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Take a look at how conversational marketing technology can increase effectiveness in B2B marketing campaigns.
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Maximize Campaign Effectiveness:Lead Management for a Cross-Channel World
www.neolane.com
@Neolane
One Gateway Center Newton, MA
2Neolane confidentialCopyright Neolane - 2009
The State of Marketing
Effectiveness & Customer Experience Customers expect a greater level of
intimacy/relationships
One sustainable dialogue: inbound-outbound
Email fatigue/legislation could signal recovery of Direct Mail
Growth of smartphone market/use and emergence of mobile standards in the US
New channel emergence (Social Media and others)
3Neolane confidentialCopyright Neolane - 2009
The State of Marketing
Efficiency Greater global/regional marketing
cooperation (less silos) Growth/maturity of the marketing
operations function (process) Marketers will still be asked to do
more with less (automation)
Accountability CMOs will increasingly get a
‘seat at the table’ Increased reliance on data
and metrics in decision making
4Neolane confidentialCopyright Neolane - 2009
B2B Marketing Automation Software Adoption
Forrester Research reports that only 2-5% of B2B firms have invested in full-featured lead management automation Small organizations (under $25M) have been driving the
penetration
Sirius Decisions reports that only 20% of b2b organizations use some form of marketing automation today
US ahead of Europe in lead management adoption
5Neolane confidentialCopyright Neolane - 2009 5
Lead Management Optimization
6Neolane confidentialCopyright Neolane - 2009
Example of Lead Management Process
7Neolane confidentialCopyright Neolane - 2009
Hager Group Case Study: Objectives
Interactive communication for an effective loyalty strategy Recruit new contacts
Convert prospects
Drive loyalty
Build a central database marketing platform Ensure data quality:
• Bounces and bad addresses• Opt-outs
Ensure relevance of messages:• Personalization• Targeting, profiling
Campaign automation and scheduling
Measure ROI on actions
Educate and inform sales force
8Neolane confidentialCopyright Neolane - 2009
Hager Group Case Study: Solution
Traffic generationAcquisition of prospectsData capture
ProspectQualify
GrowConvert Drive loyalty
Visitor Prospect Customer Loyal clientand recruiter
Customer lifecycle
Imported listsShows, conferences, expos…Documentation requests from partner sites
Hager servicesSoftware registration‘Tricks of the trade’ areaDirectories
Portal(Web forms)Information requestCompetitions - SurveysNewsletter registrations…
Marketing datamart Deduplication
MarketingViral
Visit requests
Testimonials
Hager servicesE-services (Club…)Software updatesDistance training
Birthdaymessages
Personalizednewsletters
Tips of the month
Invitationsto events
Personalized communications
Distributors
Prescribers
Teachers
Installers
TargetingSegmentation
Transfer hot leads
EmailFichiers
Access to prospect profile
Lead dispatch to regional sales teams
Services HagerE-catalogSales toolsEmail assistance
Relationship
communication with customer
Traffic generationAcquisition of prospectsData capture
ProspectQualify
GrowConvert Drive loyalty
Visitor Prospect Customer Loyal clientand recruiter
Customer lifecycle
Imported listsShows, conferences, expos…Documentation requests from partner sites
Hager servicesSoftware registration‘Tricks of the trade’ areaDirectories
Portal(Web forms)Information requestCompetitions - SurveysNewsletter registrations…
Portal(Web forms)Information requestCompetitions - SurveysNewsletter registrations…
Marketing datamart DeduplicationDeduplication
MarketingViralMarketingViral
Visit requestsVisit requests
TestimonialsTestimonials
Hager servicesE-services (Club…)Software updatesDistance training
Hager servicesE-services (Club…)Software updatesDistance training
Birthdaymessages
PersonalizednewslettersPersonalizednewsletters
Tips of the month
Invitationsto events
Personalized communications
Distributors
Prescribers
Teachers
Installers
TargetingSegmentation
Transfer hot leads
EmailFichiers
EmailFichiers
Access to prospect profileAccess to prospect profile
Lead dispatch to regional sales teams
Services HagerE-catalogSales toolsEmail assistance
Services HagerE-catalogSales toolsEmail assistance
Relationship
communication with customer
9Neolane confidentialCopyright Neolane - 2009
Hager Group Case Study: Results
Increased reach and DB size From 5,000 to 75,000 in 3
years
Enabled a “highly qualitative” B2B relationship with nurturing Success rate > 99%
Open rate > 45%
Click rate ~13%
Opt out < 0.2%
Detailed reporting of actions carried out
10Neolane confidentialCopyright Neolane - 2009
Reporting on Lead Quantity & Quality
11Neolane confidentialCopyright Neolane - 2009
Review of Building Blocks for B2B Marketing Success
Skills, processes, and automation are the triumvirate of success
Look at B2C marketing for some guidance on needed marketing skill sets
Don’t automate bad processes
Lead management optimization is the end goal – not the starting point
12Neolane confidentialCopyright Neolane - 2009
Marketing Automation Checklist
Cross-channel support – not just email and web
Buying process and preference support Multiple touch points and interactions
Marketing process automation Sustainable dialogues via one-to-one relationships Nurturing and triggering
Measurement and reporting, including marketing revenue attribution
Complete view of marketing history – 360° marketing view
Integration to CRM/SFA