTEGRATED LEAD GENERATION
  • 33. 1 INTEGRATED LEAD GENERATION
  • 34. 1 INTEGRATED LEAD GENERATION
  • 35. 1 INTEGRATED LEAD GENERATION Brian Krause Molex brian.krause@molex.com
  • 36. 1 INTEGRATED LEAD GENERATION MANY CHANNELS. MANY REGIONS. ALWAYS MOLEX.
  • 37. 5 MUST-HAVES FOR SUCCESS 2 MARKETING AUTOMATION
  • 38. 2 EFFECTIVE MARKETING AUTOMATION
  • 39. 2 EFFECTIVE MARKETING AUTOMATION FILLED OUT VIEWED PAGE FORM READTHE DIGITAL BODY LANGUAGE CLICKED BANNEROPENED EMAIL DOWNLOADED WHITE PAPER UNSUBSCRIBED
  • 40. 2 EFFECTIVE MARKETING AUTOMATION 2 VIEWED PAGE 10 FILLED OUT FORM SCORETHE DIGITAL BODY LANGUAGE 8 CLICKED BANNER 6OPENED EMAIL -10 UNSUBSCRIBED 9 DOWNLOADED WHITE PAPER
  • 41. 2 EFFECTIVE MARKETING AUTOMATION A1 A2WHO? A3 A4 B1 B2 B3 B4 WHAT?
  • 42. 2 Vi de o do w 0 5 10 15 20 25 30 Cr nlPr os s ado od uc Re s t fe Li re te nc ra e tu H re Pr VC d/ l EDUCATE od PrD uc od at t a O uc t Sh ve ee rv t ie D w ow s PS nlSa X oa le s D ow d D w nl g oa D Sa ow d m nl 3D pl oa EVALUATE e d M Re od qu el es D t EFFECTIVE MARKETING AUTOMATION ow nl Sp oa ic d e M od el SELECT Qty
  • 43. 5MUST-HAVESFOR SUCCESS 3 LEAD NURTURING
  • 44. 3 EFFECTIVE LEAD NURTURING
  • 45. 3 EFFECTIVE LEAD NURTURING Brian Krause Molex brian.krause@molex.com
  • 46. 3 EFFECTIVE LEAD NURTURING
  • 47. 3 EFFECTIVE LEAD NURTURING 00. • Add contacts to program • Assign campaign ID and description 10. • Email 1, Awareness/ intro to Molex • Call to action: Click 30. Hold 3 weeks link to fill out form 20.  Send email Thank you for submitting form/ things to come YES 40.  Send sub seg- Did they fill out ment emails form (select 15. Send to step 40. sub segment)? NO NO NO NO NO General, Chassis None, Telematics Powertrain Interior Hydraulics And Other Safety YES YES YES YES YES 40. All Telematics 80. HSAutoLink 110. CMC 150. Stac64 180. DIN Valve 220. MX150 products 50.  All Powertrain products 90. Customer 190.  Brad Nano- 120. MX150 160. Switch Products 230. MX150L Convenience Port Change 60. All Interior products 200.  Brad Micro- 100. Brad Products 130. MX150L 170. LED Products 240. SRC Change 70. All Hydraulics 210.  Brad Mini- 140. SRC 250. SplashProof products Change
  • 48. 5MUST-HAVESFOR SUCCESS 4 METRICS
  • 49. 4 METRICS, METRICS, METRICS MEASURE EFFECTIVENESS
  • 50. 4 METRICS, METRICS, METRICS MEASURE LEAD GENERATION EFFORTS COLD HOT
  • 51. 4 METRICS, METRICS, METRICS MEASURE LEAD NURTURE EFFORTS Unique open rate Open rate Unique click-through rate Click-to-open rate Hard bounce back rate Global unsubscribe rate Sales drawing downloads 3D model downloads
  • 52. 4 METRICS, METRICS, METRICS THE PROOF’S IN THE PERFORMANCEUNIQUE OPEN RATE CLICK TO OPEN 41.20% 50% UNIQUE CLICK-THRU RATE BOUNCE BACK RATE 15.79% .24%
  • 53. 4 METRICS, METRICS, METRICS ROMI inbound callscirculation #’s revenue click-through pipeline value rates digital impressions 80’s 90’s - 00’s TODAY
  • 54. 4 METRICS, METRICS, METRICS PIPELINE VALUE REVENUE VALUE 1200% 850% CY10 CY11 CY12 CY10 CY11 CY12 Increase in pipeline value Increase in revenue value
  • 55. 5MUST-HAVESFOR SUCCESS 5 OPTIMIZATION
  • 56. 5 OPTIMIZE EVERYTHING TRIAL & ERROR
  • 57. 5 OPTIMIZE EVERYTHING TRIAL & INSIGHT
  • 58. 5 OPTIMIZE EVERYTHING OPTIMIZE MESSAGING
  • 59. 5 OPTIMIZE EVERYTHING WHAT? WHY?
  • 60. 5 OPTIMIZE EVERYTHING OPTIMIZE MEASUREMENT
  • 61. 5 OPTIMIZE EVERYTHING QUALITY OVER QUANTITY
  • 62. 5MUST-HAVESFOR SUCCESS
  • 63. 5MUST-HAVESFOR SUCCESS 1
  • 64. 5MUST-HAVESFOR SUCCESS 2 1
  • 65. 5MUST-HAVESFOR SUCCESS 3 2 1
  • 66. 5MUST-HAVESFOR SUCCESS 3 2 1 4
  • 67. 5MUST-HAVESFOR SUCCESS 3 2 5 1 4
  • 68. WHAT’S NEXTFOR MOLEX?
  • 69. MOREDEMAND
  • 70. MORERESULTS
  • 71. MOREINTELLIGENCE
  • 72. QUESTIONS?

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