In this session, Parin Mody, Global Director, Business Development at mardevdm2, reveals how, based on a new lead's digital behaviour, analytical data, and attribution models, marketers are now able to gather a level of marketing intelligence that shows channel-specific ROI so you know the value of every pound you spend.

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

4. product marketing

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?

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

12. database segmentation – start simple, group contact data by a common set of criteria

13. automated/triggered campaigns – test and see what works, nurture active customers

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

16. propensity model example

17. propensity model example

19. Visits to microsite

20. Downloads

22. Authority

23. Need

24. TimescalesAdvertising

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

26. multi-touch example: microsite driven

27. multi-touch example: microsite driven

28. Ford: awareness/lead generation Company:Ford The goals: Increase awareness Generate requests for a test drive

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

33. customers for upsell/cross-sell

35. old/dormant leads sitting in CRM

36. lack of a method to prioritize

38. decreased marketing department credibility

40. personalization

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.

43. improve quality of leads

44. prioritize follow-up

45. harvest dormant leads and re-engage

47. what does the company do?

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

52. > 50% acceptance from sales (SAL)“Marketing dashboards help address one key tenet of marketing accountability – the transparent communication of results.” Forrester Research

53. lead scoring model: example

54. lead scoring model: example

56. sales and marketing SLA with protocol around MQL to SQL, follow-up, etc.

57. focus on scoring criteria that has standardized values, this will facilitate program execution and ease refinement, as needed

58. continuously re-evaluate and tweak the scoring system

60. marketing effectiveness measurement Source: SiriusDecisions

61. attribution model: ROI by channel Awareness Information Conversion

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

64. attribution model: ROI by SIC

65. attribution model: ROI by Job Title

67. how much revenue from each source?

68. what is the quality of the pipeline?Channel performance

69. top campaigns by lead acceptance

72. prioritize & launch enhancements based on business objectives

74. @taylorzoe Join Us: Reference Parin Mody Global Director, Business Development t: 020 8652 3477e: modyp@mardevdm2.com @mparin

75. moving up the lead value chain

77. provide value-added content

78. allow leads to “raise their hand” with secondary calls to action

79. keep them interested by telling them what’s coming next

80. track online activity to determine when a lead’s interest has increased

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

84. no way to tie marketing to sales

85. execute first, then look for metrics

86. campaigns not aligned with buying cycle

88. invite “active” responders to subscribe or attend an event

89. occasionally send an article, white paper or educational link

90. fully automated, drip campaigns

91. nurture? what’s that?What steps do you currently take to nurture prospects?