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B2 B Customer Enagement Presentation 050611 Vfinal
1. The hidden value of the marketing budget Presented by: Parin Mody Global Director, Business Development @mparin
2. marketing objectives & options Objectives – What? Increase revenues – build relationship that creates an increase in demand for more products/services Example: nurturing programs based on customer needs Increase speed – accelerate the consideration process by getting the right information at the right time to the buyers Example: behavior-based auto-responders Options – How? Increase conversion – optimize CTA’s to get more buyers to raise their hands Example: landing page testing and optimization Increase efficiency – leverage and scale integrated marketing communications to maximize ROIExample: communication templates for re-use or promotion of campaigns via additional low cost channels
6. measuring ROI in stages How much does it cost to attract each new visitor or prospect? What is your conversion rate from visitor to opt-in? Conversion Attraction Life-time value Retention What percent of your opt-ins become paying customers? How many transactions does the average customer make over time? At what value?
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8. 57% say their top bottleneck is measurement, analysis, and learning
9. 53% of marketers use social media marketing but find it difficult to measure the value
10. 44% of marketers are using mobile apps and are just starting to integrate with email Source: 2011 Unica Marketing Survey
14. outbound promotions – target the same characteristics and behaviours as your test responders
15. lead scoring – assign a score to each action that a prospect takes, Economic impact – given the current economy, the marketing team needs to accomplish all of the above in a measured and cost-effective manner
25. lead generation: tactical Campaign Objectives Lead definition & qualificationwhitepaper download, appointmentTarget audiencecompany size, business sector, job title leads email ROI-based Reporting Channel Selectionemail, digital, telemarketing Online Collateral Creationcase study, whitepapers, webinars nurture Analyse, Optimise and Adaptwhat’s working – increase what’s not, adapt or switch off prospects r e s o u r c e o p t i m i s a t i o n telemarketing Deliverablesvolumes, timescales, CPL reporting
29. Ford: awareness/lead generation Expandable skyscraper adWhen rolled over with cursor, the ad expands Expandable Skyscraper Ad
30. Ford: awareness/lead generation Click through to the Ford mini-site for a short video and further information Animation / 8 sec. commercial
31. Ford: awareness/lead generation Asking for the lead! Three lead generation calls to action: Keep me informed Request a brochure Request a test Brochure Request Form
41. relevant call-to-actions“We’re changing our sales plan. From now on, instead of trying to get lots of customers, we’re going to find just one really, really rich person to buy a whole lot of stuff.
48. how does it benefit them?Establish credibility as experts Be relevant to the issues /pain points of your different segments All of the above will help you differentiate your organization as a partnerto the prospect as opposed to a vendor
49. lead nurture: rules of engagement do not initiate contact without a clear objective start with the customer, not with your product/service pick-up where the interaction left-off don’t ask the prospect for the same thing more than once make the interaction personal and personalized deliver information that reflects what you’ve learned about them learn about the customers/prospects in bits... not all at once Source : Peppers, D., Rogers, M., One to One Fieldbook, 1999
50. defining your lead nurturing program Define your objective Define the WHO Define collateral needed Touch point:- emails - postcards- phone scripts - letterContent assets:- white papers - webinars- analyst reports - podcasts- articles - flash demo- research papers Interactive media:- poll / survey- scorecard / rank yourself against your peers 4. Map out the customer experience 5. Test and launch 6. Ongoing evaluation and monitor reporting 7. Keep content fresh
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52. > 50% acceptance from sales (SAL)“Marketing dashboards help address one key tenet of marketing accountability – the transparent communication of results.” Forrester Research
62. ROI: best performing campaigns Which campaigns had the Best ROI (bigger is better) Revenue Attributed To First Source Search Banner Ads Social Media Direct Mail Email Case Studies/White papers
63. ROI: best performing campaigns Which campaigns Sourced deals that closed? Revenue Attributed To First Source Search Banner Ads Social Media Direct Mail Email Case Studies/White papers
82. anatomy of scanningpaper.com The images and the text are dynamically populated based on the lead’s industry The welcoming message uses the first name, the job function, the company and the industry fields to make the experience very personal The customer examples, the business need case studies and the solutions in action content that can be downloaded is also dynamically populated based on the lead’s interest This content is based on and especially written for professionals in the lead’s industry Content is based on solution interest
Zoe – do we have that cartoon image from Mel that’s on the website “… make profits go up…”?
Zoe can you portray this more interestingly please?
Zoe – do we have that cartoon image from Mel that’s on the website “… where is ROI…”?
Can we, somehow, combine Slide 8 and 9?? NOTES Apply the activity scores, by industry type, offer type and channel used to determine each lead’s propensity to buy.
Can the type be made bigger?
Add mardev*dm2 design?
ditto
ditto
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Can you depict this in a different way ? It needs prettying up please
We need this to be more eye candy…along with the next slide please Marketing Automation Platforms (MAPs) enable a marketing team to measure it’s ability to directly impact and drive revenues.
Ditto eye candy
THIS IS A GOOD TAKE AWAY - SUMMARY
This is actually a ‘canned’ Eloqua slide, so, is there a way we can ‘Mardev-DM2’ize’ it? If eloqua is present at the show, it could get a bit awkward ..
Can the colours be sharper and correspond to the pyramid as they don’t appear to be the same? (you have the xls which has the original colours if easier)Please remove the ROI chart at the bottom--------------------------------------------------------------------------------------------------------------------------Even without a sophisticated automation platform, measure your spend, the number of conversions and their value from each channel.
Zoe can this be reworked to portray in a fresher way please? We like the content but depiction is tired? I can edit text if need be. KB