Adtech b2b multi channel download

Killer insights into what’s working in B2B cross channel marketing

Shane Redding

Director, Cyance, Hon F IDM

Our clients

© Cyance Limited 2011


• Business Marketing by marketers for marketers• Specialise in data and digital driven strategy and

campaigns• Solution & data independent (no CRM software ties)• Provide unique insights and consultancy from mix of

customer experience, compliance and media channels

• We believe its all about results and work to make a real difference to the bottom line as we go!

Cyance


• What is b2b cross channel marketing?• Learn how to drill down into your data to

understand and attribute the right media in your multi channel campaigns

• Find out what leading companies are doing to maximise their results with tight resources

• Short case study www.Steljes.com the leading technology distributor

What I will cover

http://www.steljes.com/


• Are we talking about media?• or routes to market?• Or both!

It depends who you talk to

What is b2b cross channel marketing?

B2B Media Trends


The 'media multiplier effect'

Things don't work in isolation. The ad industry years ago held out that it took, on average, seven interactions with a piece of advertising for it to move someone to action. What was also found was that the 'move to action' happened faster if a potential buyer was hit by different types of media (press, online, direct, TV, outdoor etc.).

Chris Wilson, Earnest

Why more media channels?

Because we can, but mainly due to

Multi-channel marketing: Media

A range of approaches:

• One-off tactical campaign

• Regular newsletter/welcome programme.

• Pre and post event cycles.

• Reactivation and remarketing capability.

• Telemail campaign – email and telesales lead generation/conversion.

• Full multi-channel programmes for multi campaign approach:



One of our biggest challenges today is media attribution

•media and campaign codes•unique telephone numbers/sms•New tools such as QR codes

But how do you know what’s working? Offline

www.theidm.com/qr

http://www.theidm.com/qr


Easier? •media and campaign codes (embedded links)•unique telephone numbers e.g. www.adinsight.com •unique email links•Twitter # but take care! e.g. 2012•Purls (personalised URLs)•Web analytics (Google as well as new tools such as Cyance.com/insight)

But how do you know what’s working? Online

http://www.adinsight.com/


But how do you know what’s working? Integrated = Big Headache


Ultimately, it’s the combined effect that is important and as long as we can effectively measure the campaign as a whole then direct attribution to individual channel spend can be an exercise more about job justification, than campaign optimisation

Richard Bush, Base One

Top Tips on media attribution

from leading b2b practitioners


In today's multi channel environment is to not try to attribute one media to the result, but take the whole of your budget cost and measure this against your return. I would argue that no one thing works on its own and when defending the different parts of your media spend, the finance guys will find it easier to pick it apart and attempt to stop activities like PR that are always harder to justify but no less an effective part of a campaign.

Debbie Robertson, Faze 2 Consultants






"Map out a picture of the client journey for the campaign, before you launch (!), and then regularly overlay the numbers onto this picture. This will give you a simple means to review and adjust your campaign, as well as a way to communicate to stakeholders“

Pete Jacob, IBM

google.com/analytics/multichannel

Drilling down into the data: ROI

Case Study

www.Steljes.com the leading technology distributor

Manufacturer: SMART

Product: collaborative meeting technology

http://www.steljes.com/


Objectives:

1.Deliver 200 appointments/leads over a 6 month period from Jan 2011 – June 2011.

2.Increase the Steljes prospect database for ongoing relationships.

3.Drive website traffic to www.smartmeetings.co.uk to build awareness.

4.Return £20 of revenue for every £1 of marketing spend.

Case Study

http://www.smartmeetings.co.uk/


What did we do?

•New business campaign using integrated multi media: web, email, telemarketing and surveys•Multi channel follow up: email, phone, f2f sales

Case Study


Target Audience:

Corporates, 250+ employees•MDs/Business Owners •IT Director•Finance Director•HR director•Operations Director•Facilities Director•Head of training/learning & development

Case Study


• Results by media in real time• Personalised customer journey• i.e. different email messages based on click data

activity• Priority given to tele follow up prospects who had

opened email and clicked through to www.smartmeetings.co.uk

• Telesales given real time data feeds on prospect page views, to follow up based on their behaviour

• Interactive online surveys, results published and PR

Key to success = actionable analytics

http://www.smartmeetings.co.uk/

Visit www.cyance.com

for slides and your free 2011 b2b social media survey

[email protected]

http://www.cyance.com/

Adtech b2b multi channel download

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