Modern marketingforthemodernmanufacturer

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Modern Marketing for the Modern Manufacturer

Exercises in data analysis and communication creation

Oracle Confidential – Internal/Restricted/Highly Restricted


Raise Your Hand If Any of the Following are True


How much change has your organization undergone in the last 18 months?

Any C-level executive changes

in your organization?

Any change in your Board of

Directors?

An inability to hire personnel for a

position?

Loss of a key operations leader?

Key personnel have been

poached by competitors?

Material layoffs/material new expansion

hiring?

Lack of performance on a pivotal industry

KPI?

A major supplier go out of business?

A major customer go out of business?

Material change in sales channels?

Material and abrupt change in

order volume?

Changing/Costly government regulations?

A new ERP/CRM/BI or

other implementation?

A new customer/supplier data requirement (e.g. RFID, PPAP)?

Oracle Confidential – Internal/Restricted/Highly Restricted 4


First, Exercise the 1/3 Planning : 2/3 Action Rule

Before you create a campaign, understand:

-What your objectives are

- What data you want to capture

- What you want to learn

- What you plan to do with that output.


Then, Consider the DataDeciphering Data Is Like A Game Of Clue

Who are they?

Where are they?

What are they using?

When are they doing it?

Why are they doing it?

How did they do it?


What do you see? What would you do with this customer?


You have a partner channel:Determine which partners to allocate additional budget

• Determine Partner Revenue Potential

–Opportunity conversion

– Revenue performance

– Engagement with partner focused marketing material

– Use of marketing materials provided for use by partners

• Ask, based on the data above….

–Which partners have the greatest potential to drive revenue?

–Which partners are generating the greatest return on investment?

–Where should future resources and money be allocated?


You have limited resources:Where should you focus your sales and support efforts?

• Reseller/Partner/Customer satisfaction scoring

– Capture scoring in surveys (created through a form model)

– Segment by reseller satisfaction and make decisions on follow-up based on that data. Triage.

• Account engagement segmented by rep and/or partner –Which reps/partners have the highest engaged accounts and how does that

correlate to revenue?

• Referral potential and conversion for customers and/or partners

–Which clients have driven new revenue via referrals?


You have a content strategy:Segment analysis by customer, prospect, and partner channel

• What are your top 10 performing web pages?

• What are your top 10 performing pieces of content?

• Are you leveraging top content on top performing pages?

• Are the pages you’ve identified as “high value”, the pages people are actually visiting?

• When people share your content on social, what words do they use?

• Can you use socially shared content, to crowdsource new content?


Now You Know What To Evaluate, So How Do You Collect The Data?

Detail things like assets, workflow, campaign entry and exit, form data, and tracking code location

–Whiteboard a customer and channel partner buyers journey

–Whiteboard a Welcome Campaign to both buyers and channel partners

–Whiteboard a Product Registration Campaign

–Whiteboard a Product Up-sell/Cross-sell Campaign


Next Steps


Identify the changes in your industry and business that are impacting your sales and marketing strategies.


Practice the 1/3:2/3 Rule. The power of Technology is in the Data Output.


Analyze beyond traditional campaign metrics.


Once you have the data, determine what actions you will take.


Design campaigns to address the audience journey as well as capture your required data.


Leverage channel partners as an additional marketing tool.

Modern marketingforthemodernmanufacturer

Marketing

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