How B2B Marketers Use Digital Media to Accelerate Marketing and Sales Performance


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This presentation was delivered at the 2011 DMA B2B Marketing Symposium in Boston.

It provides a concise overview of why and how innovative B2B marketers are using Email, Social Media and Websites in combination with CRM and marketing automation technology to attract, engage, sell, and retain customers.

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  • Great slides! I'd like add some great tools that work for us: 1- (Paid) and (Free) - Send follow-ups emails; 2- (Paid) - Identify unknown B2B website visitors; 3- (Paid) - Sales prospecting tool on LinkedIn; 4- (Paid) - Viewer engagement analytics for presentations.
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How B2B Marketers Use Digital Media to Accelerate Marketing and Sales Performance

  1. 1. Interactive InnovationHow Successful BtoB Marketers Use Digital Marketing to Accelerate Marketing and Sales Performance Joel Book ExactTarget @joelbook / #ExactTarget
  2. 2. Marketing to The Power of OneEffective B2BMarketing:• Is fueled by customerdata and analytics• Utilizes multiplechannels to engage andserve customers• Requires marketingautomation technology todeliver relevant content.
  3. 3. US Interactive Marketing Spend: $76.6B by 2016
  4. 4. • Aids the Buying Process• Enables Better Service• Maximizes Retention
  5. 5. How Online Consumers Begin Their Day58% of OnlineConsumers Beginthe Day With Email.Source: ExactTargetSUBSCRIBERS, FANS, & FOLLOWERSReport #1, Digital Morning Full report available at
  6. 6. “Those who buyproductsmarketed throughemail spend 138%more than non-readers of email.”Source: Forrester Research“E-Mail Marketing Comes of Age.”
  7. 7. Email Drives Conversion and Improves Retention The Customer Life Cycle Product Product Product Product Repurchase/ Brand Inquiry Evaluation Purchase Usage Renewal Loyalty Business Getting Business Keeping Once a person gives you permission . . .• Email aids the buying process.• Email drives repeat purchase, referrals.• Email keeps customers connected and informed.
  8. 8. 75% of social media users say email isthe best way for companies tocommunicate with them. MarketingSherpa, 2010
  9. 9. • Amplifies Your Message• Fuels the Conversation• Attracts New Customers
  10. 10. Social Media Users Facebook: 620M Worldwide / 116.8M U.S. (1) (2) Twitter: 190M Worldwide / 16.4M U.S. (1) (2) LinkedIn: 100M Worldwide / 49.0M U.S. (3) (3) YouTube: 2B Views/Day; Avg. View: 15 Min. (4)Sources: (1) eConsultancy, (2) eMarketer, (3) LinkedIn, (4) YouTube
  11. 11. Social Media has Revolutionized the Way Consumers Engage with Brands
  12. 12. Social Media Attracts Website Visitors Consumers who are exposed to a brand in social media are 2.8x more likely to search for that brand’s products.
  13. 13. Fans & Followers are Good. Customers are Better. Conversion Metrics To Monetize Social Media, Convert Fans & Followers to Email Subscribers
  14. 14. • Keeps Customer Engaged• Drives Traffic to Sites• Improves Customer Service
  15. 15. Smartphones Accelerate Mobile Marketing Smartphones such as the iPhone from Apple are now outselling personal computers! Source: The Huffington Post (Based on IDC Report) February 8, 2011 65.8 million people in the U.S. now own smartphones. Of these, 35.3% use apps. Source: comScore MobiLens 2011 U.S. Mobile Subscriber Market Share March , 2011
  17. 17. “36% of physicians surveyed foundthe use of iPads or other tablets morebeneficial than speaking with repsbearing printed materials."Manhattan Research ePharma Physician StudySeptember 2011
  18. 18. "[The iPad] enablesour sales employeesto do a much betterjob of engaging in areally different waythan weve donebefore."Michael Hedges, CIO, MedtronicWall Street Journal, Dec. 8, 2010
  19. 19. eMarketingInnovatorsReal MarketersReal Solutions Real Results
  20. 20. The Mission Provide email communications capability to hundreds of Field Marketing Managers around the globe without compromising email design, corporate branding, and message relevance.Sean Mattson And do it all at reduced cost.Director,Global Web MarketingHitachi Data SystemsSanta Clara, California
  21. 21. Email is the Backbone of Hitachi Data Systems’ Global E-communications Strategy Customer Newsletter Product LaunchWebinar Invite Product News Event Invitation Hitachi Data Systems uses email to: • Nurture leads; Keep existing customers connected to HDS • Support relationship management efforts of HDS field sales managers • Deliver relevant content to IT professionals in 30 regions and in 18 languages
  22. 22. The Hitachi E-communications PlatformOMCM Online Marketing Landing Pages, Registration Pages “Thank You” Pages, Webcasts / Podcasts Campaign Closed Total Integration Tracking and Analytics Loop of Customer Data Management E-communications Marketing Database
  24. 24. HITACHI USES EMAIL TO DRIVE ATTENDANCE FOR ITS WebTech WEBINAR SERIESWebTech Webinar Series• 35 webinars per year• Up to 200 attendees per event
  26. 26. Hitachi Promotes Content Sharing via Social MediaHitachi makes it easy forsubscribers to share e-newsarticles, respond to offersand access content on theHitachi Data Systems’website. “Forward to a Friend” “View the Video” “Review the Case Study” “Try it Free for 30 Days” “Read the Story” “Register for Webinar”
  27. 27. John JohnstoneBusiness ManagerVolvo Construction Equipment
  28. 28. Volvo Construction Equipment• Volvo Construction Equipment is part of Volvo Group; Started in 1832• Products and services are offered in more than 125 countries through proprietary or independent dealerships.• Volvo machines are used for road construction, oil and gas exploration, building demolition, industrial material handling, and forestry.
  29. 29. Volvo ConstructionEquipment’s e-marketingsolution helps dealers sellmillions of dollars of new andused equipment each year.
  30. 30. Volvo CE’s CRM and Automation Goals Achieve End-To-End Lead & Campaign Management Process Increase Lead to Sales Conversion Ratio Reduce Lead Conversion Time Improve Sales Effectiveness Track Campaign Effectiveness and ROI Leverage Cross-Sale and Up-Sale Opportunities
  31. 31. Volvo Construction EquipmenteMarketing Technology Solution Landing Pages, Registration Pages Product Microsites, Webcasts / Podcasts Campaign Tracking & Lead Scoring Total Integration of Customer Data Email Communications Marketing Database
  32. 32. Marketing Data IntegrationVolvo CE Customer Informationcentralizes Analytics Sales (New/Used)customer data inMicrosoftDynamics CRM. Lead Score Warranty Data Enables “one Microsoft Dynamicsview” of the CRMcustomer. Social Credit Allows faster Media Statuscommunication withcustomers Provides better MarCom Surveys Historymeasurement of eCommercecampaign ROI
  34. 34. The Monthly eMail Newsletter delivers latest news on Volvo products and services to 85,000 customers.1. Dynamic Content – Volvo designed the email template to allow for dynamic content. Through integration with Microsoft CRM, Volvo changes articles and product news articles based on user interests.2. Interactive Functionality – Adding video links has allowed Volvo to increase traffic to the website where Volvo gathers immediate feedback on product interest.3. Analytics – The analytics from this eMail are used for to capture customer insight and interests and aid re- design.4. Performance Metrics – Average 12% Open Rate – Average a 7% Click Through Rate
  36. 36. The Remarketing Email is for select customers who request used equipment alerts.1. Navigation – In its new design, Volvo added a Table of Contents section with links to articles and product news updates. These links have increased website traffic 30% and generated thousands of leads.2. Content Syndication – Volvo dynamically displays used equipment based on subscriber preferences. Content syndication has reduced eMail build time by approximately 30-40% by automatically capturing content from websites.3. Performance Metrics – – 75% Email Open Rate – 11% Click Through Rate – 20% increase in speed of equipment sales
  37. 37. Twitter is used to attractprospective customers tothe Volvo ConstructionEquipment website.And drive traffic to theVolvo ConstructionEquipment YouTubeChannel.
  38. 38. “If you’re responsible for BtoB marketing, andyou’re not using video, you’re making a hugemistake.”John JohnstoneBusiness Marketing ManagerVolvo Construction Equipment North America
  39. 39. Lead Management Workflow Data cleansing Information Request Microsoft Dynamics CRM enables Volvo sales reps to manage leads Auto-generated report for Volvo sales rep Auto-generated email for customer
  40. 40. Immediate Delivery of Information to Customer Microsoft Dynamics CRM triggers an email that thanks the customer for contacting Volvo Construction Equipment Email provides a link to a landing page containing details about the product of interest
  41. 41. Before and After eMarketing Automation Before Automation After AutomationCustomer data was in multiple “silos” Customer account and contact data isand data quality was inconsistent. centralized in Microsoft Dynamics CRM and “normalized” through D&B.Volvo CE had no CRM system and no Microsoft Dynamics CRM is integratedability to send email communications to with ExactTarget enabling automationcustomers. of all email communications.Leads were stored in Excel files and Leads get logged and processed quickly.distributed to dealers manually; Reps Customers receive personalized emailhad limited visibility to leads. immediately after inquiry.Volvo CE had no ability to deliver Volvo CE uses email to deliver relevantrelevant product information to information that aids purchase, andindividual customers. supports the local dealer.Limited (or no) feedback from dealers Volvo CE marketing is able to measureregarding lead status. lead status and campaign effectiveness quickly and effectively.
  42. 42. Multi-Channel Interaction is a Must Managing the Customer ConversationRequires Integration of Outbound & Inbound Channels
  43. 43. Cross Channel Campaign ManagementSource: Forrester Research - April 2009 “Campaign Management Needs A Reboot”
  44. 44. A Single Platform for Cross-Channel Marketing
  45. 45. Thank You!Joel Book @JoelBook