B2 b online marketing crack the code

B2B Online Marketing--Crack the Code!
TechColumbus Business Breakfast SeriesJune 24, 2010

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Our Guests
Nancy BohmanPrincipal – Bohman Marketing & Communications, LLC
Doug EvansManager of Marketing – TIBCO Software, Foresight Product Group
David C. LaughlinVP Business Development – GBS
Bruce KnoxAccount Manager, Brainstorm Media

B2B Online Marketing: Crack the Code!
6
Nancy Bohman, Principal
Bohman Marketing & Communications

Agenda
7
Developing a marketing strategy
Getting the most from your initiatives
Building relationships with customers through interactive marketing
Engaging potential customers through video marketing
Best practices for results through web seminars

Key Trends in B2B Marketing
8
As customers have access to more and more information online– control shifts from sellers to buyers
Buyers are seeking online information earlier in the process – long before talking to a sales person
Content focused marketing– informative, engaging content leads to more interaction with your potential customers

Developing a Strategy for Online Marketing
9
Marketing without a strategy is like building a house without a blueprint
Integrating your plan – leveraging your initiatives

Educational Marketing
10
80% of business decision makers prefer articles over ads.
Clients who receive the gift of education are 29 times more likely to buy your product or services than those who respond to solely to ads.

Engaging Potential Customers
11
What information to buyers need and at what stage?
Create opportunities for your potential customers to interact with your company. Create a dialogue.
Provide information via online sources, email/links, video, web seminars.

Fully Integrating Your Initiatives
12

Welcome,
Tech Columbus
Presented by Dave Laughlin
June 24, 2010

WHO IS GBS
Presented by Dave Laughlin 800.552.2427

Custom Communications Value
Increased revenues through relevance
Right Message
Right Audience
Right Time
Design ► Deploy/Publish ►Track it ► Improve Upon it
Technology advanced marketing communications
Email Messaging
PURL’s
RURL’s (survey)
Increased Return on Marketing Dollar
See Article

BUSINESS INTELLIGENCE OPPORTUNITY
“Data is becoming the new raw material of business: an economic input almost on a par with capital and labor ”
- Craig Mundie, Head of Research and Strategy, Microsoft

Bad Address
Credit Worthiness
Anniversary
“Data The New Raw Material……….”
Vehicles
Demographics
Gender
Education
Past Purchases
Travel
Duplicates
Politics
Age
Credit Limits
Income
Name
Home Ownership
Location
Children
Marital Status
Religion
Giving Habits
Service Preferences
Credit Limit
B-Day
Average Customer
Ethnicity
Geography
Lifestyle Preferences
Best Customer
Address
Buying Frequency

Poor data quality costs U.S. businesses more than $600 billion each year according to estimates by The Data Warehousing Institute
The cost of bad data for an individual business can be put at 15% to 20% of revenues. (Insurance Data Management Association)
The United State Post Office reports:"Individual address data has an information quality decay rate of 17% per year in the U.S.

Annual Data Statistics
Moves 17-18% Business move rate is 22%+
Other Changes 7-8% –Death, divorce, marriage
New Hires 34%
Location Changes 16%
Title Changes 6%

Database –Who is your customer?
Profiling/Predictive
Contact Data
Descriptive Data
Demographics/Firmographics (Census)
Psychographics -Interest and Lifestyles
Behavioral Data
Purchase and usage traits

DATA RELEVANCE
“The aim of marketing is to know your customers…..”
Number of Employees
Revenue
SIC Code
C-Level
Salary Ranges – Ex:
Network Admin versus IT Executive Assistant

LEVERAGE DATA THROUGH CROSS MEDIA

CUSTOM COMMUNICATIONS REPORTS
Track Campaign Results
and Effectiveness
Track all campaign media channels
Analysis of variable elements used in campaign
Execute follow up campaigns based on results
Track campaign activity down to touch points
Customizable Dashboard to display campaign charts and graphs

WHO, WHAT, HOW, & WHEN
Campaign Analysis Tools That Help To Justify Cross-media Marketing ROI
Enables campaign history creation
Built in reports
User-defined custom reports
Any variable element used in a campaign
User defined dashboards that provide timely results for analysis
Real-time data feeds
Continuous refined dialog that enhance campaign effectiveness

Bruce Knox

Produce Original Video Concept
Commercials
Corporate (Training/Promotional, etc.)
VNR (Video News Release)
Live event video presentation

Video projects commonly used in multiple applications
Broadcast
DVD/CD
Web
YouTube
Face Book
Other social media
Live streaming via client web site
On-demand via client web site

Client Examples
Harmony Project
WEB: harmonyproject.com
Facebook: Harmony Project (Sponsor 'Thank you')
No actual ad dollars spent – all tickets sold via Facebook and Web site

Client Examples
Ohio Dairy Farmers
WEB: ohiodairyfarmers.com
Facebook: Facebookohio dairy farmers

Brainstorm Media
Email blasts
Over 300% increase in
messages opened and
clicks when video included
Facebook Brainstorm
Media Columbus (WSYX
clip)

Summary
Video usage trends have evolved into multi-use platforms
Clients get more exposure for their budgets via multiple outlets
Cost of video production justified due to additional 'eyeballs'
'Perceived value' of video vs. print material justifies expense
Video outpacing print usage across the board with corporate clients

Thank You!

Web Seminar Tips
Doug Evans
Manager of Marketing
TIBCO Software, Foresight Group

Uses of Web Seminars
Sales
Customers – Product launches & overviews
Prospects – Create opportunities
Educational
Show leadership on industry changes
Partnership
Trusted partner of trade group
Product Training
34

Tips for Successful Web Seminars
Before
During
After
35

Before: Invitation & Enrollment
Invitation
Deliver through multiple channels
Include:
What you’ll learn
Presenter bios
Enrollment questionnaire
Get enough information for follow-up
Tailor your presentation
Show answers in presentation

Before: Approvals & Messages
Require approval?
Sales & informational – Maybe
Training – Yes
Approve enrollments frequently
Use & brand all follow-up message opportunities
Beware of Spam Filters
Follow-up from a personal email address: “You should have received a message from…”
37

Before: Timing & Practice
Presentation timing
Offer the live session a couple times
Take time zones into account
A good time is: 2PM Eastern / 11AM Pacific
PRACTICE
Rehearse hand-offs
Get comfortable with the system and equipment
Use headsets & test your Mute Button!!!
38

During: Presenter Roles
Moderator
Introduce & set ground rules
Establish credibility of speaker
Gather & present questions
Manage the web seminar tools
Presenters
Subject matter experts
39

During: Ground Rules
Log-on early
Use 1st page of PowerPoint as wait screen
Show how to ask questions
Training: provide materials in advance
Keep screen interesting
Refer to screen often
40

The Presentation Will Begin Shortly
Use PC Audio orFollow GoToWebinarDial-in Instructions

Before We Begin
Web seminar logistics
Phones are muted
Submit questions online through GoToWebinar Interface
42

Today’s Presenter
Ed Hafner
Foresight
Chief Technology Officer
WEDI – Industry Group
Board of Directors
Co-Chair of WEDI SNIP Transactions & WEDI Membership committee;
Contributor to 5010/ICD-10 Timeline Workgroup & Testing Sub-Workgroups
43

Enrollment Question Feedback
44

During: Keep the Screen Clean
NO slide transitions
Every screen is a branding opportunity
Avoid illegible screen-shots
Disable email & IM notifications
Desktop: clean & branded
45

During: Keep your Desktop Clean
46

During: Avoid Illegible Screenshots
47

During: Taking Questions
Prefer written questions
Prepare some “canned” Q&A
Beware of wildcards
Capabilities you don’t offer
People with an agenda
Follow-up to all with written answers
48

After: Surveys & Follow-up
Exit survey
Keep it short
Mention it in closing
Follow-up with:
Attendees
No-shows
49

After: Recording
Build a Library of Web Seminars
50

After: Reporting
Take credit for it!
Track attendance & new leads in CRM tool – like SalesForce.com
Distribute attendance report and questions to sales & support teams
51

Thank You
Doug Evans
DEvans@TIBCO.com
614.526.4326

The Code to Online Marketing
Start with strategy
Integrate initiatives
Content driven
Map customers’ information needs and at what stages
Create opportunities to educate and engage customers
Track results
Be nimble – able to change and adapt content and method of engagement
53

Discussion

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B2 b online marketing crack the code

by TechColumbus Ohio on Jun 24, 2010

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B2 b online marketing crack the code — Presentation Transcript