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B2 B Customer Enagement Presentation 050611 Vfinal

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Customer Engagement - Best Practices and Lessons Learned

Customer Engagement - Best Practices and Lessons Learned

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  • Zoe – do we have that cartoon image from Mel that’s on the website “… make profits go up…”?
  • Zoe can you portray this more interestingly please?
  • Zoe – do we have that cartoon image from Mel that’s on the website “… where is ROI…”?
  • Can we, somehow, combine Slide 8 and 9?? NOTES Apply the activity scores, by industry type, offer type and channel used to determine each lead’s propensity to buy.
  • Can the type be made bigger?
  • Add mardev*dm2 design?
  • ditto
  • ditto
  • ditto
  • Can you depict this in a different way ? It needs prettying up please
  • We need this to be more eye candy…along with the next slide please Marketing Automation Platforms (MAPs) enable a marketing team to measure it’s ability to directly impact and drive revenues.
  • Ditto eye candy
  • THIS IS A GOOD TAKE AWAY - SUMMARY
  • This is actually a ‘canned’ Eloqua slide, so, is there a way we can ‘Mardev-DM2’ize’ it? If eloqua is present at the show, it could get a bit awkward ..
  • Can the colours be sharper and correspond to the pyramid as they don’t appear to be the same? (you have the xls which has the original colours if easier)Please remove the ROI chart at the bottom--------------------------------------------------------------------------------------------------------------------------Even without a sophisticated automation platform, measure your spend, the number of conversions and their value from each channel.
  • Zoe can this be reworked to portray in a fresher way please? We like the content but depiction is tired? I can edit text if need be. KB
  • IS THIS VITAL?
  • DELETE move to reference section
  • Move to reference section
  • Transcript

    • 1. The hidden value of the marketing budget
      Presented by:
      Parin Mody
      Global Director, Business Development
      @mparin
    • 2. marketing objectives & options
      Objectives – What?
      Increase revenues – build relationship that creates an increase in demand for more products/services Example: nurturing programs based on customer needs
      Increase speed – accelerate the consideration process by getting the right information at the right time to the buyers Example: behavior-based auto-responders
      Options – How?
      Increase conversion – optimize CTA’s to get more buyers to raise their hands Example: landing page testing and optimization
      Increase efficiency – leverage and scale integrated marketing communications to maximize ROIExample: communication templates for re-use or promotion of campaigns via additional low cost channels
    • 3. where the strategic budget goes
      Marketing objectives that command B2B budgets
      Top 3 priorities
      • demand generation
      • 4. product marketing
      • 5. marketing operations
    • where the tactical budget goes
      Marketing tactics that get more/less B2B budget
    • 6. measuring ROI in stages
      How much does it cost to attract each new visitor or prospect?
      What is your conversion rate from visitor to opt-in?
      Conversion
      Attraction
      Life-time value
      Retention
      What percent of your opt-ins become paying customers?
      How many transactions does the average customer make over time? At what value?
    • 7. challenges measuring ROI
      Many marketers do not build metrics in from the start:
      • 62% of marketers struggle with “turning data into action
      • 8. 57% say their top bottleneck is measurement, analysis, and learning
      • 9. 53% of marketers use social media marketing but find it difficult to measure the value
      • 10. 44% of marketers are using mobile apps and are just starting to integrate with email
      Source: 2011 Unica Marketing Survey
    • 11. the role of demand generation in ROI
      Demand generation is critical for B2B marketers who need to get the most value from their marketing budget.
      .
      • customer profiling – what does your customer look like?
      • 12. database segmentation – start simple, group contact data by a common set of criteria
      • 13. automated/triggered campaigns – test and see what works, nurture active customers
      • 14. outbound promotions – target the same characteristics and behaviours as your test responders
      • 15. lead scoring – assign a score to each action that a prospect takes,
      Economic impact – given the current economy, the marketing team needs to accomplish all of the above in a measured and cost-effective manner
    • 16. propensity model example
    • 17. propensity model example
    • 18. strategic campaign workflow example
      Emails &
      Newsletters
      Gold Leads
      Pass to Field Sales
      DYNAMIC MICROSITE
      Whitepapers
      Case studies
      Competitions
      Blogs
      Forums
      Webinars
      Podcasts
      RFQ
      SEO/PPC
      Telemarketing
      Silver Leads
      Social
      Networking
      Bronze Leads
      Nurture
      Online
      Inventory
      TRACKING & SCORING
      Monitor level of interest based on :
      • Email opens
      • 19. Visits to microsite
      • 20. Downloads
      • 21. Reading/Posting on Blogs
      NURTURE
      PROGRAMME
      FURTHER QUALIFICATION
      Advertising
    • 25. lead generation: tactical
      Campaign Objectives
      Lead definition & qualificationwhitepaper download, appointmentTarget audiencecompany size, business sector, job title
      leads
      email
      ROI-based Reporting
      Channel Selectionemail, digital, telemarketing
      Online
      Collateral Creationcase study, whitepapers, webinars
      nurture
      Analyse, Optimise and Adaptwhat’s working – increase what’s not, adapt or switch off
      prospects
      r e s o u r c e o p t i m i s a t i o n
      telemarketing
      Deliverablesvolumes, timescales, CPL reporting
    • 26. multi-touch example: microsite driven
    • 27. multi-touch example: microsite driven
    • 28. Ford: awareness/lead generation
      Company:Ford
      The goals:
      Increase awareness
      Generate requests for a test drive
    • 29. Ford: awareness/lead generation
      Expandable
      skyscraper adWhen rolled over with cursor, the ad expands
      Expandable Skyscraper Ad
    • 30. Ford: awareness/lead generation
      Click through to the Ford mini-site for a short video and further information
      Animation /
      8 sec. commercial
    • 31. Ford: awareness/lead generation
      Asking for the lead!
      Three lead generation
      calls to action:
      Keep me informed
      Request a brochure
      Request a test
      Brochure Request Form
    • 32. customer retention/development
      Who?
      • leads not ready to buy
      • 33. customers for upsell/cross-sell
      • 34. trial/pilot customers, etc.
      Marketing challenges/pain points:
      • leads not qualified by inside or field sales
      • 35. old/dormant leads sitting in CRM
      • 36. lack of a method to prioritize
      • 37. no structure to nurture to “sales readiness”
      Bottom line
      • wasted investments in lead generation
      • 38. decreased marketing department credibility
      • 39. decreased sales productivity
      What?
      • segmentation
      • 40. personalization
      • 41. relevant call-to-actions
      “We’re changing our sales plan. From now on, instead of trying to get lots of customers, we’re going to find just one really, really rich person to buy a whole lot of stuff.
    • 42. improve ROI with lead scoring
      “We felt that this way, at least your bonus would reflect some element of personal skill.”
      Lead scoring and nurturing improve ROI
      Objectives:
      • improve conversion to qualified leads
      • 43. improve quality of leads
      • 44. prioritize follow-up
      • 45. harvest dormant leads and re-engage
      • 46. helps measure channel effectiveness
    • strategic nurturing objectives
      Lead/customer nurture strategy:
      Build trust within your customers and prospects
      Educate them:
      • who are you?
      • 47. what does the company do?
      • 48. how does it benefit them?
      Establish credibility as experts
      Be relevant to the issues /pain points of your different segments
      All of the above will help you differentiate your organization as a partnerto the prospect as opposed to a vendor
    • 49. lead nurture: rules of engagement
      do not initiate contact without a clear objective
      start with the customer, not with your product/service
      pick-up where the interaction left-off
      don’t ask the prospect for the same thing more than once
      make the interaction personal and personalized
      deliver information that reflects what you’ve learned about them
      learn about the customers/prospects in bits... not all at once
      Source : Peppers, D., Rogers, M., One to One Fieldbook, 1999
    • 50. defining your lead nurturing program
      Define your objective
      Define the WHO
      Define collateral needed
      Touch point:- emails - postcards- phone scripts - letterContent assets:- white papers - webinars- analyst reports - podcasts- articles - flash demo- research papers Interactive media:- poll / survey- scorecard / rank yourself against your peers
      4. Map out the customer experience
      5. Test and launch
      6. Ongoing evaluation and monitor reporting
      7. Keep content fresh
    • 51. dynamic lead scoring model
      Score on profile fit and level of engagement
      Level of Engagement
      1 = Showing buyer interest
      2 = Showing some interest
      3 = Not enough information
      4 = Inactive
      Profile Fit
      A = Target fit (BANT qualified)
      B = Potential fit (nurture)
      C = Not high enough now
      D = Not a fit
      Don’t send unqualified leads to sales… nurture
      Nurturing programs generate on average:
      • 7-10% increase in marketing qualified lead (MQL) generation
      • 52. > 50% acceptance from sales (SAL)
      “Marketing dashboards help address one key tenet of marketing accountability – the transparent communication of results.” Forrester Research
    • 53. lead scoring model: example
    • 54. lead scoring model: example
    • 55. lead scoring and nurturing: best practices
      Best practices:
      • KISS – do not score on too many criteria as it will be unclear what values are defining the score
      • 56. sales and marketing SLA with protocol around MQL to SQL, follow-up, etc.
      • 57. focus on scoring criteria that has standardized values, this will facilitate program execution and ease refinement, as needed
      • 58. continuously re-evaluate and tweak the scoring system
      • 59. conduct a closed-deal analysis to uncover insights into conversions
    • marketing effectiveness measurement
    • 60. marketing effectiveness measurement
      Source: SiriusDecisions
    • 61. attribution model: ROI by channel
      Awareness
      Information
      Conversion
    • 62. ROI: best performing campaigns
      Which campaigns had the
      Best ROI (bigger is better)
      Revenue Attributed
      To First Source
      Search
      Banner Ads
      Social Media
      Direct Mail
      Email
      Case Studies/White papers
    • 63. ROI: best performing campaigns
      Which campaigns Sourced
      deals that closed?
      Revenue Attributed
      To First Source
      Search
      Banner Ads
      Social Media
      Direct Mail
      Email
      Case Studies/White papers
    • 64. attribution model: ROI by SIC
    • 65. attribution model: ROI by Job Title
    • 66. measure what matters
      Measure what matters for your businessFunnel value
      • on track to meet revenue targets?
      • 67. how much revenue from each source?
      • 68. what is the quality of the pipeline?Channel performance
      • 69. top campaigns by lead acceptance
      • 70. top campaigns by number of high scoring leads
      Investment effectiveness
      • which campaigns yield the best returns?
    • benchmarkable
      Marketing Sourced Pipeline
      (% of sales pipeline uniquely created by marketing)
      Marketing Influenced Pipeline
      (% of sales pipeline touched by marketing)
      Investment to Pipeline
      (average cost of the demand creation of the sales pipeline)
      Investment to Revenue
      (average revenues generated from $1 invested in demand creation)
      10-50%
      30-82%
      1-4%
      $5-$20+
      Source: SiriusDecisions, Cross-Industry averages for B-to-B Companies
    • 71. marketing performance benchmarks
      “It has come to my attention that you are taking performance enhancing drugs. Keep up the good work.”
      Performance benchmarks
      • track improvement over time against KPIs
      • 72. prioritize & launch enhancements based on business objectives
      • 73. monitor demand generation process and measure its impact to revenues
    • @taylorzoe
      Join Us:
      thank you
      Parin Mody
      Global Director, Business Development
      t: 020 8652 3477e: modyp@mardevdm2.com
      @mparin
    • 74. @taylorzoe
      Join Us:
      Reference
      Parin Mody
      Global Director, Business Development
      t: 020 8652 3477e: modyp@mardevdm2.com
      @mparin
    • 75. moving up the lead value chain
    • 76. getting started
      • keep it simple to start
      • 77. provide value-added content
      • 78. allow leads to “raise their hand” with secondary calls to action
      • 79. keep them interested by telling them what’s coming next
      • 80. track online activity to determine when a lead’s interest has increased
      • 81. work your way to defining a full lead nurture program
    • campaign management: planning
      Learn
      Justify
      Interest
      Evaluate
      Purchase
      Solutions Evaluated Against Needs
      Short List Assembled
      Solutions Identified
      Search Begins
      Selection Made
      What do they offer?
      Are their customers achieving success?
      Do they fit my need?
      How can I easily evaluate/demo?
      Who are the suppliers for my need?
      What’s the scope of potential achievement?
      Where do I stand?
      How can I easily find out more?
      Do they meet my expectations?
      What do analysts say, are they a leader?
      Is Company viable?
      How do they compare?
      Why should I choose?
      What’s the cost?
      Leading, solid product/company?
      Recommended by customers and analysts?
      Meets or exceeds my need?
      Can afford to buy & implement?
      How can I easily purchase?
      Can I purchase via Web site?
      Who can I call?
      Do they have a partner in my area?
      Why buy now?
      Questions:
      Experience:
      eMail & Web
      Podcasts/Seminars
      TM Calls
      eMail & Web
      Seminars
      Podcasts
      eMail & Web
      TM Calls
      Sales Calls
      Seminars
      eMail & Web
      Customer, analyst references
      Sales calls
      eMail & Web
      TM & Sales Calls
      Partners
      Company white paper
      Seminar Pres
      product spec sheets
      Customer stories
      Flash Demo
      Ind/analyst reports
      Educational Tips
      Industry white papers
      Company product white papers
      Customer stories
      Assessment tests
      Press releases
      Features/Benefits
      Gartner Quadrant
      Fin. Press Releases
      Competitive & Cost Comparisons
      product Awards
      Seminar Pres
      product customer reference site
      product Awards
      Customer stories
      Press releases
      Seminar Pres
      1800# provided
      Company.com product
      E-Shop product
      Partner locator?
      Promotions or deals?
      Content:
    • 82. anatomy of scanningpaper.com
      The images and the text are dynamically populated based on the lead’s industry
      The welcoming message uses the first name, the job function, the company and the industry fields to make the experience very personal
      The customer examples, the business need case studies and the solutions in action content that can be downloaded is also dynamically populated based on the lead’s interest
      This content is based on and especially written for professionals in the lead’s industry
      Content is based on solution interest
    • 83. poll #1 – by show of hands
      Which challenges do you face in measuring ROI?
      • marketing data is unreliable
      • 84. no way to tie marketing to sales
      • 85. execute first, then look for metrics
      • 86. campaigns not aligned with buying cycle
      • 87. all (or more than one) of the above
    • poll #2 – by show of hands
      • send thank-you email
      • 88. invite “active” responders to subscribe or attend an event
      • 89. occasionally send an article, white paper or educational link
      • 90. fully automated, drip campaigns
      • 91. nurture? what’s that?
      What steps do you currently take to nurture prospects?

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