how b2b marketers use digital media to accelerate marketing and sales performance

Interactive Innovation

Joel BookExactTarget

@joelbook / #ExactTarget

How Successful BtoB Marketers Use Digital Marketing to Accelerate

Marketing and Sales Performance

Marketing to The Power of One

Effective B2B Marketing:• Is fueled by customer data and analytics• Utilizes multiple channels to engage and serve customers• Requires marketing automation technology to deliver relevant content.

US Interactive Marketing Spend: $76.6B by 2016

• Aids the Buying Process• Enables Better Service• Maximizes Retention

How Online Consumers Begin Their Day

58% of Online Consumers Begin the Day With Email.

Full report available at www.exacttarget.com/sff

Source: ExactTargetSUBSCRIBERS, FANS, & FOLLOWERS Report #1, Digital Morning

“Those who buy products marketed through email spend 138% more than non-readers of email.” Source: Forrester Research“E-Mail Marketing Comes of Age.”

The Customer Life Cycle

Brand Loyalty

Once a person gives you permission . . . • Email aids the buying process.• Email drives repeat purchase, referrals.• Email keeps customers connected and informed.

Business Getting Business Keeping

Product Inquiry

Product Evaluation

Product Purchase

Product Usage

Repurchase/Renewal

Email Drives Conversion and Improves Retention

75% of social media users say email is the best way for companies to communicate with them.

MarketingSherpa, 2010

• Amplifies Your Message• Fuels the Conversation• Attracts New Customers

Social Media UsersFacebook: 620M Worldwide(1) / 116.8M U.S.(2)

Twitter: 190M Worldwide(1) / 16.4M U.S.(2)

LinkedIn: 100M Worldwide(3) / 49.0M U.S.(3)

YouTube: 2B Views/Day; Avg. View: 15 Min.(4)

Sources: (1) eConsultancy, (2) eMarketer, (3) LinkedIn, (4) YouTube

Social Media has Revolutionized the Way Consumers Engage with Brands

Social Media Attracts Website Visitors

Consumers who are exposed to a brand in social media are 2.8x more likely to search for that brand’s products.

To Monetize Social Media, Convert Fans & Followers to Email Subscribers

Fans & Followers are Good.

Conversion Metrics

Customers are Better.

• Keeps Customer Engaged• Drives Traffic to Sites• Improves Customer Service

Smartphones Accelerate Mobile Marketing

Source: The Huffington Post(Based on IDC Report) February 8, 2011

Smartphones such as the iPhone from Apple are now outselling personal computers!

65.8 million people in the U.S. now own smartphones. Of these, 35.3% use apps.Source: comScore MobiLens2011 U.S. Mobile Subscriber Market ShareMarch , 2011

EMAIL DOMINATES SMARTPHONE USE

“36% of physicians surveyed found the use of iPads or other tablets more beneficial than speaking with reps bearing printed materials." Manhattan Research ePharma Physician Study September 2011

"[The iPad] enables our sales employees to do a much better job of engaging in a really different way than we've done before."

Michael Hedges, CIO, Medtronic Wall Street Journal, Dec. 8, 2010

eMarketingInnovatorsReal Marketers Real Solutions

Real Results

Sean MattsonDirector, Global Web MarketingHitachi Data SystemsSanta Clara, California

Provide email communications capability to hundreds of Field Marketing

Managers around the globe without compromising email design, corporate

branding, and message relevance.

And do it all at reduced cost.

The Mission

Webinar Invite Product News

Customer Newsletter

Product Launch

Event Invitation

Email is the Backbone of Hitachi Data Systems’ Global E-communications Strategy

Hitachi Data Systems uses email to:• Nurture leads; Keep existing customers connected to HDS• Support relationship management efforts of HDS field sales managers• Deliver relevant content to IT professionals in 30 regions and in 18 languages

The Hitachi E-communications Platform

Tracking and Analytics

Landing Pages, Registration Pages

“Thank You” Pages, Webcasts / Podcasts

Marketing Database

E-communications

www.HDS.com

Online

Marketing

Campaign

Management

OMCM

ClosedLoopTotal Integration of Customer Data

HITACHI USES EMAIL HELP IT PROFESSIONALS MAKE

SMART DECISIONS

WebTech Webinar Series• 35 webinars per year• Up to 200 attendees per event

HITACHI USES EMAIL TO DRIVE ATTENDANCE FOR ITS

WebTech WEBINAR SERIES

HITACHI USES EMAIL TO PROMOTE ITS EVENTS

Hitachi Promotes Content Sharing via Social MediaHitachi makes it easy for subscribers to share e-news articles, respond to offers and access content on the Hitachi Data Systems’ website.

“Read the Story”

“View the Video”

“Review the Case Study”

“Register for Webinar”

“Try it Free for 30 Days”

“Forward to a Friend”

John JohnstoneBusiness Manager Volvo Construction Equipment

Volvo Construction Equipment

• Volvo Construction Equipment is part of Volvo Group; Started in 1832

• Products and services are offered in more than 125 countries through proprietary or independent dealerships.

• Volvo machines are used for road construction, oil and gas exploration, building demolition, industrial material handling, and forestry.

Volvo Construction Equipment’s e-marketing solution helps dealers sell millions of dollars of new and used equipment each year.

Volvo CE’s CRM and Automation Goals

Achieve End-To-End Lead & Campaign Management Process

Increase Lead to Sales Conversion Ratio

Reduce Lead Conversion Time

Improve Sales Effectiveness

Track Campaign Effectiveness and ROI

Leverage Cross-Sale and Up-Sale Opportunities

Volvo Construction Equipment eMarketing Technology Solution

Total Integration of Customer Data

Landing Pages, Registration PagesProduct Microsites, Webcasts / Podcasts

Marketing Database

Email Communications

www.volvoce.com

Campaign Tracking & Lead Scoring

Microsoft Dynamics

CRM

Customer Information

Sales (New/Used)

Warranty Data

Credit Status

MarComHistory

eCommerce

Surveys

Social Media

Lead Score

Analytics

Volvo CE centralizes customer data in Microsoft Dynamics CRM.

Enables “one view” of the customer. Allows faster communication with customers Provides better measurement of campaign ROI

Marketing Data Integration

VOLVO USES EMAIL TO HELP DEALERS SELL NEW EQUIPMENT

The Monthly eMail Newsletter delivers latest news on Volvo products and

services to 85,000 customers.1. Dynamic Content – Volvo designed the email

template to allow for dynamic content. Through integration with Microsoft CRM, Volvo changes articles and product news articles based on user interests.

2. Interactive Functionality – Adding video links has allowed Volvo to increase traffic to the website where Volvo gathers immediate feedback on product interest.

3. Analytics – The analytics from this eMail are used for to capture customer insight and interests and aid re-design.

4. Performance Metrics– Average 12% Open Rate– Average a 7% Click Through Rate

VOLVO USES EMAIL TO HELP DEALERS SELL USED EQUIPMENT

1. Navigation – In its new design, Volvo added a Table of Contents section with links to articles and product news updates. These links have increased website traffic 30% and generated thousands of leads.

2. Content Syndication – Volvo dynamically displays used equipment based on subscriber preferences. Content syndication has reduced eMail build time by approximately 30-40% by automatically capturing content from websites.

3. Performance Metrics –– 75% Email Open Rate– 11% Click Through Rate– 20% increase in speed of equipment sales

The Remarketing Email is for select customers who request

used equipment alerts.

Twitter is used to attract prospective customers to the Volvo Construction Equipment website.

And drive traffic to the Volvo Construction Equipment YouTube Channel.

“If you’re responsible for BtoB marketing, and you’re not using video, you’re making a huge mistake.”John JohnstoneBusiness Marketing ManagerVolvo Construction Equipment North America

Lead Management Workflow

Data cleansing

Auto-generated email for customer

Auto-generated report for Volvo

sales rep

Microsoft Dynamics CRM enables Volvo sales reps to manage leads

Information Request

Immediate Delivery of Information to CustomerMicrosoft Dynamics CRM triggers an email that thanks the customer for contacting Volvo Construction Equipment

Email provides a link to a landing page containing details about the product of interest

Before and After eMarketing AutomationBefore Automation After Automation

Customer data was in multiple “silos” and data quality was inconsistent.

Customer account and contact data is centralized in Microsoft Dynamics CRM and “normalized” through D&B.

Volvo CE had no CRM system and no ability to send email communications to customers.

Microsoft Dynamics CRM is integrated with ExactTarget enabling automation of all email communications.

Leads were stored in Excel files and distributed to dealers manually; Reps had limited visibility to leads.

Leads get logged and processed quickly. Customers receive personalized email immediately after inquiry.

Volvo CE had no ability to deliver relevant product information to individual customers.

Volvo CE uses email to deliver relevant information that aids purchase, and supports the local dealer.

Limited (or no) feedback from dealers regarding lead status.

Volvo CE marketing is able to measure lead status and campaign effectiveness quickly and effectively.

Multi-Channel Interaction is a Must

Managing the Customer Conversation Requires Integration of Outbound & Inbound Channels

Cross Channel Campaign Management

Source: Forrester Research - April 2009 “Campaign Management Needs A Reboot”

A Single Platform for Cross-Channel Marketing

Thank You!jbook@exacttarget.comEmailMarketingbytheBook.com@JoelBookhttp://www.linkedin.com/in/joelbook

Joel Book