Optimize ROI For B2B Online Marketing

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B2B type of companies has their own unique Online Marketing purpose, engagement model with sales team, and ROI identification. Everyone wants to either save marketing budget or get better online campaign result, but how? I will present what’s the unique part for B2B online marketing and how to optimize for better ROI.

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Optimize ROI For B2B Online Marketing

  1. 1. www.cisco.com/cn Cisco Systems (China)1 Optimize ROI For B2B Online Marketing 唐 寅唐 寅 Jacob TangJacob Tang Cisco SystemsCisco Systems
  2. 2. www.cisco.com/cn Cisco Systems (China)2 Index B2B Online MarketingB2B Online Marketing • Why B2B Company need to do Online Marketing? • Purpose of B2B online Marketing? • How to measure B2B Online marketing’s ROI? • B2B Marketing & Sales Engagement Model • B2B End to End tracking process B2B Online Marketing Tactics & ROI Optimization TipsB2B Online Marketing Tactics & ROI Optimization Tips • B2B Online Marketing tactics • Database foundation & P2B model • Email Marketing 3 magic numbers & ROI optimization tips • SEM’s importance & ROI optimization tips • Webinar ROI optimization tips • Misc Online Marketing tactics: Click to chat, Social Media, Telemarketing ROI MaximizationROI Maximization
  3. 3. www.cisco.com/cn Cisco Systems (China)3 B2B Online Marketing Why & Purpose Purpose of B2B online marketing?Purpose of B2B online marketing? Brand awareness Lead Generation Why B2B company need to do Online Marketing?Why B2B company need to do Online Marketing? • Everyone is online • Extend Offline brand to Online • Increase Account / Contact coverage • Deliver the right message to target audience • Decision marker’s purchase behavior
  4. 4. www.cisco.com/cn Cisco Systems (China)4 B2B Online Marketing How to measure B2B Online marketing’s ROI? Purpose  Brand Awareness  Lead Generation Lead Generation ROI Identification  Cost per impression  Cost per contact acquisition  Cost per registration  Cost per Webinar attendee  Cost per Lead  Cost per Opportunity  Cost per Booking  Impression  Website Traffic  Time on Site  % of new visitor Brand Awareness ROI Identification
  5. 5. www.cisco.com/cn Cisco Systems (China)5 B2B Online Marketing B2B Marketing & Sales Engagement Model Sales followSales follow (by Geo / Industry mapping)(by Geo / Industry mapping) Marketing Result Analyze ( Leads Pipeline / Deal Number / ROI )Marketing Result Analyze ( Leads Pipeline / Deal Number / ROI ) AwarenessAwarenessInterestInterestConsiderationConsiderationPurchasePurchase MarketingAutoMarketingAuto TransactionTracTransactionTrack Marketing Database (Contact / Site / Transaction)Marketing Database (Contact / Site / Transaction) Lead GenerationLead Generation SEM / SEOSEM / SEOSEM / SEOSEM / SEO Online ADOnline ADOnline ADOnline AD EmailEmailEmailEmail Social MediaSocial MediaSocial MediaSocial Media Click to ChatClick to ChatClick to ChatClick to Chat Website / Landing PageWebsite / Landing PageWebsite / Landing PageWebsite / Landing Page SurveySurvey - Contact & Site ProfileContact & Site Profile - Lead QuestionsLead Questions SurveySurvey - Contact & Site ProfileContact & Site Profile - Lead QuestionsLead Questions ( Incentive )
  6. 6. www.cisco.com/cn Cisco Systems (China)6 B2B End to End tracking process Investment to Booking end to end tracking – ROI AnalysisInvestment to Booking end to end tracking – ROI Analysis Budget AllocationBudget AllocationBudget AllocationBudget Allocation Campaign PlanningCampaign PlanningCampaign PlanningCampaign Planning Campaign ExecutionCampaign ExecutionCampaign ExecutionCampaign Execution Response CollectionResponse CollectionResponse CollectionResponse Collection Leads IdentificationLeads IdentificationLeads IdentificationLeads Identification Lead notificationLead notificationLead notificationLead notification Accept LeadsAccept LeadsAccept LeadsAccept Leads Convert opportunityConvert opportunityConvert opportunityConvert opportunity Close dealClose dealClose dealClose deal Mark in SystemMark in SystemMark in SystemMark in System MarketingMarketingMarketingMarketing SalesSalesSalesSales $$$$ $$$$$$$$
  7. 7. www.cisco.com/cn Cisco Systems (China)7 Online Marketing Online forum Click to ChatEmail Social Media Blog Database Search Engine Marketing eNewsletter B2B Online Marketing tactics Webinar
  8. 8. www.cisco.com/cn Cisco Systems (China)8 How to Optimize ROI Database 1 – Foundation of Online Marketing DatabaseDatabase  Database is the most important foundation, especially for Online Marketing  Better data quality for better targeting AcquisitionAcquisition  Offline seminar response updates  Telemarketing updates  Online response updates Data qualityData quality OptimizationOptimization Re-ActivationRe-Activation EnrichmentEnrichment ProfilingProfiling FoundationFoundation Approach to collect and grow # of contacts Opportunity for quick impact and automation activating dormant contacts Efficient Methods to capture rich intelligence on contacts • Establish Benchmarks • Provide Insights • Set Company Standards • Scale Best Practices • Build Right Tools
  9. 9. www.cisco.com/cn Cisco Systems (China)9 How to Optimize ROI Database Marketing – Propensity to buy model How can we predict purchases? What if I had access to: • Your age, weight, height and hair color • Place of birth, current address • The schools you went to, your majors and minors • Your profession, your employer, your salary • Square footage of your house • # of PCs and phones you have • Your credit card statements for the last 7 years Plus, all of those for you and for • your parents, • your kids, • your in-laws • your entire family tree Predicting your next purchase of a book would be far less difficult If I wanted to predict if you will buy a book or an iphone next month, how hard would that be? Cisco’s Propensity to Buy (P2B) Models use that type of knowledge about the companies that we want to do business with to predict what they will buy next: • Firmographics • Company family tree (Branches, Subsidiaries, Divisions) • Industry Vertical / Sub-Vertical • Annual Sales, Employee Size • Number of Sites, Square footage of buildings • # of PCs and nodes … • Purchase Behavior in last 7 years • Cisco Technologies (products and services) • Dollars spent • When • Other Customer Metrics and Indicators
  10. 10. www.cisco.com/cn Cisco Systems (China)10 How to Optimize ROI Database Marketing – Propensity to buy model What is a propensity to buy model? A propensity to buy model (P2B) is a statistical model that calculates the probability of a certain company to buy a certain product in a given time frame in the future. PropensityPropensity to buy modelto buy model BetterBetter TargetingTargeting OptimizationOptimization - Propensity- Propensity to buy (P2B)to buy (P2B) modelmodel • Statistical • Model • Statistical • Model • Firmographics • Past Purchase Behavior • Firmographics • Past Purchase Behavior • Probability to Buy Technology in the next 2 quarters • Probability to Buy Technology in the next 2 quarters t … Q1 Q2Q4Q3Q2Q1Q4 past purchase behavior firmographics predicted purchase window
  11. 11. www.cisco.com/cn Cisco Systems (China)11 How to Optimize ROI Database Marketing – Propensity to buy model Why using P2B scores makes sense: real example Purchase Rate was much higher where the model said it would be! • Purchase rate in 1st decile is almost twice the one in the 2nd decile, decreasing rapidly after that; All customers who could be targeted for the technology are selected and divided in 10 groups, according to the model predictions: • The 1st decile contains the customers with the highest scores, • The 10th decile, the customers with the lowest scores. Purchase Rate & Deal Size vs P2B Deciles 0% 10% 20% 30% 40% 50% 1 2 3 4 5 6 7 8 9 10 Decile PurchaseRate 0 2000 4000 6000 8000 10000 12000 14000 AverageDealSize Customers who Purchased Average Deal Size Model: Upsell Security to Commercial Customers Before Q2FY08 started our P2B models predicted who would purchase Security. How good were those predictions? Deal Size was larger where the model predicted it would be! • Average Deal size in first decile is 2.5 times the average in the other deciles • The first 2 deciles have deal sizes almost 3.5 times larger than the other deciles in average.
  12. 12. www.cisco.com/cn Cisco Systems (China)12 How to Optimize ROI Email Marketing – How B2B use Email Marketing What’s Email MarketingWhat’s Email Marketing eNewslettereNewsletter Event InvitationEvent Invitation Leads GenerationLeads Generation Newsletter to all subscriber for all regular products / solutions updates Email invitation for Webinar & Seminar registration Email marketing Campaign to generate leads B2B Company using Email Marketing:B2B Company using Email Marketing: It is an online marketing tool. Easy-to-use, low cost and effective with Good ROI, it enables dialogue with your customers in a personalized manner and involving relevant communication.
  13. 13. www.cisco.com/cn Cisco Systems (China)13 How to Optimize ROI Email Marketing – 3 Magic numbers & Tips for better ROI Email / NewsletterEmail / Newsletter Deliver Rate: DELIVERED / SENT Open Rate: VIEWED / DELIVERED Click Through Rate: CLICKED / DELIVERED Tips for Better Email Marketing ROI  Permission based Email Marketing, Never SPAM!  Blast your Email regularly  Keeps your Email ‘From’ consistent 3 Magic Numbers What determines? Deliver Rate: Database / Tools / ISP Open Rate: From / Subject Click Through Rate: Call to Action / Content  Call to action button  Response your customer’s feedback  Mobile device
  14. 14. www.cisco.com/cn Cisco Systems (China)14 How to Optimize ROI Search Engine Marketing Tips for better SEM ROI  Keywords / Ad groups  Keep Ad copy consistent with Land page  Inbound phone number in Ad copy  Event registration driven SEM programs should leverage IP based promotion  Keep questions less in registration page Promote paid keyword advertising through Google & Baidu Link commonly searched words to website via text ads and name association Capture user information and provide follow-on content, offers, and opportunities for continued engagement Drive users to a landing page with a clear message and useful content Paid SearchPaid Search  New contact acquisition  New product / solution launch promotion  Webinar / Event registration  Potential client quotation
  15. 15. www.cisco.com/cn Cisco Systems (China)15 How to Optimize ROI Webinar WebinarWebinar  Webinar – short for Web Seminar  Webinar is very critical Online Marketing tactic for B2B company to reach their customers  Use Webinar to increase account coverage, geographically Tips for better Webinar ROI  Get appropriate webinar platform  Customize your webinar  Co-branding with Big Brand (if applicable)  Play advertisement video in the waiting period  Survey during the break session  Limit Most Webinars to One Hour  Post-Webinar letters ( recording VOD for whom missed the session) Webinar ProcessWebinar Process
  16. 16. www.cisco.com/cn Cisco Systems (China)16 How to Optimize ROI Misc – Click to Chat / Social Media / Telemarketing MiscMisc TelemarketingSocial Media  Support Online Marketing  Data cleansing  Webinar invitation  Tele-Survey  Leads re-qualify  Does social media good for B2B?  Culture: Chinese v.s. U.S.  What is chinese version Social media for B2B? Online forum / BBS Click to Chat  Best ROI  Real-time communication  Provide enhanced user experience  Experts to guide user through any concerns and queries
  17. 17. www.cisco.com/cn Cisco Systems (China)17 ExcellenceExcellence OnlineOnline MarketingMarketing ExecutionExecution ResultResult ROI Maximization OptimizeOptimize DatabaseDatabase FixedFixed MarketingMarketing BudgetBudget Sales TeamSales Team EngagementEngagement
  18. 18. www.cisco.com/cn Cisco Systems (China)18 Q & AQ & A Jacob TangJacob Tang www.JacobTang.comwww.JacobTang.com JacobTang@Gmail.comJacobTang@Gmail.com @ 唐寅 Jacob

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