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.
Behavioral Marketing : The end of segmentation in B2B marketing John Watton
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.
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.
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.
Optimize Strategy - Integrated SEO, Social Media & Content Marketing #fusionmexTopRank Marketing Agency
Lee Odden of TopRank Online Marketing presents on developing an integrated online marketing strategy focused on SEO, Social Media and Content Marketing at Fusion Marketing Experience in Antwerp Belgium.
B2BMF2019 - How Data Driven is Your Marketing Organization? - TableauB2B Marketing Forum
Of je marketingteam nu aan het begin van de data-reis is of verder, tijdens de presentatie van Christy en Eulalie ontdek jij hoe marketeers betere beslissingen kunnen nemen én hun impact kunnen aantonen. Gebruikmakend van marketingkanalen vol data én continu ontwikkelende technologie kun jij een analysestrategie ontwikkelen die nu én op de lange termijn succesvol is.
Berend-Jan Rietveld neemt je mee in de reis die Schiphol heeft afgelegd om klantbeleving meer centraal te stellen. Met een complexe waardeketen waarin klanten ook partners zijn moet gecombineerde waarde geboden worden. Schiphol zette de eerste stappen op weg naar een platform-aanpak om samen met airlines toegevoegde waarde te leveren aan de eindklant, de reiziger.
B2BMF2019 - Marketing automation voor een succesvolle leadgeneratiestrategie ...B2B Marketing Forum
Kayleigh Groenendijk (Sr. CRM Marketeer, de Persgroep) en Coen van Delft (Sales en Marketing, spotONvision) deelde in een interactieve workshop hun inzichten over de implementatie van marketing automation bij Persgroep. Samen waren zij van A tot Z verantwoordelijk voor de implementatie en strategie van marketing automation bij de Persgroep en de integratie van het lead management proces met het CRM systeem.
Behavioral Marketing : The end of segmentation in B2B marketing John Watton
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.
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.
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.
Optimize Strategy - Integrated SEO, Social Media & Content Marketing #fusionmexTopRank Marketing Agency
Lee Odden of TopRank Online Marketing presents on developing an integrated online marketing strategy focused on SEO, Social Media and Content Marketing at Fusion Marketing Experience in Antwerp Belgium.
B2BMF2019 - How Data Driven is Your Marketing Organization? - TableauB2B Marketing Forum
Of je marketingteam nu aan het begin van de data-reis is of verder, tijdens de presentatie van Christy en Eulalie ontdek jij hoe marketeers betere beslissingen kunnen nemen én hun impact kunnen aantonen. Gebruikmakend van marketingkanalen vol data én continu ontwikkelende technologie kun jij een analysestrategie ontwikkelen die nu én op de lange termijn succesvol is.
Berend-Jan Rietveld neemt je mee in de reis die Schiphol heeft afgelegd om klantbeleving meer centraal te stellen. Met een complexe waardeketen waarin klanten ook partners zijn moet gecombineerde waarde geboden worden. Schiphol zette de eerste stappen op weg naar een platform-aanpak om samen met airlines toegevoegde waarde te leveren aan de eindklant, de reiziger.
B2BMF2019 - Marketing automation voor een succesvolle leadgeneratiestrategie ...B2B Marketing Forum
Kayleigh Groenendijk (Sr. CRM Marketeer, de Persgroep) en Coen van Delft (Sales en Marketing, spotONvision) deelde in een interactieve workshop hun inzichten over de implementatie van marketing automation bij Persgroep. Samen waren zij van A tot Z verantwoordelijk voor de implementatie en strategie van marketing automation bij de Persgroep en de integratie van het lead management proces met het CRM systeem.
Tom van Tilborg (online marketeer) en Ronnie van Dijk (content marketeer) nemen je mee in de stappen die Payper, een Nederlands MKB bedrijf, heeft gezet omtrent de implementatie van een Marketing Automation tool naar zichtbare resultaten.
B2BMF2019 - Masterclass Account-based marketing - spotONvisionB2B Marketing Forum
In de praktijk blijken grote klanten steeds lastiger te bereiken met generieke marketingprogramma’s. Account-based marketing, ook wel bekend als key account marketing, is een strategische aanpak voor marketing waarin een organisatie communiceert met een individuele prospect of klantaccount.
In deze masterclass maak je kennis met de basisprincipes van ABM en leer je hoe je de engagement en winstgevendheid van je key accounts kunt verhogen. Een intensieve sessie met voorbeelden uit de praktijk en best practices.
B2BMF2019 - Demystifying the Buzz Words of Marketing Analytics - Ortect - Ivo...B2B Marketing Forum
Tijdens zijn presentatie de-mythificeert Ivo Fugers de grootste buzzwords die gebruikt worden binnen marketing analytics. Hij neemt het publiek mee in de stappen die je als B2B-bedrijf zet richting volwassenheid in inzicht met behulp van data. Aan de hand van twee case studies maakt hij zijn verhaal praktisch toepasbaar en herkenbaar. Eén praktijkcase gaat over een aanbevelingssysteem voor evenementbezoekers, de andere situatie beschrijft slimme churn-analyse. Want wat is er belangrijker dan leren van anderen in B2B?
Content marketing next level - Maïa Hemkes & Bas EndhovenB2B Marketing Forum
Wil jij aan de slag met de praktische uitdagingen van contentmarketing? Leer meer over hoe je bepaalt welke content je het best kunt maken, welke (nieuwe) formats voor jou kunnen werken, en hoe je content het best kunt distribueren. Til je contentmarketing naar een hoger niveau.
The winning B2B marketing team of the future - Shimon Ben Ayoun & Charles NixonB2B Marketing Forum
In the last 10 years B2B marketing has changed more than in the 50 years before
In the last 10 years B2B marketing has changed more than in the 50 years before. If we want to remain relevant as B2B marketing practitioners we need to improve and renew our skillset and mindset. How to address the skillset for the future? How to design a winning marketing department that is agile enough to deal with the rapidly changing buyer needs?
spotONvision and Cambridge Marketing College are presenting the set of skills we believe are essential for a successful 2020 vision.
How to create the best marketing ecosystem - Cathelijne Quarré-BijleveldB2B Marketing Forum
Does your leadership team know that their clear business objectives serve as critical input to your marketing programmes? Does your sales team understand that when they speak to the buyer, the buyer’s journey started much earlier and the role of marketing in this journey is crucial?
Learn:
-The role of marketing in shaping the buyer journey, delivering value for the customer and revenue for the business, from awareness all the way to purchase, and beyond.
-How their marketing tech stack powers the end-to-end buyer journey experience.
-How all of the elements of their commercial ecosystem work together.
How big data and psychographics are changing B2B marketing - Richard RobinsonB2B Marketing Forum
The impact of data-driven marketing has never been in sharper focus. But what does this really mean for B2B marketers?
Richard will share how the combination of data analytics, behavioural science and micro-targeting is transforming the way that organisations are engaging with customers and prospects. Enabling businesses to be more customer-centric and bringing the panacea of the ‘right message to the right person at the right time’ within reach.
Aan de slag met account-based marketing - Laura Haasnoot & Ingrid Archer B2B Marketing Forum
Er is van alles aan de hand in B2B. Er zijn veel nieuwe aanpakken voorhanden en soms lijkt het lastig om te kiezen voor die ene aanpak die jou het meest kan opleveren. Account-based marketing (ABM) is een geschikte benadering als je kunt afbakenen en kunt kiezen voor een segment of kleine groep ‘key’ prospects die een hoge klantwaarde vertegenwoordigen.
Account-based marketing is vooral interessant als je te maken hebt met een ingewikkeld koopproces, waarbij veel informele en formele beslissers betrokken zijn. En is vooral geschikt als je een goede relatie hebt met sales. In deze workshop gaan we aan de slag met het stappenplan voor account-based.
Buyers are evolving and becoming more demanding. If you want to compete in the modern B2B world, you need to change the way you approach user experience.
In a world where everything we do is defined by the results we generate, how can we effectively experiment with user experience without damaging ROI in the process?
Tim Burge will take you through a structured approach for applying common practice B2C techniques to the B2B world.
Het maken van marketingcampagnes kan veel tijd kosten en het implementeren, meten en optimaliseren nog veel meer.
Hoe kun je toch aan de slag met het optimaliseren van marketingcampagnes op een manier dat je snel resultaat boekt? In deze workshop leer je hoe op een andere manier, noem het growth hacking als je wilt, aan de slag kunt met het verbeteren van je campagnes. Het gaat over experimenten, testen en verbeteren.
During his time at FinTech giant (FIS), Colin Day was responsible for the GDPR readiness programme across the firm’s demand generation and marketing activities. This presentation looks at that journey. We will review the State of the law, providing a brief synopsis of what we all know. We will consider the power of the GDPR and how it has the potential to drive the next wave of the Martech evolution. We will examine the route to compliance and the impacts on engagement.
Van productfocus naar relevantie in leadgeneratie - Michel Bieze - NuonB2B Marketing Forum
Hoe blijf je ‘top of mind’ in een branche waar steeds meer klanten steeds minder loyaal zijn aan hun leveranciers? Hoe zorg je ervoor dat je relevant bent en blijft? Een uitdaging waar veel leveranciers mee worstelen.
Ook Nuon Zakelijke Markt trotseert deze uitdagingen. De Nederlandse energiemarkt verandert snel: bedrijven hebben steeds meer duurzaamheidsambities en willen hun energiekosten verminderen. Om op deze trend in te spelen is Nuon constant op zoek naar slimmere manieren om relaties op te bouwen en te onderhouden met haar klanten en prospects.
In deze presentatie gaat Michel Bieze in op hoe Nuon Zakelijke Markt relevante ervaringen creëert voor prospects en klanten.
Get more from your marketing automation - Act-On & spotONvisionB2B Marketing Forum
Learn how to take your marketing automation to the next level: from basics to an advanced user. You’ll take away practical tools and strategies suitable for any marketing automation platform. This will help you prioritise your activities in your current work and help build your marketing automation in the future.
Why the best B2B buyer experience wins - Louis Jonckheere CPO - ShowpadB2B Marketing Forum
Our consumer experiences and expectations are influencing our behaviour as a B2B buyer. Most sales reps however have not adapted their way of working to this shift in buyer expectations.
For simple purchases, B2B buyers increasingly prefer ecommerce with no salesperson involved. Complex sales on the other hand still requires sales intervention.
As consumers we shop online and use apps, e.g. Amazon, Netflix, and Booking.com, and we expect to find the information we need when we want it. Sales reps play no role or a minimal role in this process. As the current sales practices aren’t in line with B2B buyer expectations, many sales reps are boring their buyers.
How can you stop boring your buyers and start delivering a better buyer experience?
Workshop B2B Marketing Forum 2017: From campaign to marketing automationB2B Marketing Forum
Hands-on with campaigns and marketing automation! First, draft a campaign flow based on fictional cases with your team of peers. Then, experience the exciting options of a marketing automation tool when it comes to creating automated programs and campaigns that work for you.
Workshop B2B Marketing Forum 2017: Lead Scoring in Marketing AutomationB2B Marketing Forum
Qualifying your leads before delivering them to Sales is essential for a solid process from cold lead to hot deal. In this interactive workshop, we practice narrowing down a broad target audience to only those leads that are most likely to convert.
Marketing automation provides excellent tools to help you in this process. Throughout the exercises, we will demonstrate some of these in marketing automation platform Eloqua.
Workshop B2B Marketing Forum 2017: Account Based Marketing - Getting started!B2B Marketing Forum
Get started with Account Based Marketing today! The basics for ABM are those sales processes that are long and complex and involve a lot of stakeholders. The bigger the deal the more change management is needed, and the harder it is for sales to get access to the stakeholders with his or her message.
Keynote B2B Marketing Forum 2017 Beyond the hype trend report 2017B2B Marketing Forum
The greatest forces of change in B2B are the buyers and their buying habits. It is therefore of great importance for B2B marketers to know what the expected trends will be for 2017 and subsequent years.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Tom van Tilborg (online marketeer) en Ronnie van Dijk (content marketeer) nemen je mee in de stappen die Payper, een Nederlands MKB bedrijf, heeft gezet omtrent de implementatie van een Marketing Automation tool naar zichtbare resultaten.
B2BMF2019 - Masterclass Account-based marketing - spotONvisionB2B Marketing Forum
In de praktijk blijken grote klanten steeds lastiger te bereiken met generieke marketingprogramma’s. Account-based marketing, ook wel bekend als key account marketing, is een strategische aanpak voor marketing waarin een organisatie communiceert met een individuele prospect of klantaccount.
In deze masterclass maak je kennis met de basisprincipes van ABM en leer je hoe je de engagement en winstgevendheid van je key accounts kunt verhogen. Een intensieve sessie met voorbeelden uit de praktijk en best practices.
B2BMF2019 - Demystifying the Buzz Words of Marketing Analytics - Ortect - Ivo...B2B Marketing Forum
Tijdens zijn presentatie de-mythificeert Ivo Fugers de grootste buzzwords die gebruikt worden binnen marketing analytics. Hij neemt het publiek mee in de stappen die je als B2B-bedrijf zet richting volwassenheid in inzicht met behulp van data. Aan de hand van twee case studies maakt hij zijn verhaal praktisch toepasbaar en herkenbaar. Eén praktijkcase gaat over een aanbevelingssysteem voor evenementbezoekers, de andere situatie beschrijft slimme churn-analyse. Want wat is er belangrijker dan leren van anderen in B2B?
Content marketing next level - Maïa Hemkes & Bas EndhovenB2B Marketing Forum
Wil jij aan de slag met de praktische uitdagingen van contentmarketing? Leer meer over hoe je bepaalt welke content je het best kunt maken, welke (nieuwe) formats voor jou kunnen werken, en hoe je content het best kunt distribueren. Til je contentmarketing naar een hoger niveau.
The winning B2B marketing team of the future - Shimon Ben Ayoun & Charles NixonB2B Marketing Forum
In the last 10 years B2B marketing has changed more than in the 50 years before
In the last 10 years B2B marketing has changed more than in the 50 years before. If we want to remain relevant as B2B marketing practitioners we need to improve and renew our skillset and mindset. How to address the skillset for the future? How to design a winning marketing department that is agile enough to deal with the rapidly changing buyer needs?
spotONvision and Cambridge Marketing College are presenting the set of skills we believe are essential for a successful 2020 vision.
How to create the best marketing ecosystem - Cathelijne Quarré-BijleveldB2B Marketing Forum
Does your leadership team know that their clear business objectives serve as critical input to your marketing programmes? Does your sales team understand that when they speak to the buyer, the buyer’s journey started much earlier and the role of marketing in this journey is crucial?
Learn:
-The role of marketing in shaping the buyer journey, delivering value for the customer and revenue for the business, from awareness all the way to purchase, and beyond.
-How their marketing tech stack powers the end-to-end buyer journey experience.
-How all of the elements of their commercial ecosystem work together.
How big data and psychographics are changing B2B marketing - Richard RobinsonB2B Marketing Forum
The impact of data-driven marketing has never been in sharper focus. But what does this really mean for B2B marketers?
Richard will share how the combination of data analytics, behavioural science and micro-targeting is transforming the way that organisations are engaging with customers and prospects. Enabling businesses to be more customer-centric and bringing the panacea of the ‘right message to the right person at the right time’ within reach.
Aan de slag met account-based marketing - Laura Haasnoot & Ingrid Archer B2B Marketing Forum
Er is van alles aan de hand in B2B. Er zijn veel nieuwe aanpakken voorhanden en soms lijkt het lastig om te kiezen voor die ene aanpak die jou het meest kan opleveren. Account-based marketing (ABM) is een geschikte benadering als je kunt afbakenen en kunt kiezen voor een segment of kleine groep ‘key’ prospects die een hoge klantwaarde vertegenwoordigen.
Account-based marketing is vooral interessant als je te maken hebt met een ingewikkeld koopproces, waarbij veel informele en formele beslissers betrokken zijn. En is vooral geschikt als je een goede relatie hebt met sales. In deze workshop gaan we aan de slag met het stappenplan voor account-based.
Buyers are evolving and becoming more demanding. If you want to compete in the modern B2B world, you need to change the way you approach user experience.
In a world where everything we do is defined by the results we generate, how can we effectively experiment with user experience without damaging ROI in the process?
Tim Burge will take you through a structured approach for applying common practice B2C techniques to the B2B world.
Het maken van marketingcampagnes kan veel tijd kosten en het implementeren, meten en optimaliseren nog veel meer.
Hoe kun je toch aan de slag met het optimaliseren van marketingcampagnes op een manier dat je snel resultaat boekt? In deze workshop leer je hoe op een andere manier, noem het growth hacking als je wilt, aan de slag kunt met het verbeteren van je campagnes. Het gaat over experimenten, testen en verbeteren.
During his time at FinTech giant (FIS), Colin Day was responsible for the GDPR readiness programme across the firm’s demand generation and marketing activities. This presentation looks at that journey. We will review the State of the law, providing a brief synopsis of what we all know. We will consider the power of the GDPR and how it has the potential to drive the next wave of the Martech evolution. We will examine the route to compliance and the impacts on engagement.
Van productfocus naar relevantie in leadgeneratie - Michel Bieze - NuonB2B Marketing Forum
Hoe blijf je ‘top of mind’ in een branche waar steeds meer klanten steeds minder loyaal zijn aan hun leveranciers? Hoe zorg je ervoor dat je relevant bent en blijft? Een uitdaging waar veel leveranciers mee worstelen.
Ook Nuon Zakelijke Markt trotseert deze uitdagingen. De Nederlandse energiemarkt verandert snel: bedrijven hebben steeds meer duurzaamheidsambities en willen hun energiekosten verminderen. Om op deze trend in te spelen is Nuon constant op zoek naar slimmere manieren om relaties op te bouwen en te onderhouden met haar klanten en prospects.
In deze presentatie gaat Michel Bieze in op hoe Nuon Zakelijke Markt relevante ervaringen creëert voor prospects en klanten.
Get more from your marketing automation - Act-On & spotONvisionB2B Marketing Forum
Learn how to take your marketing automation to the next level: from basics to an advanced user. You’ll take away practical tools and strategies suitable for any marketing automation platform. This will help you prioritise your activities in your current work and help build your marketing automation in the future.
Why the best B2B buyer experience wins - Louis Jonckheere CPO - ShowpadB2B Marketing Forum
Our consumer experiences and expectations are influencing our behaviour as a B2B buyer. Most sales reps however have not adapted their way of working to this shift in buyer expectations.
For simple purchases, B2B buyers increasingly prefer ecommerce with no salesperson involved. Complex sales on the other hand still requires sales intervention.
As consumers we shop online and use apps, e.g. Amazon, Netflix, and Booking.com, and we expect to find the information we need when we want it. Sales reps play no role or a minimal role in this process. As the current sales practices aren’t in line with B2B buyer expectations, many sales reps are boring their buyers.
How can you stop boring your buyers and start delivering a better buyer experience?
Workshop B2B Marketing Forum 2017: From campaign to marketing automationB2B Marketing Forum
Hands-on with campaigns and marketing automation! First, draft a campaign flow based on fictional cases with your team of peers. Then, experience the exciting options of a marketing automation tool when it comes to creating automated programs and campaigns that work for you.
Workshop B2B Marketing Forum 2017: Lead Scoring in Marketing AutomationB2B Marketing Forum
Qualifying your leads before delivering them to Sales is essential for a solid process from cold lead to hot deal. In this interactive workshop, we practice narrowing down a broad target audience to only those leads that are most likely to convert.
Marketing automation provides excellent tools to help you in this process. Throughout the exercises, we will demonstrate some of these in marketing automation platform Eloqua.
Workshop B2B Marketing Forum 2017: Account Based Marketing - Getting started!B2B Marketing Forum
Get started with Account Based Marketing today! The basics for ABM are those sales processes that are long and complex and involve a lot of stakeholders. The bigger the deal the more change management is needed, and the harder it is for sales to get access to the stakeholders with his or her message.
Keynote B2B Marketing Forum 2017 Beyond the hype trend report 2017B2B Marketing Forum
The greatest forces of change in B2B are the buyers and their buying habits. It is therefore of great importance for B2B marketers to know what the expected trends will be for 2017 and subsequent years.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
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/
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
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As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
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It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
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.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
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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
3. Agenda
• The empowered consumer
• Right message, right time, right place
• 4 steps to behavioral marketing automation
• Behavioral Marketing @Work
#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, 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
43. Agenda
• The empowered consumer
• Right message, right time, right place
• 4 steps to behavioral marketing automation
• Behavioral Marketing @Work
#b2bnl
44. Thank you
@jwatton
jwatton@silverpop.com
#b2bnl