1. B2B Marketing Innovation
How Successful B2B Marketers Use
Digital Marketing to Accelerate
Marketing and Sales Performance
Joel Book
ExactTarget
@joelbook / #ExactTarget

3. US Interactive Marketing Spend: $76.6B by 2016

4. Marketing to The Power of One
Effective B2B Marketing is:
• Fueled by customer
needs, interests, and
purchase data
• Enabled by cross‐
channel media to
attract, engage, and
serve customers
• Automated by
integrated marketing
technologies

6. • Aids the Buying Process
• Enables Better Service
• Maximizes Retention

7. How Online Consumers Begin Their Day
58% of Online
Consumers Begin
the Day With Email.
Source: ExactTarget
SUBSCRIBERS, FANS, & FOLLOWERS
Report #1, Digital Morning
Full report available at
www.exacttarget.com/sff

8. “Those who buy
products
marketed through
email spend 138%
more than non‐
readers of email.”
Source: Forrester Research
“E‐Mail Marketing Comes of Age.”

9. Email Drives Conversion and Improves Retention
The Customer Life Cycle
Product Product Product Product Repurchase/ Brand
Inquiry Evaluation Purchase Usage Renewal Loyalty
Business Getting Business Keeping
Once a person gives you permission . . .
• Email aids the buying process.
• Email drives repeat purchase, referrals.
• Email keeps customers connected and informed.

10. 75% of social media users say email is
the best way for companies to
communicate with them.
MarketingSherpa, 2010

11. • Amplifies Your Message
• Fuels the Conversation
• Attracts New Customers

12. Social Media Users
Facebook: 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

13. Social Media has Revolutionized the Way
Consumers Engage with Brands

14. Social Media Attracts Website Visitors
Consumers who are
exposed to a brand in
social media are 2.8x
more likely to search
for that brand’s
products.

15. Fans & Followers are Good. Customers are Better.
Conversion
Metrics
To Monetize Social Media,
Convert Fans & Followers to Email Subscribers

16. • Keeps Customer Engaged
• Drives Traffic to Sites
• Improves Customer Service

17. 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

18. EMAIL DOMINATES
SMARTPHONE USE

19. “36% of physicians surveyed found
the use of iPads or other tablets more
beneficial than speaking with reps
bearing printed materials."
Manhattan Research ePharma Physician Study
September 2011

20. "[The iPad] enables
our sales employees
to do a much better
job of engaging in a
really different way
than we've done
before."
Michael Hedges, CIO, Medtronic
Wall Street Journal, Dec. 8, 2010

21. eMarketing
Innovators
Real Marketers
Real Solutions
Real Results

23. The Mission
Provide email communications capability
to hundreds of Field Marketing
Managers around the globe without
compromising email design, corporate
branding, and message relevance.
Sean Mattson And do it all at reduced cost.
Director,
Global Web Marketing
Hitachi Data Systems
Santa Clara, California

24. Email is the Backbone of Hitachi Data Systems’
Global E-communications Strategy
Customer Newsletter
Product Launch
Webinar Invite Product News
Event Invitation
Hitachi 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

25. The Hitachi E‐communications Platform
OMCM
Online
www.HDS.com
Marketing Landing Pages,
Registration Pages
“Thank You” Pages, Webcasts / Podcasts
Campaign Closed
Total Integration
Tracking and Analytics Loop
of Customer Data
Management
E‐communications
Marketing Database

26. HITACHI USES EMAIL HELP
IT PROFESSIONALS MAKE
SMART DECISIONS

27. HITACHI USES EMAIL TO DRIVE
ATTENDANCE FOR ITS
WebTech WEBINAR SERIES
WebTech Webinar Series
• 35 webinars per year
• Up to 200 attendees per event

28. HITACHI USES EMAIL TO
PROMOTE ITS EVENTS

29. Hitachi Promotes Content Sharing via Social Media
Hitachi makes it easy for
subscribers to share e‐news
articles, respond to offers
and access content on the
Hitachi Data Systems’
website. “Forward to a Friend”
“View the Video”
“Review the Case Study”
“Try it Free for 30 Days”
“Read the Story”
“Register for Webinar”

30. John Johnston
eBusiness Manager
Volvo Construction Equipment

31. Volvo Construction Equipment
• Volvo Construction Equipment is part
of Volvo Group; Started in 1832
• Products and services are offered in
more than 125 countries through
proprietary or independent
dealerships.
• Volvo machines are used for road
construction, oil and gas exploration,
building demolition, industrial
material handling, and forestry.

32. Volvo Construction
Equipment’s e‐marketing
solution helps dealers sell
millions of dollars of new and
used equipment each year.

33. Volvo CE’s CRM and Automation Goals
Achieve End‐To‐End Lead & Campaign Management Process
Increase Lead to Sales Conversion Ratio
Reduce Lead Conversion Time
Improve Sales Effectiveness
Track Campaign Effectiveness and ROI
Leverage Cross‐Sale and Up‐Sale Opportunities

34. Volvo Construction Equipment
eMarketing Technology Solution
www.volvoce.com
Landing Pages, Registration Pages
Product Microsites, Webcasts / Podcasts
Campaign Tracking & Lead Scoring
Total Integration
of Customer Data
Email Communications
Marketing Database

35. Marketing Data Integration
Customer
Volvo CE Information
centralizes Analytics
Sales
(New/Used)
customer data in
Microsoft
Dynamics CRM. Lead
Score
Warranty
Data
Enables “one Microsoft
Dynamics
view” of the CRM
customer. Social Credit
Media Status
Allows faster
communication with
customers
MarCom
Provides better Surveys
History
measurement of eCommerce
campaign ROI

36. VOLVO USES EMAIL TO HELP
DEALERS SELL NEW EQUIPMENT

37. The Monthly eMail Newsletter delivers
latest 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

38. VOLVO USES EMAIL TO HELP
DEALERS SELL USED EQUIPMENT

39. The Remarketing Email is for
select 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

40. Twitter is used to attract
prospective customers to
the Volvo Construction
Equipment website.
And drive traffic to the
Volvo Construction
Equipment YouTube
Channel.

41. “If you’re responsible for BtoB marketing, and
you’re not using video, you’re making a huge
mistake.”
John Johnston
eBusiness Marketing Manager
Volvo Construction Equipment North America

42. Lead Management Workflow
Data cleansing
Information Request
Microsoft Dynamics CRM enables
Volvo sales reps to manage leads
Auto-generated
report for Volvo
sales rep
Auto-generated
email for customer

43. Immediate Delivery of Information to Customer
Microsoft Dynamics CRM
triggers an email that
thanks the customer for
contacting Volvo
Construction Equipment
Email provides a link to a
landing page containing
details about the product
of interest

44. Before and After eMarketing Automation
Before Automation After Automation
Customer data was in multiple “silos” Customer account and contact data is
and data quality was inconsistent. centralized in Microsoft Dynamics CRM
and “normalized” through D&B.
Volvo CE had no CRM system and no Microsoft Dynamics CRM is integrated
ability to send email communications to with ExactTarget enabling automation
customers. of all email communications.
Leads were stored in Excel files and Leads get logged and processed quickly.
distributed to dealers manually; Reps Customers receive personalized email
had limited visibility to leads. immediately after inquiry.
Volvo CE had no ability to deliver Volvo CE uses email to deliver relevant
relevant product information to information that aids purchase, and
individual customers. supports the local dealer.
Limited (or no) feedback from dealers Volvo CE marketing is able to measure
regarding lead status. lead status and campaign effectiveness
quickly and effectively.

46. Multi‐Channel Interaction is a Must
Managing the Customer Conversation
Requires Integration of Outbound & Inbound Channels

47. Cross Channel Campaign Management
Source: Forrester Research ‐ April 2009 “Campaign Management Needs A Reboot”

48. Interactive Marketing Hub™ from ExactTarget

49. Cross‐Channel Marketing Just Got Easier
Database Segmentation and Marketing Program Cross-Channel
Management Program Planning Development and Execution Customer Interaction
Prospective SegmentOffline
A
Identify
Customers
Landing Page / Website Content Page
Customers
& Prospects • Offer/ Message
• Tactic
Customer Data Acquisition
Customers with
Content Personalization
Customer Specific Needs • Timing
Program Development
Demographics
Product /Service Segment B
Needs, Interests Offer
Select
• Offer/ Message
• Tactic
Products
Information • Timing Online
Purchased
Offline
Analytics Segment C
and Lead Score
Determine
Timing • Offer/ Message
Campaign • Tactic
Response History • Timing
Channels
Campaign Response Tracking
Database Updating / Lead Scoring

50. Thank You!
Joel Book
Principal, Marketing Research & Education
ExactTarget, Inc.
jbook@exacttarget.com
EmailMarketingbytheBook.com
@JoelBook
http://www.linkedin.com/in/joelbook