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Top tips for those starting to use marketing insight for business to business organisations. Learn where to start and find out about some of the new analytical tools available. Top Tips on getting better quality leads and generating more sales
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Using Marketing Insight to drive Sales
Shane Redding, Think Direct
A little bit about me
Worked in b2b for over 30 years
Consult, train and & lecture
Own 2 companies and hold 3 NEDs
Passionate about data and analysis
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This session
What is marketing insight? Where to start? What are your business issues? Top tips for success Where to go for more help
Market and Customer Insight
What is it?
1.Market Research
2.Database Analysis – prospect and customers
3.Campaign Analytics – by media
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Market and Customer Insight – What is it FOR?
The CRUNCH is to DRIVE sales!
So the question is not what analysis should you be doing?
.. but WHAT is your business problem!
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Analytics & the car crash
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What is the business problem?
Historic analysis CAN tell you that you are attracting the “wrong” customers:
Credit risk Unprofitable High churn Flat/downturn sector
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Sector specific trends
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Marketing in a downturn
But some b2b sectors actually boom:
debt factors privately owned co.'sgovernment (some e.g. enterprise) cost saving businesses e.g. video conferencing, outsourcing, outplacement, software
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Market research shows
Other niche growth sectors in economyenvironmental/waste mgt construction (Olympics) eBay tradersSMEs/Start ups
Source: www.statistics.gov.uk
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…and beware of predicting the future!
Pace of change Upside marketing – or buyers in
control
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Business Problem
Where do I find NEW customers? Actually its where do I find NEW
PROFITABLE customers? Market research (common sense
applied) = Key trends for 2012
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Acquiring new profitable customers
Top Tip 1: Focus
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Focus on growth
market research Insider trends – in your business
which sectors are growing (eye ball the data)
Look at which sectors your new leads are coming from (but media neutral e.g. Google)
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Acquiring new profitable customers
Top Tip: Profile your best customers and find more like themNeed to use external resource to compare your database to the business universe to do thisWill match and report on your dataProviders include DnB, Experian, Blue Sheep, Cyance see www.cyance.com
Profiling the market
Customers v business universe
BUT before you start
How good is your data? Clean it up first
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Business Problem 2: How do you convert online leads?
1. Are you drowning in leads?
2. Do your sales people moan about the quality of leads?
3. Have you low visit to order conversion levels?
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How do you convert online leads?
Top Tip: Focus on quality
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Focus on the QUALITY of your leads Where are they in the buying cycle? Feedback learning’s into your PPC Score your leads, can be as simple as
number of touch points i.e. they have visited website, downloaded, phoned
Attribute & prioritise in your database Remember: Less can be MORE
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Top Tip: Collect Datato help convert online leads
Analyse: what are you missing? Emails, Phone numbers etc.
Can you make it easier on your reg forms? Use rapid addressing and pre completion
Turn unknown visitors into real leads with tools like www.Leadforensics.co.uk
Lead Forensics: Leads to Sales
Takes the IP address of your visitors and matches it to the UK business universe
So you know which companies by size/sector/geo are on your site
Provides phone number to follow up You can link to YOUR database to
score leads and track customers
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Analysis should deliver
Profit! Competitive edge Help focus marketing budget on best
opportunities Clear ROI - delivers business
objectives, solves problems
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Help
www.theidm.com www.thedma.org www.marketingsherpa.com
And do email me
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