B2B type of companies has their own unique Online Marketing purpose, engagement model with sales team, and ROI identification. Everyone wants to either save marketing budget or get better online campaign result, but how? I will present what’s the unique part for B2B online marketing and how to optimize for better ROI.

1. www.cisco.com/cn Cisco Systems (China)1
Optimize ROI For B2B Online Marketing
唐 寅唐 寅
Jacob TangJacob Tang
Cisco SystemsCisco Systems

2. www.cisco.com/cn Cisco Systems (China)2
Index
B2B Online MarketingB2B Online Marketing
• Why B2B Company need to do Online Marketing?
• Purpose of B2B online Marketing?
• How to measure B2B Online marketing’s ROI?
• B2B Marketing & Sales Engagement Model
• B2B End to End tracking process
B2B Online Marketing Tactics & ROI Optimization TipsB2B Online Marketing Tactics & ROI Optimization Tips
• B2B Online Marketing tactics
• Database foundation & P2B model
• Email Marketing 3 magic numbers & ROI optimization tips
• SEM’s importance & ROI optimization tips
• Webinar ROI optimization tips
• Misc Online Marketing tactics: Click to chat, Social Media, Telemarketing
ROI MaximizationROI Maximization

3. www.cisco.com/cn Cisco Systems (China)3
B2B Online Marketing
Why & Purpose
Purpose of B2B online marketing?Purpose of B2B online marketing?
Brand awareness Lead Generation
Why B2B company need to do Online Marketing?Why B2B company need to do Online Marketing?
• Everyone is online
• Extend Offline brand to Online
• Increase Account / Contact coverage
• Deliver the right message to target audience
• Decision marker’s purchase behavior

4. www.cisco.com/cn Cisco Systems (China)4
B2B Online Marketing
How to measure B2B Online marketing’s ROI?
Purpose
 Brand Awareness
 Lead Generation
Lead Generation
ROI Identification
 Cost per impression
 Cost per contact acquisition
 Cost per registration
 Cost per Webinar attendee
 Cost per Lead
 Cost per Opportunity
 Cost per Booking
 Impression
 Website Traffic
 Time on Site
 % of new visitor
Brand Awareness
ROI Identification

5. www.cisco.com/cn Cisco Systems (China)5
B2B Online Marketing
B2B Marketing & Sales Engagement Model
Sales followSales follow (by Geo / Industry mapping)(by Geo / Industry mapping)
Marketing Result Analyze ( Leads Pipeline / Deal Number / ROI )Marketing Result Analyze ( Leads Pipeline / Deal Number / ROI )
AwarenessAwarenessInterestInterestConsiderationConsiderationPurchasePurchase
MarketingAutoMarketingAuto
TransactionTracTransactionTrack
Marketing Database (Contact / Site / Transaction)Marketing Database (Contact / Site / Transaction)
Lead GenerationLead Generation
SEM / SEOSEM / SEOSEM / SEOSEM / SEO Online ADOnline ADOnline ADOnline AD EmailEmailEmailEmail Social MediaSocial MediaSocial MediaSocial Media Click to ChatClick to ChatClick to ChatClick to Chat
Website / Landing PageWebsite / Landing PageWebsite / Landing PageWebsite / Landing Page
SurveySurvey
- Contact & Site ProfileContact & Site Profile
- Lead QuestionsLead Questions
SurveySurvey
- Contact & Site ProfileContact & Site Profile
- Lead QuestionsLead Questions
( Incentive )

6. www.cisco.com/cn Cisco Systems (China)6
B2B End to End tracking process
Investment to Booking end to end tracking – ROI AnalysisInvestment to Booking end to end tracking – ROI Analysis
Budget AllocationBudget AllocationBudget AllocationBudget Allocation
Campaign PlanningCampaign PlanningCampaign PlanningCampaign Planning
Campaign ExecutionCampaign ExecutionCampaign ExecutionCampaign Execution
Response CollectionResponse CollectionResponse CollectionResponse Collection
Leads IdentificationLeads IdentificationLeads IdentificationLeads Identification
Lead notificationLead notificationLead notificationLead notification
Accept LeadsAccept LeadsAccept LeadsAccept Leads
Convert opportunityConvert opportunityConvert opportunityConvert opportunity
Close dealClose dealClose dealClose deal
Mark in SystemMark in SystemMark in SystemMark in System
MarketingMarketingMarketingMarketing SalesSalesSalesSales
$$$$
$$$$$$$$

7. www.cisco.com/cn Cisco Systems (China)7
Online
Marketing
Online forum
Click to ChatEmail
Social Media
Blog Database
Search Engine Marketing
eNewsletter
B2B Online Marketing tactics
Webinar

8. www.cisco.com/cn Cisco Systems (China)8
How to Optimize ROI
Database 1 – Foundation of Online Marketing
DatabaseDatabase
 Database is the most important foundation, especially for
Online Marketing
 Better data quality for better targeting
AcquisitionAcquisition
 Offline seminar response updates
 Telemarketing updates
 Online response updates
Data qualityData quality
OptimizationOptimization
Re-ActivationRe-Activation EnrichmentEnrichment ProfilingProfiling FoundationFoundation
Approach to collect
and grow # of
contacts
Opportunity for quick
impact and
automation
activating dormant
contacts
Efficient Methods to
capture rich
intelligence on
contacts
• Establish
Benchmarks
• Provide Insights
• Set Company
Standards
• Scale Best
Practices
• Build Right Tools

9. www.cisco.com/cn Cisco Systems (China)9
How to Optimize ROI
Database Marketing – Propensity to buy model
How can we predict purchases?
What if I had access to:
• Your age, weight, height and hair color
• Place of birth, current address
• The schools you went to, your majors and minors
• Your profession, your employer, your salary
• Square footage of your house
• # of PCs and phones you have
• Your credit card statements for the last 7 years
Plus, all of those for you and for
• your parents,
• your kids,
• your in-laws
• your entire family tree
Predicting your next purchase of a book would
be far less difficult
If I wanted to predict if you will buy a book or an iphone next month,
how hard would that be?
Cisco’s Propensity to Buy (P2B) Models use that
type of knowledge about the companies that we
want to do business with to predict what they will
buy next:
• Firmographics
• Company family tree (Branches, Subsidiaries,
Divisions)
• Industry Vertical / Sub-Vertical
• Annual Sales, Employee Size
• Number of Sites, Square footage of buildings
• # of PCs and nodes …
• Purchase Behavior in last 7 years
• Cisco Technologies (products and services)
• Dollars spent
• When
• Other Customer Metrics and Indicators

10. www.cisco.com/cn Cisco Systems (China)10
How to Optimize ROI
Database Marketing – Propensity to buy model
What is a propensity to buy model?
A propensity to buy model (P2B) is a statistical model that
calculates the probability of a certain company to buy a
certain product in a given time frame in the future.
PropensityPropensity
to buy modelto buy model
BetterBetter
TargetingTargeting
OptimizationOptimization
- Propensity- Propensity
to buy (P2B)to buy (P2B)
modelmodel
• Statistical
• Model
• Statistical
• Model
• Firmographics
• Past Purchase Behavior
• Firmographics
• Past Purchase Behavior
• Probability to Buy Technology in
the next 2 quarters
• Probability to Buy Technology in
the next 2 quarters
t
…
Q1 Q2Q4Q3Q2Q1Q4
past purchase behavior firmographics
predicted purchase
window

11. www.cisco.com/cn Cisco Systems (China)11
How to Optimize ROI
Database Marketing – Propensity to buy model
Why using P2B scores makes sense: real example
Purchase Rate was much higher
where the model said it would be!
• Purchase rate in 1st
decile is almost twice the
one in the 2nd
decile, decreasing rapidly after
that;
All customers who could be targeted for the technology are selected
and divided in 10 groups, according to the model predictions:
• The 1st
decile contains the customers with the highest scores,
• The 10th
decile, the customers with the lowest scores.
Purchase Rate & Deal Size vs P2B Deciles
0%
10%
20%
30%
40%
50%
1 2 3 4 5 6 7 8 9 10
Decile
PurchaseRate
0
2000
4000
6000
8000
10000
12000
14000
AverageDealSize
Customers who Purchased Average Deal Size
Model: Upsell Security to Commercial Customers
Before Q2FY08 started our P2B models predicted who would purchase Security.
How good were those predictions?
Deal Size was larger where the
model predicted it would be!
• Average Deal size in first decile is 2.5 times
the average in the other deciles
• The first 2 deciles have deal sizes almost 3.5
times larger than the other deciles in average.

12. www.cisco.com/cn Cisco Systems (China)12
How to Optimize ROI
Email Marketing – How B2B use Email Marketing
What’s Email MarketingWhat’s Email Marketing
eNewslettereNewsletter Event InvitationEvent Invitation Leads GenerationLeads Generation
Newsletter to all
subscriber for all regular
products / solutions
updates
Email invitation for
Webinar & Seminar
registration
Email marketing
Campaign to generate
leads
B2B Company using Email Marketing:B2B Company using Email Marketing:
It is an online marketing tool. Easy-to-use, low cost and
effective with Good ROI, it enables dialogue with your
customers in a personalized manner and involving
relevant communication.

13. www.cisco.com/cn Cisco Systems (China)13
How to Optimize ROI
Email Marketing – 3 Magic numbers & Tips for better ROI
Email / NewsletterEmail / Newsletter
Deliver Rate:
DELIVERED / SENT
Open Rate:
VIEWED / DELIVERED
Click Through Rate:
CLICKED / DELIVERED
Tips for Better Email Marketing ROI
 Permission based Email Marketing, Never SPAM!
 Blast your Email regularly
 Keeps your Email ‘From’ consistent
3 Magic Numbers What determines?
Deliver Rate:
Database / Tools / ISP
Open Rate:
From / Subject
Click Through Rate:
Call to Action / Content
 Call to action button
 Response your customer’s feedback
 Mobile device

14. www.cisco.com/cn Cisco Systems (China)14
How to Optimize ROI
Search Engine Marketing
Tips for better SEM ROI
 Keywords / Ad groups
 Keep Ad copy consistent with
Land page
 Inbound phone number in Ad
copy
 Event registration driven SEM
programs should leverage IP
based promotion
 Keep questions less in
registration page
Promote paid keyword advertising
through Google & Baidu
Link commonly searched words to
website via text ads and name
association
Capture user information and provide
follow-on content, offers, and
opportunities for continued
engagement
Drive users to a landing page with a
clear message and useful content
Paid SearchPaid Search
 New contact acquisition
 New product / solution launch promotion
 Webinar / Event registration
 Potential client quotation

15. www.cisco.com/cn Cisco Systems (China)15
How to Optimize ROI
Webinar
WebinarWebinar
 Webinar – short for Web Seminar
 Webinar is very critical Online Marketing tactic for B2B
company to reach their customers
 Use Webinar to increase account coverage, geographically
Tips for better Webinar ROI
 Get appropriate webinar platform
 Customize your webinar
 Co-branding with Big Brand (if
applicable)
 Play advertisement video in the
waiting period
 Survey during the break session
 Limit Most Webinars to One Hour
 Post-Webinar letters ( recording
VOD for whom missed the session)
Webinar ProcessWebinar Process

16. www.cisco.com/cn Cisco Systems (China)16
How to Optimize ROI
Misc – Click to Chat / Social Media / Telemarketing
MiscMisc
TelemarketingSocial Media
 Support Online Marketing
 Data cleansing
 Webinar invitation
 Tele-Survey
 Leads re-qualify
 Does social media good
for B2B?
 Culture: Chinese v.s.
U.S.
 What is chinese version
Social media for B2B?
Online forum / BBS
Click to Chat
 Best ROI
 Real-time communication
 Provide enhanced user
experience
 Experts to guide user
through any concerns and
queries

17. www.cisco.com/cn Cisco Systems (China)17
ExcellenceExcellence
OnlineOnline
MarketingMarketing
ExecutionExecution
ResultResult
ROI Maximization
OptimizeOptimize
DatabaseDatabase
FixedFixed
MarketingMarketing
BudgetBudget
Sales TeamSales Team
EngagementEngagement

18. www.cisco.com/cn Cisco Systems (China)18
Q & AQ & A
Jacob TangJacob Tang
www.JacobTang.comwww.JacobTang.com
JacobTang@Gmail.comJacobTang@Gmail.com
@ 唐寅 Jacob