B2B New Marketing Climate - Scott Litman

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MN AMA 2010 Conquering Chaos Conference Breakout Session Presentation "B2B New Marketing Climate" by Scott Litman, CEO, Magnet 360

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B2B New Marketing Climate - Scott Litman

  1. 1. COPYRIGHT 2010 MAGNET 360 @scottmagnet November 8, 2010 New marketing climate
  2. 2. COPYRIGHT 2010 MAGNET 360 What Is Magnet 360? ‣  A collaborative agency network offering access to experts and industry leaders in all facets of marketing through one strategic contact
  3. 3. COPYRIGHT 2010 MAGNET 360 450+ Professionals.
 30+ Disciplines.
 One partner.

  4. 4. COPYRIGHT 2010 MAGNET 360
  5. 5. COPYRIGHT 2010 MAGNET 360 MAGNET 360 MARKETING ECOSYSTEM
  6. 6. COPYRIGHT 2010 MAGNET 360 B2B? B2C? B2B2C?
  7. 7. COPYRIGHT 2010 MAGNET 360 SEARCH ATTRACTS
  8. 8. COPYRIGHT 2010 MAGNET 360 8
  9. 9. COPYRIGHT 2010 MAGNET 360 Groupon Media Marketers Get Paid For
  10. 10. COPYRIGHT 2010 MAGNET 360
  11. 11. COPYRIGHT 2010 MAGNET 360 Social Media Insights, understanding & leveraging your target audience
  12. 12. COPYRIGHT 2010 MAGNET 360 Why look to social media for audience insights?
  13. 13. COPYRIGHT 2010 MAGNET 360 Why look to social media for audience insights?
  14. 14. COPYRIGHT 2010 MAGNET 360 What can we learn? ‣ What is important to your target audience ‣ How they are already utilizing social media in relation to your products, brand and category ‣ Where they are congregating online ‣ What is driving their conversations ‣ How these conversations differ by social channel ‣ What their unmet needs/wants/challenges are ‣ Who the influencers are
  15. 15. COPYRIGHT 2010 MAGNET 360 Example
  16. 16. COPYRIGHT 2010 MAGNET 360 Flickr has over 16,000 groups related to fishing —more than Facebook. The top 30 groups have over 20,000 members YouTube has over 6,000 fishing channels, with an estimated 75,000-200,000 total subscribers. Over 158,000 playlists with millions of views, and a total of more than 480,000 fishing videos Landscape Analysis
  17. 17. COPYRIGHT 2010 MAGNET 360 Landscape Analysis Fishing Content By Social Channel
  18. 18. COPYRIGHT 2010 MAGNET 360 Social Media Activity by Month Insight: Participation in social media for avid anglers drops dramatically during fishing season. Member Base Social Profiling
  19. 19. COPYRIGHT 2010 MAGNET 360 Friend Analysis Member Base Social Profiling Number of Friends % Members
  20. 20. COPYRIGHT 2010 MAGNET 360 Enagement The best media efforts fail without engagement that follows through
  21. 21. COPYRIGHT 2010 MAGNET 360
  22. 22. COPYRIGHT 2010 MAGNET 360
  23. 23. COPYRIGHT 2010 MAGNET 360
  24. 24. COPYRIGHT 2010 MAGNET 360 Nurturing Starts with email marketing
  25. 25. COPYRIGHT 2010 MAGNET 360
  26. 26. COPYRIGHT 2010 MAGNET 360
  27. 27. COPYRIGHT 2010 MAGNET 360
  28. 28. COPYRIGHT 2010 MAGNET 360 Nurturing Lets help our best leads perform
  29. 29. COPYRIGHT 2010 MAGNET 360 Most organizations are very capable of managing the end of their sales funnel SALES READY CLOSE Managing the Funnel
  30. 30. COPYRIGHT 2010 MAGNET 360 Who They Are? What Company? How Often? From Where? KNOWN PROSPECTS Managing the Funnel
  31. 31. COPYRIGHT 2010 MAGNET 360 UNKNOWN PROSPECTS Managing the Funnel
  32. 32. COPYRIGHT 2010 MAGNET 360 UNKNOWN KNOWN SALES READY CLOSED MARKETING AUTOMATION Managing the Funnel
  33. 33. COPYRIGHT 2010 MAGNET 360 Technology Adoption Innovators Early Adopters Early Majority Late Majority Laggards Marketing Automation Technology Adoption - 3-5%
  34. 34. COPYRIGHT 2010 MAGNET 360 Lead Nurturing It takes SIX to NINE months before a lead agrees to a first meeting. -Sirius Decisions Do you need lead nurturing for prospects that aren t quite ready to purchase?
  35. 35. COPYRIGHT 2010 MAGNET 360 How we capture lead data : Lead Scoring Companies that get lead scoring right have a 192% higher average lead qualification rate then those that do not. -Aberdeen How would your sales team think of you if they actually liked the leads you sent them?   Forms, surveys and registrations   Scoring based on explicit info, activity, and behavior   Route only high scoring leads to sales   Unqualified/cold leads get routed to nurturing programs
  36. 36. COPYRIGHT 2010 MAGNET 360 Scoring Process Lead Send to CRM for Sales Team Follow-up Send to Nurturing Program Send to Inside Sales
  37. 37. COPYRIGHT 2010 MAGNET 360 Lead Nurturing Planning Interest Learn Evaluate Justify Purchase Search Begins Solutions Identified Solutions Evaluated Against Needs Short List Assembled Selection Made Questions Experience Content 1.  Who are the suppliers for my need?What s the scope of potential achievement? Where do I stand?How can I easily find out more? 1.  What do they offer?Are their customers achieving success?Do they fit my need? How can I easily evaluate/ demo? 1.  Do they meet my expectations?What do analysts say, are they a leader?Is Company viable?How do they compare? Why should I choose?What s the cost? 1.  Leading, solid product/ company?Recommended by customers and analysts?Meets or exceeds my need?Can afford to buy & implement? 1.  How can I easily purchase?Can I purchase via Web site?Who can I call?Do they have a partner in my area?Why buy now? 1.  eMail & WebSeminarsPodcasts eMail & WebPodcasts/ SeminarsTM Calls 1.  eMail & WebTM CallsSales CallsSeminars 1.  eMail & WebCustomer, analyst referencesSales calls 1.  eMail & WebTM & Sales CallsPartners 1.  Industry white papersCompany product white papersCustomer storiesAssessment testsPress releases 1.  Company white paperSeminar presentation product spec sheetsCustomer storiesFlash demoInd/analyst reportsEducational tips 1.  Features/benefitsGartner wuadrantFin. press releasesCompetitive & Cost ComparisonsProduct awardsSeminar presentation 1.  Product customer reference siteProduct AwardsCustomer storiesPress releasesSeminar presentation 1.  1800# providedCompany.com productE-Shop productPartner locator? Promotions or deals?
  38. 38. COPYRIGHT 2010 MAGNET 360 Let Sales Do What They Do Best
  39. 39. COPYRIGHT 2010 MAGNET 360 CONTINUOUS OPTIMIZATION
  40. 40. COPYRIGHT 2010 MAGNET 360
  41. 41. COPYRIGHT 2010 MAGNET 360 Which headline, image or content is best?
  42. 42. COPYRIGHT 2010 MAGNET 360 Optimization leads to better results
  43. 43. COPYRIGHT 2010 MAGNET 360
  44. 44. COPYRIGHT 2010 MAGNET 360
  45. 45. COPYRIGHT 2010 MAGNET 360 ANalytics
 Too much data, too little insight
  46. 46. COPYRIGHT 2010 MAGNET 360 Data is good, Insights are better
  47. 47. COPYRIGHT 2010 MAGNET 360 Dashboards Are A Great Fit For Organizations That • Have multiple brands/websites/locations -  Dashboards make it simple to roll-up data, create custom groups, benchmark across brands, aggregate results and drill down
 • Use a variety of online campaigns/media that create data in multiple places -  Dashboards provide integrated view of campaign performance: PPC, SEO, Email, Display, Social, Website, CRM, Direct Mail
 • Have business critical data in a variety of different systems -  It is possible to quickly and cost-effectively create the right integrated views of important data
  48. 48. COPYRIGHT 2010 MAGNET 360 Integrated, Interactive Dashboards and KPI Development -  Integrate data from all sites and campaigns into one easy-to-use dashboard -  Create one interface for multiple internal audiences -  C-level view with drill downs into deeper detail for managers and analysts to view -  Users can create what-if scenarios and forecast future results based on current performance -  Big time savings: easy-to-use interfaces make analysis much faster than using multiple analytics tools -  Consulting services provided to define KPI s and benchmarks -  Customized, designed, and launched in 6-8 weeks—minimal IT involvement needed
  49. 49. COPYRIGHT 2010 MAGNET 360
  50. 50. COPYRIGHT 2010 MAGNET 360
  51. 51. COPYRIGHT 2010 MAGNET 360
  52. 52. COPYRIGHT 2010 MAGNET 360 @scottmagnet Thank You

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