B-to-B Direct Marketing Section Title Ruth P. Stevens Cyndi W. Greenglass
Introducing your seminar leaders… We look forward to working with you.Cyndi W. Greenglass Ruth P. Stevenscgreenglass@dmsolutions.com firstname.lastname@example.org
Our agenda today, in 4 parts Everything data in Developing and business markets. delivering compelling1. motivational offers. 2. Lead generation, conversio Integrated, multi- n, tracking and touch multi-channel management. marketing. 4. 3.
Direct marketing, defined: Any marketing communication designed to generate a response.• The purpose may be: • Key direct marketing – A direct purchase applications: – A sales lead – E-commerce/mail order – A visit to retail or an event – Lead generation – Driving buying behavior, e.g., store traffic or event attendance – Renewals/retention/repeat purchase – Data analytics, for research or campaigns
Case example: Berendsen Textile reverses its fortunes with direct marketingBackground:• A long-established Danish supplier saw declining sales of its hygiene products to industrial and institutional sectors. – Berendsen rents, washes, and delivers textiles and other hygiene products like hand towel rolls, foam soap dispensers, and air cleaners for communal toilets. – Berendsen installs the equipment and afterwards delivers clean towels, soap supplies, and service of the equipment.• Category was commoditized. Buyers didn’t appreciate quality and were unwilling to pay a premium.• Field salespeople and channel partner reps were frustrated at their inability to get sales appointments.
Lead generation campaignMarketing objectives:• Overcome institutional lack of interest in the category.• Educate buyers on the importance of better hygiene in communal toilets.• Generate leads to increase sales 30%.Campaign objectives• Educate buyers on the importance of better hygiene in communal toilets.• Generate leads for field and partner reps to increase sales 30%. 10
Campaign strategy1. Identify and qualify the target audience. – Telemarketing identified 3,000 qualified prospective buyers2. Understand their needs.3. Create a positioning that differentiates the product.4. Use dimensional mail to capture attention and gain involvement.
Multiple touches to capture and inform• Mailed a “Germ Ball” character, with a letter and brochure – Encouraged recipients to put the ball out on their desks – Explained the way germs spread around a company when hand hygiene is poor due to insufficient equipment in the communal toilets Source: The DMA. Gold Echo Award and USPS Gold Mailbox Award.
Do you dare take up the Germ Ball?Dear Ms. Smith:Are you sure that you have the most hygienic toilet solution?Did you know that many people don’t wash or dry their hands well enough aftera visit to the toilet because of insufficient, unpleasant or inadequate toilet fittingsin communal toilets. This is the way things are in most companies, even whenyou have invested in a hand dryer or paper towels. This isn’t so good, especiallywhen you consider that many infectious bacteria and other micro-organisms arespread through skin contact.Let the Germ Ball pass through as many hands as possible . . .To illustrate this, we’ve enclosed a little figure we call the Germ Ball. Place it onyour desk and let as many people as possible touch it. . . . and then test your Germ BallNext week you will get a DIY test kit from Berendsen. With this test you canmeasure the amount of bacteria on your Germ Ball and get a quick indication ofhow good hand hygiene is in your company. And you’ll get an idea of howsuitable your existing toilet solutions are.Do you want an offer of a good hygiene solution now?
The next touch, a week later• The following week, mailed a test kit to measure the level of micro-organisms on the ball.• Included a reply card and 3- months’ free trial offer.
Germ Ball campaign results• 42% of recipients agreed to a meeting.• Number of meetings needed to close was halved.• Sales per rep up 74% over prior year.• Average order per customer more than doubled.
The marketing database: The recorded memory of the customer relationshipA collection of information about customers andprospects and their interactions with the company,organized to be: – Accessible – Sortable
Data typesBehavioral data Descriptive data “what they do” “what they’re like”• Response data • Demographic, lifestyle, at• Transactional data titude • Household vs. individual
How databases are organized: Database file structuresFlat files Relational• Built around a single central • Built around a series of record. No ability to cross- tables, connected by a unique reference to other data sources record identifier• Designed primarily to store data • Designed to use and analyze, as• Easy to use; handles high well as store data volumes • Minimizes redundancy; files are• Uses less computer power easier to access, more scalable and more portable• Cheaper to build • More costly to build• Limited analytic ability • Easier to use in unplanned ways
B-to-Brelationaldataarchitectureexample Direct Marketing Association 21 Source: ARGI
How to decide between database architectures Is your business information dynamic? Ask yourself How quickly is the amount of data you collect growing? these Is your data used by multiple areas of the company? questions: What is the size of your current database? How many people will need access to the database? Will you have much need for ad hoc reporting and queries? Flat Files Relational FilesSimple data that changes very little over time Complex data that changes often over timeLimited computer power required Greater computer power requiredLimited data access Nearly unlimited data accessLow to medium database development cost Medium to high database development costMedium development time Low development timeLess specialized technical expertise required More specialized technical expertise requiredMore difficult end user access Less difficult end user accessLess user friendly More user friendlyLittle ad hoc query capability More ad hoc query capability
Deciding between in-house vs. outsourced database managementAdvantages to outsourcing: Disadvantages to outsourcing: No additional staff is needed to Database management and build, maintain or enhance the functions is in the hands of the database vendor, not the client Your internal IT staff will not assume additional work load Systems and solutions may not be proprietary to client and Responsibility for database build and maintenance is in the hands could be shared of an experienced vendor Outside database team and R&D costs, leading edge company is not controlled technologies more accessible to directly by client company client using an outside database More expensive over the long vendor term
Database management options1. DIY – Install and create your own environment. – Run by IT.2. Outsourced – Engage with a Marketing Services provider. – Allant, Epsilon, Merkle, Experian, to name a few.3. The Cloud – License or subscription service. – Salesforce.com. – Aprimo.
Database differences in B2B• Hierarchical data adds complexity. – Enterprise – Headquarters – Site• One-to-many relationship of contacts to the company level.• Contacts need to be maintained based on their role in the decision process.• Transaction data and “decision” data may be very different. – P.O.’s, ship to and bill to addresses – Business vs. home contacts – Email addresses
How the D&B DUNS # can create corporate linkage in diverse families
Building your database: Have you tapped these sources of customer and prospect information?Internal sources External sources• Sales contacts • Business• Billing systems, credit partners/channels files • Prospect lists• Ops/fulfillment systems – Compiled files• Customer service – Response files systems – Prospecting databases• Web data • Surveys• Inquiry files, referrals • Database append
Essential fields that B-to-B marketers want to have in their databases (italic fields from internal sources)• Account name, address • Credit score – Phone, fax, website • Fiscal year• Contact(s) information • Purchase history – Title, function, buying role • Purchase preferences• Parent company/enterprise • Budgets, purchase plans link • Survey questions• SIC or NAICS • Qualification questions• Year started • Promotion history• Public v. private • Service history• Revenue/sales • Source code• Employee size • Unique identifier
Business-to-Business data sourcing challengesWhat you want, but can’t getfrom a data supplier Data problems we all face• Actual titles • Mail rooms• Job functions • Data at a global level• Levels • Missing names,• Buying role especially at lower than• Global data C-level• Wallet share• Choice, preference, compliance
4 steps to clean, accurate data acquisition1. Identify the data elements you need.2. Append elements available from third-party suppliers.3. Fill in the gaps with “data discovery.” – Outbound telephone to target accounts – Probing on buying roles and contact info – Fill in the blanks in your database4. Focus on key accounts.
Prospecting:The state of B-to-B lists available in the U.S. Business lists available 18,500 “Mainstream” B-to-B lists 1,600 Lists with phone numbers 5,000 Lists with email 4,100 List pricing (postal) $100-$250 List pricing (email) $300-$450 Source: David Gaudreau, InfoGroup
Types of prospecting lists available in B-to-BResponse lists contain Compiled lists contain names of people who have people who have not taken any interacted in some way action • Purchased a product or • Telephone directories service • Clubs and associations • Attended a seminar or – Dun & event Bradstreet, InfoGroup, Jigsa – Catalog/e-commerce w buyers – Resold by – Publication subscribers others, Acxiom, Experian • Controlled versus paid Most response lists are rented for 1-time use. – Seminar/training attendees Then, responder names can be added to your database.• Email lists, telemarketing Compiled lists may sometimes be purchased for lists multiple use and imported into your database.
Specialized lists may be available in your industry category List provider AudienceMCH Institutions: Churches, schools and governmentMDR Schools, administrators, teachersHarte-Hanks Market Installed technology atIntelligence companiesA.M. Best InsuranceJudy Diamond Associates Pension and benefit managers
The evolution of B-to-B list rental: Prospect databasesList specific databases Membership databases• MeritDirect’s MeritBase (72 • Abacus’s B-to-B Alliance (75 million names at 22 million million names from 350 sites, from 1400 lists) companies, with 1.5 billion• Direct Media’s BTB Data transactions) Warehouse (78 million net names from 900 lists) • b2bBase, built by MeritDirect• BRAD, Business Response and Experian (70 participants Alliance Database, managed and 55 million transactions) by Edith Roman (963 response files)
What’s new in B-to-B data sourcing • Shared contact databases generated by sales and marketing people in B-to-B • Data generated automatically by sweeping corporate websites • Data captured on site and made available online
Filling in the gaps in your data: Data append• Most common overlay data fields: – sales volume – number of employees – SIC/NAICS (industry codes)• Method: – Only append after exhausting all internal sources – Clean your database – Identify the elements you want to append – Pre-test the match rate – Test appended data for validity and response• Consider compiling custom data
Data append: The types of data elements available from outside providersActual Number of Businesses at Multi-Tenant Code MSA (Metropolitan Statistical Area) Code and DescriptionAffluent Neighborhood Location Indicator NAICS and DescriptionBlock Group New Business CodeBusiness Status Code (HQ, Branch, Subsidiary) Number of Employees (Site and Total Company)Census Tract Number of Personal ComputersCity Population Size Office Size (Employees, Square Footage)Contact Name, Title, Salutation, Gender, Ethnicity Own/Lease CodeCredit Rating Phone NumberEntrepreneur Indicator Population DensityFax Number Post Office BoxFemale Executive/Owner Indicator Public/Private IndicatorForeign Parent Indicator Public Filing Indicator (Bankruptcy, Lien, Foreclosure)Fortune Magazine Ranking Sales Volume (Site and Total Company)Geo-code SIC and DescriptionGovernment Segment Code Size of Yellow Pages Ad (Federal, State, County, Municipal) SOHO Business Indicator ElementsGrowing/Shrinking Indicator Stock Exchange Ticker SymbolHigh Income Executive Indicator Toll-free Number available inHigh-tech Business Indicator Web Site URLImport/Export Code White Collar Indicator the U.S.Location Property Manager Year Established Source: InfoGroup
Reports at: http://ruthstevens.com/white-papers.htmlBuyer beware:Data compilers vary in quantity and quality Source: Online Sources of B2B Data: A Comparative Analysis 2010
New databases offer more contact-level data Source: Online Sources of B2B Data: A Comparative Analysis 2010
DATA HYGIENEKeeping your customer information clean and fresh
Data degrades quicklyB-to-B Consumer• Business data degrades • American households by 4-6% per month. move at the rate of 20% per year. The lesson? Invest in data hygiene. Decisions made on bad data are more dangerous than on no data at all.
B-to-B data decay, in context In the U.S., in the next two hours…706 firms will move 120 new businesses will open578 businesses will change 60 businesses will shut downtheir phone numbers250 business phone 514 suits, liens or judgmentsnumbers will be will be filed against companiesdisconnected120 D&B credit ratings will 120 corporate CFOs willchange change60 companies will change 10 firms will file a bankruptcytheir names petition Source:D&B
Decay rates differ by element # Employees 36.3% Sales Volume 23.9% Decay rates of Addl Exec 21.5% key business CEO Name 21.2% data elements Physical over a one 20.7% Address year periodPhone Number 18.0% (US data). --From an internal study conducted by D&B. SIC 16.0%Business Name 17.4% Mail Address 15.8% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%
Bad data is an expense you don’t need Source: Sirius Decisions, “The Impact of Bad Data on Demand Creation”
7 tactics for B-to-B data hygiene1. Standardize data and train key-entry personnel.2. Train and motivate customer-facing personnel to update the data.3. Use data-cleansing software, internally or externally.4. Eyeball the data regularly.5. Allow customers access to their records on your web site, so they can make changes.6. Validate business addresses via the postal service.7. Outbound phone or email to verify, especially to top customers.
Segment your hygiene strategyCase exampleMrs. Beasley’s makesannual outbound callsevery August toaccounts who bought>$250.Invest in clean-upon your topcustomers first.
Benefits of clean data• Improve response by reaching more people• Lower costs with less waste• Improve customer satisfaction and company perception Bad customer data costs U.S.For recent white businesses more than $600papers on data billion a year inhygiene bestpractices, visit postage, printing and staffruthstevens.com/ overhead—not to mention lostwhitepapers. opportunities. --The Data Warehouse Institute
CRM, SOCIAL CRM, MARKETINGAUTOMATION AND DATABASEMARKETING
CRM and Social CRMCRM Social CRM – Maintaining preference, – Monitoring engagement choice – Building loyalty – Maintaining transaction – Monitoring sentiment history – Maintaining demographic – Web based and psychographic appends – Maintaining firmographic, function, titles – Linear based
CRM Systems: How to get the most value• Marketing automation is on everyone’s radar screen: – 54% of CMO’s have either begun or completed implementation of marketing automation software – 17% intend to begin implementation Source: Marketing Sherpa• Success requires a clear articulation of the value to be gained and a roadmap to implementation.• Successful automation requires: – Financial and Senior Executive endorsement – A well thought out migration model – Alignment and collaboration on lead management definitions and scoring – Hygiene processes and business rules – KPI’s that matter – Focus, refine, focus , refine, focus
CRM systems: How to get the most valueYour Reality Checklist 1. Get key stake holder buy in. 2. Train for transformation, training, and learning curve. 3. Find the right people in the organization – or trade up – to power users. 4. Map out key integration points.. 5. Never, ever, over-promise. 6. But always, always over-communicate. 7. Hold back on those “suspects” until they are qualified – no matter what the cost.
CRM systems: How to get the most valueKPI’s to measure yourself against benchmarks fromDemandGen/Eloqua study: 1. 20% of pipeline can be directly attributed to nurturing programs. 2. 5% more qualified leads is the accepted increase for sales to make a significant improvement in conversion. 3. Nurturing programs through the database lead to 3X open rates over general email deployment.
Top benefits of marketing automation60 Lead Generation50 Increasing marketing ROI40 Automated lead process30 Improved sales & marketing20 alignment Improved nurturing10 Personalize Communication0 Percent 2012 Marketing Outlook: B@B, January 2012
What can you do with your database? Top database marketing applications• Research/analysis – Purchase patterns – Product patterns – Trends• Promotion – Campaign targeting/selection – Cross-sell/up-sell – Reactivate dormant/lost customers• Measurement – Campaign results – ROI, optimize marketing investments – Lifetime value, Managing customer segments
Top B2B database marketing techniques• Segmentation• Penetration analysis• Profiling – To understand customer needs; to find look-alikes• Modeling – To predict behavior, like response or purchase• Targeting/campaign selection• Recording results of marketing activity
Typical B-to-B segmentation variables• The relationship existing today between the company and the buyer (“life-cycle” or “life-stage”) – Prospect, first-time buyer, core customer, defector• Geographics• Demographics, “firmographics” – Company size, industry, purchasing behavior• Purchase history Segmentation techniques – Product • Cross-tab analysis – Revenue, LTV • RFM • CHAID • Cluster analysis
Profiling: Describing the characteristics of a customer segment• Customer data is cleaned and then matched against a large database of names.• Variables are assessed for their similarity to or difference from the general population.• Profiling allows marketers to: 1. Understand their customers’ characteristics 2. Find “look-alikes” in the general population
Profiling U.S. small businesses Method •Upload a list of your best (or worst) customer names and addresses via the online tool. •Profile customers by ZIP, credit risk, annual sales, number of employees, etc. •Create a custom list of prospects that resemble these best customers. Source: e-BizInsight.com
Comparing customers to the market as a whole Source: BizInsight Business Profiling,
Exercise: Creating a Data Strategy• Create a 3-part data strategy for your company/division/product/service. Data Field/Element Source Marketing use Fields to be Internal and The marketing use maintained for external. Where to which the data each customer will the company will be put. How and/or for each get the data are you going to prospect. elements? get business value Exactly what out of each field? elements need to be collected?
B-TO-B DIRECT MARKETINGBENCHMARKS AND METRICSResponse rates, conversion rates
EmailCaution: Notesmall samplesizes.Source: DMA 2012 Response Rate Study
Source: Eloqua MarketingAutomation, Trends, Benchmarks and Best Practices2011 66
Direct mailCaution: note smallsample sizes. Source: DMA 2012 Response Rate Study 67
Paid searchNote: Respondentsreported 46% of thecampaigns were for leadgeneration, and 50% werefor direct sales objectives. Source: DMA 2012 Response Rate Study 68
Telemarketing Source: DMA 2012 ResponseBanner ads, overall Rate Study
Bannerads, byindustryNote: 94% of the actions are“post view” (occurring daysor weeks after a click) ; only6% are “post click.”Sample size: 2 billionimpressions. Source: DMA 2012 Response Rate Study 70
Direct marketing campaign metricsPre-campaign calculations Results calculations• Cost per thousand (CPM) • Response rate• Allowable cost per • Cost per response/lead response/lead • Conversion rate (for leads &• Break-even analysis other two- step programs) • Average order size • Customer lifetime value (LTV) • Campaign revenue/ROI
Marketers are raising their level of measurement sophistication 73
A word about Key Performance Indicators (KPIs)Relevance: How program adds value to the business.Alignment: Proof that department is focused on the success of thebusiness, not the size of its budget.Rigor: Fact-based, disciplined approach to strategy and execution.Otherwise, management gets “The Question”: “Can you be trusted to spend the company’s money wisely?” In short, accountability is about effectiveness, not merely about what is being measured.
Businesses use data and analytics to make decisions and predict results of decisions made• The use of data and analytics has been accompanied by a measurable improvement in productivity and performance. – A one-standard-deviation increase in the use of data and analytics was correlated with a 5% – 6% increase in profitability• Businesses need 3 fundamentals to become data driven. 1. Technological infrastructure … The ability to measure things in more detail than before 2. The resources and skill sets necessary… analytical and business skills 3. Cultural change to use the data to learn the right answers Source: Research from MIT
DEVELOPING AND DELIVERINGCOMPELLING MOTIVATIONALOFFERS
The incentive offer in direct marketing, defined “What you’re going to get, andwhat you have to do to get it.” (This is a two-way exchange of value.)
What’s a B2B offer’s function?To move the prospect to ACTION.• To overcome inertia.• To imitate the persuasiveness of face-to-face sales.• To get an order, or move the prospect along the buying cycle.• To attract a profitable customer.
A cautionary tale about advertising, especially online• If you are looking for response: – You NEED AN OFFER to overcome people’s natural inertia.And keep in mind:• Even in business markets, it’s people who buy.• It’s self-interest that motivates people.• An incentive substitutes for the personal persuasive power of a salesperson. 79
Characteristics of a great offerA great offer should:1. Be something of value to the prospect.2. Be tangible, something the prospect can visualize.3. Be unique, something the prospect can’t get anywhere else.4. Relate to the product or the main benefit.
Offer types: Hard versus softHard offers Soft offers• Stress the business • Attractive, low risk value • High perceived value• Less personal appeal • Examples:• Examples: – Free t-shirt, mug – Seminar invitation – Product sample – Request for a sales call Best use: For buildingBest use: Toward the end database, or when of the selling process. universe is highly qualified.
Five Steps to Developing a Superb OfferStep 1: Look at what others are doing Type of incentive B-to-B B-to-CFree gifts 3.43 3.59Free information 3.64 2.78Free/reduced shipping 2.20 2.60 EffectivenessFree sample 3.00 2.92 rating on a scale of 1 to 5Free trial 3.13 3.00Sweepstakes 2.83 2.67Discounts 3.33 3.47Buy one, get one free 2.00 2.94Frequent buyer/loyalty program 2.20 2.77 82 Source: The DMA ―Getting Creative‖ study
Step 2: Generate offer ideas• Ask customers what they want and need – Surveys – Focus groups – Advisory boards• Ask your sales and service people what customers are looking for• Review what your competitors are doing – But don’t necessarily mimic them• Analyze results of previous offers
Step 3: Get inside the mind of your prospectLead generation for a software product targeted to engineers:1. Free! Your choice of white papers from The MathWorks technical library2. Send for your free technical kit now!3. Get the latest articles in any one of these 3 areas: signal processing, visualization, or control design.4. Free! The 5 most-requested technical briefs and articles from The MathWorks company.Source: Pushing the Envelope, by Alan Rosenspan
Get inside the mind of your prospectWhat motivates sales people?
Step 4: Think “gain without pain” High perceived value, low actual cost Examples – Extended returns period for best customers – Special privileges, e.g., President’s Circle – Special 800# for high-value customers – Product upgrades – White paper or newsletter
Step 5: Map your offer sequence to the buying process Stage in sales cycle Hard offers Soft offers•Awareness Reference workbook Book, premium•Consideration Expert content white Curiosity quiz paper•Develop Implementation guide Download•Trial/evaluation ROI calculator Survey results Online event, seminar Article reprint•Short list Market analysis Discount•Purchase Case study Tickets/passes Source: Keith Sullivan, PARTNERS + simons
Multiple offers can appeal to different target audiences, in this case, different stages of the buying process.
The #1 offer in B-to-B today: Information-based products, aka “content”• white paper• research report• case study• brochure• newsletter• article reprint• video or book• demo CD• “10 Tips” document Why is information so effective?
ComputerCare sells ERPinventory managementsoftware to mid-sizedapparel importers andmanufacturers.These businesses are eagerto improve their profitability.
How ―10 Tips‖ document isused:•Lead generation at thewebsite•Direct mail offers•Collateral material
Checklist of proven B-to-B offers• More information • Self-assessment tool• Premium (gift, book) • Seminar or webinar• Trial period • Demonstration• Sample • Discount • Sales call• Free shipping/handling • Free lunch• Drawing/contest • Consultation or audit• Free installation • Estimate• Continuity/replenishment • ROI calculator
“Merchandise” your offer • Your offer is what it is. But it also can be positioned more powerfully than it really is. • How you state the offer can vastly enhance its effectiveness.Which presentation is more powerful? Which presentation is more powerful? Half off Two for the price of one 50% Buy one, get one free off
The 3 most common offer mistakes What not to do… …And why 1. Complicated offers Don’t make them think. Keep it simple and easy to grasp, quickly. 2. Vague or generic offers Be CLEAR. Give enough detail. 3. Too good to be true Credibility is essential, especially on the Internet
What’s wrong with these offers? 5-Year Service Guarantee* *subject to location and availabilityGo to our website Our product is so great, you should have it!and get a free iPad Get a $100 discount on your first purchase when you sign up for our Premier Customer program, and get an extra card for colleagues.
In bannerads, focus on theheadline and callto action.
B-to-B goes YouTube: “Love that Glove”• Kimberly-Clark’s Kimtech Science Sterling Nitrile lab gloves used YouTube to generate excitement among users (lab technicians) and sales reps.• Created a contest inviting people to – Show how they loved the product and used it in their labs – Do something crazy with the product – Let their imaginations run wild• Got 10 entries. Spent $15,000 including prize money. In social media, get a• 4,000 prospects visited the microsite. bit crazy with offers— Videos watched thousands of times. Sold $1.4 million of the new product, like contests—to go 30% over forecast. viral. 99
B-to-B ads are generally ineffective 74% Message gets lost 66% Audience needs are ignored 39% Full of “chest-pounding” 38% Too product-focused Source: Crain’s BtoB Magazine
The 9 principles of motivating response1. Analyze the beliefs, feelings and desires of your audience.2. Stress benefits, versus features.3. Drive the offer.4. Make a clear call to action.5. Create a sense of urgency.6. Make it easy to respond.7. Eliminate risk.8. Design for clarity, over beauty.9. Use a personal, “me-to-you” tone.
1. Analyze the beliefs, feelings and desires of your audience To promote enrollment in an IT seminar, the copywriter analyzed the IT professional: – Beliefs: I’m smarter than anyone else. – Feelings: Frustration, about a lot of things. – Desires: To be left alone. Post-analysis headline Inside: Important Original headline Information for Any IT Interpersonal Professional Who Skills for IT Wanted to Say to an Professionals End-User: “Go to Hell!”Source: Bob Bly, bly.com
The best B-to-B message platforms• Save time. Get to market • Increase efficiency or quicker. productivity. Do more with• Save money. Sell more. less. Spend less. • Exclusivity. Be part of an elite• Reduce manufacturing group. overhead. • Greed. Make money.• Grow the business. Increase sales. Increase Penetrate new markets. profits.• Find new customers. Sell • Make your job easier. Avoid them more. stress or hardship. Get help.• Job security. Help you look • Fear of the unknown, or good in your job. “No one regulators, loss, or failure. ever got fired for buying IBM.”
2. Stress benefits, along with features• Features are about you and the product. Benefits are about the customer.• Put yourself in the place of the prospect – Ask: “What’s in it for me?” Feature Benefit Our service You’ll rest easy, knowing center is that help is available 7 staffed round by 24 to help you solve the clock by any problems. highly skilled specialists.
3. Drive the offer• Remember the key objective of direct response communications: To get them to ACT.The offer is the motivator to action.• State the offer prominently and frequently.• Make the offer the hero of the creative treatment.
In lead generation, sellthe offer, not theproduct or service.
4. Make a clear “call to action”• Tell them what you want them to do. Don’t be shy!• Tell them clearly, and tell them often.• Make it highly visible.• Make it very specific.
5. Create a sense of urgencyA sense of urgency stimulates action.• Limited time offers – Respond before (date) or the offer goes away – Early bird discount• Limited number offers – Limited edition of an item. – The first 50 to respond receive a…
6: Make it easy to respond• Remove obstacles. – Reduce click steps – Ask for minimal data• Offer multiple response media options. – Phone, fax, URL, email• Add involvement devices. – See-through envelope window – Survey
Avaya goes for volume, asking for minimal data.
PPC ad’s landing page with all fields optional lifted response by 31%Source: WhichTestWon.com
PURLs (personalized URL) lift response• Recipients can’t resist visiting a website with their own names in the address. – PURLs lift response by 2-3x.• Visits a customized landing page that continues the messaging begun in the direct mail or email. 119
7: Reduce risk Include a strong guarantee• Money-back guarantee• Satisfaction guaranteeMake it LOOK like a guarantee
Reduce risk:Use testimonials and endorsements
8. Design for clarity, over beauty• Direct response design is: – less about “creativity.” – more about delivering the message clearly.• So the first rule of direct response design is: Don’t get in the way.
9. Use a personal, “me-to-you” tone• Create a personal relationship. – You are not talking to the world. You are talking one to one.• Use of the most powerful word : “you.”• Create an emotion.• No jargon.• Use personalization technology.
Medical Group Management Association recruitment campaign
Avoid trendy “gobbledygook” in your copy.http://gobbledygook.grader.com/
How to convert brand advertising into direct response advertising • Insert an offer. • Stress the call to action. • Create urgency. • Make response easy. – Multiple response media options – Remove barriers to response – Add a tracking device (key-code) • Plan the “next step” in advance. • “Mystery shop” the response process.
Attention-getting words• Advice • Proven• Announcing • Revolutionary• At last • Save• Because • Secrets• Confidential • Smart• Congratulations • Special invitation• Free • Success• Guaranteed • Wanted• How to • Which• Introducing • Who else• Limited-time • Why• New • Yes• Now Sources: Tested Advertising Methods, by John Caples; Response!, by Lois K. Geller
Use as manywords as you needin the headline.Symantec packs awallop in thisheadline.•Call to action•Offer
Top copy mistakes Avoid being… And why…Clever Be clear insteadHumorous Too riskyPoetic “The star sapphire is like a cup of night blue…”-not!Unbelievable “Get rich! Work less!”—not!Cool or cold No way to begin a relationshipA creative writer This is selling, not literature
Leads for headlines and letter copyNews Here’s a way to increase your sales, fast.Emotional Doesn’t it drive you crazy when a customer service rep puts you onconnection hold?Problem/solution Is your factory floor covered with dangerous greasy film? We can help.Testimonial Just listen to what our satisfied customers say about usCompelling Would you like to sell more and spend less, in the very next quarter?questionGuarantee Sixty day free trial, and your money back if you are not completely satisfied.Benefit Here’s an idea that you can put to use tomorrow.Fear What would you do if you lost your job tomorrow.Greed I want to give you this special free gift, just for reviewing my helpful new guide to human resource management. Source: Creative Strategy in Direct Marketing, by Susan K. Jones.
Exercise: Evaluate a failed campaign• A Microsoft reseller wanted to get local-area business people to attend a seminar.• They sent a 3-postcard series to 1,000 names from 2 local chambers of commerce.• The campaign netted one (1) response. Ouch.• How would you analyze their creative strategy?
The case for supporting your sales effort with lead generation programs• The sales function is your single most constrained resource.• You can triple sales productivity by reducing the number of cold calls sales people need to do. Just heading out for a round of cold calls, Boss! 141
Defining “what is a lead”Lead generation Identifying prospective customers and assessing their likelihood to buy, in advance of making a sales callA sales lead The name, contact information and background information on a prospective buyer, preferably someone who has expressed interest in your product, service, category or companyA qualified lead A prospect who is ready to see a sales person 142
Badges zapped at a trade show are not qualified leads
How many leads do you need?Revenue quota per rep $3,000,000Percent of quota self-generated 40%Quota requiring lead support $1,800,000($3M*1-.40)Revenue per order $60,000Converting leads required ($1.8M/$60K) 30Conversion rate 20%Qualified leads required per rep (30/.20) 150
Lead generation is a process Inquiry generation Response handling Lead qualification Lead nurturing Hand off to sales Sales closure Tracking Continuous improvement The company with the best process wins.
It’s a numbers game• Of 100 inquiries…20% will qualify (that’s 20 qualified 100 inquiries leads)• Of 20 qualified…50% can be contacted (that’s 10 20 qualified contacted)• Of 10 contacted…20% will 10 contacted convert (that’s 2)• So we may just end up with 2 2 sales closed sales.
The 5 critical lead generation metrics Metric ConsiderationsResponse rate Useful against industry benchmarks. Not of much value in actually assessing campaign effectiveness. In email, best proxy is “click-to-open” rate.Cost per lead/cost per qualified Campaign cost divided by number of leads thatlead resulted. This allows you to compare campaigns over time, compare media options and compare offers.Inquiry-to-lead conversion rate This will show inquiry quality. Did you perhaps use a weaker list? Is the offer too generous?Lead-to-sales conversion rate Assuming the lead quality is not declining, this shows sales productivity.Expense-to-revenue ratio (E:R) Allows you to evaluate campaigns overall, against each other or over time.
Lead conversion ratesSource: Sirius Decisions, as reported by PointClear 148
Use the most productive inquiry generation mediaTop techniques today• Solicit leads at your website• Ask your customers for referrals• Search engine marketing – SEO – SEM• Outbound telemarketing• Direct mail, including dimensional mail• Trade shows, if the audience is highly qualified
Turn your website intoa lead generation machine Motivate visitors to leave behind their contact information.
A new technique in B-to-B for de-anonymizing website visits• Matching data from the visitor’s browser with offline business data, and flagging the account as a prospect. – IP address identifies company – Company data is sourced from B-to-B databases• Providers: – VisitorTrack, from NetFactor – Demandbase Stream – LEADSexplorer
Ask for referrals at every opportunity• Let your customers help you with your marketing – They will, but ONLY IF YOU ASK THEM• Where to ask for referrals – On your home page – As a P.S. in your emails and direct mail letters – On your billing statements – Inside your sales collateral• Copy suggestion “Our business grows primarily through referrals from our satisfied customers. If you are happy with our work, please tell your friends and colleagues. Thank you!”
What’s new: Domain-based ad servingSophisticated B-to-B website publishers, like Forbes, Business Week and The Wall Street Journal, are offering advertisers a way to serve their ads only to visitors from particular companies, based on their company IP address.Case: The consulting giant Accenture wanted to sell $5 to $10 million technology outsourcing deals to 30-50 among the top 100 electronics and technology corporations. They made their target selections, and provided the list to several business sites, who then served up the Accenture outsourcing ad only when visitors from those top companies appeared.
Lead generation media that are less productive• Cold email to rented lists• Broadcast advertising• Print advertising (with exceptions)• Trade shows, all other• And what about social media?
Social media is ramping up in B-to-B About 90% of businesses report they are using social media today.
How to apply social media to lead generation objectives Objective Medium ApplicationInquiry generation Add an offer. Drive to landing page. Collect data.Lead qualification Supplement outbound communications with research on networks.Lead nurturing Keep in touch with unqualified prospects via every possible medium.
Landing page best practices• Visually connect the landing page to the ad. – Landing pages specific to the outbound message improve response by 48% according to Marketo• Deliver on the ad’s promise.• Ask for only the data you need.• Pre-populate forms where possible.• Test!
Example of what not todo, from Ion Interactive. 163
Be sure to test. In thislanding page test IonInteractive found thevideo lifted conversionby 300%.
In this test IonInteractive found thesimpler headlines(More/Less Tech) liftedconversion by 300%.
Fulfill fast• Be ready to deliver on the offer you made. – Send out the white paper… – Deliver the demo…• Don’t make them wait!• You’ll be way ahead of your competition. – An experiment of 1,000 responses to trade advertisements resulted in only 39% fulfillment over 60 days.
Checklist of fulfillment optionsWeb-based downloadTraditional flat mail pieceMulti-dimensional mail pieceE-mailFaxTelephone follow-up callSales call
A philosophical question What is the objective of your lead gen campaign? 1.Quantity 2.QualityFor most marketers, the objective is to generate enoughqualified leads so that each sales territory is optimallybusy, productive and fulfilling its quota.
Qualify the leads• Not all leads are created equal.• You must find out if the prospect is ready to see a sales person, according to pre- determined qualification criteria.Method 1: Ask the qualification questions onyour response form.Method 2: Use follow-up communications toqualify. – Email – Phone – Mail
Adding qualification questions to theresponse form saves the time and expense of outbound contact.But it reduces response. Sample courtesy of The Hacker Group
Categories of qualification criteria1. Demographics – Company size, industry, geography – Individual and corporate2. Activity/behavior – Recency, frequency, significance (download, demo) – Lead source (search term, offer, ad medium)3. BANT – Budget, authority, need, timeframe
B-A-N-T Classic large-enterprise qualification criteria Budget. Is the purchase budgeted, and what size of budget does the prospect have available. Authority. Does the respondent have the authority to make the purchase decision? Need. How important is the product or solution to the company. How deep is their pain. Timeframe. What is their readiness to buy. When is the purchase likely to be.
Additional qual criteria to consider Potential sales volume. How many departments in the company might use this product? How much of, or how often, might they need the product? Predisposition to buy from us. Are they past customers of ours? Are they similar to our current customers? Would they recommend us to their colleagues? Are they willing to call us back? Account characteristics. Company size, whether number of employees or revenue volume. Industry. Parent company.
Case example Custom qualification criteriaKing Industries, Inc., a specialty chemical manufacturer, uses trade shows to generate leads. 5-year sales cycle. Key criterion is sample requests.
Inquiry qualification IS THE critical success factorRule #1 in lead management:Never, ever, pass an unqualified lead to sales 175
B-to-B marketers are slow to follow qualification best practices
Budgeting for qualification• Include funding as part of the campaign budget. – Calculate the cost of expected outbound touches, by medium, and multiply by expected response rate.
Use a lead scoring system• A: the prospect is ready to see a sales rep.• B: the prospect still needs nurturing, but the contact is to be done by the sales team.• C: the inquiry still needs nurturing, to be done by marketing.• D: an inquiry that is not worth nurturing. Put the inquiry into the marketing database for ongoing communications, or throw it away.
Lead scoring: The weighting method Criterion Score Score Score Score ScoreBudget $0-50k 2 $50-100k 3 $100-250k 4 $250k+ 5Authority recommend 4 specify 3 use 2 approve 5 purchase 1Time frame 1-3 months 5 3-6 mo. 3 6-12 mo. 1Rep call? yes 10 no 0Budgeted? yes 5 no 0 Example Sales wants any lead with a 15+ score to be sent to them immediately. They would receive a lead representing an inquirer with: •a budget of $80,000 (3 points), approved (5) •who is planning to buy this quarter (5) •who is the end-user of the solution (2) They would also receive a lead representing an inquiry: •from a purchasing agent (1 point) •for a prospect with an urgent need (5) •who wants to see a sales person (10), but has no budget approved yet
Custom scoring based on fit and behavior Fit BehaviorIn a target vertical where you have 5 Visited our website 3domain expertise Attended webinar 2In a target vertical where you have 3 Came in from a referral 5no domain expertiseNot a target vertical 0 Participated in web-based 4Your product is ideally suited to 5 demosolve their problemYour product will solve their 3problem with some customizationYour product will not solve their 0problem without major investmentin customization Adapted from Laura Patterson, VisionEdge Marketing
Scoring elements used by Aberdeen “best in class” companiesSource: Aberdeen Group: Lead Prioritization and Scoring, May 2008
Lead scoring pays offA study from Eloqua showed that companies who uselead scoring improve their results as much as 30%,without additional campaign expense. Source: Eloqua, Grande Guide to Lead Scoring, 2009, as presented in Maximizing Lead Generation: The Complete Guide for B2B Marketers.
Nurture inquiries that are unqualified• 45% of all business inquiries result in a sale— eventually. Don’t let your competitor get the business.• Institute a nurturing process – A series of communications to build awareness and trust, and maintain contact till the prospect is ready to see a salesperson• Some nurturing tactics: – Email newsletters – Outbound telephone – Event invitations – New product announcement
The case for nurturing: Buyers need multiple touchesSource: Understanding the Industrial Buy Cycle, a white paper by GlobalSpec
Why does nurturing pay off? Qualified Campaign Responses LeadsResponses generated 100Immediately qualified 5 5Unqualified 95 Post-campaignLead pool 95Contacts reached (60%) 57Qualified via outbound 11 11 Cumulative campaign communication (20%) lead total: 41Nurturing pool 84Qualified via nurturing 25 25 (30%)
Case example: Multiple nurturing touches dramatically increase the volume of qualified lead output # ofTouch/Pass Lead % of Total Cumulative % of es s A Leads Leads (right axis) 1 57 26.1% 26.1% 2 50 22.9% 49.1% 3 29 13.3% 62.4% 4 26 11.9% 74.3% 5 18 8.3% 82.6% 6 12 5.5% 88.1% 7 12 5.5% 93.6% 8 5 2.3% 95.9% 9 4 1.8% 97.7% 10 3 1.4% 99.1% 14 1 0.5% 99.5% 15 1 0.5% 100.0%Source: Direct Marketing Partners, Inc.
Checklist of nurturing tactics• Email newsletter • Podcast• Outbound telephone call • White paper• Event invitation (seminar, • Case study trade show, webinar) • Reprint• New product • Personal communication announcement (holiday or birthday card)• Press release • Letter from the CFO or• Online video other senior executives• Tweets • Letter from various• Blogging departments (customer• Catalog mailing service or relevant area, such as IT or engineering)• Survey or market research questionnaire
Nurturing flow: ExampleDay from Message Medium inquiry 1 Thank you for your inquiry Phone 7 Research report relevant to request at Email inquiry 30 Case study of success from company in Email inquirer’s industry 45 Seminar invitation Phone 60 Customer testimonial and personalized Mail letter 75 Link to article from trade journal Email 90 Personal note from sales engineer to Email schedule online demo 105 White paper and personal cover letter Mail 125 Invitation to breakfast seminar at trade Email show
Marketing automation becoming essential to lead management
Marketers still have improvements to make inlead nurturingSource: IDC tech marketing study, as published in BtoB magazine
Deciding who gets the lead By territory. By skill or qualification. By rotation. By cooperation level. Lead transfer options • Warm transfer by phone • Email • Web-based systems • Lead management software
Lead gen campaign results metricsActivity-based metrics: Results-based metrics:• Cost per thousand • Conversion-to-sales rate• Response rate • Sales revenue per lead• Cost per inquiry • Campaign ROI• Campaign turn-around • Campaign expense-to- time revenue ratio• Qualification rate• Cost per qualified lead
Seven methods for tracking sales from lead gen campaigns1. Closed loop system2. End-user sampling3. Data match-back4. Control groups5. Exclusive offers6. Product registration7. Activity-based metrics
Treat your leads as gold Each lead costs hundreds—perhaps thousands of dollars—to generate. Each lead may represent thousands—perhaps millions of dollars—in sales potential. Develop a plan to instill within your company an appreciation for the value of the inquiries and the qualified leads they later become.
Exercise: Setting qualification questions • Your company sells custom-engineered turbines to owners of industrial boilers, to convert wasted steam to electricity. • Your target audience is plant managers at food manufacturing companies, universities and paper mills around the world. • Identify 3 qualification questions that might make sense for lead generation campaigns.
To Review: Your action plan • Lay out your lead generation process. • Calculate lead requirements. • Select your campaign elements. – Most effective media. – Strongest offer. – Response-driving creative. • Set up a referral program. • Plan for response handling • Pick qualification criteria. • Establish a nurturing program. • Measure results.
Higher ticket means more decision makers Source: Understanding the Industrial Buy Cycle, GlobalSpec 2010
The riskier the purchase,the more parties are involved Examples Repeat=supplies, raw materials Modified=computers, p hone systems Blank=new technology, capital expenditures 203
What’s on the mind of the target?Specifiers How is this thing better than the competition?Influencers Make my job easier.Users Easy to install and use.Decision makers Bottom line results.Gatekeepers Protect the executive from sales people.Purchasing agents Save money.
Talking their languageTech buyer Easy to install. No downtime. End-users won’t complain. I can look like a hero. “Spend less.”LOB buyer Easy to use. Will save us time and money. Help me get the job done. I can look smart. “Sell more.”
Example: Creative segmentation Line of business buyerTech buyer
Both online and offline sources are important to buyers Source: “Maximizing Your Touchpoints”: Enquiro.com/b2bRese arch 207
What does this mean for marketers?• Companies have the chance to meet their prospects earlier in the process than ever.• Set yourself up to respond to buying signals in real time.• Marketing must keep the relationship moving forward – for a longer period – synchronizing their communications throughout the buying process – with multiple parties who have different agendas – through a wide variety of media
Average number of media channels used in a direct marketing campaignHow many different types of media does your company use for atypical direct marketing campaign? Mean = 3N = 518 Source: Capturing the Cross Media Direct Marketing Opportunity, InfoTrends,
Multiple touches drive higher response 40% 34% 30% 28% 20% 19% 10% 0% Print & Web Print & Web Print & Landing Page, email and Landing Page email Mobile Marketing Source: Multi-Channel Communications Measurement & Benchmarking. InfoTrends
How B-to-B direct marketing is evolvingTraditional approach The new B-to-B direct• Generate a lead marketing• Qualify • Communications across a• Hand off to sales long sales cycle – Multiple touches, media,• Cross-sell/up-sell offers • Messaging relevant to multiple parties • Marketing responsiveness to buying signals in real time
Buyers rely on content more than ever “Very” or “extremely” influential over final purchase decision.Source: Eccolo Media 2011 B2B Technology Collateral Survey
Checklist of content assets A library that can serve different needs• Case studies • Articles• White papers • Data sheets• Archived webinars • Customer stories• Podcasts • eBooks• Videos• Research reports • Executive interviews• Blog entries, Tweets • Presentations• Infographics• Press releases
To deliver value consistently Develop a content strategy1. Map buyers’ information needs to their stage in the process.2. Assess current content assets.3. Fill any gaps with appropriate content.
Top B-to-B content uses1. Thought leadership.2. Lead generation offers.3. Search engine rankings.4. Lead nurturing touches.
Make your content relevant and non-salesy Nurturing materials UsageEducational materials (white 78%papers, research, etc.)Webinar invitation 72%Links to customized landing pages 72%Product or service information 67%News and events on the company 44%Source: Aberdeen Group
90% of the world’sdata created in the last two years Big Data Means Big Changes 80% of new data growth is unstructured content
Big Data, defined“Techniques and technologiesthat make capturing value fromdata at an extreme scaleeconomical.”Forrester Research, 2012
Unstructured data is the fastest growing enterprise data category Unstructured data cant be stored in rows and columns, e.g. E-mail files, word-processing text documents, PowerPoint presentations, JPEG/GIF image files, and MPEG video files Stored as Blobs (Binary Large Objects) in relational databases
Why Big Data is like crude oil It needs filtering and refining to unlock its value and make it usable.• Only small percent of social media streams data is relevant, e.g., for sentiment analysis.• Less than 20% of all tweets include a link that needs to be opened to understand its context.• The question is: – Are you a consumer of oil (i.e., gasoline, jet fuel, heating oil), or do you want to build exploration sites and refineries? – Are you a data consumer or a data service provider?Forrester Research, 2012
Big Data will do well in the cloud• Big data requires a spectrum of advanced technologies, skills, and investments. – Do you really need/want this all in-house?• Big data includes huge amounts of external data. – Does it make sense to move and manage all this data behind your firewall?• Big data needs a lot of data services. – Focus on the value of your differentiated data analysis instead of big data management.Forrester Research, 2012
How to make sense of Big DataThink of customers and prospects as Tribes• DEMOGRAPHICS – Who they are and where they live• PSYCHOGRAPHICS – What they buy and what they like• INFOGRAPHICS – What they read and how they communicate• SOCIOGRAPHICS – Where they hang out
Four steps for making use of Big Data1. Define your customer. – Who is the buyer? Who influences the sale? Who authorizes it? Create a multilevel picture of each company, and fill in any information gaps.2. Cleanse and standardize your data. – Standardize mailing addresses, check email addresses, and validate domains.3. Match data. – B2B matching is complex because of the variations in company naming conventions and sites that can span addresses – Continually test and refine your matching rules.4. Generate insight. – Leverage BI tools Read more: http://www.marketingprofs.com/short-articles/2451/four-steps-to-taming-wild-b2b-data#ixzz24rUSCcE6
Starting to gain traction: Online trade shows• Benefit to attendees: Go to a show from your desktop• Benefit to exhibitors: Vastly reduce costs, but still interact with qualified buyers
Online testing: A secret to success in multi-touch programs• A/B testing (Split Testing) – Compares the performance of two different pages – Good when a web site has fewer than 1,000 page views per week – Can help when moving sections around or changing the overall look of web pages• Multivariate Testing – Compares the performance of content variations in multiple locations on a page – Good when a web site receives more than 1,000 page views per week – Can help optimize multiple content changes in different parts of multiple web pages simultaneously
Multivariate testing Test multiple variables at a time Test A Test B Test C Headline 1 Headline 2 Head line 3 Image A Image B Image C Body Copy a Body Copy b Body Copy cOffer 1 Offer 2 Offer 2 Call to Action I Call to Action II Call to Action III 36 Variables (3x3x3x3x3x3) = 729 Tests
The “last ad” standardAtlas Solutions, Microsoft Advertising
Engagement mapping across channelsAtlas Solutions, Microsoft Advertising
Case example of multi-variate testing: Palo Alto SoftwareBackground• Business Plan Pro, a shrink-wrapped planning software package, sold online and priced at $99.95• Wanted to improve conversion (sales rates) at the landing page from marketing campaigns• 11 variables were considered, e.g., – layout – images at top and bottom – product description copy – submit button placement
Palo Alto Software, cont’d.Solution• Used Optimost’s hosted solution (Optimost’s leading competitor is Offermatica—but Google has introduced free optimization tools)• 11 variables meant 41 million permutations• Set up 5 waves of 15,000 page views each, with a control group of 29,000• Eventually Palo Alto identified the optimal page version, which raised overall conversions 41.3%, from .75% to 1.06%
Additional insights from optimization• The multi-variate campaign identified the variables that Lift had the most impact. generated Top image 16.8% Bottom layout 12.3% Product 11.9% description area
Heat mapping for website optimizationThe Perceptual Map Shows what users will see on the page within the first few seconds of their visit. Websites that make sure that users see important messages right away exhibit lower bounce rates, higher engagement and ultimately higher conversion rates.The Attention Map Shows how a user’s attention is distributed within the first 3-5 seconds of viewing a landing page. Deep red areas attract the most attention, while blue areas attract the least.The Hot Spots Shows the 10 most salient points on the landing page. The bigger the circles, the more eye catching the underlying elements. More than one circle on one element indicates that the area will most probably be viewed several times.
Google webmaster tools & analytics• Google Webmaster Tools - See which phrases you’re ranking well for, what pages are causing problems for Google when crawling your site, which pages are getting the most links, RSS subscribers, etc.• Enterprise class web analytics measure and understand engagement on your website, find your site’s top content, understand how mobile impacts your site, see the full path to conversion with multi-channel funnels and measure the impact of social media on your business.
• Website Grader – Website Grader by Hubspot is a free tool that measures the marketing effectiveness of a website. It provides a score that incorporates things like website traffic, SEO, social popularity and other technical factors.• EyeQuant heatmap neurotechnology that helps you optimize user attention on your websites. It predicts within seconds where users will look and what users will see, enabling rapid and cost-efficient conversion optimization. In contrast to other approaches, EyeQuant delivers more than 90% of an Eye-Tracking study’s performance.
Visual Website Optimizer offers enterprise tools for A/B & MVT Testing . • Concept A|B testing: Split-run or A|B tests that compare radically different page layouts. • Simple ultivariable testing: Individual single elements such as offers, price points, images, or content • Full multivariable testing: Any combination of online elements, anywhere, including dynamic content and rich internet applications like AJAX and Flash. Ability to control for interactions and other complex testing scenarios • Behavioral Targeting: Show personalized content/offers to your visitors to increase conversion rate • Usability Testing: Get feedback on your landing pages to discover usability issues and get improvement ideas • Heatmaps
3 types of heat mapsPerceptual Attention Hot Spots Source: Diamond Marketing Solutions
5 reasons your business must be mobile1. Your Audience is Mobile Business professionals live by their smartphones today. 91% of mobile workers use a smartphone for work. What’s more, many say they would be emotional (59%), disoriented (40%) or distraught (34%) if they worked without a smartphone for a week. Additional stats are in the infographic below from [x]cube labs.2. B2B Mobile Traffic Matters ComScore reported 8.2% of US traffic in 2012 was from mobile devices, and Walker Sands tracking shows mobile traffic increased by 102% from Q4 2011 to Q4 2012. Participants from B2Bchat reported mobile traffic of up to 27%, with most between 10% and 20%, all on B2B websites.3. Email is Mobile By the end of the year, ReturnPath predicts mobile clients will subplant desktops and web mail as the top email clients. If you are not already designing your emails for mobile screens first, start now. For marketers making this switch today, start looking at comps or tests of mobile emails first, before looking at desktop versions.4. Social is Mobile People now spend more time with Facebook and Twitter from a mobile device than from laptops and desktops. (source).5. Search is Mobile By December 2012, Marin Software predicts 25% of all paid search clicks will be from mobile devices, more than doubling over December 2011. (source)
New ways for business professionals to interactwith your B-to-B brands
Create “personas”• Persona: A fictional character representing a target segment. – Aka “profile.”• Useful in crafting relevant messaging and motivational offers. Meet Joe. Hes owner and CEO of a growing, mid-sized stock brokerage company. Joe is a gregarious guy, married, with two children. His wife works, so there’s always more to get done in the day than they can handle. Joe wears a suit to the office, but is actually more comfortable in casual clothes. He drives a roomy 4- door. In the downturn, his company took quite a hit, so he’s looking for ways to get back on track and run the business more efficiently, using technology.
Tech influencer persona Meet Stan. Hes database administrator at a large manufacturing company in suburban Illinois. Stan is single, and lives in a rental apartment with his two dogs. On weekends, he favors day hiking and watching his favorite sports teams on Internet television. He’s a gadget-lover, and early adopter of consumer electronics. He never wears a suit to the office. He drives a late-model SUV. Stan appreciates how people in his company are always asking him for tech advice. His company understands the value of technology in gaining a competitive manufacturing edge.
Triggered communications Top B-to-B triggers• Automatic generation of an • Inquiry follow-up outbound message, based on predefined decision rules • Order confirmation• Key benefits: • Product usage tips – Improved relevance • Download acknowledgement – Better ROI • New product announcement • Job/company change • Site visit follow-up • Warranty expiration • Event attendance management
Best application of trigger marketing: e-nurturing• Example: Web-based request for a case study is followed by a series of emails – Deliver the case studies – Additional content based on • Their stage in the sales cycle • Actions the customer has taken• Result: Shorter lead conversion cycle Source: Microsoft Solomon division e-nurturing campaign, from MarketingSherpa