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B2B Marketing: Do The Maths - Data Versus Creativity

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Why Numbers have Replaced Creativity as the Core Marketing Discipline

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B2B Marketing: Do The Maths - Data Versus Creativity

  1. 1. Do the Maths: Why Numbers have Replaced Creativity as the Core Marketing Discipline<br />
  2. 2. Data as Priority No. 1<br />
  3. 3. Marketing has forever changed<br />
  4. 4. The old way of speaking to customers has shifted...<br />
  5. 5. From Push...<br />Direct Mail, Bulk Email, Radio, TV,...<br />
  6. 6. ...to Pull...<br />Search, PPC, Blogs<br />
  7. 7. ...to Engagement and Sharing<br />Social, Conversations, Participation, Feedback,UGC<br />
  8. 8. Email Is the B2B Tool of Choice<br /><ul><li>89% of B2B marketers use email.
  9. 9. Email is the number-one outbound B2B marketing tactic used today.</li></ul>Source: Forrester Marketing Forum 2010 presentation<br />
  10. 10. B2B Buyers Hearing More Noise<br />
  11. 11. By 2014…<br />9,000 email marketing messages a year.<br />…750 a month<br />…25 each day<br />
  12. 12.
  13. 13. Key Customer/Prospect Insights<br />
  14. 14.
  15. 15. Behavior to monitor…<br />Opening an email (or not)<br />Clicking on a link in an email<br />Downloading a white paper<br />Accessing a Webinar<br />Requesting a demo<br />Visiting a landing page<br />Viewing a website (or a specific page within that site)<br />
  16. 16. Monitor your website <br />
  17. 17. Incorporate Blogs, social networks and customer communities <br />
  18. 18.
  19. 19. Key Metrics<br />
  20. 20. Core Metrics<br />Open Rate<br />What it measures: Open rate can be calculated a few ways, but typically measures the number of measured opened messages divided by the number of delivered messages. <br />What it can tell you: How your “From” name, subject line, and overall brand and value proposition rate with recipients.<br />Click-through rate<br />What it measures: The number of clicks on links in the email message divided by the number of delivered email messages in a campaign.<br />What it can tell you: How strongly the email’s call-to-action(s) resonated with recipients.<br />Bounce rate<br />What it measures: The percentage of sent messages that permanently failed (bounced)<br />What it can tell you: Potential problems with accurate data collection at opt-in as well as email address churn among subscribers.<br />
  21. 21. Core Metrics—Industry Standards<br />Open Rate: MarketingSherpa’s “2010 Email Marketing Benchmark Report” showed an average open rate of 24 percent for email newsletters.<br />Click-through Rate: Overall average is 11 percent for email newsletters according to MarketingSherpa. <br />Bounce rate: According to DMA’s report, emails to a house list averaged a bounce rate of 3.7 percent.<br />
  22. 22. Comprehensive Metrics<br />Opens per Opener<br />What it measures: The total number of opens divided by the number of unique opens<br />What it can tell you: Relevance and depth of content, use of multiple devices (e.g. mobile device and desktop), viral sharing.<br />Click-to-open rate<br />What it measures: The ratio of unique clicks as a percentage of unique opens.<br />What it can tell you: How strongly the email’s call-to-action(s) resonated with the recipients who actually opened the message.<br />Clicks per clicker<br />What it measures: The total measured clicks divided by the number of unique opens<br />What it can tell you: The same items as opens per opener, only as pertains to the message’s calls to action.<br />
  23. 23. Comprehensive Metrics<br />Unsubscribe rate<br />What it measures: The percentage of delivered email messages that generate unsubscribe requests.<br />What it can tell you: Whether your program is meeting the needs and expectations or recipients.<br />Spam complaint rate<br />What it measures: The percentage of delivered email messages that generate spam complaints.<br />What it can tell you: Same as unsubscribe rate, but a stronger red flag that also indicates subscribers don’t trust your unsubscribe process enough to use it.<br />
  24. 24. Comprehensive Metrics—Industry Standards<br />Opens per Opener: According to emails analysed as part of a Silverpop study, opens per openeraverages 1.66<br />Click-to-open Rate: Overall average is 18.5 percent according to the Silverpop study <br />Clicks per Clicker: An average of 1.45, according to the Silverpop study <br /><ul><li>Unsubscribe rate: An average of 0.77 percent according to Direct Marketing Association’s “2010 Response Rate Trend Report.”</li></ul>Spam complaint rate: An average of 0.09 percent according to Silverpop’s study. <br />
  25. 25. Output Metrics<br />Leads Generated<br />Opportunities Created<br />Win Rate<br />Order Size<br />Revenue<br />
  26. 26. Collaborating with Sales<br />
  27. 27.
  28. 28. B2B demand-gen is a numbers game<br />Only 2-5% of raw inquiries coming into the top of the B2B marketing and sales ‘funnel’ convert to sales.<br />25-30% of B2B marketing databases have bad or incomplete records.<br />Source: SiriusDecisions, SiriusDecisions 2010 <br />Summit, Scottsdale, Arizona<br />
  29. 29. Agree on Definitions<br />What is a marketing qualified lead? <br />What is a sales qualified lead? <br />What is an opportunity?<br />What is the process for each of these handoffs?<br />
  30. 30. Agree on Metrics<br />Be specific<br />Speak their language<br />Compromise<br />Be transparent<br />
  31. 31.
  32. 32. Creating a Lead Nurturing Methodology<br />
  33. 33. Nurturing = It’s about efficiency<br />
  34. 34. Nurturing = It’s about timing<br />sort-of-ready<br />definitely not ready<br />Source: MarketingSherpa, "2010 E-mail <br />Marketing: Benchmark Report"<br />
  35. 35. Four Phases of a Buying Cycle—<br />
  36. 36. Nurturing = It’s about the relationship<br />
  37. 37. Dialogue = Architecture of nurturing<br />LISTEN TO PROSPECT<br />OFFER CONTENT<br />GET FEEDBACK<br />PLAN + TUNE NEXT OFFER<br />
  38. 38. Dialogues Must be Relevant<br />
  39. 39. Segmentation based on Data—Why?<br />Target communications in order to increase relevancy <br />Align your marketing and sales resources <br />Transition from product-centric to customer-centric messaging <br />
  40. 40. Segmentation based on Data—How?<br />Demographic information <br />BANT<br />Behaviours<br />
  41. 41. Role of Technology<br />
  42. 42. Marketing Automation: Makes it Happen<br />
  43. 43. Buyer-centric B2B demand generation<br />Sales Team POV<br />Buyer POV<br />Opportunity Cycle<br />Buyer Education + Dialogue<br />
  44. 44. Buyer-centric B2B demand generation<br />Sales Team POV<br />Buyer POV<br />Content Marketing<br />Lead Management<br />Opportunity Cycle<br />Buyer Education + Dialogue<br />
  45. 45. Buyer-centric B2B demand generation<br />Marketing Automation<br />Sales Team POV<br />Buyer POV<br />Scoring<br />Content Marketing<br />Lead Management<br />Opportunity Cycle<br />Buyer Education + Dialogue<br />Segmentation + Routing<br />
  46. 46. Conclusion<br />
  47. 47.
  48. 48. Thank you!<Insert Dialogue Here>On Twitter: @Silverpopwww.slideshare.com/silverpopwww.silverpop.com<br />

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