Alex Ballering, NXP An exciting journey to real ROI Welke kanalen en middelen moet je inzetten om uiteindelijk echte ROI te krijgen op je online marketing inspanningen? Hoe zet je het gehele marketing automation proces dusdanig in dat alle resultaten meetbaar zijn? Vandaag zal Alex uit de doeken doen hoe NXP Semiconductors dit proces heeft ingericht om de meest effectieve manier van online marketing in te zetten en te meten. Meer info: www.dfb2b.nl Powered by: www.webs.nl

1. COVER PAGE SUBTITLE PLACEHOLDER
COMPANY CONFIDENTIAL
…TO STRUCTURE YOUR
DIGITAL MARKETING
APPROACH
HOW…
Alex Ballering
Global Digital Marketing
NXP Semiconductors

2. NXP…

3. Our environment

4. Digital Future of Business 2 Business…
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• (online) marketing is…
• Real Time
• Customer Focused (individual, customer and
aggregated)
• Channel Agnostic
• Relevant continuous profiling (contact and
interest)
• Resource allocation

5. How did we know how to serve John and Steve?
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6. We LISTEN to our target audience
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7. You have…
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8. And…
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10. Audiences…?
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11. Channels…?
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12. Assets…?
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13. It is all about…
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14. You visit our website…
So we know you are interested
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Interested in what??
NXP offers >15.000 different products
Price range can differ factor 20.000 per piece
Some products do 1 thing…
Others can be programmed to do anything

15. Relevance is key…
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16. So what do we do??
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17. • Select the right audience
• Use the right channels
• Connect all the activities
• Measure and monitor towards results
We have to make sure we can…
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18. 1. Selecting the right audience:
Continuous profiling
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Demographics
Account / CBG
Geography/
Language
Contact profiling Activity and interest profiling
Job role
Engagement
Interest
(Product/application/so
lution interest)
Origin
Transactions
• Webinars,
• White papers,
• Software,
• Analytics,
• Trainings,
• Services,
• Samples

19. 1. Selecting the right audience:
Structure the interest
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• In our case, we measure product
interest 4 levels deep
• Products-Microcontrollers-Cores-
CortexM0-M0+
• Simple implementation:
• Labeling your pages and assets
• Complex implementation:
• Profiling algorithm tools

20. 2: Define the right channels
Label the channels/CTA you use
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download_whitepaper_chs
Action_object_language
Type of campaign_description-Channel-start date of this activity

21. 3. Understand the results:
Grouping activities to the project
Grouping project
budget, owners
and products
Grouping project
marketing activities

22. 4. Measure and monitor towards results
Monitor financial
targets
Understand and
monitor the funnel
conversions
Monitor the activity
levels over time
Monitoring the new
contacts

23. When done right, it…
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24. …serves multiple stakeholders
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Campaign manager
• Closed loop reporting against
campaign goals
• Timely campaign management
• Analyse performance accross / per
channel
Account manager
• Deep customer insights, behavior and
interest areas
• Opportunity management
• Customer social insights
Product Manager
• Product / application / solution
interest
• Customer trends
• New customer identification
• Product focused social trends
Content /Media manager
• Content effectiveness
• Content conversion
• Channel analysis
• Optimizing media mix
UX manager
• Site conversions
• Path tracking
Marcom management
• Overall digital performance
• Resource allocation
• Reporting

25. … keeps our users UP-TO-DATE
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Shots taken from our live
Sales
Engagement
Dashboard

26. Cross Channel Dashboards +
Ad hoc analytics
Mobile
Marketing
Intelligence
DWH
Decision support
Inbound marketing / engagement
Website
Social
Email
Support
SalesDirectaccounts
SEO/SEA
IndirectaccountsChannel specific reports
Customer behaviour Targeted content & CTA’s
Linked data
Cross Channel reports
We use a fully equiped platform…

27. Wow… sounds and looks complex
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28. But most important, is that you…
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Structure…
Product assets
Marketing assets
Marketing approach
Learn…
From your customers
From every step
Continuously

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http://www.linkedin.com/in/alexballering