Adtech b2b multi channel download


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Understand how to track which media is working and which isnt in your multi channel b2b marketing campaign

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Adtech b2b multi channel download

  1. 1. Killer insights into what’s working in B2B cross channel marketing Shane Redding Director, Cyance, Hon F IDM  
  2. 2. Our clients © Cyance Limited 2011
  3. 3. <ul><li>Business Marketing by marketers for marketers </li></ul><ul><li>Specialise in data and digital driven strategy and campaigns </li></ul><ul><li>Solution & data independent (no CRM software ties) </li></ul><ul><li>Provide unique insights and consultancy from mix of customer experience, compliance and media channels </li></ul><ul><li>We believe its all about results and work to make a real difference to the bottom line as we go! </li></ul>Cyance
  4. 4. <ul><li>What is b2b cross channel marketing? </li></ul><ul><li>Learn how to drill down into your data to understand and attribute the right media in your multi channel campaigns </li></ul><ul><li>Find out what leading companies are doing to maximise their results with tight resources </li></ul><ul><li>Short case study the leading technology distributor </li></ul>What I will cover
  5. 5. <ul><li>Are we talking about media? </li></ul><ul><li>or routes to market? </li></ul><ul><li>Or both! </li></ul><ul><li>It depends who you talk to </li></ul>What is b2b cross channel marketing?
  6. 6. B2B Media Trends
  7. 8. <ul><li>The 'media multiplier effect' </li></ul><ul><li>Things don't work in isolation. The ad industry years ago held out that it took, on average, seven interactions with a piece of advertising for it to move someone to action. What was also found was that the 'move to action' happened faster if a potential buyer was hit by different types of media (press, online, direct, TV, outdoor etc.). </li></ul><ul><li>Chris Wilson, Earnest </li></ul>Why more media channels? Because we can, but mainly due to
  8. 9. Multi-channel marketing: Media <ul><li>A range of approaches: </li></ul><ul><li>One-off tactical campaign </li></ul><ul><li>Regular newsletter/welcome programme. </li></ul><ul><li>Pre and post event cycles. </li></ul><ul><li>Reactivation and remarketing capability. </li></ul><ul><li>Telemail campaign – email and telesales lead generation/conversion. </li></ul><ul><li>Full multi-channel programmes for multi campaign approach: </li></ul>© Cyance Limited 2011
  9. 10. <ul><li>One of our biggest challenges today is media attribution </li></ul><ul><li>media and campaign codes </li></ul><ul><li>unique telephone numbers/sms </li></ul><ul><li>New tools such as QR codes </li></ul>But how do you know what’s working? Offline
  10. 11.
  11. 12. <ul><li>Easier? </li></ul><ul><li>media and campaign codes (embedded links) </li></ul><ul><li>unique telephone numbers e.g. </li></ul><ul><li>unique email links </li></ul><ul><li>Twitter # but take care! e.g. 2012 </li></ul><ul><li>Purls (personalised URLs) </li></ul><ul><li>Web analytics (Google as well as new tools such as </li></ul>But how do you know what’s working? Online
  12. 13. But how do you know what’s working? Integrated = Big Headache
  13. 14. <ul><li>Ultimately, it’s the combined effect that is important and as long as we can effectively measure the campaign as a whole then direct attribution to individual channel spend can be an exercise more about job justification, than campaign optimisation </li></ul><ul><li>Richard Bush, Base One </li></ul>Top Tips on media attribution from leading b2b practitioners
  14. 15. <ul><li>In today's multi channel environment is to not try to attribute one media to the result, but take the whole of your budget cost and measure this against your return. I would argue that no one thing works on its own and when defending the different parts of your media spend, the finance guys will find it easier to pick it apart and attempt to stop activities like PR that are always harder to justify but no less an effective part of a campaign. </li></ul><ul><li>Debbie Robertson, Faze 2 Consultants </li></ul>Top Tips on media attribution from leading b2b practitioners
  15. 16. Top Tips on media attribution from leading b2b practitioners &quot;Map out a picture of the client journey for the campaign, before you launch (!), and then regularly overlay the numbers onto this picture. This will give you a simple means to review and adjust your campaign, as well as a way to communicate to stakeholders“ Pete Jacob, IBM
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  17. 18. Drilling down into the data: ROI
  18. 19. Case Study <ul><li> the leading technology distributor </li></ul><ul><li>Manufacturer: SMART </li></ul><ul><li>Product: collaborative meeting technology </li></ul>
  19. 20. <ul><li>Objectives: </li></ul><ul><li>Deliver 200 appointments/leads over a 6 month period from Jan 2011 – June 2011. </li></ul><ul><li>Increase the Steljes prospect database for ongoing relationships. </li></ul><ul><li>Drive website traffic to to build awareness. </li></ul><ul><li>Return £20 of revenue for every £1 of marketing spend. </li></ul>Case Study
  20. 21. <ul><li>What did we do? </li></ul><ul><li>New business campaign using integrated multi media: web, email, telemarketing and surveys </li></ul><ul><li>Multi channel follow up: email, phone, f2f sales </li></ul>Case Study
  21. 22. <ul><li>Target Audience: </li></ul><ul><li>Corporates, 250+ employees </li></ul><ul><li>MDs/Business Owners </li></ul><ul><li>IT Director </li></ul><ul><li>Finance Director </li></ul><ul><li>HR director </li></ul><ul><li>Operations Director </li></ul><ul><li>Facilities Director </li></ul><ul><li>Head of training/learning & development </li></ul>Case Study
  22. 23. <ul><li>Results by media in real time </li></ul><ul><li>Personalised customer journey </li></ul><ul><li>i.e. different email messages based on click data activity </li></ul><ul><li>Priority given to tele follow up prospects who had opened email and clicked through to </li></ul><ul><li>Telesales given real time data feeds on prospect page views, to follow up based on their behaviour </li></ul><ul><li>Interactive online surveys, results published and PR </li></ul>Key to success = actionable analytics
  23. 24. Visit for slides and your free 2011 b2b social media survey [email_address]