The document discusses key marketing questions for 2013, including how to make multichannel marketing effective, changes to the acquisition model, how to leverage mobile, budget allocation and attribution, and how much to invest in social media. Experts provide perspectives on each topic, emphasizing the importance of understanding customer preferences, measuring performance across channels, and creating valuable content for social platforms.
Foredragsholder er Bo Sannung, Head of Center of Excellence, Customer Intellegence i SAS Institute: Marketing Treatment Strategy handler om hvordan man gir hver enkelt kundesegment spesifikke tilbud for å optimalisere kundeverdien.
Hvordan individualisere håndteringen av kunder og samtidig optimalisere kundeverdien? Gjennom eksempler vil du få innsikt i Marketing Treatment Strategies - både den analytiske delen med kundeinnsikt, segmentering og prediksjon, men også hvordan omsette innsikten i praksis. Under innlegget vil du få praktiske råd og verktøy. I tillegg vil Sannung også dele trender og tendenser fra DMA 2012 konferansen.
http://www.dma12.org
Bo Sannung er Nordisk direktør for Customer Intelligence i SAS Institute. Bo Sannung har bakgrunn fra byråbransjen og store nordiske selskaper innenfor salg, marked, CRM og analyse. Sannung underviser også på Copenhagen Business School og CRM Akademiet.
Global Branding: Building a Community of Brand EnthusiastsKantar
2010 Corporate Image and Branding Conference: Emerging Opportunities in the Era of Social Media. Nigel Hollis presents: “Global Branding: Building a Community of Brand Enthusiasts”
Content Marketing Battle Cry: Let's Declare War on Collateral!Yesler
If content marketing is one of the hottest tactics in B2B marketing today, why is there still so much bad marketing content out there? Kathleen Schaub, Research Vice President with IDC’s CMO Advisory Service and our own Ann Naumann, Content Marketing Director for Yesler, discuss the 6 reasons why it’s hard to get B2B content marketing right – and how to fix them.
These slides are from a webinar, which is available on-demand at:
http://resources.yesler.com/IDC-war-on-collateral-webcast-ondemand
About Yesler:
Yesler is a B2B marketing agency that helps technology companies deliver predictable revenues, sustainable growth, and measurable results. A Projectline agency, Yesler is built on more than a decade of experience working with some of the world’s largest and most innovative B2B technology companies.
www.yesler.com
Acxiom presentation to Forrester Marketing Forum Nov 2009Tim Suther
Acxiom presentation to Forrester Marketing Forum London Nov 2009. Identifies key steps to dramatically improved marketing & advertising. Contains many examples
Foredragsholder er Bo Sannung, Head of Center of Excellence, Customer Intellegence i SAS Institute: Marketing Treatment Strategy handler om hvordan man gir hver enkelt kundesegment spesifikke tilbud for å optimalisere kundeverdien.
Hvordan individualisere håndteringen av kunder og samtidig optimalisere kundeverdien? Gjennom eksempler vil du få innsikt i Marketing Treatment Strategies - både den analytiske delen med kundeinnsikt, segmentering og prediksjon, men også hvordan omsette innsikten i praksis. Under innlegget vil du få praktiske råd og verktøy. I tillegg vil Sannung også dele trender og tendenser fra DMA 2012 konferansen.
http://www.dma12.org
Bo Sannung er Nordisk direktør for Customer Intelligence i SAS Institute. Bo Sannung har bakgrunn fra byråbransjen og store nordiske selskaper innenfor salg, marked, CRM og analyse. Sannung underviser også på Copenhagen Business School og CRM Akademiet.
Global Branding: Building a Community of Brand EnthusiastsKantar
2010 Corporate Image and Branding Conference: Emerging Opportunities in the Era of Social Media. Nigel Hollis presents: “Global Branding: Building a Community of Brand Enthusiasts”
Content Marketing Battle Cry: Let's Declare War on Collateral!Yesler
If content marketing is one of the hottest tactics in B2B marketing today, why is there still so much bad marketing content out there? Kathleen Schaub, Research Vice President with IDC’s CMO Advisory Service and our own Ann Naumann, Content Marketing Director for Yesler, discuss the 6 reasons why it’s hard to get B2B content marketing right – and how to fix them.
These slides are from a webinar, which is available on-demand at:
http://resources.yesler.com/IDC-war-on-collateral-webcast-ondemand
About Yesler:
Yesler is a B2B marketing agency that helps technology companies deliver predictable revenues, sustainable growth, and measurable results. A Projectline agency, Yesler is built on more than a decade of experience working with some of the world’s largest and most innovative B2B technology companies.
www.yesler.com
Acxiom presentation to Forrester Marketing Forum Nov 2009Tim Suther
Acxiom presentation to Forrester Marketing Forum London Nov 2009. Identifies key steps to dramatically improved marketing & advertising. Contains many examples
B2B Marketing in the Age of the Always Addressable CustomerDemandWave
Buying cycles are getting longer and today’s empowered customer is in the driver’s seat. Marketers struggle to deliver the right message to the right audience at the right moment. With 70% of brand interactions taking place before the buyer reaches out, marketers must establish a brand ecosystem that encompasses the extended buying cycle.
Webmarketing123 CEO Paul Taylor and Forrester Analyst, Michael Greene discuss how to:
• Align marketing tactics across your entire brand ecosystem
• Close the loop on your measurement to optimize budgets
• Identify and avoid wasting media dollars due to poor measurement
• Set up a measurement framework for each marketing channel
• Overcome implementation challenges
Accurately predicting which technologies, channels and strategies succeed in the future has a profound impact on marketers seeking to allocate their resources and marketing dollars more effectively. Location3’s new white paper provides in-depth insight from leading industry experts into the trends and services that will impact profitability and drive future growth.
The following report contains statements that are forwardlooking, including expectations and predictions regarding future industry trends and developments. Actual results may differ materially from our expectations or projections. This report also contains opinions, estimates, and forwardlooking statements by industry leaders.
If you're an agency or brand marketer, and would like to explore putting some of these ideas into practice, please click on "Get In Touch" icon at the bottom of the presentation slide.
Tying Engagement to Customer Lifetime Valuedrosen85
Teresa and David will discuss the evolution of loyalty marketing and how advocacy and the proliferation of channels is changing the way we segment and engage consumers.
Develop Compelling Content for Each Stage of the Buying Cycle - A Marketing...Paul Gillin
Content marketing has companies rethinking the concept of the sales funnel. Today, buyers consult their peers, recommendation engines, and even total strangers for decision-making advice. Prospects may enter the funnel knowing far more about you and your products than they did just a few years ago.
This may compress the buying cycle and lower sales costs, but it also presents new challenges.
For starters, marketers must create compelling content that attracts prospects at every stage of the buying cycle in order to succeed. Also, easy access to social sharing channels means increasing pressure to provide more (and more distinctive) content in a growing ocean of competing messages.
This in-depth workshop explores the many new options available to attract inbound prospects, and how to create a framework for matching content to buyer needs. Learn how to assess you current content assets, identify gaps, and find the most appropriate tools to help fill you content portfolio. Uncover the best ways to address content to prospects at different stages and with different levels of awareness.
Before The Moment of Intent: Utilizing Content to Shape The Buyer's Journeyjohn harris
Marketers often focus on the moment of intent—that time period when the consumer is ready to move forward and take action. Maybe it’s a phone call, maybe it’s an in-store visit or maybe just a specific search query. But the consumer’s journey does not start at the moment of intent. It begins many steps back with needs, desires and interest. To reach these consumers at their pre-intent phases, brands need to develop a content marketing strategy that accounts for the consumer’s mindset while in the interest and discovery phases, where content focus is less confined.
The Yellow Page Market in transition – which business models can profit besid...b-to-v Partners AG
The Yellow Page Market in transition – which business models can profit besides Google? A presentation prepared for the Core Group Internet and Mobile of the b-to-v Investorenkreis in March 2009.
Digital Marketing ROI: Which Half of My Digital Is Working?David Rogers
Amidst a slew of data from new digital tools, even successful marketers find it hard to know "which half of my marketing is working?" – or to explain to the CFO where they should next invest in digital and why. Instead of searching for a universal ROI solution, marketers need to think strategically about their own customers' path to purchase. By linking audience, engagement, and financial impact to their key business objectives, they can build a model that ensures marketing will matter for their business in the digital age.
B2B Marketing in the Age of the Always Addressable CustomerDemandWave
Buying cycles are getting longer and today’s empowered customer is in the driver’s seat. Marketers struggle to deliver the right message to the right audience at the right moment. With 70% of brand interactions taking place before the buyer reaches out, marketers must establish a brand ecosystem that encompasses the extended buying cycle.
Webmarketing123 CEO Paul Taylor and Forrester Analyst, Michael Greene discuss how to:
• Align marketing tactics across your entire brand ecosystem
• Close the loop on your measurement to optimize budgets
• Identify and avoid wasting media dollars due to poor measurement
• Set up a measurement framework for each marketing channel
• Overcome implementation challenges
Accurately predicting which technologies, channels and strategies succeed in the future has a profound impact on marketers seeking to allocate their resources and marketing dollars more effectively. Location3’s new white paper provides in-depth insight from leading industry experts into the trends and services that will impact profitability and drive future growth.
The following report contains statements that are forwardlooking, including expectations and predictions regarding future industry trends and developments. Actual results may differ materially from our expectations or projections. This report also contains opinions, estimates, and forwardlooking statements by industry leaders.
If you're an agency or brand marketer, and would like to explore putting some of these ideas into practice, please click on "Get In Touch" icon at the bottom of the presentation slide.
Tying Engagement to Customer Lifetime Valuedrosen85
Teresa and David will discuss the evolution of loyalty marketing and how advocacy and the proliferation of channels is changing the way we segment and engage consumers.
Develop Compelling Content for Each Stage of the Buying Cycle - A Marketing...Paul Gillin
Content marketing has companies rethinking the concept of the sales funnel. Today, buyers consult their peers, recommendation engines, and even total strangers for decision-making advice. Prospects may enter the funnel knowing far more about you and your products than they did just a few years ago.
This may compress the buying cycle and lower sales costs, but it also presents new challenges.
For starters, marketers must create compelling content that attracts prospects at every stage of the buying cycle in order to succeed. Also, easy access to social sharing channels means increasing pressure to provide more (and more distinctive) content in a growing ocean of competing messages.
This in-depth workshop explores the many new options available to attract inbound prospects, and how to create a framework for matching content to buyer needs. Learn how to assess you current content assets, identify gaps, and find the most appropriate tools to help fill you content portfolio. Uncover the best ways to address content to prospects at different stages and with different levels of awareness.
Before The Moment of Intent: Utilizing Content to Shape The Buyer's Journeyjohn harris
Marketers often focus on the moment of intent—that time period when the consumer is ready to move forward and take action. Maybe it’s a phone call, maybe it’s an in-store visit or maybe just a specific search query. But the consumer’s journey does not start at the moment of intent. It begins many steps back with needs, desires and interest. To reach these consumers at their pre-intent phases, brands need to develop a content marketing strategy that accounts for the consumer’s mindset while in the interest and discovery phases, where content focus is less confined.
The Yellow Page Market in transition – which business models can profit besid...b-to-v Partners AG
The Yellow Page Market in transition – which business models can profit besides Google? A presentation prepared for the Core Group Internet and Mobile of the b-to-v Investorenkreis in March 2009.
Digital Marketing ROI: Which Half of My Digital Is Working?David Rogers
Amidst a slew of data from new digital tools, even successful marketers find it hard to know "which half of my marketing is working?" – or to explain to the CFO where they should next invest in digital and why. Instead of searching for a universal ROI solution, marketers need to think strategically about their own customers' path to purchase. By linking audience, engagement, and financial impact to their key business objectives, they can build a model that ensures marketing will matter for their business in the digital age.
"Marketing in the Oilfield" was presented at Gulf Publishing's 2010 energy marketing event. If you'd like a soft-copy please contact me via Twitter, LinkedIn for Facebook. Thank you!
Steve Latham
http://twitter.com/stevelatham
http://facebook.com/slatham
http://linkedin.com/in/stevelatham
12 Ways Insurance Providers Can Increase Lead Quantity And Quality in 2017The Web Showroom
It is more difficult than ever for insurance businesses to attract high quality customers from digital. Changes in the digital landscape, a more sophisticated consumer and ever increased competition have had a compounding effect in 2016.
This slide-deck will educate insurance providers on the most critical developments in digital throughout 2016 that is impacting bottom line revenue and customer acquisition. This includes 12 proven techniques that insurance providers must do in the next 12 months in order to generate better quality leads from digital in 2017.
Fintech Marketing Update: Increasing Use of Direct Mail for AcquisitionMedia Logic
We all know that fintech companies excel in the digital space. It’s how they’re conceived and what they’re about. But did you know that many fintechs also rely on non-digital channels for key elements of their marketing campaigns?
We’ve observed several direct mail pieces from fintech brands, particularly around customer acquisition. With help from Mintel Comperemedia, we’ve pulled together recent examples showing how these digital companies are using direct mail for acquisition, including targeting the subprime audience.
Media Logic's financial services marketing experts cite direct mail marketing best practices against examples from several fintechs, including SoFi, Chime, Best Egg, Upstart, Aspire, Petal, Payoff and Lending Club.
How do you connect the worlds of social and mobile with affiliate marketing ROI? By connecting your customer at multi-touch points through the new marketing conversion called brevenue.
Experience level: Intermediate
Target audience: Merchant/Advertiser
Niche/vertical: Lead Generation
Declan Dunn, Managing Partner, Dunn Direct Media (Twitter @declandunn)
Where does social media fit in an investment firms' marketing plan? How do you gauge success? Financial services marketers are finding that social media has a place in the media mix. But it's too early to suggest that traditional advertising will be overtaken by social media any time soon. This presentation examines the metrics CMOs are using today to assess social media effectiveness. Connecting the dots of social, content and digital strategies will effect brand visibility. We look at small and large financial services firms and how they are using social media in the mix.
A look at a perspective on how mobility can impact retail beyond current efforts and do for retail what ecommerce promised but didn't deliver upon. Presented at the Heartland Mobile Council Mobile University conference by 5th Finger CEO Patrick Collins 4/28/10.
In an 'always on' world where channel-surfing B2B customers demand real-time responses - no matter where they are - what is the optimal role of social media marketing? Roxane Divol, a partner and leader of McKinsey's Marketing & Sales Practice, addressed this question at the ITSMA Marketing Leadership Forum and demystified the emerging role of marketing as a driver of social technologies. She also discussed the tactics and strategies B2B marketers should use to access the touchpoints and datastreams that reinforce the social consumer decision journey. This presentation provides insights into how, when, and where social media influences and uniquely engages customers, as well as current best practices for developing, launching, and demonstrating the financial impact of social media campaigns. More: http://mckinseyonmarketingandsales.com/topics/b-to-b
The 6 Trends in Digital Communication You Must Be Aware OffLa French Tech
This presentation is a synthetic analysis of the main worldwide trends in digital communication, social media marketing and Internet for 2011 and 2012. This analysis is based on data from Vanksen Group, Emarketer, TNS Gallup and imediaconnection.
This is the presentation I gave as a webinar for SmartInsights annual Marketing Priorities BrightTalk summit, 11 January 2013. In it I discuss how B2B marketers need to master the basics before investing time and effort in promotion, driving traffic and building community. The webinar is available on Bright Talk here https://www.brighttalk.com/webcast/8551/63869
The Customer Engagement Roadmap - The Key to Increasing the Value of Your Membership Base
Want to increase your subscription site’s profitability? The Customer Engagement Roadmap will show you how!
2. Ernan Roman Reggie Brady Lois Brayfield Carolyn Goodman Ken Lane
President President President President / Senior Consultant
Ernan Roman Reggie Brady J. Schmid Creative Director J. Schmid
Direct Marketing Marketing loisb@jschmid.com Goodman KenL@jschmid.com
Corp. Solutions Marketing
ernan@erdm.com reggie@ Partners, Inc.
reggiebrady.com
carolyn@goodman
marketing.com
2
3. The Big Questions
1. Multichannel: How do you really make
multichannel work?
2. Acquisition: Has the acquisition model changed?
What is working?
3. Mobile: What can mobile really do for me?
4. Budgets / Attribution: Allocation. Where and how
do I allocate my marketing dollars and resources?
5. Social: How much of my budget / time / energy
should be dedicated to social media initiatives?
3
4. Multichannel
(Ernan Roman)
Per VoC Research:
Today’s shopper is uniquely multi-dimensional;
multi-channel
multi-purpose
Many reported using multiple media, often at the same time.
Mobile has only added to this complexity.
Media preferences and aversions are becoming more
pronounced.
Therefore gathering individual customer’s media preference
and aversion data is now essential.
4
5. Multichannel
(Ernan Roman)
Spending based on the number of channels:
Multichannel customers spend 2 to 3x more than
single-channel shoppers
Consumers who engage across three or more channels spend
6 to 10x more
Multichannel spending results in incremental spending…
not revenue cannibalism!
Note: The channel used for the purchase is often
not indicative of shopping habits.
Most use multiple media to shop, and often, to purchase.
5
6. Multichannel
(Ken Lane)
Too many marketers are simply “chasing” these various
channels in a silo-ed approach
Marketing spend goes up
ROI goes down
More and more, these silos turn out to be related
Sequential
Synergistic
6
7. Acquisition
(Reggie Brady)
Acquisition is tough! Response rates and ROI are
declining across all media channels
Direct mail prospecting/lead generation response
2003 – 2.14%
2010 – 1.38%
2012 – 1.28%
Cost per order for prospecting/lead generation:
Newspaper – $36
Direct mail, postcards, email & paid search – between $55 & $55
Telemarketing – $190
DMA Response Rate Report 2012
Image source: LazyPatch.com/blog
7
8. Acquisition
(Reggie Brady)
Bright spots
Lead nurturing for B2B via automated emails in combination
with lead scoring
Content marketing ‒ information you create to help solve the
problems your audience cares about
Omni-channel marketing ‒ customers and move from channel
to channel on a regular basis - often to perform the same task
Image source: TheRenegadeWriter.com
8
9. Acquisition
(Lois Brayfield)
If prospects have already engaged at a meaningful level, they
are 68% more likely to purchase in the future. (McKinsey & Co.)
Boldly test a new twist on an old model
Don’t think of prospect lists as “one and done”
Explore new ways to get prospects to raise their hand (print and
digital)
Develop a plan to convert later
9
10. Mobile
(Carolyn Goodman)
Options: SMS, MMS, Push Notifications, Mobile Gaming,
Mobile Web Marketing, QR codes & Location-Based Services
Most popular option: SMS
100 million sent every day
Read in 4 minutes
4/5 consumers use a
smartphone to shop
74% wait only 5 seconds for a
page to load
Most popular app: FourSquare
25MM users By 2014, mobile internet
2.5+ billion check-ins usage will overtake
1+ million merchants
desktop
10
11. Mobile
(Carolyn Goodman)
36% of all emails opened on a mobile device: Need to rethink
email and web page design:
320 – 550 px wide
Minimum 14 px for body text, 16 px for headlines
35 character limit on headlines
Single or double column design
Don’t put clickable images or links side by side
Fingertip elements: 44 x 44 points
Higher contrast between content is ideal
Test before blasting on different mobile devices
11
12. Mobile
(Ernan Roman)
Per VoC Research:
Mobile drives increased multichannel shopping…and spending.
Also, more informed purchase decisions:
Mobile devices facilitate comparison shopping and making
informed decisions.
Result:
More empowered customers.
More competition for marketers.
Takeaway:
Only way to achieve long term, multichannel engagement and
differentiation is to understand individual customer preferences
for messaging, offers and media mix.
12
13. Budgets / Attribution
(Ken Lane)
It used to be that you mailed and the phone rang, blasted
then your orders increased
That was then, this is now
Mobile – sales sourced from mobile devices are the fastest
growing channel of significance
Google reports that 45% of all searches are from a mobile
device and this figure will hit 70% by year end 2013
Social – Facebook, Twitter & Pinterest
13
14. Budgets / Attribution
(Ken Lane)
You cannot manage what you do not measure
Now, more than ever, a Measure & Manage approach to your
business is tantamount to success
Software packages are available
Programmers in big data using Hadoop
Proper sales attribution is critical
Last channel - flawed
First channel – “fair” but can lead to false positives
Weighted attribution
For your consideration…
14
15. Awareness
Budgets / Attribution
Interest
(Reggie Brady)
Ways to determine attribution Evaluation
First touch (not great! – but it did stimulate interest)
Commitment
Last touch (not great! – it did stimulate response, but
undervalues the early stages of the purchasing funnel) Buy
Fractional attribution – gives varying percentages to
each touch-point leading up to conversion (difficult to
do ... but more accurate)
Consider doing “hold out tests” to determine the
effectiveness of individual channels (more often done
in BtoC, more difficult with BtoB)
15
16. Social
(Lois Brayfield)
“60-65% of business leaders believe that
consumers follow their brands on social
media sites because they want to be a part of
a community.
Content is repetitive and boring
Only 25-30% of consumers agree.”
- IBM Institute for Business Value
16
17. Social
(Lois Brayfield)
Customers do not always give “permission” to engage
RESEARCH - Know what your customer cares about
Edit tactics they don’t care about
Don’t treat social efforts as a tactic; build a strategy
Content is repetitive and boring
Too many tweets; must edit
Company posts too frequently
17
18. Social
(Lois Brayfield)
The Call-To-Action is critical to success
Must be customer-focused, not brand-focused
What can your brand do for them?
ICEE – What is Informational, Compelling,
Entertaining or Educational to your customer?
Create a Customer-Focused engagement
funnel that allows for a future “trigger”
TIP: Use social platforms to “crowd-source”
marketing questions
Secondary call-to-action
18
19. Social
(Carolyn Goodman)
More than 75 millions Americans accessed a social
networking site/blog via mobile in one month
3 in 5 mobile users pay attention to mobile ads while visiting
social media sites (Prosper Mobile Insights 2012)
1 in 3 Facebook updates are through a mobile device
40% of tweets are from mobile
Mobile and social = Simple is sexy:
Clear call-to-action
Limit options
Don’t make target jump through hoops
Deliver value
19