Using Marketing Tactics To Drive Business Results

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Case study on how to use integrated campaigns to maximize ROI in such a way that aligns to business goals. This case study reflect upon how a high tech company may approach marketing.

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Using Marketing Tactics To Drive Business Results

  1. 1. Using Integrated Online Marketing  g g g Tactics to Drive Business Results B2B Net Marketing Breakfast Rob DeRobertis Analog Devices Analog Devices October 30, 2008
  2. 2. Calculating Marketing  Return on Investment (ROI) Return on Investment (ROI) (Wish  Guess) (Wish * Guess) = ROI Lie
  3. 3. Why do we run marketing programs? For the good of the company Brand building g To fight the competition If we don’t, we’ll look bad It is what we do Generate leads Awareness Altruistic Holistic Maintain Brand “You cannot manage what you cannot measure”    ‐‐ Galileo, Kaplan & Norton (HBR) “Your measurement must be tied to business results.” ‐‐ Dennis Dunlap ‐ AMA
  4. 4. How do we link a marketing program to  financial results? financial results? Make marketing spending not a controllable expense but a relevant  gp g p business requirement. “87% of advertisers are planning cost savings or reductions within their current  marketing and advertising efforts.” ‐‐ ANA, 2008 as reported by BtoB 9/2008
  5. 5. How do we get there? Reference  From the  Community Industry Publications Map the  • Google G l customer’s  Order Product Test Drive buying process (Free) 1000 Understand key  • influencers 100 Sales Team Identify critical  • 250 actions Customer Understand  • Purchase Tools Service $ Funnel Buy Development Sys $$$ Company Website
  6. 6. Define an integrated program that would  increase test drive  and ultimately revenue increase test drive and ultimately revenue Online Programs Ads Web Sites Web Sites Selling Tools Selling Tools Channel programs TradeShow / Events / Events Influencer Relations Press, IR, Analysts, Community Implement using a measurable means
  7. 7. How integration came together g g Online Programs Adwords, SEO, Forums Ads Web Sites Web Sites Online Video, Interpole, GIF Landing Page Selling Tools Selling Tools Sales Intranet Channel programs Seminar Series TradeShow / Events / Events Influencer Relations Consumer Electronics Show Press, IR, Analysts, Community Customer Success Stories White papers
  8. 8. Implementation: Online Banner Ads Learn more
  9. 9. Implementation: Website Produced by  Advertisement  Team Promise Drive biz D i bi Produced by PR Produced by  Web Team Tested and adjusted based on results
  10. 10. Implementation: SEO, Adwords
  11. 11. Implementation: Channel • Broad program release through Broad program release through  channel partner • Customer workshops held world  wide
  12. 12. Analyze results, adjust, question, repeat
  13. 13. The ROI Calculation Funnel Impressions xxM Click through  g xxK Hits to test drive page  x,xxx Test drives downloaded xxx Design‐win potential Design win potential xx Total test drives from all sources x,xxx Total test drives prior 5 months x,xxx Percentage change in test drives 12% Potential new revenue generated $xxM Spending (on media placement)  p g( p ) $ $xxxK Price new customer acquisition $xK Price per production customer $xK
  14. 14. Lessons learned • Increasing advertising spending online does Increasing advertising spending online does  correlate to web traffic • Develop the landing page first Develop the landing page first • Don’t try to measure everything • Decide quickly, make simple adjustments  along the way • Test results provided by third parties • Use results to make publishers more effective Use results to make publishers more effective

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