Integrated Demand Management - Fox Parrack Singapour

© Copyright Fox Parrack Singapour 2012. All rights reserved.

Presented by David Fox,

Fox Parrack Singapour


• Tech-focused agency

• This is our 30th year

• Clients: A-Z of tech brands – Adobe, BT, BlackBerry, Canon, Cisco… Xerox

• Strategically-driven

• Global campaigns

About Fox Parrack Singapour


1. SANITY

2. INTEGRATION

3. CONTENT

4. MEASUREMENT

5. OPTIMISATION

What I’ll talk about…


The size of the challenge we face


People


Is there an issue of trust?


UK one of lowest trust levels of Business


Media - UK most cynical globally


So what’s the real impact

on marketing?


The shift in control “The users are deciding

what the point of their engagement will be.

What application, what device, what time, what place.” Tom Curley, CEO of the Associated Press


Response Rates Dropping

DMA Email Benchmark Report 2011

Sign-Up.to 2011 UK Email Marketing Benchmark Report

Clicks to Opens


Latest research

MarketingSherpa, 2012 B2B Marketing Benchmark Report,

According to new research culled from 1,745

surveyed marketers, even the most effective B2B marketing tactics - such as website design, SEO and email marketing - saw up to 50% decline in

overall effectiveness from the previous year.


Barriers to lead generation

leads sales ready

not ready to buy touches needed to

gain attention

‘deals’ initially left behind by sales

Chartered Institute of Marketing, Marketing Sherpa, Sirius Decisions

Involved in purchase decision


So what’s our best approach?

The art and science of Lead Nurturing…


Nurturing is influencing people early,

before the buying process begins,

in order to create a preference,

based on your position in their mind

as a ‘useful source’.


Is it email?


The trusty

telephone?


Telephone truths

“

TechTarget: Myths and Realities in European Online Marketing, May 2012


The changing sales pipeline


The changing buyer dynamic

Majority of IT buying cycles are now 6 months or less

79% say

6 months or less

TechTarget: Myths and Realities in European Online Marketing, May 2012


Their #1 requirement

“The shortest possible route to the best possible answer.”


Building an integrated demand management approach


Marketing’s opportunity

Closing the gap between these two positions builds a more

scalable, more effective demand management process.

Brand is important. It delivers long-term ROI but the issue is how to measure

this value in terms of pipeline contribution.

Lead Gen is important. Its role is to drive pipeline but the issue is the tactical nature of its deployment and the variable business

results.


The integrated demand funnel

Email Marketing

Video Site

Participation/

Channel

Search marketing

Display advertising

Influence cycle

Acquisitions

through referrals

MQLs/SQLs

1. Search is at the heart

2. Email is the engine

3. Ads give you reach

4. Social is the accelerator

5. Content is the fuel

6. Brand is permission

Company

Facebook pages

Company Twitter

pages

Company Blogs

Email newsletter

Widgets

LinkedIn

Groups

3rd Party

Facebook pages

Social Bookmarking

3rd Party Twitter

pages

3rd Party Blogs

LinkedIn

Groups

Analysts

Publishers

Website, Blog

Standard

Acquisition

Funnel


PROSPECT ENGAGE

CYCLE

EMAILS

Theme

Campaign Flow (The Buyer Journey)

LANDING PAGE

Theme specific

OU

TBO

UN

D

Email/D

M

THK YOU EMAIL

Link to Tool

EMAIL ROTATION: 4x different themes, 2 (CTA) versions of each Sent 14 days apart

EMAILS

Theme

NO ACTION: Prospect automatically returned to

Attract Email Cycle

EMAILS

Theme

EMAILS

Theme

INBOUND Series of matching online banners, plus links from PPC & Social Media

THANK YOU PAGE

Download links

ACTION 3: Prospect clicks through to Campaign Tool/microsite

NO ACTION: Prospect automatically returned to

Attract Email Cycle DIRECT MAIL(optional):

- Printed DM piece available

LANDING PAGES: Messaging & content dynamically populated to match inbound email

scoring TeleQual suspend

from flow SCORING: Prospect actions scored to determine TM priorities

CONVERT OFFERS: Engaged prospects sent Convert emails with offers

ACTION 4: Prospect engages with

offer-based content

LANDING PAGE

Convert Offer

CONVERT EMAIL

Offer

ATTRACT EMAIL CYCLE Prospects sent series of emails with reminders

ACTION 1: Prospect clicks

through to Landing Page

Ensure tracking

code on all pages

CAMPAIGN TOOL

Business Experiences Tool

ACTION 2: Prospect requests

download, automatically sent Thank You email

Thank You EMAIL Auto-Triggered

http://www.cisco.com/assets/sol/coll/flash/bo_cust_tool/index.html


The decision-making fuel


The Decision Process


Author

Title

Cover design

Synopsis

Shelf positioning

Spin-offs

PROMOTION

Think like a publisher


Content choices

Useful information

Video

Infographic

PowerPoint Interactive PDF/Tool

Webinar

Case Study

Guides

3rd Party Comment


Content creation


Content Mapping

[email protected]

Learn Scope Select JOURNEY STAGES

ISSUE RECOGNITION

EVALUATION REQUIREMENTS

SUPPLIER SELECTION

WHAT THEY NEED

Objective, up-to-date information from experts

Information at the right level

Tools to help them understand what the right level is (eg vs maturity or vertical)

Guide/pointers to other quality information

Demonstration of value

Objective support, no sales pitch, to build understanding of specific value to them, e.g. case study examples

Explanation of different solutions through to technical scope

Ability to ask questions

Clear “why me” from suppliers

Demonstration of proof of capability

Endorsement from 3rd parties

Comparative (and fair) information ( yours or3rd party)

Accessibility to the right people who can take issue to technical solution

COLLATERAL/ CONTENT White papers: ‘why solution’ from vendor & credible 3rd parties Interactive tools - video Infographics Webinars - no sales pitch Industry Events IT Press/Online/PR Podcasts

Case studies

Q&As

Infographics

PowerPoint

FAQs

Solutions

Self Assessment

Why ‘vendor’ information

Demos and trials

Vendor events

Product specifications

Call me/Inbound call

Aligning content with the Buyer Journey


Monitoring performance as a constant


Metrics – FPS 5 Point System

REACH

TARGETING

ENGAGEMENT

SOCIAL

TRANSACTIONS

Size of the audience exposed to the campaign

Number of correct profiles touched

Number of interactions with marketing assets

(includes clicks, visits, views & downloads)

Marketing assets the audience shares with their networks

Number of interactions with the „sales‟ process

(demos, inbound contact, TM qualification, RFPs, sales, etc)


Campaign Pipeline Performance

$0.0$1.0$2.0$3.0$4.0$5.0$6.0$7.0$8.0$9.0

$10.0$11.0$12.0$13.0$14.0$15.0$16.0$17.0$18.0

0 10 20 30 40 50

Total Pipeline

Inbound Pipeline

Outbound Pipeline

Weeks

15% conversion

10% conversion

12% conversion

11% conversion

+23% av. order value

+37% av. order value


Profiles Open Rates CTRs Click to Opens

Engaged Respondents vs.

Initial Respondents

6x increase

48x increase

5x increase

Buyer journey intensity


Don‟t undervalue more

junior team in early buying cycle

Don‟t expect to engage CIOs

in early buying cycle

Look for signs of a buying group

Scoring sanity


“Let the data do the talking”


1. Constant programme of testing – AB Testing: subject lines, messaging, imagery, content assets,

order, forms, number of secondary assets (and placement)

2. In-depth analysis of results – Initial activity (Clickthroughs, form fills)

– Behaviour intensity (further clicks, content engagement and

duration)

Learning and constant improvement


Third

Test O

riginal C

reative

Banner Optimisation - Learnings

Added a ‘hero’ CTA with benefit message

Added product image for context

Click Throughs: 250% increase


Landing Page:

Optimised Design

Clear call-to-action message to tell visitor what to do on this

page

Dominant position of ‘hero’ content image

Short copy promotes the content of the asset

Short form

Secondary content assets to encourage visitors to hit Submit

Static header banner to avoid distraction

‘Contact us’ details

Conversions: 850% increase


1. The audience is firmly in control (They’re distrusting, picky & pressured; and looking for ‘convenience’)

2. Be “the shortest possible route to the best possible answer” (Convenience; intensive nurturing flows & content journeys)

3. Think integrated demand nurturing (Not just with media but with demand creation/Brand as well as DG)

4. Think like a publisher (Not just ‘great’ content but how it’s presented & promoted)

5. Measure to drive actionable insight (Hard and soft measures, look for the clues to aid improvement)

6. Think constant optimisation (Old DM adage: test, test and test again to drive improvement)

7. Think long-term; you‟re building a relationship (Real returns come after 12 months plus building ‘brand preference’

Summary


Thank you

Any questions?

David Fox,

[email protected],

http://uk.linkedin.com/in/davidfoxatfps

mailto:[email protected]


