Presented at B2B Marketing Forum 2013, Amsterdam, March 14th 2013.
Synopsis: Today’s B2B buyer is not only digitally savvy but is also driving the engagement. As B2B marketers we need to make a shift in how we market. Find out how successful brands are moving from a segmented to a personalised approach, using behaviors to drive relevant, profitable relationships.
Behavioral Marketing: the end of segmentation in B2B MarketingB2B Marketing Forum
De B2B buyer van tegenwoordig is niet alleen handig op digitaal gebied, maar stuwt ook de engagement voort. Als B2B Marketeers zijnde, moeten we een omschakeling maken in hoe wij marketing bedrijven. Ontdek hoe succesvolle merken omschakelen van een gesegmenteerd aanpak naar een persoonlijke aanpak. Ontdek hoe zij dit doen met het gebruik van behaviours om relevante, waardevolle relaties te bouwen.
Behavioural Marketing. Connecting the big 4 of web, email, social & mobile John Watton
Presentation from "Silverpop Connect eCommerce", 20/3/13, London.
Synopsis: eCommerce is now more multi-channel dependent than ever, so it's never been more important to connect up your marketing strategy to create maximum revenue.
Business marketers rely on segmentation for marketing efficiency and effectiveness. This presentation explains how to segment business markets, the key segmentation variables, how segmentation aids prospecting efforts, how to create personas, and how clean data makes segmentation easier.
Behavioral Marketing: the end of segmentation in B2B MarketingB2B Marketing Forum
De B2B buyer van tegenwoordig is niet alleen handig op digitaal gebied, maar stuwt ook de engagement voort. Als B2B Marketeers zijnde, moeten we een omschakeling maken in hoe wij marketing bedrijven. Ontdek hoe succesvolle merken omschakelen van een gesegmenteerd aanpak naar een persoonlijke aanpak. Ontdek hoe zij dit doen met het gebruik van behaviours om relevante, waardevolle relaties te bouwen.
Behavioural Marketing. Connecting the big 4 of web, email, social & mobile John Watton
Presentation from "Silverpop Connect eCommerce", 20/3/13, London.
Synopsis: eCommerce is now more multi-channel dependent than ever, so it's never been more important to connect up your marketing strategy to create maximum revenue.
Business marketers rely on segmentation for marketing efficiency and effectiveness. This presentation explains how to segment business markets, the key segmentation variables, how segmentation aids prospecting efforts, how to create personas, and how clean data makes segmentation easier.
Mintigo: The Savvy Marketer's Guide to B2B SegmentationMintigo1
THE SAVVY MARKETERS GUIDE TO B2B SEGMENTATION
Experts agree that segmentation will increase your clicks. So why do the majority of B2B marketers still not segment? It’s because there are infinite ways to slice and dice a list…and that’s overwhelming for anyone.
View this presentation to learn the new rules of segmentation. Rules that get you maximum clicks for minimum work. Whether you use Mintigo or not, these unique rules will boost your results before your next campaign. Learn:
-When you need a new segment and when you don’t
-The secret recipe you need for every segment
-How to validate and refine segments with every campaign
Industrial Market is another name for B2B (Business to Business) Markets.
This presentation focuses on
1. Segmentation Variables for Business Markets
2. Effective Segmentation Criteria
3. Steps in Segmentation Process
HOW TO MAP CONTENT TO THE BUYER'S JOURNEY & THE MARKETER'S FUNNEL [INBOUND 2014]HubSpot
Only 44% of B2B marketers and 39% of B2C marketers have a documented content strategy (Content Marketing Institute). Delivering the right content, to the right persona at the right time is essential to achieving success in your marketing, but it isn't going to happen by accident. Attend this session to learn the step-by-step content mapping process developed from content consumption and buyer behavior research. Leave the session with new knowledge and the resources, worksheets and reference guides you'll need to complete your own Content Map. Real-life inspiration and use-case ideas to make it actionable in your own marketing included.
Behavioural marketing and how to get your customers to love youJohn Watton
The world of marketing is now more multi-channel dependent than ever. Find out how to better integrate your email, web, mobile and social media marketing to deliver outstanding ROI, and how a behavioural marketing approach can drive personalised, multi-channel experiences for your customers that means they'll love you to death.
Using behavioural marketing to up the ante in the age of the multi-channel cu...John Watton
Today’s buyers control the buying process, accessing the information they need across ever-increasing channels. Using UK research conducted by Forrester Consulting on behalf of Silverpop, find out how behavioural marketing practices can help you connect with these buyers and realise higher return on marketing investment. You’ll learn how to create a culture of customer obsession; establish a common language across channels and touch points; stop thinking about campaigns and start thinking about engagement; and build the technical infrastructure to support dynamic communications.
We are in a golden age for B2B marketing. What used to be the poor relation to B2C marketing is now the cool older brother. The reality is the exciting stuff is in B2B. Why? Well, unlike B2C we have to cover multiple decision makers, varying personas and conflicting needs. We have to take several individuals on a multi-month journey and we have to do all of that in a digital world. And that’s a world where good is not enough. It's all about logic, emotion, proof, business value, entertainment, ROI, being engaging, forging long-lasting relationships, delivering on promises, exciting customers. Find out how you combine science and art and put the emotion in B2B marketing to really excel.
Art + Science : The New Marketer - Future of Digital Marketing 2015John Watton
Recent discussions have focussed on putting more science into marketing. But successful marketers will be those who are analytical and data-driven, yet understand brands, storytelling, and experiential marketing. Future marketing leaders must engage both right and left-brain disciplines and balance the art and science of marketing.
Reinventing Marketing in the Age of Digital, ICT Spring 2015, LuxembourgJohn Watton
The role of marketing has gone through more transformation in the last two years than in the previous fifty. Successful brands now have a marketing team that thinks beyond marketing, puts mobile first and understands that a brand is truly defined by the experience it creates for its customers. Find out why the rules of the marketing game have changed and how marketing is going through its biggest transformation ever.
Marketing technology is on the minds of every marketer. But good marketing is not just about automation. You need to blend art with the science. You need to get emotional. Only then will you build meaningful, long term relationships with customers and d
Mintigo: The Savvy Marketer's Guide to B2B SegmentationMintigo1
THE SAVVY MARKETERS GUIDE TO B2B SEGMENTATION
Experts agree that segmentation will increase your clicks. So why do the majority of B2B marketers still not segment? It’s because there are infinite ways to slice and dice a list…and that’s overwhelming for anyone.
View this presentation to learn the new rules of segmentation. Rules that get you maximum clicks for minimum work. Whether you use Mintigo or not, these unique rules will boost your results before your next campaign. Learn:
-When you need a new segment and when you don’t
-The secret recipe you need for every segment
-How to validate and refine segments with every campaign
Industrial Market is another name for B2B (Business to Business) Markets.
This presentation focuses on
1. Segmentation Variables for Business Markets
2. Effective Segmentation Criteria
3. Steps in Segmentation Process
HOW TO MAP CONTENT TO THE BUYER'S JOURNEY & THE MARKETER'S FUNNEL [INBOUND 2014]HubSpot
Only 44% of B2B marketers and 39% of B2C marketers have a documented content strategy (Content Marketing Institute). Delivering the right content, to the right persona at the right time is essential to achieving success in your marketing, but it isn't going to happen by accident. Attend this session to learn the step-by-step content mapping process developed from content consumption and buyer behavior research. Leave the session with new knowledge and the resources, worksheets and reference guides you'll need to complete your own Content Map. Real-life inspiration and use-case ideas to make it actionable in your own marketing included.
Behavioural marketing and how to get your customers to love youJohn Watton
The world of marketing is now more multi-channel dependent than ever. Find out how to better integrate your email, web, mobile and social media marketing to deliver outstanding ROI, and how a behavioural marketing approach can drive personalised, multi-channel experiences for your customers that means they'll love you to death.
Using behavioural marketing to up the ante in the age of the multi-channel cu...John Watton
Today’s buyers control the buying process, accessing the information they need across ever-increasing channels. Using UK research conducted by Forrester Consulting on behalf of Silverpop, find out how behavioural marketing practices can help you connect with these buyers and realise higher return on marketing investment. You’ll learn how to create a culture of customer obsession; establish a common language across channels and touch points; stop thinking about campaigns and start thinking about engagement; and build the technical infrastructure to support dynamic communications.
We are in a golden age for B2B marketing. What used to be the poor relation to B2C marketing is now the cool older brother. The reality is the exciting stuff is in B2B. Why? Well, unlike B2C we have to cover multiple decision makers, varying personas and conflicting needs. We have to take several individuals on a multi-month journey and we have to do all of that in a digital world. And that’s a world where good is not enough. It's all about logic, emotion, proof, business value, entertainment, ROI, being engaging, forging long-lasting relationships, delivering on promises, exciting customers. Find out how you combine science and art and put the emotion in B2B marketing to really excel.
Art + Science : The New Marketer - Future of Digital Marketing 2015John Watton
Recent discussions have focussed on putting more science into marketing. But successful marketers will be those who are analytical and data-driven, yet understand brands, storytelling, and experiential marketing. Future marketing leaders must engage both right and left-brain disciplines and balance the art and science of marketing.
Reinventing Marketing in the Age of Digital, ICT Spring 2015, LuxembourgJohn Watton
The role of marketing has gone through more transformation in the last two years than in the previous fifty. Successful brands now have a marketing team that thinks beyond marketing, puts mobile first and understands that a brand is truly defined by the experience it creates for its customers. Find out why the rules of the marketing game have changed and how marketing is going through its biggest transformation ever.
Marketing technology is on the minds of every marketer. But good marketing is not just about automation. You need to blend art with the science. You need to get emotional. Only then will you build meaningful, long term relationships with customers and d
Behavioural Marketing & how to get your customers to love youJohn Watton
The World of Marketing is now more multi-channel dependent than ever. Find out how to better integrate your email, web, mobile and social media marketing to deliver outstanding ROI. And how a behavioural marketing approach can drive personalised, multi-channel experiences for your customers that ultimately means they'll love you to death.
This presentation looks at Behavioural Marketing and the simple journey you can follow to deliver a more personalised experience for your customers:
How to capture the things people do when they interact with your company across all channels (email, web, mobile, social, etc).
How to combine that data with what you already know about that person – the profile & preferences; or past behaviours.
The rules to apply to the data
How to use the rules to generate a personalised interaction and a multi–channel, multi-step relationship that delivers the most relevant customer experience for the individual.
eCommerce Expo 2013 : Behavioural Marketing or How to get your customers to l...John Watton
The world of marketing is now more multi-channel dependent than ever. Find out how to better integrate your email, web, mobile and social media marketing to deliver outstanding ROI. And how a behavioural marketing approach can drive personalised, multi-channel experiences for your customers that ultimately means they'll love you to death.
Stop Sending Email! Start Sending Multi-channel messages that matterJohn Watton
Please don't get me wrong - email is, and should be a pivotal part of all effective revenue driving marketing strategies.
But what really gains results is the delivery of the right message at the right time via the right channel. What would the return be if you combined multi-channel to create campaign messages that matter? In this session we will cover multi-channel tracking, how to easily analyse 'big' behavioural data and how to automatically output the right communication via the best channel, whether that be web, email, direct mail, social media, etc.
Stop Sending Email! Start sending messages that matter!John Watton
Email is, and should be, a pivotal part of revenue driving digital marketing startegy. But what really gains results is the delivery of the right message at the right time via the right channel.
Using Social Behaviours as part of B2B lead generationJohn Watton
Social media presents new opportunities for customer engagement and lead generation. But to get it right requires a whole bunch of new skills that are both creative and process oriented. Find out how a behavioural marketing approach to lead generation will net amazing results, and how social media can be a key tool in a multi-channel lead generation strategy.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
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Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
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A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
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Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Behavioral Marketing : The end of segmentation in B2B marketing
1. Behavioral Marketing :
The end of segmentation
in B2B marketing
John Watton, Silverpop
B2B Marketing Forum, 14th March 2013.
@jwatton , jwatton@silverpop.com #b2bnl
13. The Segmented
Audience Approach
Female
Homeowner
Male
Female College 30-40
Female Male
Homeowner Homeowner Educated
30-40 Female
With kids
Homeowner
College College
Educated Educated Male
With kids With kids 30-40
Male
Female 30-40
Homeowner
Male
30-40
Male Female
30-40 Homeowner
Male
30-40 College
College Educated
Educated With kids College
With kids Educated
Female
Homeowner With kids
#b2bnl
21. 56% of the buying process
is invisible to the seller.
“The empowered
customer is
now in control of the
business relationship.” #b2bnl
Source: IBM CMO Study 2011
22. 70% of B2B buyers use a search
engine at the start of their
buying process
Source: Mediative Whitepaper, Feb 2011
#b2bnl
23. of C-Level executives prefer to
locate information themselves
53%
Source: Carat UK, Mar 2013
#b2bnl
24. 21% of B2B buyers use social
media at some point in the
buying process
Source: BaseOne Buyersphere 2012
#b2bnl
34. Step 4: Personalize channels (e.g. email)
Subject Line Personalization
1 First name personalization
1 Personalized Content
Name and contact info for each customer’s
2 6 personal rep
Dynamic Subject Lines
2 The subject line changes based on the type and
duration of club membership
Individualized Content Lists
3 For any customer who has purchased two or more
items in the last 90 days, list each purchase
with review links
E-commerce-driven Personalization
4 Display totals and other engaging content to drive
follow-on purchases.
7 Website-driven Content
5 Directly track each customer’s web activity and
prompt them to visit new areas of the site.
Send Time Optimization
3 6 The message arrives in each individual’s inbox at
precisely the time that individual is most likely to
1 check email.
Data-driven Dynamic Image
7 Image is selected based on demographic and
4 profile info
8 Score-driven Dynamic Offer
5 8 Discounts/prices vary by social influence #b2bnl
and time
since last purchase
36. Lead score on demographics & behaviors
Heavy Behavior Low
Interest Interest
Profile 1 2 3 4
Great Fit A 32+/15+ 32+/10-14 32+/6-9 32+/0-5
B 20-31/15+ 20-31/10-14 20-31/6-9 20-31/0-5
C 10-19/15+ 10-19/10-14 10-19/6-9 10-19/0-5
OK fit D 0-9/15+ 0-9/10-14 0-9/6-9 0-9/0-5
#b2bnl
37. Prioritize “sales-ready” leads
Heavy Behavior Low
Interest Interest
Profile 1 2 3 4
Great Fit A 32+/15+ 32+/10-14 32+/6-9 32+/0-5
B 20-31/15+ 20-31/10-14 20-31/6-9 20-31/0-5
C 10-19/15+ 10-19/10-14 10-19/6-9 10-19/0-5
OK fit D 0-9/15+ 0-9/10-14 0-9/6-9 0-9/0-5
#b2bnl
38. Behavior Driven Automation
Campaign Campaign
Program A Program B 260% lift in product Sales
than non automated emails
– Empowering Parents
Only 4% of emails have been
automated thus far yet they
drive 40% of email revenue –
S&S Worldwide
Conversion rates went up
136% with automation -
SmartPak
#b2bnl
39. Dell/Trend Micro
Trend Trend Segment Time
Database
Micro #1 #4
Database POS Segment
Post Purchase Survey Welcome Campaign
Regular Monthly Campaigns
Trend FTP Site Data put on to Default
FTP site daily Customer
Communications
Ad Hoc Campaigns
Mid Term Survey Renewal Reminders
CleverTouch #1 #4
Data Data
manipulated In Trial Segment
Transformation
ready for Welcome Campaign
silverpop
Post Trial #1 #2
Activation Activate - Y
Segment Post Purchase Survey Welcome Campaign
Silverpop FTP Data uploaded
Site to silverpop for
#1
scheduled Activate - N
daily import
Survey #2 Extended Trial Period Campaign
Win Back
Campaign
New contacts
Silverpop added to #8
Database Database
Highlights- over 4-10k pcm enter this programme, all automated (10 times a day) #b2bnl
5 routes & 9 languages and multi-touch= 250+ scheduled communications
41. 1 day 3 days
Try Why you
wizard should
1. Wizard
Overview
1 day 3 days It will
Almost
Done… help
2. Started you
Wizard
1 day 3 days
Wizard Custom
3. Completed Results for you
Wizard
1 day
4. Add to Did you x days
forget ….
Cart
Responding 5. Placed Thank You x days
….
to Website Order
Behaviors #b2bnl