Ubs college marketingautomation 9 febr 2017 handout
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Transcript of Ubs college marketingautomation 9 febr 2017 handout
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Contentstrategie & Inbound Marke3ng
(Post-‐HBO)
College 6: lead generatie en marketingautomatisering
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Agenda 9 februari 2017
• Buffet vanaf 17.45 uur
• 18.30 uur – 19.15 uur: Online Lead Genera<e • 19.15 uur – 19.30 uur: 3 succesfactoren in Online Lead Management
• Break
• 19.30 uur – 20.15 uur: Marke<ngautoma<sering • 20.15 uur – 20.45 uur: Demo & vragen • 20.45 uur – 21.00 uur: Wrap-‐up
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Deelnemers
• Monique Derksen FHG Bank • Kim Tasseron Es<llon • Jenny van Driel Zelfstandige • Oda van HijVe Eigen S<jl • BabeXe Dumoulin Plus • Hans van den Berg Eneco • Danielle Posthumus BuXonplay • Monica Smits KNCV Tuberculosis Founda<on • Nathalie Tillie Gemeente Maastricht
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Even voorstellen… 47
Sinds 1993: marke3ng, sales, IT o.a. marke3ng directeur Fujitsu Nederland Eigenaar DutchmarQ | trainer | auteur
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De kern vandaag
“De juiste informa<e op het juiste moment via het juiste kanaal voor de juiste contactpersoon om hem/haar een stap verder te helpen in zijn/haar koopreis”
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Succesvol met content?
“Less than 30% of buyers find vendor marke<ng and content trustworthy”
2014 BMA/ Business Marke<ng Associa<on Research
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Lippendienst
“While 81% of financial marketers believe content marke<ng will become more important, only 41% have a strategy”. The Financial Content Marke<ng Survey 2014
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Content Marke<ng Framework
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Leaky B2B funnel
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B2B sales: nog harder duwen?
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Leaky B2B funnel
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Leadmanagement: closed loop
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Leadmanagement: funnel
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Leadmanagement: S/M/XL
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Leadmanagement: XL
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Verkopen of helpen te kopen?
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Koopgoot vs verkooptunnel
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De essen<e
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(Mis)match
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De customer journey verandert
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‘De’ customer journey bestaat niet
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Defini<es: de customer journey
Bewust noodzaak betere ICT
Oriënteren Advies krijgen
Succesvol invoeren
Contract afsluiten
Nazorg krijgen
Contract verlengen
Customer Lifecycle: ERP/ IT implementa<e
KlantbehoeVen: voice of the customer
“Ik wil weten wat ERP me oplevert.”
“Ik wil weten wat er komt kijken bij succesvolle keuze en invoer.” “Ik wil weten wat mijn peers gebruiken en adviseren.”
“Ik wil mezelf eerst Informeren online.” “Ik wil succes-‐ verhalen uit dezelfde branche/land.”
“Ik wil een transparant contract zonder verrassingen.”
“Ik wil dat we op <jd, binnen budget, conform specs aan de slag kunnen.”
“Ik wil geruisloze updates van de soVware. Ik wil goede en <jdige bijscholing.”
“Ik wil vrijheid hebben om contract voorwaarden opnieuw te bepalen of van 3rd party te veranderen.”
Customer journey (onderdeel)
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Scenario: bank Moeder op zoek naar
info hypotheek
Belt Rabobank Diemen
HeeV gesprek
Stuurt extra info iom thuis
Checkt status Besluit j/n
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Dakkapel: extra hypotheek? Moeder op zoek naar
info hypotheek
Belt Rabobank Diemen
HeeV gesprek
Stuurt extra info iom thuis
Checkt status Besluit j/n
“Na veel pogingen afspraak kunnen maken”
“Aardige man, maar wist niet
alle antwoorden”
“Niets meer gehoord van Rabo, zelf contact
opgenomen, dossier zoek,
aardige man uit dienst”
“Laat die dakkapel ook maar, we
hebben het al druk zat.”
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Informa<e voor starters ZP’er op zoek naar info
ondernemen
Checkt internet, vraagt <ps netwerk
Krijgt <ps over top 3 plaqorms
Bezoekt portals eg IkGaStarten
Review op social proof
Lid/ subscriber
j/n
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Een conversie is niet al<jd ‘ping kassa’
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CE maturity model
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Agenda 9 februari 2017
• Buffet vanaf 17.45 uur
• 18.30 uur – 19.15 uur: Online Lead Genera<e • 19.15 uur – 19.30 uur: 3 succesfactoren in Online Lead Management
• Break
• 19.30 uur – 20.15 uur: Marke<ngautoma<sering • 20.15 uur – 20.45 uur: Demo & vragen • 20.45 uur – 21.00 uur: Wrap-‐up
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B2B verandert in rap tempo
Bron: IDC whitepaper ‘Social Buying Meets Social Selling: How Trusted Networks Improve the Purchase Experience’
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Agenda 9 februari 2017
• Buffet vanaf 17.45 uur
• 18.30 uur – 19.15 uur: Online Lead Genera<e • 19.15 uur – 19.30 uur: 3 succesfactoren in Online Lead Management
• Break
• 19.30 uur – 20.15 uur: Marke<ngautoma<sering • 20.15 uur – 20.45 uur: Demo & vragen • 20.45 uur – 21.00 uur: Wrap-‐up
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Online Lead Management: succesfactoren
Aandacht
Emo<e Tijd
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Succesfactor: aandacht
Aandacht
Ik ben nieuws-‐ gierig!
Ik zoek soort-‐
genoten!
Inspireer of help mij!
Vermaak me!
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Verkopen, of helpen te kopen?
• “Onze doelstelling van vandaag is dat het antwoord op de vraag van de (poten<ële) klant in de resultaten in Google tevoorschijn komt.”
Inspireer of help mij!
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Aandacht online
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Helpen te kopen?
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Helpen te kopen: GE
Vergelijken performance turbine met anderen en op basis hiervan bepalen vervangen, upgraden of onderhoud.
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Free consul<ng: credits
Ik ben nieuws-‐ gierig!
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(B2B) klant heeV ook humor…
Vermaak me!
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Online Lead Genera<e: succesfactoren
Aandacht
Emo<e Tijd
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Twee opties
ü Economist.com $59 ü Print & web $125
Drie opties ü Economist.com $59 ü Print only $125 ü Print & web $125
68%
32%
16%
84%
0%
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Verkopen aan de bovenkamer
• Autoriteit • Reciprociteit • Schaarste • Sympathie • Consisten<e • Consensus
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Online Lead Genera<e: succesfactoren
Aandacht
Emo<e Tijd
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Timing: marke<ng Deze info heb ik eerder gedownload
Nu sta ik hiervoor open
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Timing: lead echt warm?
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Break
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Agenda 9 februari 2017
• Buffet vanaf 17.45 uur
• 18.30 uur – 19.15 uur: Online Lead Genera<e • 19.15 uur – 19.30 uur: 3 succesfactoren in Online Lead Management
• Break
• 19.30 uur – 20.15 uur: Marke3ngautoma3sering • 20.15 uur – 20.45 uur: Demo & vragen • 20.45 uur – 21.00 uur: Wrap-‐up
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Marke<ngautoma<sering
• Wat: – Marke<ng Automa<on is soVware categorie maar vooral ook een commercieel perspec<ef
• Hoe: – Het stroomlijnt, automa<seert en meet marke<ng taken en processen
• Waarom: – Zodat je effec<ever werkt en je meer omzet haalt
• Wie: – Enterprise, steeds meer ook MKB. B2B, nu ook B2C
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MA: wat doet het? • Vergroten van bereik • Genereren van leads • Lead nurturing • Up-‐sell • Cross-‐sell • Klantbehoud / ac<va<e • Lead scoring • Sales alignment • Integraal management van marke<ngproces • ROI aantonen (‘closed loop marke<ng’)
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Marke<ngautoma<on: IT?
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Waarom nu? • Koopgedrag: aankoopproces is veranderd
– Ontwijken van push – Behoefte aan targeting & massa-1-op-1
• Recessie: reorganisatie & procesvernieuwing – Samenwerking tussen marketing & sales steeds beter – Budget strakker en roep om ROI/ accountability
• SaaS: geen IT, gemak, via browser – Laag budget, geen CapEx, alleen operationeel budget
Conclusie: de markt is (steeds meer) gereed voor marke<ng automa<on
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Steeds meer digitaal…
“By 2020 about 85% of all communica<ons between customers and companies takes place without human contact”
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Marke<ngautoma<on: proces
Bron: Studytube training ‘inbound marke<ng & sales’
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Marke<ngautoma<on: DSV
58
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Marke<ngautoma<on: DSV & cultuur
59
Engagement Unknown leads Engagement
Known leads
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60
DSV: CULTURELE VERANDERING
Engagement Unknown leads Engagement
Known leads
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Integraal leadmanagement
Leadgeneratie Lead nurturing Lead conversie
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MAP & funnel
1) ATTRACT: GET TRAFFIC
2) CONVERT: GET LEADS
3) CLOSE: GET CUSTOMERS
4) DELIGHT: ANALYZE & OPTIMIZE
Create blog content, search engine optimize (SEO)
that content, and promote it on social media sites.
Place calls-to-action throughout your website, blog, social
accounts, and email to drive visitors to landing pages with
forms.
Send leads targeted, automated emails to drive them through your
buying cycle. Provide your sales team with lead intelligence for more
effective sales calls.
Analyze the success of your marketing campaigns, and determine which
areas need further optimization or personalization for future success.
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Van niet meten naar weten
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Inzicht in de <jd
Bezoeken per kanaal, leads per kanaal, bezoekers-‐naar-‐leads ra<o, leads-‐naar-‐contract ra<o
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Slide HubSpot Digitale ‘lichaamstaal’
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Welk kanaal cq content werkt?
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Analy<cs
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Marke<ng Automa<on & CRM CRM Marke3ng Automa3on
Doel Contact-‐ & klan<nforma<e beheren Pipeline bijhouden
Klantrela<e opbouwen Marke<ng automa<seren Marke<ng ROI meten
Afdeling Sales
Marke<ng
Communica3e 1-‐op-‐1 Segmenten Massa-‐1-‐op-‐1
Focus Transac<es Database
Workflows Gedragsprofielen
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MAP: onderdelen • Email & Online Marke<ng
– Batch Emails, Formulieren, Landingspagina’s, A/B-‐tests, Dynamische content, Sales no<fica<es
• Lead Management – Lead Database, Lead Nurturing, online behavior tracking, Segmenta<e, Single Customer View, Lead Scoring, CRM integra<e
• Social Media: promo<e & monitoring – Monitoring, Sharing, Profielen, Analy<cs
• Analy<cs (funnel, ook concurrenten, keywords etc) – Web Analy<cs, Rapportages, SEO analyse, ROI berekenen
• Infrastructuur – Security, Sandbox, API / integra<e
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MA: business case
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MA: business case
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MA: business case
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Omzetgroei: integrale aanpak
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Prospect Intelligence
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Prospect Intelligence
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Agenda 9 februari 2017
• Buffet vanaf 17.45 uur
• 18.30 uur – 19.15 uur: Online Lead Genera<e • 19.15 uur – 19.30 uur: 3 succesfactoren in Online Lead Management
• Break
• 19.30 uur – 20.15 uur: Marke<ngautoma<sering • 20.15 uur – 20.45 uur: Demo & vragen • 20.45 uur – 21.00 uur: Wrap-‐up
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Demo HubSpot
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Content ter inspira<e
• Content Marke<ng Ins<tute / CMI • State of Inbound 2016/17: dutchmarq.nl • Boekreviews: dutchmarq.nl/leesvoer • Boek Brainbound Marke<ng, nieuwe online verkoopstrategieën in B2B: hXp://bit.ly/brainbound