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Interactive Innovation: How Smart and Successful BtoB Marketers Use Digital Marketing to Accelerate Marketing and Sales Performance
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Interactive Innovation: How Smart and Successful BtoB Marketers Use Digital Marketing to Accelerate Marketing and Sales Performance

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  • 1. B2B Marketing InnovationHow Successful B2B Marketers Use  Digital Marketing to Accelerate Marketing and Sales Performance Joel Book ExactTarget @joelbook / #ExactTarget
  • 2. US Interactive Marketing Spend: $76.6B by 2016
  • 3. Marketing to The Power of OneEffective B2B Marketing is:• Fueled by customer  needs, interests, and  purchase data• Enabled by cross‐ channel media to  attract, engage, and  serve customers• Automated by  integrated marketing  technologies
  • 4. • Aids the Buying Process• Enables Better Service• Maximizes Retention
  • 5. How Online Consumers Begin Their Day58% of OnlineConsumers Beginthe Day With Email.Source: ExactTargetSUBSCRIBERS, FANS, & FOLLOWERS Report #1, Digital Morning Full report available at  www.exacttarget.com/sff
  • 6. “Those who buy products marketed through email spend 138% more than non‐readers of email.” Source: Forrester Research“E‐Mail Marketing Comes of Age.”
  • 7. Email Drives Conversion and Improves Retention The Customer Life Cycle Product Product Product Product Repurchase/ Brand Inquiry Evaluation Purchase Usage Renewal Loyalty Business Getting Business Keeping Once a person gives you permission . . . • Email aids the buying process.• Email drives repeat purchase, referrals.• Email keeps customers connected and informed.
  • 8. 75% of social media users say email isthe best way for companies tocommunicate with them. MarketingSherpa, 2010
  • 9. • Amplifies Your Message• Fuels the Conversation• Attracts New Customers
  • 10. Social Media Users Facebook:  620M Worldwide / 116.8M U.S. (1)  (2) Twitter:  190M Worldwide /   16.4M U.S. (1)  (2) LinkedIn: 100M Worldwide /   49.0M U.S. (3)  (3) YouTube: 2B Views/Day; Avg. View: 15 Min. (4)Sources: (1) eConsultancy, (2) eMarketer, (3) LinkedIn, (4) YouTube
  • 11. Social Media has Revolutionized the Way  Consumers Engage with Brands
  • 12. Social Media Attracts Website Visitors Consumers who are  exposed to a brand in  social media are 2.8x  more likely to search  for that brand’s  products.
  • 13. Fans & Followers are Good.  Customers are Better. Conversion Metrics To Monetize Social Media,  Convert Fans & Followers to Email Subscribers
  • 14. • Keeps Customer Engaged• Drives Traffic to Sites• Improves Customer Service
  • 15. Smartphones Accelerate Mobile Marketing Smartphones such as the  iPhone from Apple are now  outselling personal computers! Source: The Huffington Post (Based on IDC Report)  February 8, 2011 65.8 million people in the U.S.  now own smartphones. Of  these, 35.3% use apps. Source: comScore MobiLens 2011 U.S. Mobile Subscriber Market Share March , 2011
  • 16. EMAIL DOMINATESSMARTPHONE USE
  • 17. “36% of physicians surveyed found the use of iPads or other tablets more beneficial than speaking with reps bearing printed materials." Manhattan Research ePharma Physician Study September 2011
  • 18. "[The iPad] enables our sales employees to do a much better job of engaging in a really different way than weve done before." Michael Hedges,  CIO, Medtronic Wall Street Journal, Dec. 8, 2010 
  • 19. eMarketingInnovatorsReal MarketersReal Solutions Real Results
  • 20. The Mission Provide email communications capability  to hundreds of Field Marketing  Managers around the globe without  compromising email design, corporate  branding, and message relevance.  Sean Mattson And do it all at reduced cost.Director, Global Web MarketingHitachi Data SystemsSanta Clara, California
  • 21. Email is the Backbone of Hitachi Data Systems’ Global E-communications Strategy Customer Newsletter Product LaunchWebinar Invite Product News Event Invitation Hitachi Data Systems uses email to: • Nurture leads; Keep existing customers connected to HDS • Support relationship management efforts of HDS field sales managers • Deliver relevant content to IT professionals in 30 regions and in 18 languages 
  • 22. The Hitachi E‐communications PlatformOMCM Online www.HDS.com Marketing Landing Pages,  Registration Pages “Thank You” Pages,  Webcasts / Podcasts Campaign Closed Total Integration  Tracking and Analytics Loop of Customer Data Management E‐communications Marketing Database
  • 23. HITACHI USES EMAIL HELPIT PROFESSIONALS MAKE SMART DECISIONS
  • 24. HITACHI USES EMAIL TO DRIVE ATTENDANCE FOR ITS WebTech WEBINAR SERIESWebTech Webinar Series• 35 webinars per year• Up to 200 attendees per event
  • 25. HITACHI USES EMAIL TO PROMOTE ITS EVENTS
  • 26. Hitachi Promotes Content Sharing via Social MediaHitachi makes it easy for subscribers to share e‐news articles, respond to offers and access content on the Hitachi Data Systems’ website. “Forward to a Friend” “View the Video” “Review the Case  Study”   “Try it Free for 30 Days”   “Read the Story”   “Register for Webinar”  
  • 27. John JohnstoneBusiness Manager Volvo Construction Equipment
  • 28. Volvo Construction Equipment• Volvo Construction Equipment is part  of Volvo Group; Started in 1832• Products and services are offered in  more than 125 countries through  proprietary or independent  dealerships.• Volvo machines are used for road  construction, oil and gas exploration,  building demolition, industrial  material handling, and forestry.
  • 29. Volvo Construction Equipment’s e‐marketing solution helps dealers sell millions of dollars of new and used equipment each year.
  • 30. Volvo CE’s CRM and Automation Goals  Achieve End‐To‐End Lead & Campaign Management Process Increase Lead to Sales Conversion Ratio  Reduce Lead Conversion Time Improve Sales Effectiveness Track Campaign Effectiveness and ROI Leverage Cross‐Sale and Up‐Sale Opportunities 
  • 31. Volvo Construction Equipment eMarketing Technology Solution www.volvoce.com Landing Pages, Registration Pages Product Microsites,  Webcasts / Podcasts Campaign Tracking & Lead Scoring  Total Integration  of Customer Data Email Communications Marketing Database
  • 32. Marketing Data Integration CustomerVolvo CE  Informationcentralizes  Analytics Sales (New/Used)customer data in Microsoft Dynamics CRM. Lead Score Warranty Data Enables “one  Microsoft Dynamicsview” of the  CRMcustomer. Social Credit Media Status Allows faster communication with customers MarCom Provides better  Surveys Historymeasurement of  eCommercecampaign ROI
  • 33. VOLVO USES EMAIL TO HELPDEALERS SELL NEW EQUIPMENT
  • 34. The Monthly eMail Newsletter delivers   latest news on Volvo products and  services to 85,000 customers.1. Dynamic Content – Volvo designed the email  template to allow for dynamic content.  Through  integration with Microsoft CRM, Volvo changes  articles and product news articles based on user  interests.2. Interactive Functionality – Adding video links has  allowed Volvo to increase traffic to the website where  Volvo gathers immediate feedback on product  interest.3. Analytics – The analytics from this eMail are used for  to capture customer insight and interests and aid re‐ design.4. Performance Metrics – Average 12% Open Rate – Average a 7% Click Through Rate
  • 35. VOLVO USES EMAIL TO HELPDEALERS SELL USED EQUIPMENT
  • 36. The Remarketing Email is for  select customers who request  used equipment alerts.1. Navigation – In its new design, Volvo added a Table  of Contents section with links to articles and  product news updates.  These links have increased  website traffic 30% and generated thousands of  leads.2. Content Syndication – Volvo dynamically displays  used equipment based on subscriber preferences.  Content syndication has reduced eMail build time  by approximately 30‐40% by automatically  capturing content from websites. 3. Performance Metrics – – 75% Email Open Rate – 11% Click Through Rate – 20% increase in speed of equipment sales
  • 37. Twitter is used to attract prospective customers to the Volvo Construction Equipment website.And drive traffic to the Volvo Construction Equipment YouTube Channel.
  • 38. “If you’re responsible for BtoB marketing, and you’re not using video, you’re making a huge mistake.”John JohnstoneBusiness Marketing ManagerVolvo Construction Equipment North America
  • 39. Lead Management Workflow Data cleansing Information Request Microsoft Dynamics CRM enables Volvo sales reps to manage leads Auto-generated report for Volvo sales rep Auto-generated email for customer
  • 40. Immediate Delivery of Information to Customer Microsoft Dynamics CRM  triggers an email that  thanks the customer for  contacting Volvo  Construction Equipment Email provides a link to a  landing page containing  details about the product  of interest
  • 41. Before and After eMarketing Automation Before Automation After AutomationCustomer data was in multiple “silos”  Customer account and contact data is and data quality was inconsistent. centralized in Microsoft Dynamics CRM  and “normalized” through D&B.Volvo CE had no CRM system and no  Microsoft Dynamics CRM is integrated ability to send email communications to  with ExactTarget enabling automation customers. of all email communications.Leads were stored in Excel files and  Leads get logged and processed quickly. distributed to dealers manually; Reps  Customers receive personalized email had limited visibility to leads. immediately after inquiry.Volvo CE had no ability to deliver  Volvo CE uses email to deliver relevant relevant product information to  information that aids purchase, and individual customers. supports the local dealer. Limited (or no) feedback from dealers  Volvo CE marketing is able to measure regarding lead status. lead status and campaign effectiveness  quickly and effectively.
  • 42. Multi‐Channel Interaction is a Must Managing the Customer Conversation Requires Integration of Outbound & Inbound Channels
  • 43. Cross Channel Campaign ManagementSource: Forrester Research ‐ April 2009 “Campaign Management Needs A Reboot”
  • 44. Interactive Marketing Hub™ from ExactTarget
  • 45. Cross‐Channel Marketing Just Got Easier Database Segmentation and Marketing Program Cross-Channel Management Program Planning Development and Execution Customer Interaction Prospective SegmentOffline A Identify Customers Landing Page / Website Content Page Customers & Prospects • Offer/ Message • Tactic Customer Data Acquisition Customers with Content Personalization Customer Specific Needs • Timing Program Development DemographicsProduct /Service Segment BNeeds, Interests Offer Select • Offer/ Message • Tactic Products Information • Timing Online Purchased Offline Analytics Segment Cand Lead Score Determine Timing • Offer/ Message Campaign • TacticResponse History • Timing Channels Campaign Response Tracking Database Updating / Lead Scoring
  • 46. Thank You! Joel Book Principal, Marketing Research & Education ExactTarget, Inc. jbook@exacttarget.comEmailMarketingbytheBook.com@JoelBookhttp://www.linkedin.com/in/joelbook