Getting \"Under the Hood\" - Using minisites in B2B Marketing


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This is an older, but still topical, presentation I gave at a past B2B Magazine Netmarketing Breakfast here in Chicago.

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Getting \"Under the Hood\" - Using minisites in B2B Marketing

  1. 1. Getting “Under the Hood” – Using Mini-sites Wes Thompson Vice President, Marketing Strategy LaSalle Bank/ABN AMRO October 11, 2006
  2. 2. BACKGROUND A little bit about “where we sit” and “what we do”. <ul><li>Our business is providing products and services that help companies: </li></ul><ul><ul><li>Manage their financial transactions (payables, receivables, credit card) </li></ul></ul><ul><ul><li>Maximize their use of cash (liquidity, trade, foreign exchange) </li></ul></ul><ul><li>Our team’s goal is to help this business increase revenue by developing and improving relationships with existing customers. </li></ul><ul><li>Within this team, our group: </li></ul><ul><ul><li>Develops reporting that identifies cross-sell opportunities and other trends </li></ul></ul><ul><ul><li>Conducts internal research and performs analysis on other research sources </li></ul></ul><ul><ul><li>Provides direction on email deployment and contact management enhancements </li></ul></ul><ul><ul><li>Creates, executes and tracks integrated marketing campaigns </li></ul></ul>
  3. 3. EARLY CAMPAIGNS Original campaigns focused on direct mail and email. <ul><li>Tracking of metrics (where possible) </li></ul><ul><li>A tool to help Sales develop a dialogue </li></ul><ul><li>Lessons learned </li></ul>
  4. 4. ROLE OF MINI-SITE Landing Page Visits Viewed Product Info on Site Downloaded Product Info on Site Completed Contact Form Requested Sample Mini-sites can add an important dimension to campaigns by building awareness and enabling activity tracking. <ul><li>Communications: Induce recipients to contact sales or visit mini-site. </li></ul><ul><li>Site highlighted in: </li></ul><ul><li>Direct Mail </li></ul><ul><li>Email </li></ul><ul><li>Events </li></ul><ul><li>Public Relations </li></ul><ul><li>Advertising </li></ul>Tracking: Site designed to maximize tracking and capture inquiries. Lead Generation: Leads captured from site distributed to respective sales contact. Reusable Content: Online/Offline use of demo; ensures message consistency. Graphic from “The Value of Digital Relationship Marketing”, Karen Vogel, B2B Works; CADM Education Day Presentation 2003 Sales Activity: Carefully manage sales bandwidth.
  5. 5. CAMPAIGN EXAMPLES – CashPro Electronic Deposit This campaign used several communications channels to encourage prospects to visit a product-specific mini-site. <ul><li>Limited tracking </li></ul><ul><ul><li>Unable to track unique visitors </li></ul></ul><ul><ul><li>No “click to open” metrics </li></ul></ul><ul><li>Lessons learned </li></ul>
  6. 6. CAMPAIGN EXAMPLES – CashPro Electronic Deposit The campaign’s return on investment could be calculated because new customer revenue could be tied to it.
  7. 7. CAMPAIGN EXAMPLES – Commercial Card Several enhancements to the mini-site were made for the execution of this campaign.
  8. 8. CONCLUSION A couple of things to leave you with... <ul><li>Build the business case from the beginning. </li></ul><ul><ul><li>Determine the definition of success – break-even, revenue per dollar. </li></ul></ul><ul><ul><li>Identify potential metrics – tracking them will prove critical . </li></ul></ul><ul><ul><li>Zero in on profit, not response. </li></ul></ul><ul><li>The importance of management and sales buy-in. </li></ul><ul><ul><li>Successful scoping of the campaign costs and time commitments is important. </li></ul></ul><ul><ul><li>Commitments to have groups perform their roles, particularly sales teams. </li></ul></ul><ul><ul><li>Communicate the campaign as a “tool”, it’s not the primary component. </li></ul></ul><ul><li>Remember: Marketing is about developing relationships. </li></ul><ul><ul><li>You have to give something of value to your visitors. </li></ul></ul><ul><ul><li>You are the first step in providing new business to your sales teams. </li></ul></ul>