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Can B2B marketers show ROI?

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Kunnen B2B-marketeers ROI aantonen? Tijdens het onlangs afgeronde onderzoek naar de status van B2B marketing performance management in Nederland spraken we met CMO’s en marketingdirecteuren van 26 toonaangevende B2B-bedrijven. Tijdens het spotONfriday webinar staan we uitgebreid stil bij de volwassenheid van marketing performance bij B2B-bedrijven, hoe effectieve marketeers het aanpakken en bespreken we drie succesfactoren voor het verbeteren van marketing performance management.

Tijdens dit webinar leer je:
- Waarom er geïnvesteerd moet worden in marketing performance management.
- Tegen welke uitdagingen jouw vakgenoten aanlopen
- Wat de succesfactoren zijn voor het verbeteren van marketing performance management

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Can B2B marketers show ROI?

  1. 1. Can B2B marketers show ROI? A study on the status of B2B Marketing Performance Management in The Netherlands Presenter: Adwin Gerritsen Senior Marketing Performance Management Consultant @Adwin_G adwin@spotonvision.com Host: Shimon Ben Ayoun Managing Partner @shimonbenayoun shimon@spotonvision.com
  2. 2. Who are we? MARKETING PERFORMANCE MANAGEMENT BUYER PERSONA CONTENT MARKETING LEAD MANAGEMENT MARKETING AUTOMATION With a dedicated passion for B2B marketing, a vast knowledge of the B2B buying process, content marketing and technology, spotONvision helps its customers to implement a buyer-centric marketing strategy & operations to drive pipeline growth, credibility and value
  3. 3. Upcoming events spotONvision Masterclasses 23 April: Content marketing the next level 24 June: Can B2B marketers show ROI? spotONfriday webinars: 8 May: Customer experience in B2B; a research on customer centricity in B2B 12 June: Know your buyer: the what & how of buyer personas
  4. 4. Questions? GoToWebinar: “Chat” or “Ask a question” OF Twitter met #b2bnl tag Twitter: @spotonvision
  5. 5. CEO’s Think Marketers Lack Business Credibility: They can’t Prove they Generate Business Growth Source: Fournaise Research 73% @shimonbenayoun #b2bnl
  6. 6. @shimonbenayoun #b2bnl Why? Branding, branding, and branding Sexy marketing trends More budget without proving impact Show lots of marketing data with no P&L meaning Focus too much on ‘arty fluffy’ side of marketing
  7. 7. ‘Until marketers start speaking the P&L language of their CEO’s and CFO’s and start tracking the effectiveness of their strategies and campaigns, they will continue the lack credibility in the eyes of their CEO’s and will continue to be seen more as a cost center than an asset’ Source: Fournaise Research
  8. 8. Today’s webinar: • Definition Marketing Performance Management • The status of B2B MPM in the Netherlands • How to improve MPM capabilities • What is currently on the marketing agenda? • Q&A
  9. 9. The technologies and services for solutions that support marketing’s ability to gain access to insights, analyze data, make predictions, and optimize marketing programs, campaigns and resources The analysis and improvement of the efficiency and effectiveness of marketing (…) by focus on the alignment of activities, strategies, and metrics (…) monitor marketing performance (…) utilize marketing dashboards to manage marketing performance. Marketing performance management It is important because 1. It helps marketers to show the value of marketing to the organisation 2. It helps marketers getting more for less by making marketing more efficient and effective
  10. 10. Performance management is top of mind of many CMOs Surprise? No Marketers now have more tools available than ever But… The challenge for many marketers is to take it to the next level
  11. 11. We spoke with your peers 26 Marketing Executives
  12. 12. Today 1 2 The status of B2B MPM in The Netherlands 3 What it means for B2B marketers How to improve MPM capabilities
  13. 13. Marketing performance maturity Framework Reporting Processes and metrics which connect marketing performance to company objectives Dashboards and reports marketers use to monitor results
  14. 14. Most companies say basics are in place Average 3.0 Average 3.4 Framework Reporting
  15. 15. Plotting maturity levels leads to 3 groups 1. Connect spending to campaign results 2. Focus on online 3. Experience marketing automation 4. Top-level management involvement
  16. 16. A look at maturity by industry Framework Reporting
  17. 17. It is about having insights To what extent are marketers able to evaluate success of campaigns? To what extent are marketers able to assess pipeline performance of marketing originated leads? How much insight do marketers currently have into:
  18. 18. Campaign performance In-person Networking events, seminars and round tables Online Online advertising, websites, social media, webinars, search engine marketing and email Teleprospecting Exploring for new business and qualifying opportunities via telephone Traditional media TV, radio, print, out of home
  19. 19. How much insight do you currently have into your campaign results? 1. Basic – We only measure activity or reach (impressions, CTR) 2. Limited – We measure # leads generated by marketing campaigns 3. Advanced – We measure ROI of all our marketing campaigns
  20. 20. How do we evaluate campaign performance? Level 4 ROI, revenue from leads, # leads, campaign reach or activity Level 3 Revenue from leads, # leads, campaign reach or activity Level 2 # leads, campaign reach or activity Level 1 Campaign reach or activity In-personOnline Teleprospecting Traditional 0% of companies reported measuring cross channel campaign ROI
  21. 21. Pipeline performance Level 3 Revenue from leads, # leads Level 2 # leads Level 1 No insights
  22. 22. 1. Marketing automation 2. Management involvement What can help take MPM to the next level?
  23. 23. Enabler 1: Companies that adopted marketing automation have higher maturity levels Framework Reporting
  24. 24. Enabler 1: Companies that adopted marketing automation have better insights Online Pipeline
  25. 25. Enabler 1: Companies that adopted marketing automation have better insights
  26. 26. Integrating with CRM
  27. 27. Enabler 2: Management involvement
  28. 28. Back to the office. What is currently on the marketing agenda?
  29. 29. Priorities in improving performance management Upgrading functionalities. Improving adoption. Measurement framework. Shared vision. Increasing measurability. Improve campaign management. Increase campaign ROI.
  30. 30. Challenges most marketers run into Change culture to be more analytic and performance driven. Build expertise performance mgt, digital, marketing automation. Convince board to invest in technology and optimisation.
  31. 31. What can we do to improve our marketing performance management capabilities?
  32. 32. A step-by-step approach Align current performance metrics and KPIs to strategic goals. Create executive and tactical marketing performance dashboards. Improving data availability in order to achieve better insight. Assign roles and responsibilities to embed performance management into all marketing processes. Optimise content performance, channel performance, campaign performance, pipeline performance. 1 2 3 4
  33. 33. Dashboarding examples
  34. 34. Dashboarding examples
  35. 35. Recap 1 2 3 The status of B2B MPM in The Netherlands What it means for B2B marketers How to improve MPM capabilities
  36. 36. Q&A spotONvision Masterclasses 23 April: Content marketing the next level 24 June: Can B2B marketers show ROI? spotONfriday webinars: 8 May: Customer experience in B2B; a research on customer centricity in B2B 12 June: Know your buyer: the what & how of buyer personas
  37. 37. Want to know more? Or need help with measuring the performance of B2B marketing? www.spotonvision.com @spotONvision @b2bmktforum @Adwin_G @shimonbenayoun LinkedIn groups: B2B Marketing Forum, en Passion for B2B Marketing http://www.youtube.com/user/spotONvision

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