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DFB2B 2016 - Marketing automation als leadmachine.

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

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DFB2B 2016 - Marketing automation als leadmachine.

  1. 1. MARKETING TRANSFORMATION Marketing automation as leadmachine Digital B2B Marketing 2016 – June – Mark Appel – @preciesmark - #dfb2b
  2. 2. © 2016 EXACT- MARKETING TRANSFORMATION TOUR2
  3. 3. © 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016 280.000 3 50.000
  4. 4. © 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016 € 60mln 4 € 10mln
  5. 5. © 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016 3.000 5 1.000
  6. 6. © 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 20166 € 31,00
  7. 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. 8. © 2016 EXACT
  9. 9. © 2016 EXACT
  10. 10. © 2016 EXACT- MARKETING TRANSFORMATION TOUR10
  11. 11. © 2016 EXACT
  12. 12. © 2016 EXACT
  13. 13. © 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016
  14. 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. 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. 16. © 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016 Planning budgets & campaigns 16 Input SLS: grow th
  17. 17. © 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016 Planning budgets & campaigns 17 #SQLs calculated based on conversion %
  18. 18. © 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016 Planning budgets & campaigns 18 Marketing spend calculated based on payback tim e/CPL
  19. 19. © 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016 Planning budgets & campaigns 19 Creation Global Dem and Generation cam paigns
  20. 20. © 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016 Planning budgets & campaigns 20 Publish cam paigns across m edia channels
  21. 21. © 2016 EXACT Average (monthly) Sales Price Sales Conversion % Payback time/CPL (months)
  22. 22. © 2016 EXACT
  23. 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. 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. 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. 26. © 2016 EXACT- MARKETING TRANSFORMATION TOUR26
  27. 27. © 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 201627
  28. 28. © 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 201628
  29. 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. 30. © 2016 EXACT needing money having money needing revenue having challenges needing knowledge having knowledge FINANCE CONNECT SHARE - DIGITAL FUTURE MARKETING & SALES 2016
  31. 31. © 2016 EXACT FINANCE CONNECT SHARE - DIGITAL FUTURE MARKETING & SALES 2016
  32. 32. © 2016 EXACT32 - DIGITAL FUTURE MARKETING & SALES 2016
  33. 33. THANK YOU!

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