#DFB2B 2015 - Alex Ballering, An exciting journey to real ROI

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Alex Ballering, NXP An exciting journey to real ROI Welke kanalen en middelen moet je inzetten om uiteindelijk echte ROI te krijgen op je online marketing inspanningen? Hoe zet je het gehele marketing automation proces dusdanig in dat alle resultaten meetbaar zijn? Vandaag zal Alex uit de doeken doen hoe NXP Semiconductors dit proces heeft ingericht om de meest effectieve manier van online marketing in te zetten en te meten. Meer info: www.dfb2b.nl Powered by: www.webs.nl

Marketing

Digital Future of Business 2 Business…
June 26, 2015 COMPANY INTERNAL4.
• (online) marketing is…
• Real Time
• Customer Focused (individual, customer and
aggregated)
• Channel Agnostic
• Relevant continuous profiling (contact and
interest)
• Resource allocation

How did we know how to serve John and Steve?
June 29, 2015 COMPANY INTERNAL5.

We LISTEN to our target audience
June 29, 2015 COMPANY INTERNAL6.

You have…
June 26, 2015 COMPANY INTERNAL7.

Audiences…?
June 26, 2015 COMPANY INTERNAL10.

Channels…?
June 26, 2015 COMPANY INTERNAL11.

Assets…?
June 26, 2015 COMPANY INTERNAL12.

It is all about…
June 26, 2015 COMPANY INTERNAL13.

You visit our website…
So we know you are interested
June 26, 2015 COMPANY INTERNAL14.
Interested in what??
NXP offers >15.000 different products
Price range can differ factor 20.000 per piece
Some products do 1 thing…
Others can be programmed to do anything

Relevance is key…
June 29, 2015 COMPANY INTERNAL15.

So what do we do??
June 29, 2015 COMPANY INTERNAL16.

• Select the right audience
• Use the right channels
• Connect all the activities
• Measure and monitor towards results
We have to make sure we can…
June 26, 2015 COMPANY INTERNAL17.

1. Selecting the right audience:
Continuous profiling
June 26, 2015 COMPANY INTERNAL18.
Demographics
Account / CBG
Geography/
Language
Contact profiling Activity and interest profiling
Job role
Engagement
Interest
(Product/application/so
lution interest)
Origin
Transactions
• Webinars,
• White papers,
• Software,
• Analytics,
• Trainings,
• Services,
• Samples

1. Selecting the right audience:
Structure the interest
June 26, 2015 COMPANY INTERNAL19.
• In our case, we measure product
interest 4 levels deep
• Products-Microcontrollers-Cores-
CortexM0-M0+
• Simple implementation:
• Labeling your pages and assets
• Complex implementation:
• Profiling algorithm tools

2: Define the right channels
Label the channels/CTA you use
integrated_BaiduUSBTypeC-web_advertising_search-07_01_15
download_whitepaper_chs
Action_object_language
Type of campaign_description-Channel-start date of this activity

3. Understand the results:
Grouping activities to the project
Grouping project
budget, owners
and products
Grouping project
marketing activities

4. Measure and monitor towards results
Monitor financial
targets
Understand and
monitor the funnel
conversions
Monitor the activity
levels over time
Monitoring the new
contacts

When done right, it…
June 29, 2015 COMPANY INTERNAL23.

…serves multiple stakeholders
June 29, 2015 COMPANY INTERNAL24.
Campaign manager
• Closed loop reporting against
campaign goals
• Timely campaign management
• Analyse performance accross / per
channel
Account manager
• Deep customer insights, behavior and
interest areas
• Opportunity management
• Customer social insights
Product Manager
• Product / application / solution
interest
• Customer trends
• New customer identification
• Product focused social trends
Content /Media manager
• Content effectiveness
• Content conversion
• Channel analysis
• Optimizing media mix
UX manager
• Site conversions
• Path tracking
Marcom management
• Overall digital performance
• Resource allocation
• Reporting

… keeps our users UP-TO-DATE
June 29, 2015 COMPANY INTERNAL25.
Shots taken from our live
Sales
Engagement
Dashboard

Cross Channel Dashboards +
Ad hoc analytics
Mobile
Marketing
Intelligence
DWH
Decision support
Inbound marketing / engagement
Website
Social
Email
Support
SalesDirectaccounts
SEO/SEA
IndirectaccountsChannel specific reports
Customer behaviour Targeted content & CTA’s
Linked data
Cross Channel reports
We use a fully equiped platform…

Wow… sounds and looks complex
June 29, 2015 COMPANY INTERNAL27.

But most important, is that you…
June 29, 2015 COMPANY INTERNAL28.
Structure…
Product assets
Marketing assets
Marketing approach
Learn…
From your customers
From every step
Continuously

June 29, 2015 COMPANY INTERNAL29.
http://www.linkedin.com/in/alexballering

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#DFB2B 2015 - Alex Ballering, An exciting journey to real ROI

1. COVER PAGE SUBTITLE PLACEHOLDER COMPANY CONFIDENTIAL …TO STRUCTURE YOUR DIGITAL MARKETING APPROACH HOW… Alex Ballering Global Digital Marketing NXP Semiconductors

2. NXP…

3. Our environment

4. Digital Future of Business 2 Business… June 26, 2015 COMPANY INTERNAL4. • (online) marketing is… • Real Time • Customer Focused (individual, customer and aggregated) • Channel Agnostic • Relevant continuous profiling (contact and interest) • Resource allocation

5. How did we know how to serve John and Steve? June 29, 2015 COMPANY INTERNAL5.

6. We LISTEN to our target audience June 29, 2015 COMPANY INTERNAL6.

7. You have… June 26, 2015 COMPANY INTERNAL7.

8. And… June 26, 2015 COMPANY INTERNAL8.

9. June 26, 2015 COMPANY INTERNAL9.

10. Audiences…? June 26, 2015 COMPANY INTERNAL10.

11. Channels…? June 26, 2015 COMPANY INTERNAL11.

12. Assets…? June 26, 2015 COMPANY INTERNAL12.

13. It is all about… June 26, 2015 COMPANY INTERNAL13.

14. You visit our website… So we know you are interested June 26, 2015 COMPANY INTERNAL14. Interested in what?? NXP offers >15.000 different products Price range can differ factor 20.000 per piece Some products do 1 thing… Others can be programmed to do anything

15. Relevance is key… June 29, 2015 COMPANY INTERNAL15.

16. So what do we do?? June 29, 2015 COMPANY INTERNAL16.

17. • Select the right audience • Use the right channels • Connect all the activities • Measure and monitor towards results We have to make sure we can… June 26, 2015 COMPANY INTERNAL17.

18. 1. Selecting the right audience: Continuous profiling June 26, 2015 COMPANY INTERNAL18. Demographics Account / CBG Geography/ Language Contact profiling Activity and interest profiling Job role Engagement Interest (Product/application/so lution interest) Origin Transactions • Webinars, • White papers, • Software, • Analytics, • Trainings, • Services, • Samples

19. 1. Selecting the right audience: Structure the interest June 26, 2015 COMPANY INTERNAL19. • In our case, we measure product interest 4 levels deep • Products-Microcontrollers-Cores- CortexM0-M0+ • Simple implementation: • Labeling your pages and assets • Complex implementation: • Profiling algorithm tools

20. 2: Define the right channels Label the channels/CTA you use integrated_BaiduUSBTypeC-web_advertising_search-07_01_15 download_whitepaper_chs Action_object_language Type of campaign_description-Channel-start date of this activity

21. 3. Understand the results: Grouping activities to the project Grouping project budget, owners and products Grouping project marketing activities

22. 4. Measure and monitor towards results Monitor financial targets Understand and monitor the funnel conversions Monitor the activity levels over time Monitoring the new contacts

23. When done right, it… June 29, 2015 COMPANY INTERNAL23.

24. …serves multiple stakeholders June 29, 2015 COMPANY INTERNAL24. Campaign manager • Closed loop reporting against campaign goals • Timely campaign management • Analyse performance accross / per channel Account manager • Deep customer insights, behavior and interest areas • Opportunity management • Customer social insights Product Manager • Product / application / solution interest • Customer trends • New customer identification • Product focused social trends Content /Media manager • Content effectiveness • Content conversion • Channel analysis • Optimizing media mix UX manager • Site conversions • Path tracking Marcom management • Overall digital performance • Resource allocation • Reporting

25. … keeps our users UP-TO-DATE June 29, 2015 COMPANY INTERNAL25. Shots taken from our live Sales Engagement Dashboard

26. Cross Channel Dashboards + Ad hoc analytics Mobile Marketing Intelligence DWH Decision support Inbound marketing / engagement Website Social Email Support SalesDirectaccounts SEO/SEA IndirectaccountsChannel specific reports Customer behaviour Targeted content & CTA’s Linked data Cross Channel reports We use a fully equiped platform…

27. Wow… sounds and looks complex June 29, 2015 COMPANY INTERNAL27.

28. But most important, is that you… June 29, 2015 COMPANY INTERNAL28. Structure… Product assets Marketing assets Marketing approach Learn… From your customers From every step Continuously

29. June 29, 2015 COMPANY INTERNAL29. http://www.linkedin.com/in/alexballering

#DFB2B 2015 - Alex Ballering, An exciting journey to real ROI

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