Zoe – do we have that cartoon image from Mel that’s on the website “… make profits go up…”?
Zoe can you portray this more interestingly please?
Zoe – do we have that cartoon image from Mel that’s on the website “… where is ROI…”?
Can we, somehow, combine Slide 8 and 9?? NOTES Apply the activity scores, by industry type, offer type and channel used to determine each lead’s propensity to buy.
Can the type be made bigger?
Add mardev*dm2 design?
Can you depict this in a different way ? It needs prettying up please
We need this to be more eye candy…along with the next slide please Marketing Automation Platforms (MAPs) enable a marketing team to measure it’s ability to directly impact and drive revenues.
Ditto eye candy
THIS IS A GOOD TAKE AWAY - SUMMARY
This is actually a ‘canned’ Eloqua slide, so, is there a way we can ‘Mardev-DM2’ize’ it? If eloqua is present at the show, it could get a bit awkward ..
Can the colours be sharper and correspond to the pyramid as they don’t appear to be the same? (you have the xls which has the original colours if easier)Please remove the ROI chart at the bottom--------------------------------------------------------------------------------------------------------------------------Even without a sophisticated automation platform, measure your spend, the number of conversions and their value from each channel.
Zoe can this be reworked to portray in a fresher way please? We like the content but depiction is tired? I can edit text if need be. KB
IS THIS VITAL?
DELETE move to reference section
Move to reference section
B2 B Customer Enagement Presentation 050611 Vfinal
The hidden value of the marketing budget<br />Presented by:<br />Parin Mody<br /> Global Director, Business Development<br /> @mparin<br />
marketing objectives & options<br /> Objectives – What?<br />Increase revenues – build relationship that creates an increase in demand for more products/services Example: nurturing programs based on customer needs<br />Increase speed – accelerate the consideration process by getting the right information at the right time to the buyers Example: behavior-based auto-responders<br /> Options – How?<br />Increase conversion – optimize CTA’s to get more buyers to raise their hands Example: landing page testing and optimization<br />Increase efficiency – leverage and scale integrated marketing communications to maximize ROIExample: communication templates for re-use or promotion of campaigns via additional low cost channels<br />
where the strategic budget goes<br />Marketing objectives that command B2B budgets<br /> Top 3 priorities<br /><ul><li>demand generation
marketing operations</li></li></ul><li>where the tactical budget goes<br />Marketing tactics that get more/less B2B budget<br />
measuring ROI in stages<br />How much does it cost to attract each new visitor or prospect?<br />What is your conversion rate from visitor to opt-in?<br />Conversion<br />Attraction<br />Life-time value<br />Retention<br />What percent of your opt-ins become paying customers?<br />How many transactions does the average customer make over time? At what value?<br />
challenges measuring ROI<br /> Many marketers do not build metrics in from the start:<br /><ul><li>62% of marketers struggle with “turning data into action
57% say their top bottleneck is measurement, analysis, and learning
53% of marketers use social media marketing but find it difficult to measure the value
44% of marketers are using mobile apps and are just starting to integrate with email </li></ul>Source: 2011 Unica Marketing Survey<br />
the role of demand generation in ROI<br /> Demand generation is critical for B2B marketers who need to get the most value from their marketing budget. <br />.<br /><ul><li>customer profiling – what does your customer look like?
database segmentation – start simple, group contact data by a common set of criteria
automated/triggered campaigns – test and see what works, nurture active customers
outbound promotions – target the same characteristics and behaviours as your test responders
lead scoring – assign a score to each action that a prospect takes, </li></ul>Economic impact – given the current economy, the marketing team needs to accomplish all of the above in a measured and cost-effective manner<br />
lead generation: tactical<br />Campaign Objectives<br />Lead definition & qualificationwhitepaper download, appointmentTarget audiencecompany size, business sector, job title<br />leads<br />email<br />ROI-based Reporting<br />Channel Selectionemail, digital, telemarketing<br />Online<br />Collateral Creationcase study, whitepapers, webinars<br />nurture<br />Analyse, Optimise and Adaptwhat’s working – increase what’s not, adapt or switch off<br />prospects<br />r e s o u r c e o p t i m i s a t i o n<br />telemarketing<br />Deliverablesvolumes, timescales, CPL reporting<br />
Ford: awareness/lead generation<br /> Company:Ford<br /> The goals:<br />Increase awareness<br />Generate requests for a test drive<br />
Ford: awareness/lead generation<br />Expandable <br />skyscraper adWhen rolled over with cursor, the ad expands<br />Expandable Skyscraper Ad<br />
Ford: awareness/lead generation<br />Click through to the Ford mini-site for a short video and further information<br />Animation / <br />8 sec. commercial<br />
Ford: awareness/lead generation<br />Asking for the lead!<br />Three lead generation<br />calls to action:<br />Keep me informed<br />Request a brochure<br />Request a test<br />Brochure Request Form<br />
customer retention/development<br />Who? <br /><ul><li> leads not ready to buy
relevant call-to-actions</li></ul>“We’re changing our sales plan. From now on, instead of trying to get lots of customers, we’re going to find just one really, really rich person to buy a whole lot of stuff.<br />
improve ROI with lead scoring<br />“We felt that this way, at least your bonus would reflect some element of personal skill.”<br /> Lead scoring and nurturing improve ROI<br /> Objectives:<br /><ul><li> improve conversion to qualified leads
helps measure channel effectiveness</li></li></ul><li>strategic nurturing objectives<br />Lead/customer nurture strategy:<br />Build trust within your customers and prospects<br />Educate them:<br /><ul><li> who are you?
how does it benefit them?</li></ul>Establish credibility as experts<br />Be relevant to the issues /pain points of your different segments<br />All of the above will help you differentiate your organization as a partnerto the prospect as opposed to a vendor<br />
lead nurture: rules of engagement<br />do not initiate contact without a clear objective<br />start with the customer, not with your product/service<br />pick-up where the interaction left-off<br />don’t ask the prospect for the same thing more than once<br />make the interaction personal and personalized<br />deliver information that reflects what you’ve learned about them<br />learn about the customers/prospects in bits... not all at once<br />Source : Peppers, D., Rogers, M., One to One Fieldbook, 1999<br />
defining your lead nurturing program<br />Define your objective<br />Define the WHO <br />Define collateral needed<br />Touch point:- emails - postcards- phone scripts - letterContent assets:- white papers - webinars- analyst reports - podcasts- articles - flash demo- research papers Interactive media:- poll / survey- scorecard / rank yourself against your peers<br />4. Map out the customer experience<br />5. Test and launch<br />6. Ongoing evaluation and monitor reporting<br />7. Keep content fresh<br />
dynamic lead scoring model<br />Score on profile fit and level of engagement<br />Level of Engagement<br />1 = Showing buyer interest<br />2 = Showing some interest<br />3 = Not enough information<br />4 = Inactive<br />Profile Fit<br />A = Target fit (BANT qualified)<br />B = Potential fit (nurture)<br />C = Not high enough now<br />D = Not a fit<br />Don’t send unqualified leads to sales… nurture<br />Nurturing programs generate on average:<br /><ul><li>7-10% increase in marketing qualified lead (MQL) generation
> 50% acceptance from sales (SAL)</li></ul>“Marketing dashboards help address one key tenet of marketing accountability – the transparent communication of results.” Forrester Research<br />
top campaigns by number of high scoring leads</li></ul> Investment effectiveness<br /><ul><li> which campaigns yield the best returns?</li></li></ul><li>benchmarkable<br />Marketing Sourced Pipeline<br />(% of sales pipeline uniquely created by marketing)<br />Marketing Influenced Pipeline<br />(% of sales pipeline touched by marketing)<br />Investment to Pipeline<br />(average cost of the demand creation of the sales pipeline)<br />Investment to Revenue<br />(average revenues generated from $1 invested in demand creation)<br />10-50%<br />30-82%<br />1-4%<br />$5-$20+<br />Source: SiriusDecisions, Cross-Industry averages for B-to-B Companies<br />
marketing performance benchmarks<br />“It has come to my attention that you are taking performance enhancing drugs. Keep up the good work.”<br /> Performance benchmarks<br /><ul><li>track improvement over time against KPIs
prioritize & launch enhancements based on business objectives
monitor demand generation process and measure its impact to revenues</li></li></ul><li>@taylorzoe<br />Join Us:<br />thank you<br />Parin Mody<br />Global Director, Business Development<br />t: 020 8652 3477e: email@example.com<br />@mparin<br />
allow leads to “raise their hand” with secondary calls to action
keep them interested by telling them what’s coming next
track online activity to determine when a lead’s interest has increased
work your way to defining a full lead nurture program</li></li></ul><li>campaign management: planning<br />Learn<br />Justify<br />Interest<br />Evaluate<br />Purchase<br />Solutions Evaluated Against Needs<br />Short List Assembled<br />Solutions Identified<br />Search Begins<br />Selection Made<br />What do they offer?<br />Are their customers achieving success?<br />Do they fit my need?<br />How can I easily evaluate/demo?<br />Who are the suppliers for my need?<br />What’s the scope of potential achievement?<br />Where do I stand?<br />How can I easily find out more?<br />Do they meet my expectations?<br />What do analysts say, are they a leader?<br />Is Company viable?<br />How do they compare?<br />Why should I choose?<br />What’s the cost?<br />Leading, solid product/company?<br />Recommended by customers and analysts?<br />Meets or exceeds my need?<br />Can afford to buy & implement?<br />How can I easily purchase?<br />Can I purchase via Web site?<br />Who can I call?<br />Do they have a partner in my area?<br />Why buy now?<br />Questions:<br />Experience:<br />eMail & Web<br />Podcasts/Seminars<br />TM Calls<br />eMail & Web<br />Seminars<br />Podcasts<br />eMail & Web<br />TM Calls<br />Sales Calls<br />Seminars<br />eMail & Web<br />Customer, analyst references<br />Sales calls<br />eMail & Web<br />TM & Sales Calls<br />Partners<br />Company white paper<br />Seminar Pres <br />product spec sheets<br />Customer stories<br />Flash Demo<br />Ind/analyst reports<br />Educational Tips<br />Industry white papers<br />Company product white papers<br />Customer stories<br />Assessment tests<br />Press releases<br />Features/Benefits<br />Gartner Quadrant<br />Fin. Press Releases<br />Competitive & Cost Comparisons<br />product Awards<br />Seminar Pres<br />product customer reference site<br />product Awards<br />Customer stories<br />Press releases<br />Seminar Pres<br />1800# provided<br />Company.com product<br />E-Shop product<br />Partner locator?<br />Promotions or deals?<br />Content:<br />
anatomy of scanningpaper.com<br />The images and the text are dynamically populated based on the lead’s industry<br />The welcoming message uses the first name, the job function, the company and the industry fields to make the experience very personal<br />The customer examples, the business need case studies and the solutions in action content that can be downloaded is also dynamically populated based on the lead’s interest<br />This content is based on and especially written for professionals in the lead’s industry<br />Content is based on solution interest<br />
poll #1 – by show of hands<br />Which challenges do you face in measuring ROI?<br /><ul><li>marketing data is unreliable