B2B Marketing: Do The Maths - Data Versus Creativity
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Transcript of B2B Marketing: Do The Maths - Data Versus Creativity
Do the Maths: Why Numbers have Replaced Creativity as the Core Marketing Discipline
Data as Priority No. 1
Marketing has forever changed
The old way of speaking to customers has shifted...
From Push...
Direct Mail, Bulk Email, Radio, TV,...
...to Pull...
Search, PPC, Blogs
...to Engagement and Sharing
Social, Conversations, Participation, Feedback,UGC
Email Is the B2B Tool of Choice• 89% of B2B marketers use
email.• Email is the number-one
outbound B2B marketing tactic used today.
Source: Forrester Marketing Forum 2010 presentation
B2B Buyers Hearing More Noise
By 2014…
9,000 email marketing messages a year.
…750 a month
…25 each day
Key Customer/Prospect Insights
Behavior to monitor…
• Opening an email (or not)• Clicking on a link in an email• Downloading a white paper• Accessing a Webinar• Requesting a demo• Visiting a landing page• Viewing a website (or a specific page
within that site)
Monitor your website
Incorporate Blogs, social networks and customer communities
Key Metrics
Core Metrics• Open Rate
– What it measures: Open rate can be calculated a few ways, but typically measures the number of measured opened messages divided by the number of delivered messages.
– What it can tell you: How your “From” name, subject line, and overall brand and value proposition rate with recipients.
• Click-through rate– What it measures: The number of clicks on links in the email
message divided by the number of delivered email messages in a campaign.
– What it can tell you: How strongly the email’s call-to-action(s) resonated with recipients.
• Bounce rate– What it measures: The percentage of sent messages that
permanently failed (bounced)– What it can tell you: Potential problems with accurate data collection
at opt-in as well as email address churn among subscribers.
Core Metrics—Industry Standards• Open Rate: MarketingSherpa’s “2010 Email Marketing
Benchmark Report” showed an average open rate of 24 percent for email newsletters.
• Click-through Rate: Overall average is 11 percent for email newsletters according to MarketingSherpa.
• Bounce rate: According to DMA’s report, emails to a house list averaged a bounce rate of 3.7 percent.
Comprehensive Metrics• Opens per Opener
– What it measures: The total number of opens divided by the number of unique opens
– What it can tell you: Relevance and depth of content, use of multiple devices (e.g. mobile device and desktop), viral sharing.
• Click-to-open rate– What it measures: The ratio of unique clicks as a percentage of
unique opens.– What it can tell you: How strongly the email’s call-to-action(s)
resonated with the recipients who actually opened the message.• Clicks per clicker
– What it measures: The total measured clicks divided by the number of unique opens
– What it can tell you: The same items as opens per opener, only as pertains to the message’s calls to action.
Comprehensive Metrics• Unsubscribe rate
– What it measures: The percentage of delivered email messages that generate unsubscribe requests.
– What it can tell you: Whether your program is meeting the needs and expectations or recipients.
• Spam complaint rate– What it measures: The percentage of delivered email messages that
generate spam complaints.– What it can tell you: Same as unsubscribe rate, but a stronger red
flag that also indicates subscribers don’t trust your unsubscribe process enough to use it.
Comprehensive Metrics—Industry Standards• Opens per Opener: According to emails analysed as part of a
Silverpop study, opens per opener averages 1.66
• Click-to-open Rate: Overall average is 18.5 percent according to the Silverpop study
• Clicks per Clicker: An average of 1.45, according to the Silverpop study
• Unsubscribe rate: An average of 0.77 percent according to Direct Marketing Association’s “2010 Response Rate Trend Report.”
• Spam complaint rate: An average of 0.09 percent according to Silverpop’s study.
Output Metrics
• Leads Generated• Opportunities Created• Win Rate• Order Size• Revenue
Collaborating with Sales
B2B demand-gen is a numbers game
• Only 2-5% of raw inquiries coming into the top of the B2B marketing and sales ‘funnel’ convert to sales.
• 25-30% of B2B marketing databases have bad or incomplete records.
Source: SiriusDecisions, SiriusDecisions 2010
Summit, Scottsdale, Arizona
Agree on Definitions
• What is a marketing qualified lead? • What is a sales qualified lead? • What is an opportunity?• What is the process for each of these
handoffs?
Agree on Metrics
• Be specific• Speak their language• Compromise• Be transparent
Creating a Lead Nurturing Methodology
Nurturing = It’s about efficiency
Nurturing = It’s about timing
Source: MarketingSherpa, "2010 E-mail Marketing: Benchmark Report"
sort-of-ready
definitely not ready
Four Phases of a Buying Cycle—
Awareness
Evaluation Choice Purchase
Nurturing = It’s about the relationship
Dialogue = Architecture of nurturing
LISTEN TO PROSPECT
OFFER CONTENT
GET FEEDBACK
PLAN + TUNE NEXT OFFER
Dialogues Must be Relevant
Segmentation based on Data—Why?• Target communications in order to
increase relevancy • Align your marketing and sales
resources • Transition from product-centric to
customer-centric messaging
Segmentation based on Data—How?• Demographic information • BANT• Behaviours
Role of Technology
Marketing Automation: Makes it Happen
Buyer-centric B2B demand generation
Sales Team POV Buyer POV
Opportunity Cycle
Buyer Education + Dialogue
Buyer-centric B2B demand generation
Sales Team POV Buyer POV
Opportunity Cycle
Buyer Education + Dialogue
Content MarketingLead Management
Buyer-centric B2B demand generation
Marketing Automation
Content MarketingLead Management
Scoring
Segmentation + Routing
Sales Team POV Buyer POV
Opportunity Cycle
Buyer Education + Dialogue
Conclusion
Thank you!<Insert Dialogue Here>
On Twitter: @Silverpopwww.slideshare.com/silverpop
www.silverpop.com