How B2B Marketers Use Digital Media to Accelerate Marketing and Sales Performance

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This presentation was delivered at the 2011 DMA B2B Marketing Symposium in Boston. It provides a concise overview of why and how innovative B2B marketers are using Email, Social Media and Websites in combination with CRM and marketing automation technology to attract, engage, sell, and retain customers.

Text of How B2B Marketers Use Digital Media to Accelerate Marketing and Sales Performance

  • 1. Interactive InnovationHow Successful BtoB Marketers UseDigital Marketing to Accelerate Marketing and Sales PerformanceJoel BookExactTarget @joelbook / #ExactTarget

2. Marketing to The Power of OneEffective B2BMarketing: Is fueled by customerdata and analytics Utilizes multiplechannels to engage andserve customers Requires marketingautomation technology todeliver relevant content. 3. US Interactive Marketing Spend: $76.6B by 2016 4. Aids the Buying Process Enables Better Service Maximizes Retention 5. How Online Consumers Begin Their Day58% of OnlineConsumers Beginthe Day With Email.Source: ExactTargetSUBSCRIBERS, FANS, & FOLLOWERSReport #1, Digital Morning Full report available at 6. Those who buyproductsmarketed throughemail spend 138%more than non-readers of email.Source: Forrester ResearchE-Mail Marketing Comes of Age. 7. Email Drives Conversion and Improves Retention The Customer Life Cycle Product Product Product Product Repurchase/ Brand InquiryEvaluationPurchaseUsage Renewal Loyalty Business GettingBusiness Keeping Once a person gives you permission . . . Email aids the buying process. Email drives repeat purchase, referrals. Email keeps customers connected and informed. 8. 75% of social media users say email isthe best way for companies tocommunicate with them.MarketingSherpa, 2010 9. Amplifies Your Message Fuels the Conversation Attracts New Customers 10. Social Media UsersFacebook: 620M Worldwide / 116.8M U.S.(1) (2)Twitter: 190M Worldwide / 16.4M U.S.(1) (2)LinkedIn:100M Worldwide / 49.0M U.S.(3) (3) YouTube: 2B Views/Day; Avg. View: 15 Min.(4)Sources: (1) eConsultancy, (2) eMarketer, (3) LinkedIn, (4) YouTube 11. Social Media has Revolutionized the Way Consumers Engage with Brands 12. Social Media Attracts Website VisitorsConsumers who areexposed to a brand insocial media are 2.8xmore likely to searchfor that brandsproducts. 13. Fans & Followers are Good. Customers are Better.Conversion Metrics To Monetize Social Media,Convert Fans & Followers to Email Subscribers 14. Keeps Customer Engaged Drives Traffic to Sites Improves Customer Service 15. Smartphones Accelerate Mobile Marketing Smartphones such as the iPhone from Apple are now outselling personal computers! Source: The Huffington Post (Based on IDC Report) February 8, 2011 65.8 million people in the U.S. now own smartphones. Of these, 35.3% use apps. Source: comScore MobiLens 2011 U.S. Mobile Subscriber Market Share March , 2011 16. EMAIL DOMINATESSMARTPHONE USE 17. 36% of physicians surveyed foundthe use of iPads or other tablets morebeneficial than speaking with repsbearing printed materials."Manhattan Research ePharma Physician StudySeptember 2011 18. "[The iPad] enablesour sales employeesto do a much betterjob of engaging in areally different waythan weve donebefore."Michael Hedges, CIO, MedtronicWall Street Journal, Dec. 8, 2010 19. eMarketingInnovatorsReal MarketersReal Solutions Real Results 20. The MissionProvide email communications capabilityto hundreds of Field Marketing Managers around the globe withoutcompromising email design, corporatebranding, and message relevance.Sean Mattson And do it all at reduced cost.Director,Global Web MarketingHitachi Data SystemsSanta Clara, California 21. Email is the Backbone of Hitachi Data SystemsGlobal E-communications Strategy Customer Newsletter Product LaunchWebinar InviteProduct NewsEvent InvitationHitachi Data Systems uses email to: Nurture leads; Keep existing customers connected to HDS Support relationship management efforts of HDS field sales managers Deliver relevant content to IT professionals in 30 regions and in 18 languages 22. The Hitachi E-communications PlatformOMCM Online Marketing Landing Pages,Registration PagesThank You Pages, Webcasts / Podcasts CampaignClosedTotal Integration Tracking and Analytics Loop of Customer Data ManagementE-communicationsMarketing Database 23. HITACHI USES EMAIL HELPIT PROFESSIONALS MAKE SMART DECISIONS 24. HITACHI USES EMAIL TO DRIVEATTENDANCE FOR ITS WebTech WEBINAR SERIESWebTech Webinar Series 35 webinars per year Up to 200 attendees per event 25. HITACHI USES EMAIL TO PROMOTE ITS EVENTS 26. Hitachi Promotes Content Sharing via Social MediaHitachi makes it easy forsubscribers to share e-newsarticles, respond to offersand access content on theHitachi Data Systemswebsite.Forward to a FriendView the VideoReview the Case Study Try it Free for 30 DaysRead the Story Register for Webinar 27. John JohnstoneBusiness ManagerVolvo Construction Equipment 28. Volvo Construction Equipment Volvo Construction Equipment is partof Volvo Group; Started in 1832 Products and services are offered inmore than 125 countries throughproprietary or independentdealerships. Volvo machines are used for roadconstruction, oil and gas exploration,building demolition, industrialmaterial handling, and forestry. 29. Volvo ConstructionEquipments e-marketingsolution helps dealers sellmillions of dollars of new andused equipment each year. 30. Volvo CEs CRM and Automation GoalsAchieve End-To-End Lead & Campaign Management ProcessIncrease Lead to Sales Conversion RatioReduce Lead Conversion TimeImprove Sales EffectivenessTrack Campaign Effectiveness and ROILeverage Cross-Sale and Up-Sale Opportunities 31. Volvo Construction EquipmenteMarketing Technology Solution www.volvoce.comLanding Pages, Registration Pages Product Microsites, Webcasts / PodcastsCampaign Tracking & Lead Scoring Total Integration of Customer Data Email Communications Marketing Database 32. Marketing Data IntegrationVolvo CE CustomerInformationcentralizes Analytics Sales(New/Used)customer data inMicrosoftDynamics CRM.Lead Score WarrantyData Enables oneMicrosoftDynamicsview of theCRMcustomer.Social Credit Allows fasterMediaStatuscommunication withcustomers Provides better MarComSurveys Historymeasurement ofeCommercecampaign ROI 33. VOLVO USES EMAIL TO HELPDEALERS SELL NEW EQUIPMENT 34. The Monthly eMail Newsletter deliverslatest news on Volvo products and services to 85,000 customers.1. Dynamic Content Volvo designed the email template to allow for dynamic content. Through integration with Microsoft CRM, Volvo changes articles and product news articles based on user interests.2. Interactive Functionality Adding video links has allowed Volvo to increase traffic to the website where Volvo gathers immediate feedback on product interest.3. Analytics The analytics from this eMail are used for to capture customer insight and interests and aid re- design.4. Performance Metrics Average 12% Open Rate Average a 7% Click Through Rate 35. VOLVO USES EMAIL TO HELPDEALERS SELL USED EQUIPMENT 36. The Remarketing Email is forselect customers who request used equipment alerts.1. Navigation In its new design, Volvo added a Table of Contents section with links to articles and product news updates. These links have increased website traffic 30% and generated thousands of leads.2. Content Syndication Volvo dynamically displays used equipment based on subscriber preferences. Content syndication has reduced eMail build time by approximately 30-40% by automatically capturing content from websites.3. Performance Metrics 75% Email Open Rate 11% Click Through Rate 20% increase in speed of equipment sales 37. Twitter is used to attractprospective customers tothe Volvo ConstructionEquipment website.And drive traffic to theVolvo ConstructionEquipment YouTubeChannel. 38. If youre responsible for BtoB marketing, andyoure not using video, youre making a hugemistake.John JohnstoneBusiness Marketing ManagerVolvo Construction Equipment North America 39. Lead Management Workflow Data cleansing Information Request Microsoft Dynamics CRM enables Volvo sales reps to manage leads Auto-generated report for Volvosales rep Auto-generatedemail for customer 40. Immediate Delivery of Information to CustomerMicrosoft Dynamics CRMtriggers an email thatthanks the customer forcontacting VolvoConstruction EquipmentEmail provides a link to alanding page containingdetails about the productof interest 41. Before and After eMarketing AutomationBefore AutomationAfter AutomationCustomer data was in multiple silos Customer account and contact data isand data quality was inconsistent.centralized in Microsoft Dynamics CRMand normalized through D&B.Volvo CE had no CRM system and no Microsoft Dynamics CRM is integratedability to send email communications to with ExactTarget enabling automationcustomers.of all email communications.Leads were stored in Excel files andLeads get logged and processed quickly.distributed to dealers manually; Reps Customers receive personalized emailhad limited visibility to leads.immediately after inquiry.Volvo CE had no ability to deliverVolvo CE uses email to deliver relevantrelevant product information to information that aids purchase, andindividual customers. supports the local dealer.Limited (or no) feedback from dealers Volvo CE marketing is able to measureregarding lead status.lead status and campaign effectivenessquickly and effectively. 42. Multi-Channel Interaction is a MustManaging the Customer ConversationRequires Integration of Outbound & Inbound Channels 43. Cross Channel Campaign ManagementSource: Forrester Research - April 2009 Campaign Management Needs A Reboot 44. A Single Platform for Cross-Channel Marketing 45. Thank You!Joel