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Effektiv markedsanalyse og kundeinvolvering for B2B markedsføring
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Effektiv markedsanalyse og kundeinvolvering for B2B markedsføring

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Vil du have mere ud af din B2B markedsføring? Vil du udnytte de muligheder, som social media markedsføring og email markedsføring giver IT virksomheder? Så skal du deltage på denne workshop, der foregår på Schæffergården i Gentofte

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  • 1. ¢  Michael Leander ¢  Carsten Schmidt ¢  Schæffergården, 9. december 2011 —  Villa Helene - lokale: Valdemar ¢  Start 9.15 – slut 16.45 1© HENRY Corporation 2009, 2010, 2011
  • 2. VELKOMMEN TIL POWER UP B2B ¢  Fælles introduktion ¢  Baggrund for seminaret ¢  Vores målsætning ¢  Dine forventninger ¢  Programmets opbygning 2© HENRY Corporation 2009, 2010, 2011
  • 3. AGENDA Introduktion ¢  Overblik: 7 ting du skal vide om B2B marketing og det digitale landskab for IT og teknologi virksomheder Pause ¢  Effektiv markedsanalyse og kundeinvolvering Frokost ¢  7 ting der kan generere flere kvalificerede leads til salg Pause ¢  Social Media Marketing: fra salg til øget kunde- involvering og word of mouth Pause ¢  5 komponenter, der skaber effektiv email markedsføring 3 Slut for idag© HENRY Corporation 2009, 2010, 2011
  • 4. Effektiv markedsanalyse og kundeinvolvering1 time
  • 5. MARKETING VÆRDIKÆDE 1.  Research 2.  Segment 3.  Target 4.  Plan 5.  Activate 6.  Control 5© HENRY Corporation 2009, 2010, 2011
  • 6. MARKETING KOMMUNIKATIONSMIX ¢  Reklame ¢  Salgsfremstød/kampagner ¢  PR ¢  Direkte salg ¢  Direkte marketing og interaktiv marketing 6© HENRY Corporation 2009, 2010, 2011
  • 7. ANALYSE – KOMMUNIKATIONS PROCESSER Analyse Resultat Kommunikation A Sociale medier Kommunikation Survey / temaer B Involvering / Resultat dialog 7© HENRY Corporation 2009, 2010, 2011
  • 8. SOCIALE MEDIER TIL DATAINDSAMLINGBalance Risk &Reward 8 © HENRY Corporation 2009, 2010, 2011The MarketingSavant Group 888.989.7771
  • 9. RESEARCH ¢  Undersøgelses formål —  Svar på de vigtige spørgsmål —  Emner og tankelederskab ¢  Hvorfor? —  Hvad skal undersøgelsens resultat bruges til? ¢  Afgræns og vær opmærksom på forskelle i undersøgelsesmetode mellem interne og eksterne formål ¢  Respondenters profil —  Beslutningstagere, influenter eller begge —  Tekniske eller kommercielle 9© HENRY Corporation 2009, 2010, 2011
  • 10. INVOLVERING OG DIALOG Afgræns målgruppe - relevans Dataindsamling – telefon, web, bus, email, m.v. Survey skal være dialogskabende Spørgsmål – svar – spørgsmål à  Indhold (content marketing basis) Artikler Statements Tweets Taler Kommentarer Henvisninger Likes 10© HENRY Corporation 2009, 2010, 2011
  • 11. ANALYSE-RESULTAT Giv giv giv giv giv giv …..få TECH MARKETING Volume 1 :: Great Tech White Papers :: Best Practices Series B P i S i Dialog Respondentanalyse og leadkvalificering white paper can be used as the basis for a variety of other marketing and sales tools. Here are some examples: Your White Paper Checklist Hotte emner • Create a slide deck that presents the most important Chose a topic that’s aligned with your marketing campaign Potentielle emner data from your white paper in a simple and compelling Define the value proposition for your reader graphical format; the slides can be animated and used Influenter with a voice-over. Create an outline Meningsdannere • Once completed, the slide deck can be posted to Chose your sources your Web site and presented during Webcasts and Ambasadører face-to-face marketing events. Identify relevant research material • Rework the the white paper for your salespeople to Select (and hire) a writer and/or expert distribute as a conversation starter. advisor for your white paper • Turn the executive summary into an advertorial for magazine publication. Review the copy for its utility for the reader • Interview the white paper’s author and sources on Include a technical review of the content, camera to create a short video series. if needed Work with a designer who can lay out the white By taking advantage of your white paper content in this paper in a pleasing, user-friendly format way you can extend your original investment in time and money, and maximize your ROI. Identify key takeaways to call out and emphasize Create a checklist to help your readers take the 11 next step Plan your distribution strategy© HENRY Corporation 2009, 2010, 2011 Conclusion
  • 12. KOMMUNIKATION 12© HENRY Corporation 2009, 2010, 2011
  • 13. B2B MARKETING VHA SOCIALE MEDIER - HUSKELISTE ¢  Tænk dialog-marketing (giv) ¢  Afgræns (budskaber, problemformulering) ¢  Fokuser (målgrupper, temaer) ¢  Opstil målsætninger for —  Antal leads —  Hvordan involveres din organisation —  Tidsafgrænsning for kampagne —  Temaer– hvilke/hvor mange —  Budskaber – hvad formidle/diskutere —  Antal leads/besøgende m.v. (kvantificer) —  Dialog omfang 13© HENRY Corporation 2009, 2010, 2011
  • 14. B2B SOCIALE MEDIER - CASE Tema: eclinicals Målgruppe: Forventede og reelle Tema: Software til procesforbedring ved test af ny medicin 14© HENRY Corporation 2009, 2010, 2011
  • 15. CASE MEDIEVALG: TWITTER & LINKEDIN Twitter Blog LinkedIn 15© HENRY Corporation 2009, 2010, 2011
  • 16. CASE MEDIEVALG: MICROSITE/BLOG & WHITE PAPER WHITE PAPER eClinical: IT expectations and experiences indicate more opportunities ahead KATIE GOVE MANAGING DIRECTOR, TRELLIS IT strongly targets its focus on patients Data management and analytics expertise need SEPTEMBER 5, 2011 improvement Regardless of the size or source of budget, successful IT implementations start with Better information systems mean higher productivity, provided that the systems Patient recruitment and are used properly and were designed to support the desired workflows. We probed retention were the most for proficiency and asked sponsors and their IT advisors to rate their teams’ significant targets, especially for abilities. managers, which clearly pointed As illustrated in Figure 2, patient recruitment and retention were the most significant to their overwhelming focus. laboration across organisations was rated highest. This is perhaps to be expected; clearly pointed to their overwhelming focus. For IT advisors on the other hand, teams are compelled to work with a variety of external partners, and using technology has immediate personal benefits. When thinking about data management, sponsors were more optimistic than their lighting the need for better real time access to data validation, so that errors could IT advisors. This probably stems from the generally lower expectations that study sponsors have of IT, while IT professionals are more aware of IT possibilities and see lost opportunities arising from poor data utilisation. A corresponding picture emerges for analytics, where proficiency scores are again lower, and, once more, sponsors are more optimistic than their IT advisors. This points to the need for study sponsors to keep pace with IT’s range of possibilities, and how much more their research can benefit from expanded utilisation. Misaligned targets highlight gaps Figure 3: Perceived IT proficiency of clinical trials execution team Collaboration across interaction, leaving very little time or energy to dedicate for investment in better organisations cause they do not seem to have the time or energy to explore their options, the Data management gaps between what is possible and what is actually achieved is growing wider. Figure 2: Targets for introducing new IT in clinical trials Analytics Patient recruitment 0 2 4 6 8 10 Patient retention IT Advisors QA and compliance Q: Thinking about your team and your IT investment targets, how would you rate the average Source: eClinical, Henry Corps, October 2011. N=45. On a scale of 1 to 10, where 10 denotes highest Reducing costs possible proficiency Increasing trial speed 0% 10% 20% 30% 40% 50% Q: Thinking specifically about your current or most recent trial, what targets did you have for Source: eClinical, Henry Corps, October 2011. N=45. Top 5 mentioned. 8 16© HENRY Corporation 2009, 2010, 2011
  • 17. MÅLING (Alle respondenter) Vores IT system er skal først og frem m est... Være integreret i alle dele af vores forretning Være middel til at leve op til regulative krav Være en afgørende faktor for kundetilfredshed Være en væsentlig konkurrenceparameter for vores forretning Understøtte effektivisering og automatisering af arbejdsgange Optimeres på omkostningseffektive standardplatforme 0% 10 % 20% 30% 40% 50 % 60% 70 % 80% 90% ¢  Indhold – leverancer – resultater —  F.eks. ¢  Konkrete leads (suspects & prospects) ¢  Temaer og budskaber ¢  Artikler og kommentarer ¢  Microsite: X besøgende ¢  Twitter followers: X ¢  Linked-In: X gruppemedlemmer 17© HENRY Corporation 2009, 2010, 2011
  • 18. OPGAVE ¢  Skitser en leadgenererende aktivitet med hel eller delvis inddragelse af sociale medier. ¢  Forudsætninger —  Jeres produkt er en high-end unified communications løsning – enten hw, sw eller services —  I er en kendt virksomhed, men er ikke kendt for u/c ¢  Beskriv tilgang til opgaven, forventede udfordringer og planlagt resultat ¢  Tid: 15 min 18 ¢  Aflevering: 2 personer af 5 min© HENRY Corporation 2009, 2010, 2011