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Marketing in a Recession
- 1. Smarter Marketing
in a Stretched World
RONALD VELTEN
Director Marketing, Communications & Citizenship
IBM Benelux
- 3. Theory states do not
cut back in marketing in times
of recession
© 2011 IBM Corporation
- 9. But today, still most CMOs
operate in old models
while using
traditional techniques
© 2011 IBM Corporation
- 11. 7 out of 10 CMOs state
they are seriously
underprepared
to have a dialogue
with the smarter consumer
Source: ibm.com/cmostudy
© 2011 IBM Corporation
- 12. They do not know
how to listen
Source: ibm.com/cmostudy
© 2011 IBM Corporation
- 13. And have no clear
sight where and how
to reach the client
Source: ibm.com/cmostudy
© 2011 IBM Corporation
- 18. Not full
enough
It is all a matter of
perception
Half-
Full
© 2011 IBM Corporation
- 19. Not full
enough
It is all a matter of
perception
Half-
Full
© 2011 IBM Corporation
- 20. Scale back and
save every
euro
All a matter of perception
and choices
An opportunity
to pull away
from the pack
© 2011 IBM Corporation
- 22. Customer Intimacy is key
Understand customer value
Gain and Retain
Drip Marketing
8 IDEAS Streamline operation and process
for marketing during Cross the chasm in digital
a recession
Proof everything or DIE
Reboot yourself
© 2011 IBM Corporation
- 23. It is all about
customer intimacy
People working together
in a structured and
customer centric manner
to create value
© 2011 IBM Corporation
- 24. But if we want
to create and deliver value
we must understand
the indivdual client
© 2011 IBM Corporation
- 25. Meaning we need to
start listening and engaging
with the individual clients
© 2011 IBM Corporation
- 26. But we still utilize data
that give generic insights
about markets, not clients
© 2011 IBM Corporation
- 27. There is a
high underutilized opportunity
in client analytics
throughout the buying cycle
© 2011 IBM Corporation
- 28. So it is all about
selecting, growing
nurturing and maintaining
the most prospective clients
© 2011 IBM Corporation
- 29. It is not just about
the number of leads
It is also about your
capabilities to convert
these leads into
loyal customers
© 2011 IBM Corporation
- 30. Conquer the game of
âGain and Retainâ
Source: www.InsideCRM.com
© 2011 IBM Corporation
- 33. Do not overflood them
with unsolicited or undesired
bulk messages
when it suits you
Source: www.InsideCRM.com
© 2011 IBM Corporation
- 34. Analyze Decide
Marketing Automation offers
an unique opportunity
to maximize marketing impact
Collect Deliver
Manage
© 2011 IBM Corporation
- 35. Analyze Decide
Marketing Automation
enables both significant
marketing effectiveness
as efficiency improvements
by streamlining and automating
Collect Deliver campaign flows
Manage
© 2011 IBM Corporation
- 36. Improved customer value & retention
5-15% increase is typical
Higher online marketing ROI
15x-25x increase is typical
Higher campaign ROI Improving your
15-30% increase is typical
Marketing Effectiveness
Increased response rates
10-50% increase is typical
Increased order value
15-20% increase is typical
© 2011 IBM Corporation
- 37. More campaigns with same resources
2-5x increase is typical
Reduced cycle time
40%-80% reduction is typical
Reduced marketing costs Improving your
20-40% reduction is typical
Marketing Efficiency
Lower customer acquisition costs
25%-75% reduction is typical
Other business metrics
revenue, profit, others vary by industry (assets under
management, ARPU, #products owned, etc.)
© 2011 IBM Corporation
- 38. Analyze Decide
Learn all about it
Smarter Commerce
Global Summit
Collect Deliver
(22-24 May)
Manage
© 2011 IBM Corporation
- 41. And sales âŠ.
65% of a salesperson's
time is spent not selling
© 2011 IBM Corporation
- 43. We have the opportunity
to move from
stretched to strengthened
© 2011 IBM Corporation
- 46. Scale back and
save every
euro
It is all about perception
An opportunity
to pull away
from the pack
© 2011 IBM Corporation