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How B2B Marketers Use Digital Media to Accelerate Marketing and Sales Performance

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Joel Book
Joel Book

This presentation was delivered at the 2011 DMA B2B Marketing Symposium in Boston. It provides a concise overview of why and how innovative B2B marketers are using Email, Social Media and Websites in combination with CRM and marketing automation technology to attract, engage, sell, and retain customers.

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Interactive Innovation How Successful BtoB Marketers Use Digital Marketing to Accelerate Marketing and Sales Performance Joel Book ExactTarget @joelbook / #ExactTarget
How B2B Marketers Use Digital Media to Accelerate Marketing and Sales Performance
Marketing to The Power of One Effective B2B Marketing: • Is fueled by customer data and analytics • Utilizes multiple channels to engage and serve customers • Requires marketing automation technology to deliver relevant content.
How B2B Marketers Use Digital Media to Accelerate Marketing and Sales Performance
US Interactive Marketing Spend: $76.6B by 2016
• Aids the Buying Process • Enables Better Service • Maximizes Retention
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
“Those who buy products marketed through email spend 138% more than non- readers of email.” Source: Forrester Research “E-Mail Marketing Comes of Age.”
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.
75% of social media users say email is the best way for companies to communicate with them. MarketingSherpa, 2010
• Amplifies Your Message • Fuels the Conversation • Attracts New Customers
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
Social Media has Revolutionized the Way Consumers Engage with Brands
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.
Fans & Followers are Good. Customers are Better. Conversion Metrics To Monetize Social Media, Convert Fans & Followers to Email Subscribers
• Keeps Customer Engaged • Drives Traffic to Sites • Improves Customer Service
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
EMAIL DOMINATES SMARTPHONE USE
“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
"[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
eMarketing Innovators Real Marketers Real Solutions Real Results
How B2B Marketers Use Digital Media to Accelerate Marketing and Sales Performance
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
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
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
HITACHI USES EMAIL HELP IT PROFESSIONALS MAKE SMART DECISIONS
HITACHI USES EMAIL TO DRIVE ATTENDANCE FOR ITS WebTech WEBINAR SERIES WebTech Webinar Series • 35 webinars per year • Up to 200 attendees per event
HITACHI USES EMAIL TO PROMOTE ITS EVENTS
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”
John Johnston eBusiness Manager Volvo Construction Equipment
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.
Volvo Construction Equipment’s e-marketing solution helps dealers sell millions of dollars of new and used equipment each year.
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
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
Marketing Data Integration Volvo CE Customer 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  Allows faster Media Status communication with customers  Provides better MarCom Surveys History measurement of eCommerce campaign ROI
VOLVO USES EMAIL TO HELP DEALERS SELL NEW EQUIPMENT
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
VOLVO USES EMAIL TO HELP DEALERS SELL USED EQUIPMENT
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
Twitter is used to attract prospective customers to the Volvo Construction Equipment website. And drive traffic to the Volvo Construction Equipment YouTube Channel.
“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
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
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
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.
How B2B Marketers Use Digital Media to Accelerate Marketing and Sales Performance
Multi-Channel Interaction is a Must Managing the Customer Conversation Requires Integration of Outbound & Inbound Channels
Cross Channel Campaign Management Source: Forrester Research - April 2009 “Campaign Management Needs A Reboot”
A Single Platform for Cross-Channel Marketing
Thank You! Joel Book jbook@exacttarget.com EmailMarketingbytheBook.com @JoelBook http://www.linkedin.com/in/joelbook

More Related Content

How B2B Marketers Use Digital Media to Accelerate Marketing and Sales Performance

  • 1. Interactive Innovation How Successful BtoB Marketers Use Digital Marketing to Accelerate Marketing and Sales Performance Joel Book ExactTarget @joelbook / #ExactTarget
  • 3. Marketing to The Power of One Effective B2B Marketing: • Is fueled by customer data and analytics • Utilizes multiple channels to engage and serve customers • Requires marketing automation technology to deliver relevant content.
  • 5. US Interactive Marketing Spend: $76.6B by 2016
  • 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
  • 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
  • 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 Volvo CE Customer 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  Allows faster Media Status communication with customers  Provides better MarCom 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. A Single Platform for Cross-Channel Marketing
  • 49. Thank You! Joel Book jbook@exacttarget.com EmailMarketingbytheBook.com @JoelBook http://www.linkedin.com/in/joelbook