Dallas Digital Summit 2012:“How One Enterprise Took Digital Demand Gen by theHorns & Won: Real-Life Lessons from the Trenc...
Speaker Background                                                                                                        ...
3   Copyright © 2012, Oracle and/or its affiliates. All rights reserved.   Confidential – Oracle Internal
Agenda        Dallas Digital Summit 2012           Introduction/Speaker Background                                       ...
B2B Marketers To Boost Spending        Digital & Online Represent A Huge Oppty For Driving Demand5   Copyright © 2012, Ora...
Navigating The Digital Universe        Focusing Your Digital Demand Gen Investment On What Drives Results           Searc...
The Business Challenge        What Kept Us Up at Night        Our mandate was simple:        1. Leverage digital and onlin...
Results After Implementing Digital Demand Gen Strategy        Y-O-Y Comparison8   Copyright © 2012, Oracle and/or its affi...
Results Continued9   Copyright © 2012, Oracle and/or its affiliates. All rights reserved.   Confidential – Oracle Internal
Search Investment Mix         What Worked, What Didn’t                 SEO*                                              ...
Search Investment Mix Continued         What Worked, What Didn’t                                                          ...
Record-Setting TS Traffic And Organic Traffic         TS = Total Site                                Total Site Traffic   ...
Social Media Investment Mix         What Worked, What Didn’t               Blog Commenting                               ...
Online Advertising Investment Mix         What Worked, What Didn’t               Site Conquesting Campaigns              ...
Example Of Site Conquesting         Only Your Ads Are Displayed For That Day/That Week                                    ...
Email Marketing Investment Mix         What Worked, What Didn’t               Industry-, Role-, Geo-specific             ...
Example of Nurture Campaign Diagram Flow17   Copyright © 2012, Oracle and/or its affiliates. All rights reserved.   Confid...
Example Pilot           Results After Eight Weeks: A+                                      Subject Text                   ...
Category “Other” Investment Mix         What Worked, What Didn’t               Online Chat                               ...
Which Digital Mix Gets You To The Holy Grail?          A Proven B2B Solution for Driving Digital Demand Gen      Search  ...
Additional Takeaways         1. Build strategy that supports the            business objective         2. Fail fast       ...
If I Had A Digital Marketing Crystal Ball . . .         Where I’m Placing My Bets            Big Data Analytics Driving I...
Contact Information         Let’s Chat                                                                            Twitter ...
24   Copyright © 2012, Oracle and/or its affiliates. All rights reserved.   Confidential – Oracle Internal
25   Copyright © 2012, Oracle and/or its affiliates. All rights reserved.   Confidential – Oracle Internal
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How One Enterprise Took Digital Demand Gen by the Horns & Won: Real-Life Lessons from the Trenches

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Digital marketers, both seasoned and novice, continue to search for the Holy Grail of marketing: how to engage with the right audience at the right time using the right medium in order to progress prospects further down the sales funnel. In this informative session, digital strategist Courtney Wiley will share one formula for success she cultivated while working at a global tech enterprise. Learn which digital elements worked, which didn\'t, and how to complement your traditional marketing efforts with the right digital mix. Walk away with a proven, best-practices framework that will help you get started and justify your digital demand gen investment.

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How One Enterprise Took Digital Demand Gen by the Horns & Won: Real-Life Lessons from the Trenches

  1. 1. Dallas Digital Summit 2012:“How One Enterprise Took Digital Demand Gen by theHorns & Won: Real-Life Lessons from the Trenches”Courtney Wiley,Director of Digital Marketing Strategy & InnovationDecember 5, 2012 @wileyccoyote #DDSUM121 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Internal
  2. 2. Speaker Background Number of touch points required to transition a lead from a MQL to a true sales oppty dropped from 31 to 192 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Internal
  3. 3. 3 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Internal
  4. 4. Agenda Dallas Digital Summit 2012  Introduction/Speaker Background 9:00-9:02  Digital Elements That Drive Demand Gen 9:02-9:03  Case In Point: An ROI Case Study from an Unnamed Tech Enterprise 9:03-9:06  Lessons Learned From The Trenches—What Worked, What Didn’t 9:06-9:15  Let’s Cut to the Chase . . . What Is The Right Digital Mix? 9:15-9:16 – A Best Practices Framework You Can Use Today  Additional Takeaways 9:16-9:17  My Digital Crystal Ball 9:17-9:19  Close + Contact Info 9:19-9:204 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Internal
  5. 5. B2B Marketers To Boost Spending Digital & Online Represent A Huge Oppty For Driving Demand5 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Internal
  6. 6. Navigating The Digital Universe Focusing Your Digital Demand Gen Investment On What Drives Results  Search: Paid + Organic  Email Marketing – PPC  Progressive profiling – Content  “No Lead Left Behind” – Mobile/Tablet  Nurturing campaigns – Click-to-Call  Online Chat  Social  Mobile SMS – LinkedIn ads  Profile Augmentation/List Buys – Twitter engagement  Integrated marketing campaigns – Facebook  Dialogue-based lead gen programs – Blog commenting – Social bookmarking  Emerging Media – Augmented Reality  Online Advertising – QR Codes (Quick Response) – Content syndication – Third-party Webcasts/sponsorships6 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Internal
  7. 7. The Business Challenge What Kept Us Up at Night Our mandate was simple: 1. Leverage digital and online marketing to drive dynamic, scalable growth of the demand generation funnel 2. Increase the scope, strength, and efficiency of our sales pipeline 3. Speed the velocity of leads through the B2B buying cycle 4. Increase marketing attribution revenue, and 5. Help our sales team drive for success7 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Internal
  8. 8. Results After Implementing Digital Demand Gen Strategy Y-O-Y Comparison8 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Internal
  9. 9. Results Continued9 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Internal
  10. 10. Search Investment Mix What Worked, What Didn’t  SEO*  Content Search  Pay-Per-Click (positions 1 & 4)  Tablet Search  Remarketing  Click-to-Call  Search Remarketing  Mobile Search  Click-to-Chat** *Five months to realize position 1/2/3 organic rankings for top-converting non-brand KWs **Chat generated $5.1 million in pipeline over 10 months10 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Internal
  11. 11. Search Investment Mix Continued What Worked, What Didn’t % Budget % Lead Gen Paid Search* 12% 13.5% Remarketing 12% 21% Search Remarketing 68% 60.5% SEO 8% 5% For every $1 of paid search spend, we netted $2.38 in pipeline *PPC, Content Search, Mobile, Tablet, Click-to-Call NOTE: Click-to-Chat metrics incl in Paid Search/Remarketing/SR11 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Internal
  12. 12. Record-Setting TS Traffic And Organic Traffic TS = Total Site Total Site Traffic Traffic from Natural Search* 2010 Total Site Traffic 2011 Total Site Traffic 2010 Traffic 2011 Traffic Linear (2011 Traffic) Linear (2011 Total Site Traffic) *Five months to realize position 1/2/3 organic rankings for top-converting non-brand KWs12 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Internal
  13. 13. Social Media Investment Mix What Worked, What Didn’t  Blog Commenting  LinkedIn Ads  Twitter  FaceBook  Social Bookmarking Blog commenting also helps to build SEO back links; SEO search traffic increased 276% Y-O-Y13 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Internal
  14. 14. Online Advertising Investment Mix What Worked, What Didn’t  Site Conquesting Campaigns  Content Syndication*  Banner Ads  White Paper Campaigns*  Third-party Webcasts  eDM Promotions*  Cost-per-Acquisition  Industry-specific Media Buys* Campaigns Record-setting number of branding impressions realized, 1000%+ Y-O-Y. *Investment yielded high quantity, low quality14 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Internal
  15. 15. Example Of Site Conquesting Only Your Ads Are Displayed For That Day/That Week Your ad here Your ad here15 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Internal
  16. 16. Email Marketing Investment Mix What Worked, What Didn’t  Industry-, Role-, Geo-specific  “Spray & Pray” eBlasts Nurture Campaigns  Any email send sans implicit  “No Lead Left Behind” segmentation  Sales-Recycled Leads (SRL) Campaigns Current Unknowns: End-of-Life/Renewals  Re-Engagement Campaigns16 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Internal
  17. 17. Example of Nurture Campaign Diagram Flow17 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Internal
  18. 18. Example Pilot Results After Eight Weeks: A+ Subject Text Total Email Delivered Rate Email Open Rate Unsub Rate Total Click on Click Through Rate Sent (%) (%) (%) URL (%) Sample Nurture Campaign A xxx 97.92 23.32 0.14 xxx 9.02 Avg. Open Rate (%) Avg. CTR (%) This particular email20.0 10 pilot is currently15.0 Mar 8 Mar outpacing historical10.0 Apr 6 Apr campaign averages on May 4 May all fronts 5.0 Jun Jun Jul 2 Jul 0.0 Aug Aug 0 18 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Internal
  19. 19. Category “Other” Investment Mix What Worked, What Didn’t  Online Chat  Profile Augmentation/List Buys  Integrated Marketing  Mobile SMS Campaigns (DM, PURLs,  Local email, Print, QR codes, etc.)  Dialogue-based Lead Gen Current Unknowns: Augmented Reality and Digital Out-of-Home19 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Internal
  20. 20. Which Digital Mix Gets You To The Holy Grail? A Proven B2B Solution for Driving Digital Demand Gen  Search New Media* Search  Social  Email  New + Emerging Media Email By leveraging digital and social channels, providing air cover via SEM and online advertising, launching email campaigns that target Social specific segmentation groups within a LOB, and implementing new media technology, orgs can uplevel their demand gen funnel and increase marketing’s attribution to the pipeline. *Incl online chat20 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Internal
  21. 21. Additional Takeaways 1. Build strategy that supports the business objective 2. Fail fast 3. Measure, learn, adapt21 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Internal
  22. 22. If I Had A Digital Marketing Crystal Ball . . . Where I’m Placing My Bets  Big Data Analytics Driving Integrated MARCOMM  Personalized “Innovation Portals”  Role-Based Transactional Campaigns  Augmented Reality  iPad Sales Tool Extensions  Additional Social/Mobile Capabilities22 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Internal
  23. 23. Contact Information Let’s Chat Twitter @wileyccoyote LinkedIn in/cdwiley Email courtney.wiley@oracle.com Text 469-261-166923 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Internal
  24. 24. 24 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Internal
  25. 25. 25 Copyright © 2012, Oracle and/or its affiliates. All rights reserved. Confidential – Oracle Internal

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