Lattice Engines<br />Marketing Opportunities & Priorities<br />Presented by Jesse Kedy<br />Wednesday, May 19, 2010<br />
Contents<br />B2B Marketing Challenges<br />Online Opportunities<br />Offline Opportunities<br />Priorities<br />Wednesday...
Marketing Challengesin a B2B environment<br />B2B Marketing offers several unique challenges. <br />B2B Customers ≠ B2C Cu...
Marketing Challengesin a B2B environment<br />B2B Consumer Lifecycle Stages & Strategy<br />Conversation<br />Content<br /...
Online Marketing Opportunities<br />Website<br />Email Marketing<br />Display Advertising<br />Search Engine Marketing (SE...
Online Marketing OpportunitiesWebsite Opportunities<br />More Personal (Inviting Website)<br />	About Us | Profile Picture...
Online Marketing OpportunitiesE-Mail Marketing<br />Current E-Mail Marketing Efforts?<br />Current E-Mail Marketing Goals?...
Online Marketing OpportunitiesDisplay Advertising<br />Targeted Display Ads<br />Based on: Location/ Action (Increased Rel...
Online Marketing OpportunitiesSearch Engine Marketing<br />Search Engine Optimization (Natural/ Organic)<br />Pay-Per-Clic...
Online Marketing OpportunitiesSearch Engine Marketing<br />SEO: Top Considerations<br />On-Page<br /><ul><li>Title Tag
Copy
Anchor Text (link text)
Domain & Layout
HTML Tags
Internal Linking
Navigation</li></ul>Off-Page<br /><ul><li>Inbound Links</li></ul>Non-competing, Related Sites<br />Blogs<br />Forums<br />...
Online Marketing OpportunitiesSearch Engine Marketing<br />SEO: www.lattice-engines.com<br />Business Goals<br />(Visibili...
Online Marketing OpportunitiesSearch Engine Marketing<br />PPC: Top Considerations<br />Targeting<br /><ul><li>Message
Geography
Industry</li></ul>Budgeting<br /><ul><li>Daily/ Weekly
Bidding</li></ul>Landing Page<br /><ul><li>Deep Linking
Message
Testing</li></ul>Reporting/ Measurement<br /><ul><li>Per Campaign
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Lattice Engines (2010)

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This is a presentation created for Lattice Engines. Lattice Engines provides predictive customer-insight systems used by sales and marketing professionals to better target and engage their customers across all touch-points, e.g direct, web, mail, indirect, etc. The company's SaaS solutions integrate customer information across multiple data-sources to predict and recommend the next best action at each stage of the customer lifecycle. Typical Lattice customers experience a revenue lift of 10-15% within six months of deployment.

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Lattice Engines (2010)

  1. 1. Lattice Engines<br />Marketing Opportunities & Priorities<br />Presented by Jesse Kedy<br />Wednesday, May 19, 2010<br />
  2. 2. Contents<br />B2B Marketing Challenges<br />Online Opportunities<br />Offline Opportunities<br />Priorities<br />Wednesday, May 19, 2010<br />
  3. 3. Marketing Challengesin a B2B environment<br />B2B Marketing offers several unique challenges. <br />B2B Customers ≠ B2C Customers<br />Less Emotion (Less Loyalty, Impulsiveness)<br />Rational<br />Methodological<br />Complex<br />Expensive<br />High Risk<br />Analytical<br />Coordinated<br />Longer Cycle<br />More Factors, Varying Customer Demands, More Customizations<br />Forethought, Planning<br />Larger Purchases & Customer Acquisition<br />Requires more info/ proof<br />Greater Implications for Failure<br />Many Stakeholders, Multiple Decision-Makers & Influencers<br />Longer Time to Purchase<br />
  4. 4. Marketing Challengesin a B2B environment<br />B2B Consumer Lifecycle Stages & Strategy<br />Conversation<br />Content<br />Community<br />Customer<br />Council<br />BRAND EVANGELISM <br />Implementation; Support; Follow-up; Surveys; WoM; Referral Offers; Discounts; Up-Sell <br />Live Demos; Research; Competitive Advantages; Proposals; Pricing<br />Industry-Specific Education; Webinars; White Papers; Examples; Lead Generation; Lead Nurturing (Landing Pages, Micro Sites; E-Mails)<br />Basic Education; Problem Identification; Broad-Based Solution; Branding (Web Ads, SEM, Viral)<br />Joining conv. where prospects are; Less Formal (Social Media, Blogging)<br />Wednesday, May 19, 2010<br />
  5. 5. Online Marketing Opportunities<br />Website<br />Email Marketing<br />Display Advertising<br />Search Engine Marketing (SEO & Paid SEM)<br />Social Media & Buzz Generation<br />Wednesday, May 19, 2010<br />
  6. 6. Online Marketing OpportunitiesWebsite Opportunities<br />More Personal (Inviting Website)<br /> About Us | Profile Pictures | Company History | Timeline<br />More Simplified (Understandable Solutions)<br /> Descriptions | Demos (w/Audio) | Examples<br />More Information<br /> White Papers | Video | Keywords | More PR<br />More Credibility<br /> Certifications | Badges | Partnerships | Testimonials<br />Wednesday, May 19, 2010<br />
  7. 7. Online Marketing OpportunitiesE-Mail Marketing<br />Current E-Mail Marketing Efforts?<br />Current E-Mail Marketing Goals?<br />Awareness? Cultivation? Education? Specific Action?<br />Tailored?<br />Buying Stage; Industry; Geography; Career Level<br />Current Reporting?<br />Wednesday, May 19, 2010<br />
  8. 8. Online Marketing OpportunitiesDisplay Advertising<br />Targeted Display Ads<br />Based on: Location/ Action (Increased Relevancy)<br />Landing Pages<br />Relevance: Specific (Product, Industry), Design, Copy, Actionable<br />Rich Media Display<br />Increased: Attention, Interaction, Recollection<br />Design: Audio, Video (Demo), Permission-Based (higher quality)<br />Leads: Embedded Form, Fewer Steps to Submit, Higher Quality<br />Wednesday, May 19, 2010<br />
  9. 9. Online Marketing OpportunitiesSearch Engine Marketing<br />Search Engine Optimization (Natural/ Organic)<br />Pay-Per-Click<br />Pay For Inclusion<br />Wednesday, May 19, 2010<br />
  10. 10. Online Marketing OpportunitiesSearch Engine Marketing<br />SEO: Top Considerations<br />On-Page<br /><ul><li>Title Tag
  11. 11. Copy
  12. 12. Anchor Text (link text)
  13. 13. Domain & Layout
  14. 14. HTML Tags
  15. 15. Internal Linking
  16. 16. Navigation</li></ul>Off-Page<br /><ul><li>Inbound Links</li></ul>Non-competing, Related Sites<br />Blogs<br />Forums<br />Syndicated Content<br />Wednesday, May 19, 2010<br />
  17. 17. Online Marketing OpportunitiesSearch Engine Marketing<br />SEO: www.lattice-engines.com<br />Business Goals<br />(Visibility; Branding; Traffic > Sales; Marketing Efficiency)<br />Site Assessment<br />(Size; Conversion Funnels; Usability; Technical Issues; Content)<br />Benchmarks<br />(Tracking?; Benchmark Reporting; Success Metrics?; Budget)<br />Keyphrases<br />(Keyphrase Research – Identify Prospect Keyphrases)<br />Wednesday, May 19, 2010<br />
  18. 18. Online Marketing OpportunitiesSearch Engine Marketing<br />PPC: Top Considerations<br />Targeting<br /><ul><li>Message
  19. 19. Geography
  20. 20. Industry</li></ul>Budgeting<br /><ul><li>Daily/ Weekly
  21. 21. Bidding</li></ul>Landing Page<br /><ul><li>Deep Linking
  22. 22. Message
  23. 23. Testing</li></ul>Reporting/ Measurement<br /><ul><li>Per Campaign
  24. 24. Per Keyphrase</li></ul>Wednesday, May 19, 2010<br />
  25. 25. Online Marketing OpportunitiesSearch Engine Marketing<br />Pay-For-Inclusion<br />Search Engines<br /><ul><li>Yahoo
  26. 26. AltaVista
  27. 27. Inktomi
  28. 28. LookSmart</li></ul>Directories<br /><ul><li>Many</li></ul>Press Releases<br /><ul><li>PRWeb</li></ul>Wednesday, May 19, 2010<br />
  29. 29. Online Marketing OpportunitiesThe B2B Benefits of Social Media<br />The Social Technographics Profile of B2B Technology Decision-Makers (Forrester)<br /><ul><li>91% read blogs, watch uploaded video & participate in other SM
  30. 30. 69% do so for business
  31. 31. Only 5% are non-participants
  32. 32. 55% are in social networks
  33. 33. 43% create media (blogs, uploads, articles, etc.)
  34. 34. 58% react to content they see in social formats</li></ul>The numbers are very high compared to other groups surveyed, and the level of participation for business purposes is also very high.<br />Wednesday, May 19, 2010<br />
  35. 35. Online Marketing OpportunitiesThe B2B Benefits of Social Media<br /><ul><li>Collecting Primary Research Data
  36. 36. Increasing Brand Awareness</li></ul>New Leads; Increased Buzz & Relevancy<br /><ul><li>Increasing Adoption Rates</li></ul>Reducing the Learning Curve (Education & Interaction); Lower Perceived Risk<br /><ul><li>Increasing Brand Loyalty & Equity (WoM)</li></ul>Transparency (Participation); Improved Customer Service; Thought Leadership; Brand Evangelists<br /><ul><li>Positioning</li></ul>Influencing the Conversation<br />Wednesday, May 19, 2010<br />
  37. 37. Online Marketing OpportunitiesSocial Media Tools<br />Flickr<br />Photobucket<br />FB Photos<br />Zooomr<br />Picasa<br />Wikipedia<br />Wikia<br />Wetpaint<br />Twiki…<br />Twitter<br />FB Status<br />LinkedIn Status<br />Plaxo Status<br />Jaiku<br />Pownce<br />Widgetbox<br />Spring Widgets<br />Widgepedia<br />Yahoo Widgets<br />Slide…<br />HUBS<br />PRODUCTION<br />MOBILE<br />STREAMING<br />Google Reader<br />NewzCrawler<br />FeedDemon<br />Bloglines…<br />Last.fm<br />iTunes<br />Utterz<br />Wordpress<br />Blogger<br />Tumbler<br />TypePad<br />FB Notes<br />Moveable Type<br />Slideshare<br />Scribd<br />Google Docs<br />Facebook<br />LinkedIn<br />Myspace<br />Facebook Pages<br />Wednesday, May 19, 2010<br />
  38. 38. Online Marketing OpportunitiesSocial Media Strategy<br />Note: Most SM activities are useful in Demand Generation<br />Recommendation: Simplify Contact Methods for Prospects.<br />In all SM activity, ensure that one of the following is readily available:<br />Lead Submission Form; Links to Relevant Landing Pages; Contact Information<br />
  39. 39. Online Marketing OpportunitiesSocial Media Strategy: YouTube Example<br />Utilizing YouTube as part of a Social Media strategy<br />Every Day on YouTube:<br />Hundreds of millions of viewers (over 2 billion views daily)<br />Hundreds of thousands of uploads<br />Every minute, 24 hours of video is uploaded to YouTube.<br />
  40. 40. Online Marketing OpportunitiesSocial Media Strategy: YouTube Example<br />Utilizing YouTube as part of a Social Media strategy<br />SM Goals:<br /><ul><li>Establishing Lattice Engines as a Thought Leader (Customer Insight, SaaS, CRM)
  41. 41. Expanding Brand Awareness and Reach
  42. 42. Capitalizing on YouTube SEO Benefits
  43. 43. Capturing Leads
  44. 44. Integrating Video into Broad Marketing Strategy</li></ul>Implementation:<br /><ul><li>Establish YouTube Channel
  45. 45. Create Content (Tutorials, Demos, Tips & Tricks, Consumer Education, Announcements)
  46. 46. Upload & Optimize (Title, Description, Tags, Views, Embeds, Ratings, Comments)
  47. 47. Capture Leads
  48. 48. Measure >> Optimize</li></ul>Wednesday, May 19, 2010<br />
  49. 49. Traditional Marketing Opportunities<br />Whitepapers<br />Press Releases<br />Conferences<br />Direct Mail<br />Print<br />Wednesday, May 19, 2010<br />
  50. 50. Marketing Priorities<br />Fluency: Lattice Engines Business & Solutions<br />Fluency: Marketing Planning, Activities, Strategies<br />Establishing Specific Business Goals & Timeframe<br />Prioritizing Top Marketing Opportunities (Issues)<br />Implementing High Value Improvements<br />Determining More Advanced Opportunities<br />Implementing Strategies That Best Meet Goals<br />CANI: Constant And Never-ending Improvement<br />Wednesday, May 19, 2010<br />
  51. 51. Questions<br />Top 3 Business Goals (1-5 Years)?<br />Current Marketing Efforts?<br />Segmentation?<br />Marketing Budget: Percent Online?<br />Marketing Position/ Department?<br />Wednesday, May 19, 2010<br />
  52. 52. Thank You.<br />Jesse Kedy<br />Networks: <br />LinkedIn.com/in/jessekedy, <br />Facebook.com/jessekedy, <br />Twitter.com/jessekedy<br />Documents: <br />Slideshare.com/jessekedy, <br />Scribd.com/jessekedy<br />Projects: Jessekedy.net/projects.php<br />Transcript: Jessekedy.net/transcript.php<br />Select References: Jessekedy.net/references.php(password: “jessekedy”)<br />Wednesday, May 19, 2010<br />

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