This document contains information about a presentation given by Stephan Woltering on marketing methods, marketing automation, and marketing accountability. It includes an introduction of Woltering and details of his current project working for a €1.1 billion B2B retailer in Europe. The presentation covers topics like the death of the traditional sales funnel, consistent customer experience, demand generation, campaign management, lead management, and marketing automation. It also discusses defining the right metrics to measure marketing's output, program performance, content supply chain, and financial impact.

1. www.veneo.com
T +49 251 202 4551
F +49 251 59685 1023
info@veneo.com
Veneo GmbH
Zur Steinkuhle 4
48341 Muenster-Altenberge
Germany
Berner AG
Feb 29th 2016
Rotary Club Cologne
Marketing-Methoden
Definition, Messbarkeit, weitest gehende
Automatisierung

2. www.veneo.com
T +49 251 202 4551
F +49 251 59685 1023
info@veneo.com
Veneo GmbH
Zur Steinkuhle 4
48341 Muenster-Altenberge
Germany
Marketing-Methods,
Marketing Automation & Marketing‘s Accountability
Impetus Presentation
by
Stephan Woltering

3. 3veneo.com
Introduction
Stephan Woltering
Interim Manager – Agent of Change
 Interim Manager – Agent of Change - since
2003.
 Specialised in Sales, Marketing, Service
Organisation in B2B industries.
 About 30 years Direct Sales and Marketing
experience, 20 years of it as 1st or 2nd Level
Executive.
 ECommerce Pioneer since 1996.
 Technology focus on Digital Transformation
with CRM, Web-Content Management, Internet
Marketing, Intranets, Portals, Lead
Management and Marketing Automation.
 Certified Prince2 Practitioner, Expert for
Organisational Change Management (OCM),
SWOT Practitioner, Bi-Lingual.

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Current Project
Stephan Woltering
Interim Manager – Agent of Change
 1.x billion Euro B2B retailer with 6.000 sales reps
in Europe.
 MRO Industry = Maintenance & Repair
Operations.
 Large scale transformation in early stage,
probably one of the biggest projects of its kind in
an SME in Europe.
 About 30 concurrent strategic projects.
 Program Manager Marketing & E-commerce for
the following projects:
 Marketing Data Warehouse
 KPI Tree Implementation (+ Project Mgr. ad interim)
 Market Segmentation
 Marketing Processes
 Re-Organization of Product Marketing
 Demand Generation

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Most Pressing Business Challenges
New business development
Quality of leads
Remaining up to date with current marketing technology and trends
Customer acquisition
Quantifying marketing's return on investment
Integration of marketing tools/systems
Demand and lead generation
Budgetary constraints
Building deep customer relationships
Creating a personalized cross-channel experience
Producing unique, original content
Using existing data to drive more relevant messages and experiences
Keeping pace with competitors
Staying ahead of social media trends
Talent acquisition and retention
Understanding what data to analyze
Shifting consumer demographics
Channel expansion and device adoption
Enterprise-level system optimization
Other 1%
27%
27%
27%
26%
25%
25%
23%
23%
22%
22%
22%
21%
21%
21%
20%
20%
19%
18%
18%
RANK
1
2
3
4
5
9
6
11
7
8
13
10
16
19
12
17
15
18
14
20
The biggest challenges of 2016 are new business development,
quality of leads, and remaining up to date with current marketing
technology and trends.

6. 6
Customer
specific value
proposition &
approach
management
Customer
acquisition
management
Customer
care
management
Customer
loyalty
management
- Customer value management
- Lead management new, retained and reactivated valuable
customers
- Value proposition for new, retained and reactivated
valuable customers
- Lead nurturing or retention
- Touch Point Management
- Sales results (moment of truth)
- Order processing
- Service delivery
- Claim management
- Touchpoint management
- Customer satisfaction management
Insights management & Strategic
Segmentation
- Identification of relevant
attractive market segments
& valuable customer groups
- Strategic assortment
definition & branding
- Customer insights
management
Strategy
Operation
Customer data analytics
- Detect cross- and up-selling
opportunities
- Detect customers that are about to
churn
- Retention management
Transformation along a cycle
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7. Marketings‘ Transformation
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8. ... and then there is this …
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9. The Death of the traditional Sales Funnel
 ~60 % of the decision making process is over
before a sales rep is in contact with the potential
buyer.
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10. The Death of the traditional Sales Funnel
 Predict the change in customer purchase
behavior and in new players in the market; they
force to change the way business is done.
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11. Consistent Customer Experience
ACCT DemandGen Business Metrics – Stephan Woltering – August 2015
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12. Ominchannel Playbook
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13. Demand Generation
Distinct Features of Demand Generation
ACCT DemandGen Business Metrics – Stephan Woltering – August 2015
 Demand generation
is an umbrella of targeted marketing programs (online & offline) to
drive awareness and interest in a company, get customers excited
about your company, the industry and/or the products and/or services.
It involves multiple areas of marketing and is really the marriage of
marketing programs coupled with a structured sales process.
 Goals:
building awareness, positioning relevance, supporting validation and
mitigating customer evaluation.
 Method & instruments:
Demand generation can be done e.g. with an ebook campaign, a
weekly newsletter for blog subscribers, a meet-up event, a contact
center interaction, a direct sales contact, a company-sponsored
webinar, a response to twitter questions, the promotion of blogs
through XING, LinkedIn or Facebook and run email campaigns. It's not a
quick fix, a banner ad, an email blast, or a call center phone-a-thon.
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14. Campaign Management
Distinct Features of Campaign Management
 Campaign Management
enables companies to define, orchestrate and communicate valuable information to customers accross
websites, mobile, social, direct mail, point-of-sales terminals, digital signage, kiosks, call centers and
email. Digital marketing, which continues to be integrated with campaign management, includes
addressable branding / advertising, contextual marketing and transactional marketing.
 Goals:
Segment, target and manage multi channel marketing messages, (campaign creation, campaign
orchestration, campaign execution, and campaign measurement)
 Method & instruments:
Campaign Management re-
quires a Campaign Management
Software. Critical capabilities
are multidimensional segmentation,
campaign workflow, predictive
analysis, event triggering, real-time
decisioning, content marketing,
social marketing, ad manage-
ment, email marketing, and mobile
marketing) and services
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15. Lead Management
Distinct Features of Lead Management
 Lead Management
Is the amount of all activities to convert potential buyers into real buyers. It’s a customer acquisition
process which identifies potential buyers (leads), educates them, engages with them, and when the
leads are considered qualified, get passed from marketing to sales. It covers the complete process of
tracking and managing sales leads (prospective customers) from generation of leads to their conversion
into sales and long-term relationships. The data generated in this process is used in to measure the
efficiency of the marketing and sales efforts.
 Goals:
measure digital behaviour, feedback
to content or campaign creation, qualfiy,
score and enhance customer data records,
Increase conversion rates, case sensitive
lead routing depending on recent interaction
 Method & instruments:
Lead Management requires a deeply integrated
Marketing Automation Platform to manage,
control and measures the end-to-end process of
lead routing through the entire organization.
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16. Marketing Automation
Distinct Features of Marketing Automation
ACCT DemandGen Business Metrics – Stephan Woltering – August 2015
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Peter Drucker
Peter Ferdinand Drucker was an Austrian-born American management consultant, educator, and author, whose writings contributed to the philosophical and practical
foundations of the modern business corporation. He was also a leader in the development of management education, he invented the concept known as management by
objectives and self-control, and he has been described as "the founder of modern management".

18. Marketings‘ Contribution
Questions to start with.
ACCT DemandGen Business Metrics – Stephan Woltering – August 2015
 How does a process contribute to the larger
company goals?
– It‘s not difficult to execute a process. Its terribly difficult to execute a process in such a way,
that the results fit to the larger goals, the process owner can self-manage, prioritize high-
value activities and grow the importance of the process in a direction that aligns with the
company goals.
 What metrics need to be used to measure
success in that process?
– Asking a question like this shows that the process owner is goal oriented and isnt afraid to
be held accountable for those goals. Asking this question will force the Manager to define
and communicate those metrics, so that it is clear what needs to be executed.
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19. Marketing Performance
The Right Metrics
1. Marketings‘ Output Perfomance Metrics
 Business Metrics measuring Marketing Process Output
= Common Metric for todays Marketing
2. Marketings‘ Program Performance Metrics
 Business Metrics along the Revenue Cycle
= Progress to decision making
3. Marketings‘ Content Supply Chain / Diagnostic Metrics
 Metrics that track Customers Decision Journey Performance
= Digital Behavior
4. Marketings‘ Financial Metrics
 Marketings’ impact on company Financial Results
= ROI oriented
19
activity
effectiveness
impact
efficiency
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20. Marketings’ Output Performance Metrics
Business Metrics measuring Process Output
ACCT Project “Strategic Segment Marketing”
– Nadège Grostabussiat – August 2015
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PROCESS DESCRIPTION KPI DESCRIPTION CALCULATION
Content Creation Create content, content
types according to
persona model
# media assets created How many media (assets, e.g. videos, white paper,
case stories, images, text blocks etc. have been
created per day/week/month/quarter/year?
per Content Type,
Persona, Buying
Stage, Campaign,
Language,
Geography
Minutes to create new Content How long does a editor need to create a content?
€ cost per asset created How much does it cost to create an asset?
Content Execution To publish content
internally or accross
external channels
# targeted media assets executed How many media (assets, e.g. videos, white paper,
case stories, images, text blocks etc. have been used
per day/week/month/quarter/year?
# targeted media
used internally and
delivered across
external channels% of media executed vs created The ratio used/created media assets.
€ cost per asset execution How much does it cost to publish an asset?
Campaign Creation Plan, budget and create
campaigns and define
goals, organize your
content into a
campaign. Campaigns
allow you to to associate
realted market asstes to
your target and your
goals.
# Campaigns created How many campaigns have been created per
day/week/month/quarter/year?
# Campaigns
created per
Persona, Buying
stage, Language,
Geography
Minutes to create a new campaign How long does a Content Manager need to create
acampaign?
€ cost per campaign creation How much does it cost tocreate a campaign?
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All Records
1.
Names
2.
Engaged
3.
Prospects &
Recycled
4.
MQL
Leads
5.
SAL
Sales Leads
6.
SQL
Opportunity
7.
Customer
DATABASE% NAMES/ENG ENG/PROSP PROSP/MQL MQL/SAL SAL/SQL SQL/CUST
MQL, SAL or SQL rejected
CONVERSION RATES PLUS Date of Conversion
Marketing Program Performance Metrics
Business Metric along the Revenue Cycle
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Marketings’ Content Supply Chain Metrics
Metrics that track Customers Decision Journey Performance
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23. Marketings’ Financial Metrics
Marketings’ impact on company financial results
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24.  NPV/NS: Net present value per new sales:
Revenue per new sales generated.
 IR: Incremental Revenue:
SQL/CUST x NPV per new sales.
 GM/IS: Gross Margin from incremental sales:
Gross Margin in % Incremental Revenue.
 NP: Net Profit of Marketing activity:
Net Profit as impact of Marketing activity.
 COMA: Cost of Marketing Activity:
Cost of a dedicated Marketing activity.
 MROI: Marketing ROI%:
Return of investment per capita Marketing investment.
 CPL (..L):
Cost per MQL or SAL or SQL .
24
Marketings’ Financial Metrics
Marketings’ impact on company financial results
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25. 25veneo.com
THANK YOU!
 +49 251 202 415 51
 +49 172 511 223 2
 stephan.woltering@veneo.de
 skype: st.woltering
 LinkedIn
 XING
 Zur Steinkuhle 4
48431 Altenberge / Muenster
Germany