This document discusses important topics in B2B marketing. It begins by asking what really matters in B2B marketing and provides an agenda that covers why the reader should tune in, what B2B marketing is, and what matters most in B2B. It then delves into various aspects of B2B marketing such as the differences between marketing and sales, key elements of an effective marketing engine, metrics and analytics, and how marketing will continue evolving.
1) CRM focuses on understanding customers throughout the entire customer lifecycle from initial awareness to repeat purchases. Segmenting customers based on metrics like recency, frequency, and monetary value allows companies to better target high-value customers.
2) Analysis of a yogurt company's loyalty program showed that a small percentage of highly engaged customers accounted for a disproportionate amount of sales and brand advocacy.
3) Developing targeted marketing strategies for different customer segments through a "customer map" can help companies improve retention of high-value customers and re-engage inactive customers.
1) The document discusses how to measure customer value by focusing on customer lifetime value, cost of customer acquisition, and growth rate.
2) It provides tips on developing strategic plans to improve customer experience at different stages from pre-sales to after-sales. This includes assessing the market, identifying target audiences, analyzing competitors, and tracking key metrics.
3) A case study is presented on how a company increased its membership by over 1 million users through an online marketing campaign, reducing customer acquisition costs and increasing future revenue.
Big Data, Bigger Campaigns: Using IBM’s Unica and Netezza Platforms to Increa...graemeknows
Is your organization challenged by the explosion of data and increasing expectations for results? Unica Campaign Management and IBM Netezza appliances can provide capabilities to address and overcome them. This presentation offers customer case histories and performance studies that provide insights in today's world where digital and traditional channels are increasingly intertwined.
This document summarizes Geoffrey Ramsey's presentation on using magnetic content and performance measurement for digital marketing. The presentation discusses two fundamental problems marketers face: lack of adequate metrics and frustration engaging digital consumers. It then outlines seven key metrics to master for performance measurement. The document also provides examples of using magnetic content for different digital channels, including social media, display advertising, and video. It emphasizes the importance of content that is unique, useful, well-executed, fun, and makes good use of the channel.
1) CRM focuses on understanding customers throughout the entire customer lifecycle from initial awareness to repeat purchases. Segmenting customers based on metrics like recency, frequency, and monetary value allows companies to better target high-value customers.
2) Analysis of a yogurt company's loyalty program showed that a small percentage of highly engaged customers accounted for a disproportionate amount of sales and brand advocacy.
3) Developing targeted marketing strategies for different customer segments through a "customer map" can help companies improve retention of high-value customers and re-engage inactive customers.
1) The document discusses how to measure customer value by focusing on customer lifetime value, cost of customer acquisition, and growth rate.
2) It provides tips on developing strategic plans to improve customer experience at different stages from pre-sales to after-sales. This includes assessing the market, identifying target audiences, analyzing competitors, and tracking key metrics.
3) A case study is presented on how a company increased its membership by over 1 million users through an online marketing campaign, reducing customer acquisition costs and increasing future revenue.
Big Data, Bigger Campaigns: Using IBM’s Unica and Netezza Platforms to Increa...graemeknows
Is your organization challenged by the explosion of data and increasing expectations for results? Unica Campaign Management and IBM Netezza appliances can provide capabilities to address and overcome them. This presentation offers customer case histories and performance studies that provide insights in today's world where digital and traditional channels are increasingly intertwined.
This document summarizes Geoffrey Ramsey's presentation on using magnetic content and performance measurement for digital marketing. The presentation discusses two fundamental problems marketers face: lack of adequate metrics and frustration engaging digital consumers. It then outlines seven key metrics to master for performance measurement. The document also provides examples of using magnetic content for different digital channels, including social media, display advertising, and video. It emphasizes the importance of content that is unique, useful, well-executed, fun, and makes good use of the channel.
Poniendo en primer lugar la voz del cliente dentro de su modelo corporativo d...Mundo Contact
The document discusses putting the customer's voice at the center of a company's business agility framework. It emphasizes gathering customer data from across the enterprise to drive intelligent customer interactions. CRM is presented as the central system that can exploit customer insights and coordinate marketing campaigns across channels to increase sales and reduce churn.
This document announces an upcoming Data & Analytics Council event. It will include initial survey results, a guest speaker from Westpac, and the council's roadmap. The Data & Analytics Council is part of the Australian Direct Marketing Association and focuses on topics along the customer data journey from suspect to customer. Council members will author whitepapers on defining metrics, campaign tracking, trigger-based marketing, and loyalty/reward allocation. Members can join the council by emailing councils@adma.com.au.
Conversion rates for online retailers are typically low, with only 2-3% of visitors converting into customers. Web analytics can help retailers understand visitor behavior and test improvements to drive higher conversion rates. Alienware uses analytics from Omniture to examine marketing effectiveness, visitor paths, and optimize the site to increase conversions by 35% annually.
Three core activities for changing behavior are mystery shopping, training, and social media. Data from these activities is analyzed to identify key issues, correlations with performance metrics like sales, and the effect of service on customer mood. Changes are implemented through benchmarking, coaching and mentoring programs, rewards linked to mystery shopping scores, training managers to use results, and operational changes informed by the analysis. The complete picture shows how these various tools work together to drive behavior change.
This document provides an overview of Oak Street Funding's strategic evolution and marketing approach from 2005 to beyond. It summarizes Oak Street's shift from primarily outbound marketing efforts to a mix of inbound and outbound strategies focused on content marketing and lead generation. Key metrics are provided showing marketing ROI improvements and significant growth in applications, funded loans, and origination volume through their refined segmentation, digital, and public relations efforts.
TDMi Marketing & Sales Pipeline Intro by Scott BrazinaScott Brazina
Targeted awareness & demand generation marketing-sales program drives revenue & leads by marketing reaching the people most critical to the sales funnel
Smb direct and social marketing presentationTim Tracey
The document discusses different approaches to marketing and sales programs, including traditional, targeted/direct, and web-based methods. Traditional marketing uses ads, newsletters, sponsorships and community involvement to generate prospects that are passed to sales. Targeted/direct marketing mines customer data to personalize outreach through email, mail, telemarketing and social media. Web-based marketing focuses on social networking and using a company website and blog to engage customers and prospects online. The goal of all approaches is to track responses and results in a CRM system to measure the effectiveness of marketing and sales efforts.
The document provides a framework for product portfolio analysis with the goal of achieving growth while managing risk. It includes steps to build the current state through business and competitive analysis, define the future state to ensure long-term profits, and execute detailed implementation plans. Various matrices and analyses are presented to evaluate industry attractiveness, business strength, market share, and segmentation to guide strategic portfolio decisions.
This document is an introduction to direct marketing that is divided into three parts. Part one discusses the basics of marketing, including definitions, the marketing model, segmentation, targeting, positioning, and the marketing mix. Part two defines direct marketing and discusses its cornerstones, mentality, use of databases, and how it is integrated with other marketing. Part three covers the direct marketing value chain, using lists for lead generation, data quality, marketing services, and intelligent prospecting tools.
Interaction Bridges: Strategic Tool for Keeping Customer PromisesClearAction
How to overcome communication gaps with different personality types, to collectively meet customer commitments for great customer experience. See http://ClearActionCX.com Contact us at OptimizeCX@ClearActionCX.com
The document discusses next generation strategies for improving top-line growth. It recommends defining unique value for target customers, executing and measuring lead generation and nurturing programs, and ensuring supply chain and workforce sustainability. The final section encourages defining value, measuring marketing activities, and planning for strong growth in the coming year.
Driving Demand Generation Results via Digital NurturingLeft Brain DGA
Understand the modern digital nurturing impetus in the era of Buyer 2.0 and the strategic role of content + email/ Web nurturing in the new content- based buyer dialogue.
Smitty Smith is a technology sales and business development professional with over 20 years of experience selling networking, telecommunications, and security solutions. He has a track record of exceeding sales quotas and growing revenues through new customer acquisitions and channel partner relationships. Currently residing in San Clemente, CA, Smitty is open to relocation and can be reached at (949) 533-1221 or smitty@smitty-smith.com.
Marketing Strategy for the New Social WebMark Kithcart
The marketing strategy involves creating a repeatable system to understand clients and their clients. It focuses on developing integrated campaigns that measure both hard and soft ROI using social media. The strategy develops a playbook for launches and rolling campaigns to test, iterate, and convert leads through the marketing funnel by using the right message to the right person at the right time. Metrics are tracked throughout the acquisition cycle to optimize keywords, messages, and content.
Why we need to take a customer focused approach to HealthcareDaniel Teper
This document discusses building momentum for life sciences companies through customer-focused strategies. It provides examples of how Skype and Gleevec leveraged internal and external momentum by focusing on compelling customer insights and vibrant customer engagement. Healthcare reform is debated, with some arguing for more competition through incentives for improved health and transparency.
The document discusses Cross Media, an interactive marketing solution that allows companies to create cross-channel marketing campaigns. It allows designing branded campaigns, leveraging customer data, and managing campaign logic and channels. The solution provides tools for campaign management, event management, online surveys, e-newsletters, and customer data management. It aims to create effective customer experiences, expand reach across channels, and deliver measurable results for justifying marketing investments.
Find our how to make your advertising accountable. David Beaton, Senior Partner & CEO of Custometrics leads this instructive session that addresses what measurement sources are available to advertisers in the digital space. Share an analysts’ perspective on the future of measurement and revenues from TV advertising? How can ad networks e-mail engines and campaign management systems connect? Can data be used to drive a dynamic participatory storytelling process!
The document provides a competitive landscape analysis of major digital marketing consultancy firms in the USA conducted by ZENeSYS Market Intelligence & Consulting. The analysis examines how well each firm meets their goals and customer preferences. It finds that Lenskold Group leads in increasing brand equity and developing diagnostic tools. Eboost Consulting leads in expansion through referrals. Smart Insights leads in cost reduction. The analysis also identifies opportunities and threats for Atlas Digital Partners to differentiate itself in the competitive landscape.
Recorded webinar from Sales Benchmark Index: Designing organizational models for inside sales. Links, downloads and registration for future presentations are included.
Poniendo en primer lugar la voz del cliente dentro de su modelo corporativo d...Mundo Contact
The document discusses putting the customer's voice at the center of a company's business agility framework. It emphasizes gathering customer data from across the enterprise to drive intelligent customer interactions. CRM is presented as the central system that can exploit customer insights and coordinate marketing campaigns across channels to increase sales and reduce churn.
This document announces an upcoming Data & Analytics Council event. It will include initial survey results, a guest speaker from Westpac, and the council's roadmap. The Data & Analytics Council is part of the Australian Direct Marketing Association and focuses on topics along the customer data journey from suspect to customer. Council members will author whitepapers on defining metrics, campaign tracking, trigger-based marketing, and loyalty/reward allocation. Members can join the council by emailing councils@adma.com.au.
Conversion rates for online retailers are typically low, with only 2-3% of visitors converting into customers. Web analytics can help retailers understand visitor behavior and test improvements to drive higher conversion rates. Alienware uses analytics from Omniture to examine marketing effectiveness, visitor paths, and optimize the site to increase conversions by 35% annually.
Three core activities for changing behavior are mystery shopping, training, and social media. Data from these activities is analyzed to identify key issues, correlations with performance metrics like sales, and the effect of service on customer mood. Changes are implemented through benchmarking, coaching and mentoring programs, rewards linked to mystery shopping scores, training managers to use results, and operational changes informed by the analysis. The complete picture shows how these various tools work together to drive behavior change.
This document provides an overview of Oak Street Funding's strategic evolution and marketing approach from 2005 to beyond. It summarizes Oak Street's shift from primarily outbound marketing efforts to a mix of inbound and outbound strategies focused on content marketing and lead generation. Key metrics are provided showing marketing ROI improvements and significant growth in applications, funded loans, and origination volume through their refined segmentation, digital, and public relations efforts.
TDMi Marketing & Sales Pipeline Intro by Scott BrazinaScott Brazina
Targeted awareness & demand generation marketing-sales program drives revenue & leads by marketing reaching the people most critical to the sales funnel
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The document discusses different approaches to marketing and sales programs, including traditional, targeted/direct, and web-based methods. Traditional marketing uses ads, newsletters, sponsorships and community involvement to generate prospects that are passed to sales. Targeted/direct marketing mines customer data to personalize outreach through email, mail, telemarketing and social media. Web-based marketing focuses on social networking and using a company website and blog to engage customers and prospects online. The goal of all approaches is to track responses and results in a CRM system to measure the effectiveness of marketing and sales efforts.
The document provides a framework for product portfolio analysis with the goal of achieving growth while managing risk. It includes steps to build the current state through business and competitive analysis, define the future state to ensure long-term profits, and execute detailed implementation plans. Various matrices and analyses are presented to evaluate industry attractiveness, business strength, market share, and segmentation to guide strategic portfolio decisions.
This document is an introduction to direct marketing that is divided into three parts. Part one discusses the basics of marketing, including definitions, the marketing model, segmentation, targeting, positioning, and the marketing mix. Part two defines direct marketing and discusses its cornerstones, mentality, use of databases, and how it is integrated with other marketing. Part three covers the direct marketing value chain, using lists for lead generation, data quality, marketing services, and intelligent prospecting tools.
Interaction Bridges: Strategic Tool for Keeping Customer PromisesClearAction
How to overcome communication gaps with different personality types, to collectively meet customer commitments for great customer experience. See http://ClearActionCX.com Contact us at OptimizeCX@ClearActionCX.com
The document discusses next generation strategies for improving top-line growth. It recommends defining unique value for target customers, executing and measuring lead generation and nurturing programs, and ensuring supply chain and workforce sustainability. The final section encourages defining value, measuring marketing activities, and planning for strong growth in the coming year.
Driving Demand Generation Results via Digital NurturingLeft Brain DGA
Understand the modern digital nurturing impetus in the era of Buyer 2.0 and the strategic role of content + email/ Web nurturing in the new content- based buyer dialogue.
Smitty Smith is a technology sales and business development professional with over 20 years of experience selling networking, telecommunications, and security solutions. He has a track record of exceeding sales quotas and growing revenues through new customer acquisitions and channel partner relationships. Currently residing in San Clemente, CA, Smitty is open to relocation and can be reached at (949) 533-1221 or smitty@smitty-smith.com.
Marketing Strategy for the New Social WebMark Kithcart
The marketing strategy involves creating a repeatable system to understand clients and their clients. It focuses on developing integrated campaigns that measure both hard and soft ROI using social media. The strategy develops a playbook for launches and rolling campaigns to test, iterate, and convert leads through the marketing funnel by using the right message to the right person at the right time. Metrics are tracked throughout the acquisition cycle to optimize keywords, messages, and content.
Why we need to take a customer focused approach to HealthcareDaniel Teper
This document discusses building momentum for life sciences companies through customer-focused strategies. It provides examples of how Skype and Gleevec leveraged internal and external momentum by focusing on compelling customer insights and vibrant customer engagement. Healthcare reform is debated, with some arguing for more competition through incentives for improved health and transparency.
The document discusses Cross Media, an interactive marketing solution that allows companies to create cross-channel marketing campaigns. It allows designing branded campaigns, leveraging customer data, and managing campaign logic and channels. The solution provides tools for campaign management, event management, online surveys, e-newsletters, and customer data management. It aims to create effective customer experiences, expand reach across channels, and deliver measurable results for justifying marketing investments.
Find our how to make your advertising accountable. David Beaton, Senior Partner & CEO of Custometrics leads this instructive session that addresses what measurement sources are available to advertisers in the digital space. Share an analysts’ perspective on the future of measurement and revenues from TV advertising? How can ad networks e-mail engines and campaign management systems connect? Can data be used to drive a dynamic participatory storytelling process!
The document provides a competitive landscape analysis of major digital marketing consultancy firms in the USA conducted by ZENeSYS Market Intelligence & Consulting. The analysis examines how well each firm meets their goals and customer preferences. It finds that Lenskold Group leads in increasing brand equity and developing diagnostic tools. Eboost Consulting leads in expansion through referrals. Smart Insights leads in cost reduction. The analysis also identifies opportunities and threats for Atlas Digital Partners to differentiate itself in the competitive landscape.
Recorded webinar from Sales Benchmark Index: Designing organizational models for inside sales. Links, downloads and registration for future presentations are included.
CRM at Oracle Series: Marketing Business IntelligencetbOracleCRM
The CRM at Oracle series highlights Oracle's internal implementation of Oracle CRM products such as Siebel CRM and Oracle CRM On Demand. This presentation discusses an overview of Oracle's Enterprise Reporting Architecture and highlights the Marketing Business Intelligence dashboards and reports.
John Kottcamp is the Chief Marketing Strategist at Ascentium, a digital marketing agency. He has over 20 years of experience in strategic marketing and has held executive roles at several large companies. Ascentium has over 600 employees, $80 million in annual revenue, and is focused on strategy, research, experience design, and measurement for its clients. Successful CMOs need to be strategic thinkers who are customer-oriented, results-focused, and able to create and manage change. However, CMOs face challenges like short job tenure and a lack of respect from other C-level executives. To be successful, CMOs must adopt a data-driven, customer-focused approach and ensure marketing efforts are measurable and aligned with
The document discusses building out a B2B marketing infrastructure using marketing automation. It begins with an overview of marketing automation, its benefits including bigger lead generation, and that half of B2B marketers will use it by 2015. It then discusses leveraging automation to power nurturing campaigns and business processes, including integrating it with CRM and sales. The document provides examples of automation uses like segmentation, forms, and integrated lead scoring and routing processes.
The document discusses how marketers are challenged by today's complex marketing environment and how conventional marketing mix models are limited in their ability to address this complexity. It introduces ThinkVine's agent-based marketing mix modeling approach, which simulates individual consumer behavior from the bottom-up to provide more accurate forecasts and insights. ThinkVine's software allows marketers to optimize their spending, tactics, targets, and timing to improve ROI across all of their marketing investments.
Kneebone financial services presentation Kneebone Inc.
Marketing Performance Management Presentation for financial services industry. Drive new accounts by increasing your marketing effectiveness. Kneebone is a cross marketing performance software platform.
The document provides tips for marketing on a frugal budget. It recommends (1) thinking narrowly to focus offerings on a specific audience or niche, (2) owning the ecosystem by controlling related areas, and (3) creating your own marketing channels through customized media, awards, and building a customer community. It also suggests prioritizing insights over information to provide thought leadership, and leveraging online channels where target audiences spend time using a hub-and-spoke strategy. The overall message is that marketing can be effective with limited funds by taking a targeted approach and controlling your messaging.
The document discusses the strategic marketing plans and objectives of an organization for the year 2012. It provides details on the organization's mission, strategies for various divisions, strategic management approaches, and image marketing. It also outlines the scope of works, development plans up to 2012, factors like electricity generation and capacity in Bangladesh. Overall, the document focuses on analyzing the external environment, developing long-term vision and strategic priorities to guide business planning for transforming and growing the organization.
Data & Marketing Analytics Theatre; Less communication is more conversationTFM&A
The document discusses using data to plan digital marketing channels for acquisition, conversion, and retention. It provides examples of optimizing a hotel booking website and a health club's website using data. Data was used to reduce customer acquisition costs and increase conversion rates and repeat visits for both examples. The document advocates using data from various sources like search analytics, on-site behavior, and CRM systems to improve marketing performance across channels, goals, and the customer journey.
The document discusses Oracle CRM On Demand and Oracle's Social CRM applications. It provides an overview of new features in Oracle CRM On Demand Release 17, including enhancements to usability, branding, forecasting, and partner relationship management. It then demonstrates Oracle's Social CRM applications, which are designed to increase sales user productivity through tools for lead generation, sales campaigns, and shared sales content libraries.
Marketing science at Dell: modeling investment trade-offs; George Sadler, Director, Social Media & Marketing Insights; Mu Sigma Customer Summit 2012, Half Moon Bay, CA, February 27, 2012
2012 MBO Conference Presentation-Carissa Newton-Flipping the FunnelCarissa Newton
Kristen Smith
Marketing Coordinator
Oak Street Funding
Tel: 317.428.3834
kristen.smith@oakstreetfunding.com
Thank you for your time today! Please let me know if you have any other questions.
A strong web presence creates a strong lead generation tool for your business. Your potential customers are looking online for solutions to business problems. You want to connect with them and grow your business. This guide will help map the tactics and tools you require to build an online strategy for your business that helps you attract new customers and nurture existing relationships.
This document discusses how print management organizations can offer intelligent 1-to-1 print marketing through MarketLink Systems to improve revenue and margins. It describes how MarketLink allows organizations to bridge print and digital marketing by using data to personalize print campaigns. The document also notes that if print management organizations do not adopt these solutions, their clients may seek other vendors that can provide digital capabilities.
Nine Dimensions Of Commercial Excellence (Sandeep Bhat)Sandeep Bhat
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The Secrets to Social Success – Aligning Marketing and Sales ObjectivesInnoTech
The document discusses aligning marketing and sales objectives through social media. It outlines three approaches to generating social leads: direct conversion, paid and earned media, and content insights. It also provides metrics to track social media success, rules for social lead generation, and how to measure ROI through key performance indicators. The document advocates measuring social media performance through dashboards and discusses how marketing and sales can work together to leverage social media.
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Similar to What Really Matters in B2B Marketing? (20)
1. What reaLLy matters in B2BMarketing?
Kingshuk Hazra
You are welcome to share this pdf unchanged with your friends / colleagues –
with proper attribution to author. For reprint/ delivery in other formats – please
email author mailto:kingshukhazra@gmail.com
Copyright of all images/videos used here rest with the resp. copyright owners. They are used here in a
non commercial educational purpose only. For any questions please email: kingshukhazra@gmail.com
Image of Clock Used Here Owner – Adrian Hart
2. Why SHOULD
I tune-in?
Please click on links in this presentation to view videos & best enjoy this presentation.
3. Why SHOULD I
tune-in?
http://www.youtube.com/watch?v=MHsLll6XYBs
Please click on link above to see video
4. Agenda
• Why SHOULD I tune-in to this class?
• What is B2B Marketing?
• What Matters in B2B?
• Summary
5. Words of Caution
– Presenter is here to share experiences -
ideas of Presenter need not necessarily
work for you
– Presenter might be lazy – expect a lot of
questions & if you are nice – a few videos
– Presenter is not very creative, hence expect boring slides
7. What IS Marketing? (View 1)
http://www.youtube.com/watch?v=QePU68FhwiY&feature=results_video&playnext=1&list=PLE38195C1A99A155B
Please click on link above to see video
8. What IS Marketing? (View 2)
http://www.youtube.com/watch?v=zFTcX7qqqDQ&feature=related
Please click on link above to see video
9. Market Customer Online
Segmentati acquisition & Inbound
on loyalty
CRM
Market Search
research
Flavours Within Marketing Demand
Demand
(View 3)
Brand
Building
Tactics
Generation
Generation
Public
relations Conversion
Rate Metrics &
Analyst ROI
C’mnctn relations
Tech Indu-
Services FMCG
Products strial 9
11. Quiz#1: What is the no.1 purpose of B2B
Marketing?
________________________
________________________
________________________
PLEASE TAKE PEN & PAPER & WRITE THIS DOWN.[#1, #2, #3 in order of
decreasing importance]
Please email your answers to mailto: kingshukhazra@gmail.com ; ANSWERS @ end
13. Marketing Engine
Campaigns
Engine
Integrated Campaign
Tie-up with Leads &
ROI in 1 database
Leads
Commnctn
Engine
Lead Generation Engine
Lead Nurture Relevant Thought
Lead Handover Leadership
All Commmnctn tied
MARKETING to leads & ROI
ENGINE
ROI, Test, &
Analytics Stakeholder
Engine Sensing
Test, test & test
Simple Excel based
Engine
analytics works! Internal sensing –
CSO, CFO, CIO
External sensing –
MI, CI. Research
13
14. Marketers are from Mars,
Salespersons are from Venus
http://www.youtube.com/watch?v=qWz8bWkMF-E
Please click on link above to see video
15. Marketing Efforts Valley of Death for a Lead
Sales Efforts
Marketing Valley of Death Sales
Target Prospect Qlfc’tn Validatn Propose Nego. WIN!
Gap b/n Sales & Marketing
Idea derived from a presentation by Rubicon Marketing Group, Inc.
16. Closed-Loop Campaign Management
Access/ Excel dB 1 Surface Mail/eMail/ 2 Tele-Marketing 3 Information Mgmnt 4
4
Inbound Mail/Events
Sends out survey forms Call up the people mailed
Target hitlists based on All Information sought is
& relevant collateral for knowing interest
country intelligence via sent out and telecall
to relevant areas
in-house DB repeated
People
Dedicated Tele-marke
Content Exec /Tele-
Marketing Marketing teers
Marketeers
Lead Qualification 5
Based on specified para
meters Lead Qualified
With call/s on prospect
Qualification Manager
Cold Leads/ Oppts 9 CRM Pipeline/Lead 8 CRM Lead 7 Hand over to Sales
Continuous tracking and 6
Based on time line tracking & Complete Interaction
weekly meeting between Entered Into CRM Lead
SO – Mktg this is History + Profile made
sales operations & Management System
classified And handed over to
marketing
Sales
Marketing Marketing Marketing Marketing
17. SME B2B Conversion Rate – Not 1/9th
Personalization
(1/3rd of 1/3rd) but 1/200thCommunication
Broadly L0 Web
Marketing Programs
targeted; less Market Awareness
interactive;
~30,000
Less AR/PR
measurable
Advertising
Inquiry
Search/Online
L3
3000 DM
Prospect
Tele
L5 - MQL
Mktg)
(Account-Based
Hybrid
Demos
Lead 1500
Case Studies/White
Papers
SAL
Narrowly
targeted; Opp 700 Events
Sales Programs
more
References/Value
interactive;
Collateral
highly $ Closed
measurable Deal 150 Sales Kit
18. Lead Generation - the Center of Marketing
Brian Carroll’s
•
http://blog.startwithalead.com/
19. Your Universal Lead Definition
• Allow leads to be scored and prioritized
• Defines the degree of sales readiness
• Requires buy in from sales and marketing
Resource: “How to Precisely Define a "Lead" Before Marketing Begins”
http://www.startwithalead.com/article.asp?ARTICLEID=283
20. Quiz#2: If you were with a B2B Startup had
INR 1 Crore to spend on Marketing next
quarter – please distribute that among the
following…
Advertising
Events
Telemarketing
Direct Mail
Online
Channel Incentive
PLEASE TAKE PEN & PAPER & WRITE THIS
DOWN [All should add up to 1 crore]
Please email your answers to mailto: kingshukhazra@gmail.com ; ANSWERS @ end
27. Marketing will Continue Evolving
http://transitionmarketing.tumblr.com/post/22263491162/excellent-little-cartoon-depicting-the-evolution
28. My Lessons As a Marketeer
• Think Marketing as a distinct activity with separate personality –
from Sales; still don’t allow yourself to be schizophrenic!
• A fast & closed-loop planning, campaigns, leads,
& feedback cycle - ultimate competitive advantage
• Remember leads’ valley of death; closed
loop lead management process -
#1 marketing process
• Non-glam Leads Management, Database &
Tele far superior to glam Thought Leadership &
98 times out of 100 -know the 2 times they arent!
• My today’s story ends here & I haven't even talked
about Social Media!
30. ANSWER TO Quiz#1
What is the no. 1 purpose of Marketing?
You need marketing to...
1. build pipeline
2. build pipeline
3. build pipeline
4. build awareness
31. ANSWER TO Quiz#2
Quiz: If you were with a B2B Startup had INR 1
Crore to spend on Marketing next quarter –
please distribute that among the following…
Advertising
Events SCORING KEY
√ Advertising < 10%
Telemarketing √ Events 10 – 25%
√ Telemarketing 20 – 40%
Direct Mail √ Direct Mail 5 – 20%
√ Online 10 – 20%
Online √ Channel Incentive depends
Channel Incentive
For any questions / usage requests please mailto: kingshukhazra@gmail.com