Selling the Value of Digital Marketing to the C-Level

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Marc de Schweinitz / Selling The Value of Digital Marketing To The C-Level


The Dow Chemical Company

Founded: 1897*Sales: $53BPeople: ~50,000Products: 5000+Customers: Global (160 Countries)

*2010 Data


Focus on Them!

1. Know Your Client

2. Consider their Options

3. Show their Expected Return

4. Appeal to their Personality


Know Your Client


1:30

Tim

e on

Site

62%

Bou

nce

Rat

e

32%

Dire

ct T

raffi

c


10 New Customers: +$500M

Tech Service Cost savings: $100M

ROI: 400%, $600M

Corporate Reputation increased by 15 points


…the most profitable and respected science-driven chemical company in the world


Consider Their Options – What I’ve heard

• Rationale– “I am making money now, without worrying about the internet.”– “Most of our customers read print journals.”– “Direct sales have worked best in the past.”– “We are already using an inside sales telephone service.”

• Concerns– “This sounds risky. What other Dow businesses have done this?”– “Where will I need to reduce resources from in order to fund this?”– “Will this embarrass me if it fails?”– “Are you the right person to be driving this for us?”

• Tip: Ask the right questions– Establish credibility by asking about their customers, strategy and high-

level goals– Demonstrate that you already know something about their strategy


1. Consider their Options – Show Them

DW&PS Marketing Mix

0

100

200

300

400

500

PrintAdvertising

DigitalMarketing

Public Relations Tradeshows Direct Sales

Thou

sand

sEx

tern

al T

ouch

poin

ts

$-

$1

$2

$3

$4

Mill

ions

Annu

al C

ost

Cost External Touchpoints

$/Touchpoint

Ann

ual C

ost

Cos

t


Show their expected Return

$$$

20132012

Toda

y

TimelineTimeline2011

$ Investment

Support: Optimize site, SEO, Webcasts, online training, Answer Center

Research: Campaign follow-up, overlay surveys, satisfaction scores

Advertise: Targeted messaging, segmented campaigns Convert: Lead sharing program, lead conversion

Collaborate: Innovate Together

$$$$

Leading Indicators

Pull Margins

Leads, Margin, Loyalty

ROI

Bre

akev

en

~$$$ MM

+1% Gross Margin = $$$$$$

Converted Leads: 4 x $ = $$$$

Cost to Serve Savings: >$$

2014

$$$

*NPV~$$MM

*NPV assumes 10% discount rate


Appeal to their Personality – A/B Test

12 Conversions (contact us)

B (variation)A (original)

4 Conversions (contact us)

This executive loves tests – they are fun for him


Appeal to their personality – Customer Video• Dow Fabric & Surface Care testimonial video

– http://www.dow.com/fabricandsurfacecare/floorcare/resources.htm – Fast– First of its kind

• Executives are leaders, and like to be “first.”– Customer focused

• Executives establish credibility by focusing on customers

http://www.dow.com/fabricandsurfacecare/floorcare/resources.htm


Focus on Them!

1. Know Your Client

2. Consider their Options

3. Show their Expected Return

4. Appeal to their Personality


Additional Keys to Success

• Ask the right questions• Address the right needs• Connect to the Strategy• Sell benefits, not features• Have an “if-needed” two-minute summary in mind• Make it fun and exciting


Ask the right questions to executives• Ask the right questions

– Yes: Appropriate Questions for Executives• “What are your top three business objectives for 2011?”• “How do you plan on growing or upgrading your business in 2011?”

– Options could include: » Attracting new customers?» Increasing margin?» Diversifying customer base?» Diversifying product line?

• “What challenges might you face in delivering on your business plan?”• “What does our ideal customer look like?”• “What is our unique value proposition now, and where do we aspire to be in five

years?”• “How do you plan on measuring business success over the next 3-5 years?”

– No: Questions better suited for marketing and communications managers• “What are your goals for the website?”

– Too tactical– Executives prefer for you to tell them what the digital/Web goals will be, and how

those goals will indicate progress toward their high-level business goals• “Which companies do a good job of digital marketing, in your opinion?”

– Too narrow of a focus and you may feel obligated to mirror another site– They may not know either, which could embarrass them


Executives need to ask the right questions too• Ask the right questions

– Yes: Appropriate Questions for digital marketing managers and analysts

• “How will your plan make money for my business?”• “What are the risks associated with your plan?”• “What investment do you need to make your plan successful?”• “What will be the return from that investment?”• “What assumptions are you making?”• “Has this model worked in the past?”

– No: Questions digital managers may not know how to answer• “Where does this fall in terms of project priority?”

– Digital manager may not be aware of this, but should• Other suggestions (from audience)?

Selling the Value of Digital Marketing to the C-Level

Business

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