Mark Appel - Marketing automation als leadmachine. Digital Future of B2B 2016 - High Tech Campus Eindhoven

1. MARKETING TRANSFORMATION
Marketing automation as leadmachine
Digital B2B Marketing 2016 – June – Mark Appel – @preciesmark - #dfb2b

2. © 2016 EXACT- MARKETING TRANSFORMATION TOUR2

3. © 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016
280.000
3
50.000

4. © 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016
€ 60mln
4
€ 10mln

5. © 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016
3.000
5
1.000

6. © 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 20166
€ 31,00

7. © 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 20167
‘Create brand & product preference within our
target audiences by understanding our buying
personas, offer value by being extremely relevant
in every stage of their lifecycle to engage in
order to provide our sales organisation with high
qualified leads.’

8. © 2016 EXACT

9. © 2016 EXACT

10. © 2016 EXACT- MARKETING TRANSFORMATION TOUR10

11. © 2016 EXACT

12. © 2016 EXACT

13. © 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016

14. © 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016
Media Channels
Accounting
Target Audiences
Product Awareness
Product preference
Leadgen
Activation
Sales
14
Brand Awareness
brand recognition
& reputation
Awareness Consideration Decision
Mentality
Business
Benefits
Customer Success
Activation
& Endorsement
Customer Success
Customer buying journey
Demand Generation
Acquisition
SQL CUSSAL
Corporate Comunications & Marketing
Retention
MQi
suspects
Landing Pages
MQL
prospects
SAL Leadtype
Value content
Free content
Blog
Accountancy
WholesaleDistribution
Manufacturing
ProfessionalServices
Partners(VAR/AppCenter)
Offline
Organic
Online

15. © 2016 EXACT- MARKETING STRATEGY 2016
Media Channels Target Audiences
Product Awareness
Product preference
Leadgen
Activation
Accounting
Accountancy
Professional Services
Wholesale Distribution
Manufacturing
Sales
15
Brand Awareness
brand recognition
& reputation
Publish Convert Engage & Sell
Mentality
Business
Benefits
Eco-system
Customer Success
Onboarding
& Retention
Customer Success
Customer buying journey
Demand Generation
SAL leadtype
SQL CUSSAL
Corporate Comunications & Marketing
Retention
MQi
suspects
Landing Pages
MQL
prospects
SAL Leadtype
Value content
Free content
Blog
Offline
Organic
Online

16. © 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016
Planning budgets & campaigns
16
Input SLS: grow
th

17. © 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016
Planning budgets & campaigns
17
#SQLs calculated
based
on
conversion
%

18. © 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016
Planning budgets & campaigns
18
Marketing
spend
calculated
based
on
payback
tim
e/CPL

19. © 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016
Planning budgets & campaigns
19
Creation
Global Dem
and
Generation
cam
paigns

20. © 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016
Planning budgets & campaigns
20
Publish
cam
paigns across m
edia
channels

21. © 2016 EXACT
Average (monthly) Sales Price
Sales Conversion %
Payback time/CPL (months)

22. © 2016 EXACT

23. © 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016
Creating a burning platform
23
Spend Mediachannel Spend Reach MQi SAL Subs
€640 96
5,0% 15,0%
CPL CPA
80% €0,06 0,8% €188 €1.250
Mediachannel Spend Reach MQi SAL Subs
€960 192
8,0% 20,0%
CPL CPA
60% 20% €0,04 2,0% €25 €125
Totals €120.000 €120.000 2.200.000 24.800 0 1.600 288
Reach MQi MQL SAL Subs
1,13% 0,00% #DEEL/0! 18,00%
CPL CPA
€75 €417
Demand Generation €200.000 9.800.000 148.800 4400 7.872 974
Spend Reach MQi MQL SAL Subs
1,52% 2,96% 178,91% 12,37%
CPL CPA
€25 €205
12.800
Online
€96.000 1.600.000
Organic
€24.000 600.000 12.000
LEADGEN
€120.000
A
A

24. © 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016
Creating a burning platform
24
Spend Mediachannel Spend Reach MQi MQL SAL Subs
560 56 11
2,0% 10,0% 20,0%
SAL Subs
840 50
3,0% 6,0%
CPL CPA
70% €0,02 1,0% €89 €1.299
Mediachannel Spend Reach MQi MQL SAL Subs
3840 576 144
4,0% 15,0% 25,0%
SAL Subs
€4.800 480
5,0% 10,0%
CPL CPA
40% 30% €0,01 2,0% €5 €50
Totals €80.000 7.600.000 124.000 4400 6272 686
Reach MQi MQL SAL Subs
1,63% 3,55% 142,55% 10,93%
CPL CPA
€13 €117
PRODUCTAWARENESS
€80.000
Online
€56.000 2.800.000 28.000
Organic
€24.000 4.800.000 96.000
A
B
A
B

25. © 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016
Online Demand Generation
International Field Marketing
Central Program Management
Central Marketing Automation
Central Content Creation
Local KPIs per country/
per product
Central for local
25
MQi/MQL/SQL
(secondary)
#activations
#endorsers/
endorsements
Activation
Manager Activation
Endorsem.
Manager
Endorsement
People Manager CCC
People Manager CMA
People Manager CPM
Manager IFM
People Manager ODG
MQi/MQL/SQL
(primary)
Production & deployment (countries)
Execute & Plan (Playbooks)
Build reach (paid)
Content (master)
Enabler (master)
Prod Awar
Quality/Content
Organic/Owned
Website/Social
Leadgen
Perf/Optimization
Online/Paid
Landingpages
Primary responsibility

26. © 2016 EXACT- MARKETING TRANSFORMATION TOUR26

27. © 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 201627

28. © 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 201628

29. © 2016 EXACT- MARKETING STRATEGY 2016
Media Channels
Accounting
Target Audiences
Product Awareness
Product preference
Leadgen
Activation
Sales
29
Brand Awareness
brand recognition
& reputation
Awareness Consideration Decision
Mentality
Business
Benefits
Customer Success
Activation
& Endorsement
Customer Success
Customer buying journey
Demand Generation
Acquisition
SQL CUSSAL
Corporate Comunications & Marketing
Retention
MQi
suspects
Landing Pages
MQL
prospects
SAL Leadtype
Value content
Free content
Blog
Accountancy
WholesaleDistribution
Manufacturing
ProfessionalServices
Partners(VAR/AppCenter)
Offline
Organic
Online

30. © 2016 EXACT
needing money
having money
needing revenue
having challenges
needing knowledge
having knowledge
FINANCE CONNECT SHARE
- DIGITAL FUTURE MARKETING & SALES 2016

31. © 2016 EXACT
FINANCE CONNECT SHARE
- DIGITAL FUTURE MARKETING & SALES 2016

32. © 2016 EXACT32 - DIGITAL FUTURE MARKETING & SALES 2016

33. THANK YOU!