The Future of Digital Marketing

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

7. © 2016 EXACT7 ‘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.’ - DIGITAL FUTURE MARKETING & SALES 2016

14. © 2016 EXACT 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 - DIGITAL FUTURE MARKETING & SALES 2016

15. © 2016 EXACT Media Channels Target Audiences Product Awareness Product preference Leadgen Activation Accounting Accountancy Professional Services Wholesale Distribution Manufacturing Sales - MARKETING STRATEGY 201615 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

23. © 2016 EXACT Creating a burning platform 23 - DIGITAL FUTURE MARKETING & SALES 2016 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 Creating a burning platform 24 - DIGITAL FUTURE MARKETING & SALES 2016 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 PRODUCT AWARENESS € 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 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 - DIGITAL FUTURE MARKETING & SALES 2016

29. © 2016 EXACT Media Channels Accounting Target Audiences Product Awareness Product preference Leadgen Activation Sales - MARKETING STRATEGY 201629 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

33. THANK YOU!