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Selling in the Cloud:An Unorthodox Approach to B2B Marketing

Spyro KourtisPresident / CEO

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Win a FREE iPad — Awesome!

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Presentation brought to you by the following…

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• Cost per call• Cost per lead• Cost per sale• ROI• NPS scores

• Awareness• Clicks• Page views• Purchase intent• Impressions• Likes

Measurement ≠ Successful• Many confuse “measurability” with ROI• Traditional and digital measurements are only part of the story

Traditional& Digital

Executive Suite Metrics

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Backward from point of sale

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• What’s my budget?

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You need to reach the target audience where they live, work and play

Where does the audience reside?

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• We are NOT media and technology neutral – we are biased towards performance and this drives ALL recommendations

• For the most part, we only pursue opportunities that deliver results for our clients

Performance Bias

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Our media strategy: The 4 Cs

CONSIDER

COLLABORATE

COLLECT

CHALLENGE

how each direct response media solution best reaches the defined target audience where they live, work and play.

with the creative team to ensure the messaging content aligns with the media placement and maximizes the connection with the target audience.

a database of proven results, that draw on this valuable archive to optimize and inform media strategies and best practices to drive sales.

old assumptions and the direct marketing media status quo by staying on the cutting edge of new media and testing channels in new and different ways.

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A new perspective

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It begins with targeting

Who is the target audience?

• Enterprise decision makers

• Budget Owners and Influencers

• Dr. No’s

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Testing strategy

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Step 1: The PowerTest ® methodologyHOW TO BUILD A HIGH-PERFORMANCE DIRECT MARKETING PROGRAM

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Step 2: Look for winning combinations (HotZones™)HOW TO BUILD A HIGH-PERFORMANCE DIRECT MARKETING PROGRAM

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Step 3: CheckTest ™ or rollout winners

HOW TO BUILD A HIGH-PERFORMANCE DIRECT MARKETING PROGRAM

Multichannel Testing for High-Performance Results

The New and Improved Integration

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• Integration does not mean executing a campaign across multiple media for uncertain “synergies”

• We optimize performance by reinvesting in media that drive results and dropping those that don’t

Integration and Optimization

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Our approach to multi-channel campaigns• Start holistically

• Measure discreetly

• Optimize by channel

• Start over: Allocate media holistically

• Not all media is created equal

• New media synergies

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Begin with a holistic view

• Not all media are created equal!• Set a goal for what to expect from each

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• During execution phase, measure all media discreetly

• At the right cadence for the channel

• Optimize discretely

Break it down

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• Start over again: Allocate media by channel based on performance and optimization

Put it back together

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The Power of:• ONE prospecting universe and attribution engine• Universal preferences

Awareness Skim

Penetration Engagement

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Keeps you from drawing wrong conclusions One prospect universe

Format Summary Lift Over Control ROI

Mail Package Only 31.22% 1518%

Mail Package with Email Follow Up -53.22% -2619%

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The Box PowerTest CaseDetails to be provided at session

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Thank You!