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What can B2B Marketers learn from Political Campaigns?
 

What can B2B Marketers learn from Political Campaigns?

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Presentation by Nirav Bisarya, Product Manager at InsideView

Presentation by Nirav Bisarya, Product Manager at InsideView

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  • Thanks everyone for attending. My name is Nirav Bisarya, Product Manager with InsideView. Today’s session is about Smart B2B Marketing. Before I get started, can I get a quick show of hands for those who are Marketers?And how many of you are familiar with IV?Never heard of InsideView?Great. My objective today is to have you remember one thing that can help you or your colleagues become more effective marketers. And so when I was preparing for this session, I thought about a few different approaches and discussed over drinks the other day with some friends and I gave them some background of this event and types of attendees. And one of them mentioned the 2012 election campaign and the digital marketing machine that both Gov Romney and president Obama leveraged as a primary medium to engage voters. Another friend of mine chimed in and said yeah, I think they raised $500M through email marketing!!! I almost spit my wine out of my mouth when I heard that. So it was that 5 min conversation that led me that to investigate what would be 3 lessons that B2B Marketers could learn from election campaigns.BTW – does anyone actually know that exact amt that President Obama raised through email marketing???CLICK..690MILLION…..pretty amazing. few of my friends who work in a different industry and
  • My agenda today…A quick recap of the election marketing campaignWhat are 3 takeaways for B2B MarketersHow can InsideView helpWrap up with some Q&A
  • The content that I am sharing today does not reflect any political affiliation of me or InsideView. It simply is a pretty amazing story that Modern Marketers can learn from.
  • Looking back at the Election Campaign there were a number of challenges that the candidates faced. One of the most important challenges was to FIRST better understand their buyer/voter. Some high level attributes were …A very large & diverse voterSocial Media saviness and not afraid to share their opinion A voter that demanded authenticity in the message that the candidates articulate – on whatever topic. A voter that was online a lot and therefore traditional TV advertising was not as cost effective The GOAL was pretty obvious = WIN the election BUT specifically they needed to be very cost effective in balancing how they could Raise $$, bring on volunteers and balance the need for a single National message tailored to Local voters.
  • Most of the candidates understood early the importance of social media engagement. But clearly the Obama team was at another level.Of course a big part of the Obama team’s success is that they hired some seasoned Social Media experts from Facebook but equally important was understanding the objective that Social media channel would help candidates achieve. A great example is that the Obama team figured out how Social Media could spread the word to get volunteers to sign up vs focusing on fund raising.Social engagement allowed them to generate awareness with voters who appreciated a ONE to ONE engagement
  • While Social Media was a critical aspect to the candidates digital marketing strategy, it was email marketing that quickly became the most powerful solution to drive fundraising and awareness about the candidates objectives and to engage votersIn fact the Obama campaign generated over 75% via email marketing. Teddy Goff, Digital Director for President Obama’s 2012 campaign, talked about the power of email marketing when fundraising during his keynote. “Email is a powerful, underrated tool, because it’s not cool and new like social media. But it’s definitely effective; 22% more so than social media, actually.” He went on to talk about the advantages of Internet marketing and it got me thinking about Digital Body Language: “Digital Advertising was a low cost alternative to TV ads and generatate 75 of donations
  • So what are a few key takeways for B2B Marketers#1 – Understand your buyer by constantly segmenting your marketing database. The Obama campaign in particular put a lot of energy upfront in gathering various data points (demographics, voter registration, donations, They created highly segmented groups…A great example that provides an actionable model for us is how the campaign used the insights they gleamed from their data analysis to micro target their advertising and messages specifically to each unique segment needs a the individual state and precinct level.
  • By creating highly segmented groups they were able to focus on craft unique messages to engage their voters. The obama campaign was very strategic and tactical on how they personalized content.Two great examples are personalized landing pages and email subject lines to drive engagement with their voters. This example here is related to “Ask Me Anything” thread on Reddit.com, where President Obama took about 30 minutes to answer questions from Reddit users.The lesson here is to use subject lines that work for your readers. And always be sure to test for improvements.Email subject lines…does anyone know what the most popular subject line was for conversion? HEY
  • Which brings me to the third lesson. Measure and test engagement and use it to drive conversion and capture more understanding of your buyer.A great example was with design of email and webforms (visual vs text) based on their objective – getting volunteers, vs donations. Along the way they captured more data to better understand the buyers intent, interest, etc.
  • InsideView CleanAs I mentioned the candidates invested upfront in segmenting their database. They hired data scientists. Not everyone can afford Data Scientists. More importantly B2B buyers have a number of company and contact attributes that create more complexity in segmenting your database and keeping it up to date.Work with our data science experts to segment your database and keep it updated. We have built a unique data model and technology that powers our platform. In particular we can company data across 28 data elements.EvaluateMatchDe-DupAppend
  • TargetUnderstanding what relevant messages will improve campaign response rates was critical to the candidates ability to engage their voters. Marketers have the benefit of how active buyers engage with their content. Identifying prospects that are not engaged with you requires you to also understand critical business and social events that are happening in real time.With InsideView you can create dynamic lists based on business events (18 standard events such at funding developments or expanding operations) to trigger a campaign. For example, one of our customers sells financial software to companies. They use InsideView to identifying funding developments to trigger a marketing campaign that shares with prospects how one of their customers switched from Quickbooks to their financial software as they growth required more sophisticated software needs.Increase form conversion to improve campaign performance.Automatically add missing information to leads generated from forms that have as little as one field—just require email! Complete all leads no matter their source. InsideView enriches leads with current, complete and validated company and contact information from InsideView’s CRM Intelligence Platform, which contains 50 million company records.  Eliminate manual lead enrichment processesReduce time and cost associated with manual lead enrichment. Deliver more sales-ready leads faster Automatically enrich sparse leads for faster lead scoring and routing to sales. Win trust from sales:Give sales what they want—actionable, high quality leads in their territory.
  • InsideView Lead EnrichmentLE works behind the scenes directly integrated with Marketing Automation or CRM. Marketers can cocus on creating relevant content and optimize site design and gather other key qualification information b/c insideview will deliver a complete company and contact profile.This enables marketers to acclerate scoring, nurturing and routing of leads and ultimately deliver more qualifed leads to sales.Increase form conversion to improve campaign performance.Automatically add missing information to leads generated from forms that have as little as one field—just require email! Complete all leads no matter their source. InsideView enriches leads with current, complete and validated company and contact information from InsideView’s CRM Intelligence Platform, which contains 50 million company records.  Eliminate manual lead enrichment processesReduce time and cost associated with manual lead enrichment. Deliver more sales-ready leads faster Automatically enrich sparse leads for faster lead scoring and routing to sales. Win trust from sales:Give sales what they want—actionable, high quality leads in their territory.
  • So how can InsideView help? We help marketers with three things:Clean their existing database of company and contactsCreate targeted campaigns not just based on demogrpahic data but based compelling business eventsEnrich in real time leads that are captured to deliver more qualfied leads to Sales
  • Objective:Establish understanding of entire market pains and shifts in the market. Need to be addressed. Shifts have caused major challenges for sales and marketing organizations. Talk TrackMajor market shifts need to be addressed. Shifts have caused major challenges for sales and marketing organizations. 57% of decision process is made before the first sales call. 74% of marketers are challenged to generate high-quality leads 42% of rep’s time is spent not selling, and only 63% make quotaCold calling is dead. Unsolicited email campaigns barely have a pulse 74% of sales and marketing teams have poor CRM adoptionWhile some organizations are doing better on individual scores, these are overarching market problems. Moving the needle on any one of these areas can affect the bottom line. Does these issues resonate with you? Do any of these stand out as an issue? What would you add?74% challenged by generating high-quality leads – Marketing Sherpahttp://sherpablog.marketingsherpa.com/b2b-marketing/lead-gen/generating-high-quality-lead-research/
  • A great example that provides an actionable model for us is how the campaign used the insights they gleamed from their data analysis to micro target their advertising and messages specifically to each unique segment needs a the individual state and precinct level.
  • Political leaders can hire data scientists, not everyone can afford Data Scientists. Work with our data science experts who have a data model and technology that can keep your data clean.EvaluateMatchDe-DupAppend

What can B2B Marketers learn from Political Campaigns? What can B2B Marketers learn from Political Campaigns? Presentation Transcript

  • What can B2B Marketers learn from Political Campaigns? Dreamforce 2013 ©2013 InsideView. All rights reserved. ©2013 InsideView. All rights reserved.
  • Agenda (30 Min) • • • • The Campaign 3 lessons for B2B Marketers How can InsideView help? Q&A ©2013 InsideView. All rights reserved. ©2013 InsideView. All rights reserved.
  • ©2013 InsideView. All rights reserved. ©2013 InsideView. All rights reserved.
  • Campaign At a Glance Buyer/Voter • Very large & diverse • Social Media savviness • Demands authenticity Goal = WIN!!!!! • Raise money fast • Volunteers • Messaging (National /Local) ©2013 InsideView. All rights reserved. ©2013 InsideView. All rights reserved.
  • Campaign At a Glance Social Media Rockstar! ©2013 InsideView. All rights reserved. ©2013 InsideView. All rights reserved.
  • Campaign At a Glance “Email is a powerful, underrated tool, because it’s not cool and new like social media. But it’s definitely effective; 22% more so than social media, actually.” - Teddy Goff, Digital Director, Obama 2012 Campaign ©2013 InsideView. All rights reserved. ©2013 InsideView. All rights reserved.
  • Lesson #1 Invest in segmenting your database regularly ©2013 InsideView. All rights reserved. ©2013 InsideView. All rights reserved.
  • Lesson #2 Personalization http://nymag.com/news/intelligencer/obama-emails-2012-8/ ©2013 InsideView. All rights reserved. ©2013 InsideView. All rights reserved.
  • Lesson #3 Measure engagement to increase conversion ©2013 InsideView. All rights reserved. ©2013 InsideView. All rights reserved.
  • InsideView CLEAN Lesson #1 Segment Your Database Data Insights - By industry - Company firmographics Best in Class Data Accuracy Smart Data Experts ©2013 InsideView. All rights reserved.
  • InsideView TARGET Lesson #2 Personalization Build lists with company and contact firmographics Use business events to create customer-focused messages Use Compelling Business Events Use common personal & corporate connections Event-Based Targeting ©2013 InsideView. All rights reserved.
  • InsideView LEAD ENRICH Lesson #3 YOUR SIMPLE WEB FORM SUBMISSION Measure Engagement to Increase Conversion Company, contact, and social data BECOMES A COMPLETE RECORD IN Faster lead scoring & routing Enrich ALL leads sources Simple integration ©2013 InsideView. All rights reserved.
  • How InsideView Can Help B2B Marketers? Clean Data Target Lead Enrichment
  • Questions? Nirav Bisarya Product Manager @nbisarya nirav.bisarya@insideview.com ©2013 InsideView. All rights reserved. ©2013 InsideView. All rights reserved.