Using Marketing Insight to drive Sales Shane Redding, Think Direct
A little bit about me <ul><li>Worked in b2b for over 30 years </li></ul><ul><li>Consult, train and & lecture </li></ul><ul...
This session <ul><li>What is marketing insight? </li></ul><ul><li>Where to start? </li></ul><ul><li>What are your business...
Market and Customer Insight <ul><li>What is it? </li></ul><ul><li>Market Research </li></ul><ul><li>Database Analysis – pr...
09/26/11
Market and Customer Insight – What is it FOR? <ul><li>The CRUNCH is to DRIVE sales! </li></ul><ul><li>So the question is n...
Analytics & the car crash 09/26/11
What is the business problem? <ul><li>Historic analysis CAN tell you that you are attracting the “wrong” customers: </li><...
09/26/11 Sector specific trends
Marketing in a downturn <ul><li>But some b2b sectors actually boom: </li></ul><ul><li>debt factors  </li></ul><ul><li>priv...
Market research shows <ul><li>Other niche growth sectors in economy </li></ul><ul><li>environmental/waste mgt  </li></ul><...
… and beware of predicting the future! <ul><li>Pace of change </li></ul><ul><li>Upside marketing – or buyers in control </...
Business Problem <ul><li>Where do I find NEW customers? </li></ul><ul><li>Actually its where do I find NEW PROFITABLE cust...
Acquiring new profitable customers <ul><li>Top Tip 1: Focus </li></ul>09/26/11
Focus on growth  <ul><li>market research </li></ul><ul><li>Insider trends – in your business which sectors are growing (ey...
Acquiring new profitable customers <ul><li>Top Tip:  Profile your best customers and find more like them </li></ul><ul><li...
Profiling the market  
Customers v business universe  
BUT before you start <ul><li>How good is your data? </li></ul><ul><li>Clean it up first </li></ul>09/26/11
Business Problem 2: How do you convert online leads? <ul><li>Are you drowning in leads? </li></ul><ul><li>Do your sales pe...
How do you convert online leads? <ul><li>Top Tip: Focus on quality </li></ul>09/26/11
Focus on the QUALITY of your leads <ul><li>Where are they in the buying cycle? </li></ul><ul><li>Feedback learning’s into ...
Top Tip: Collect Data to help convert online leads <ul><li>Analyse: what are you missing?  Emails, Phone numbers etc. </li...
Lead Forensics: Leads to Sales <ul><li>Takes the IP address of your visitors and matches it to the UK business universe </...
09/26/11
09/26/11
Analysis should deliver <ul><li>Profit! </li></ul><ul><li>Competitive edge </li></ul><ul><li>Help focus marketing budget o...
Help <ul><li>www.theidm.com </li></ul><ul><li>www.thedma.org </li></ul><ul><li>www.marketingsherpa.com </li></ul><ul><li>A...
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Using b2b analysis to drive sales

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Top tips for those starting to use marketing insight for business to business organisations. Learn where to start and find out about some of the new analytical tools available. Top Tips on getting better quality leads and generating more sales

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  • Double dip? slowdown/recession and period of deflation Unemployment rising SME start ups/ failures highly volatile
  • Using b2b analysis to drive sales

    1. 1. Using Marketing Insight to drive Sales Shane Redding, Think Direct
    2. 2. A little bit about me <ul><li>Worked in b2b for over 30 years </li></ul><ul><li>Consult, train and & lecture </li></ul><ul><li>Own 2 companies and hold 3 NEDs </li></ul><ul><li>Passionate about data and analysis </li></ul>09/26/11
    3. 3. This session <ul><li>What is marketing insight? </li></ul><ul><li>Where to start? </li></ul><ul><li>What are your business issues? </li></ul><ul><li>Top tips for success </li></ul><ul><li>Where to go for more help </li></ul>09/26/11
    4. 4. Market and Customer Insight <ul><li>What is it? </li></ul><ul><li>Market Research </li></ul><ul><li>Database Analysis – prospect and customers </li></ul><ul><li>Campaign Analytics – by media </li></ul>09/26/11
    5. 5. 09/26/11
    6. 6. Market and Customer Insight – What is it FOR? <ul><li>The CRUNCH is to DRIVE sales! </li></ul><ul><li>So the question is not what analysis should you be doing? </li></ul><ul><li>.. but WHAT is your business problem! </li></ul>09/26/11
    7. 7. Analytics & the car crash 09/26/11
    8. 8. What is the business problem? <ul><li>Historic analysis CAN tell you that you are attracting the “wrong” customers: </li></ul><ul><li>Credit risk </li></ul><ul><li>Unprofitable </li></ul><ul><li>High churn </li></ul><ul><li>Flat/downturn sector </li></ul>09/26/11
    9. 9. 09/26/11 Sector specific trends
    10. 10. Marketing in a downturn <ul><li>But some b2b sectors actually boom: </li></ul><ul><li>debt factors </li></ul><ul><li>privately owned co.'s </li></ul><ul><li>government (some e.g. enterprise) </li></ul><ul><li>cost saving businesses e.g. video conferencing, outsourcing, outplacement, software </li></ul>09/26/11
    11. 11. Market research shows <ul><li>Other niche growth sectors in economy </li></ul><ul><li>environmental/waste mgt </li></ul><ul><li>construction (Olympics) </li></ul><ul><li>eBay traders </li></ul><ul><li>SMEs/Start ups </li></ul><ul><li>Source: www.statistics.gov.uk </li></ul>09/26/11
    12. 12. … and beware of predicting the future! <ul><li>Pace of change </li></ul><ul><li>Upside marketing – or buyers in control </li></ul>09/26/11
    13. 13. Business Problem <ul><li>Where do I find NEW customers? </li></ul><ul><li>Actually its where do I find NEW PROFITABLE customers? </li></ul><ul><li>Market research (common sense applied) = Key trends for 2012 </li></ul>09/26/11
    14. 14. Acquiring new profitable customers <ul><li>Top Tip 1: Focus </li></ul>09/26/11
    15. 15. Focus on growth <ul><li>market research </li></ul><ul><li>Insider trends – in your business which sectors are growing (eye ball the data) </li></ul><ul><li>Look at which sectors your new leads are coming from (but media neutral e.g. Google) </li></ul>09/26/11
    16. 16. Acquiring new profitable customers <ul><li>Top Tip: Profile your best customers and find more like them </li></ul><ul><li>Need to use external resource to compare your database to the business universe to do this </li></ul><ul><li>Will match and report on your data </li></ul><ul><li>Providers include DnB, Experian, Blue Sheep, Cyance see www.cyance.com </li></ul>09/26/11
    17. 17. Profiling the market  
    18. 18. Customers v business universe  
    19. 19. BUT before you start <ul><li>How good is your data? </li></ul><ul><li>Clean it up first </li></ul>09/26/11
    20. 20. Business Problem 2: How do you convert online leads? <ul><li>Are you drowning in leads? </li></ul><ul><li>Do your sales people moan about the quality of leads? </li></ul><ul><li>Have you low visit to order conversion levels? </li></ul>09/26/11
    21. 21. How do you convert online leads? <ul><li>Top Tip: Focus on quality </li></ul>09/26/11
    22. 22. Focus on the QUALITY of your leads <ul><li>Where are they in the buying cycle? </li></ul><ul><li>Feedback learning’s into your PPC </li></ul><ul><li>Score your leads, can be as simple as number of touch points i.e. they have visited website, downloaded, phoned </li></ul><ul><li>Attribute & prioritise in your database </li></ul><ul><li>Remember: Less can be MORE </li></ul>09/26/11
    23. 23. Top Tip: Collect Data to help convert online leads <ul><li>Analyse: what are you missing? Emails, Phone numbers etc. </li></ul><ul><li>Can you make it easier on your reg forms? Use rapid addressing and pre completion </li></ul><ul><li>Turn unknown visitors into real leads with tools like www.Leadforensics.co.uk </li></ul>09/26/11
    24. 24. Lead Forensics: Leads to Sales <ul><li>Takes the IP address of your visitors and matches it to the UK business universe </li></ul><ul><li>So you know which companies by size/sector/geo are on your site </li></ul><ul><li>Provides phone number to follow up </li></ul><ul><li>You can link to YOUR database to score leads and track customers </li></ul>09/26/11
    25. 25. 09/26/11
    26. 26. 09/26/11
    27. 27. Analysis should deliver <ul><li>Profit! </li></ul><ul><li>Competitive edge </li></ul><ul><li>Help focus marketing budget on best opportunities </li></ul><ul><li>Clear ROI - delivers business objectives, solves problems </li></ul>09/26/11
    28. 28. Help <ul><li>www.theidm.com </li></ul><ul><li>www.thedma.org </li></ul><ul><li>www.marketingsherpa.com </li></ul><ul><li>And do email me </li></ul><ul><li>[email_address] </li></ul>09/26/11

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