The B2B Challenge - Marketing Value and Attribution
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The B2B Challenge - Marketing Value and Attribution

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Measuring the effectiveness of digital marketing with metrics like leads and lead conversion in the B2B space can be quite complex. Salescycles are long, and often many people from a company ...

Measuring the effectiveness of digital marketing with metrics like leads and lead conversion in the B2B space can be quite complex. Salescycles are long, and often many people from a company participate in the sales process. Marketing campaigns acquire new leads and also nurture people already in the sales process, but often the people influencing the sale are unknown (i.e., never become a lead). Understand the true value of your B2B digital marketing. In this session, you will learn:

How to measure the success of search and all digital marketing channels based on the whole sales funnel.
How to aggregate metrics from individuals at the company level (see all influencers in the evaluation process).
How to measure the success of marketing campaigns and assets based on their intent.
How to show these concepts applied in a specific case study to optimize digital marketing, re-market, support sales and influence campaign development.

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  • Let’s start with a story… not that kind of story A True Story – what’s really happening behind the scenes at your business.
  • I want to find what are the most powerful combination channels
  • Can we use this for Thad’s Efficiency for Sales?

The B2B Challenge - Marketing Value and Attribution The B2B Challenge - Marketing Value and Attribution Presentation Transcript

  • The B2B ChallengeValue and AttributionRob CatafordBusiness OnlineVP Analytics and Customer IntelligenceSan Francisco| August 13–17
  • San Francisco | August 13–17, 2012 | #sessfB2B Digital Marketers are asking, “How do I…”1. Demonstrate the value of marketing and content development?2. Focus budget and effort to the most effective channels and content?3. Become a partner with sales and go beyond simply providing leads?
  • San Francisco | August 13–17, 2012 | #sessfSolutions to These Questions1. Demonstrate the value of marketing• Apply the correct attribution• Look at company-level „opportunities‟2. Focus budget and effort• Measure and optimize based on full sales funnel• Measure and optimize based on marketing objectives3. Become a partner with sales• Inform sales on prospect behavior• Alert sales on new potential and hot prospects View slide
  • San Francisco | August 13–17, 2012 | #sessfSolutions to These Questions1. Demonstrate the value of marketing• Apply the correct attribution• Look at company-level „opportunities‟2. Focus budget and effort• Measure and optimize based on full sales funnel• Measure and optimize based on marketing objectives3. Become a partner with sales• Inform sales on prospect behavior• Alert sales on new potential and hot prospects View slide
  • San Francisco | August 13–17, 2012 | #sessfDemonstrate the value of marketing• Apply the correct attribution• Look at company-level „opportunities‟
  • San Francisco | August 13–17, 2012 | #sessfLet’s start with a story… No, A “True Story” what’s really happening behind the scenes
  • San Francisco | August 13–17, 2012 | #sessf I really need to findthat solution that will solve everything!
  • San Francisco | August 13–17, 2012 | #sessf We Rule!YOU happen to develop andmarket an enterprise softwaresolution that solves everything
  • San Francisco | August 13–17, 2012 | #sessf(but you have competitors)
  • San Francisco | August 13–17, 2012 | #sessfSo…what happens at XYZCompany?
  • San Francisco | August 13–17, 2012 | #sessf“XYZ” assigns Jim and Susan to lead theinvestigation and vendor selection process. Conducts some non branded searches like “Software solutions that solve everything” Clicks an organic link to your site Ignores the PPC links – expects he would be presented with a landing page and some kind of call to action – he’s just researching Reads some analyst reviews and learns that your company is a leader in the space. Reviews your products and value proposition on your web site. Jim – Marketing manager: early research
  • San Francisco | August 13–17, 2012 | #sessf“XYZ” assigns Jim and Susan to lead theinvestigation and vendor selection process. Conducts some searches which lead to some blogs and other social networking sites for you and your competitors. Starts following you and your competitor’s twitter handle. Sees your company sprinkled across the blogs and reviews and the sentiment appears positive. Clicks on a link from a blog to your site and starts browsing. Susan – part of investigation and vendor selection process
  • San Francisco | August 13–17, 2012 | #sessfJim and Susan call a meeting with key stakeholders to startdiscussing things – you are in their list of possibilities. Has concerns on the security and maintenance behind some of the solutions. Wants to make sure the solution will fulfill the long term needs to solve everything forever. IT Manager CFO My people will be using the system – need to ensure training and support are available and the system is easy to use. Operations Manager They all take actions to research further…
  • San Francisco | August 13–17, 2012 | #sessfA group of IT, Operations and Financial staff go to your site(via mostly branded search – PPC and Organic) Reports that he has been getting emails from your company each month with various topics, whitepapers etc. He saw you at an event last year and left his card. Reports that she has seen some display advertising for your company and that you must be a big player in the space. Fills out a form on your site to get to a whitepaper. Also fills out a form after a PPC search.
  • San Francisco | August 13–17, 2012 | #sessfYour sales people reach out to the people who filled out theforms and start the direct sales process.In the mean time… IT personnel download some white papers on the technical solution. Jim starts to build a competitive matrix with information from your web site.. The CFO attends a sales pitch and goes back to the web site to check out the management team – he also goes to LinkedIn. Operations staff download some product demos and watch some videos to understand how the product is going to work for them.
  • San Francisco | August 13–17, 2012 | #sessfYou become shortlisted and are asked to conduct a small pilot.The audience for the summary presentation is around 20 people.Before the presentation most of the audience researches you on the web site.A couple of key people read a whitepaper that clearly differentiates your solution.
  • San Francisco | August 13–17, 2012 | #sessfThey select you! … its due diligence time and contracting time.They research the web looking for negative sentiment.They read your customer use cases online and ask to speak to those customers. The contract is signed!
  • San Francisco | August 13–17, 2012 | #sessfBack to the question…“How do I show the organization the value of my digitalmarketing and content development?”
  • San Francisco | August 13–17, 2012 | #sessfDid your reporting and analysis say…• Search drove one lead and one lead came from a bookmark or typed url.Or did your reporting and analysis say…• This $1M sales was assisted by… • Non branded organic search driving initial awareness • Social marketing driving awareness and nurturing the prospects • Events, display and email driving brand recognition • Web site general content educating the prospect • Branded SEO and PPC making leading to engagement and prospect nurturing • Technical web content dealing with specific objections • Product demos and videos helping late in the sales cycle • Leadership bio’s and case studies acting as references • Over 20 people, all influencers, engaging with multiple marketing channels and web site assetsWere you able to inform sales that this company was a “hot” leadand where there may have been issues during the sales cycle?
  • San Francisco | August 13–17, 2012 | #sessf Use Case – Demonstration of the Key PrinciplesGet the attribution right. • Use the data to understand the attribution • Apply the correct model • Model may be different depending on intent • Pay attention to cross channel
  • San Francisco | August 13–17, 2012 | #sessfAttribution Models In Visit – Participatory Model In Visit – Last Touch Model One Week– Participatory Model One Week– Last Touch Model Investigate different models to determine which is best suited. In this case “One Week - Last Touch Model”
  • San Francisco | August 13–17, 2012 | #sessfChannel Crossover Analysis Majority of traffic is single channelUse cross When there ischannel analysis crossover, patternsto determine if it of channel flow emergeshould built intoattribution model
  • San Francisco | August 13–17, 2012 | #sessfUse Case – Demonstration of the Key PrinciplesMeasure at the Individual and Opportunity level • Aggregate individuals into opportunities • By IP Address (unknown visitors) • By eMail domain (known visitors) • By company (known visitors) • By direct connection to an opportunity (known visitors connected to CRM) • Measure marketing based on connection to an opportunity rather than an individual conversion
  • San Francisco | August 13–17, 2012 | #sessf Example Opportunity “Lookback”Opportunity Reporting report Campaigns and Website Assets touched Pages by Opportunity touched by Visitors Opportunity Visitors
  • San Francisco | August 13–17, 2012 | #sessfOpportunity Based Metrics “Pct Opportunity Visitors” identifies people associated with a CRM opportunity – even if they are unknown. Channels that drive leads do not necessarily align with channels that nurture the pipelineEvaluatecampaigns andMarketing Assetsbased onOpportunitynurturing.
  • San Francisco | August 13–17, 2012 | #sessf#2 - Focus budget and effort Measure & Optimize on: > full sales funnel > marketing objectives
  • San Francisco | August 13–17, 2012 | #sessfUse Case – Demonstration of the Key PrinciplesMeasure based on the full sales funnel • Connect the web to lead nurturing and CRM systems • Create conversion metrics based on the funnel stages
  • San Francisco | August 13–17, 2012 | #sessfFunnel Based MetricsChannel Web site based Lead Nurturing and CRM metrics based metricsCampaign or Asset
  • San Francisco | August 13–17, 2012 | #sessfUse Case – Demonstration of the Key PrinciplesMeasure based on marketing objective • Awareness, Interest, Action and Value • Create metrics and rollup metrics that evaluate objective vs. intent
  • San Francisco | August 13–17, 2012 | #sessfMetrics by Intent Acquisition/Awareness Metrics Interest/Engagement Metrics Action/Conversion MetricsValue Metrics
  • San Francisco | August 13–17, 2012 | #sessfIntent ScoringMetrics Weighted andAggregated intoGeneral Scores
  • San Francisco | August 13–17, 2012 | #sessf# 3 - Become a partner with sales> Inform sales on prospect behavior> Alert sales on new potential and hot prospects
  • San Francisco | August 13–17, 2012 | #sessf• If you are applying these principles, you have the ability to inform sales… • Which opportunities are engaged and active. • Which individuals are active. • What different roles are interested in within the opportunity• Predict which companies are in the pre-opportunity stage
  • San Francisco | August 13–17, 2012 | #sessfEngagement as a Sales Predictor Measure of Change inRecent Web Activity engagement engagement for Factor (predictor to previous period representing sales) engagement and change
  • San Francisco | August 13–17, 2012 | #sessfActivity Report eMail addresses Campaigns and Web Site Pages Assets touched by touched by Company Visitors Company Visitors
  • San Francisco | August 13–17, 2012 | #sessfRe-Cap1. Demonstrate the value of marketing • Apply the correct attribution • Look at company-level ‘opportunities’2. Focus budget and effort • Measure and optimize based on full sales funnel • Measure and optimize based on marketing objectives3. Become a partner with sales • Inform sales on prospect behavior • Alert sales on new potential and hot prospects
  • San Francisco | August 13–17, 2012 | #sessfDiscussion / Questions I’m Rob Cataford, VP Customer Intelligence BusinessOnline Based in Ottowa, Canada Rob.Cataford@businessol.com http://ca.linkedin.com/in/robcataford You can find this deck on the SES website or at Slideshare.net/BusinessOnline