dfb2b 2016 - marketing automation als leadmachine
TRANSCRIPT
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MARKETING TRANSFORMATIONMarketing automation as leadmachine
Digital B2B Marketing 2016 – June – Mark Appel – @preciesmark - #dfb2b
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© 2016 EXACT- MARKETING TRANSFORMATION TOUR2
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280.0003
50.000
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€ 60mln4
€ 10mln
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3.0005
1.000
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€ 31,00
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‘Create brand & product preference within our target audiences by understanding our buying
personas, offer value by being extremely relevant in every stage of their lifecycle to engage in
order to provide our sales organisation with high qualified leads.’
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© 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016
Media Channels
Acco
unti
ng
Target Audiences
Product Awareness Product preference
Leadgen Activation
Sales
14
Brand Awareness brand recognition & reputation
Awareness Consideration Decision
Mentality
Business Benefits
Customer Success Activation & Endorsement
Customer Success
Customer buying journeyDemand Generation Acquisition
SQL CUSSAL
Corporate Comunications & Marketing
Retention
MQi suspects
Landing Pages
MQL prospects
SAL Leadtype
Value content
Free content
Blog
Acco
unta
ncy
Who
lesa
le D
istr
ibut
ion
Man
ufac
turi
ng
Prof
essi
onal
Ser
vice
s
Part
ners
(VA
R/Ap
pCen
ter)
Offline
Organic
Online
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© 2016 EXACT- MARKETING STRATEGY 2016
Media Channels Target Audiences
Product Awareness Product preference
Leadgen Activation
Accounting
Accountancy
Professional Services
Wholesale Distribution
Manufacturing
Sales
15
Brand Awareness brand recognition & reputation
Publish Convert Engage & Sell
Mentality
Business Benefits
Eco-system
Customer Success Onboarding & Retention
Customer Success
Customer buying journeyDemand Generation
SAL leadtype
SQL CUSSAL
Corporate Comunications & Marketing
Retention
MQi suspects
Landing Pages
MQL prospects
SAL Leadtype
Value content
Free content
Blog
Offline
Organic
Online
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Planning budgets & campaigns
16
Input
SLS:
growth
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Planning budgets & campaigns
17
#SQLs
calcu
lated
base
d on
conv
ersio
n %
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Planning budgets & campaigns
18
Marke
ting s
pend
calcu
lated
base
d on
payb
ack t
ime/
CPL
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Planning budgets & campaigns
19
Crea
tion G
lobal
Deman
d Gen
erat
ion
campa
igns
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Planning budgets & campaigns
20
Publi
sh ca
mpaign
s acro
ss med
ia
chan
nels
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Average (monthly) Sales Price
Sales Conversion %
Payback time/CPL (months)
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Creating a burning platform
23
Spend Mediachannel Spend Reach MQi SAL Subs€ 640 965,0% 15,0%
CPL CPA80% € 0,06 0,8% € 188 € 1.250
Mediachannel Spend Reach MQi SAL Subs€ 960 1928,0% 20,0%
CPL CPA60% 20% € 0,04 2,0% € 25 € 125
Totals € 120.000 € 120.000 2.200.000 24.800 0 1.600 288Reach MQi MQL SAL Subs
1,13% 0,00% #DEEL/0! 18,00%CPL CPA€ 75 € 417
Demand Generation € 200.000 9.800.000 148.800 4400 7.872 974Spend Reach MQi MQL SAL Subs
1,52% 2,96% 178,91% 12,37%CPL CPA€ 25 € 205
12.800Online € 96.000 1.600.000
Organic € 24.000 600.000 12.000
LEADGEN € 120.000
A
A
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© 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016
Creating a burning platform
24
Spend Mediachannel Spend Reach MQi MQL SAL Subs560 56 112,0% 10,0% 20,0%
SAL Subs840 503,0% 6,0%
CPL CPA70% € 0,02 1,0% € 89 € 1.299
Mediachannel Spend Reach MQi MQL SAL Subs3840 576 1444,0% 15,0% 25,0%
SAL Subs€ 4.800 480
5,0% 10,0%
CPL CPA40% 30% € 0,01 2,0% € 5 € 50
Totals € 80.000 7.600.000 124.000 4400 6272 686Reach MQi MQL SAL Subs
1,63% 3,55% 142,55% 10,93%CPL CPA€ 13 € 117
PRODUCT AWARENESS € 80.000
Online € 56.000 2.800.000 28.000
Organic € 24.000 4.800.000 96.000
A
B
A
B
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Online Demand Generation
International Field Marketing
Central Program Management
Central Marketing Automation
Central Content Creation
Local KPIs per country/ per product
Central for local
25
MQi/MQL/SQL (secondary)
#activations #endorsers/ endorsements
Activation Manager Activation
Endorsem. Manager
Endorsement
People Manager CCC
People Manager CMA
People Manager CPM
Manager IFM
People Manager ODG
MQi/MQL/SQL (primary)
Production & deployment (countries)
Execute & Plan (Playbooks)
Build reach (paid)
Content (master)
Enabler (master)
Prod Awar Quality/Content Organic/Owned Website/Social
Leadgen Perf/Optimization
Online/Paid Landingpages
Primary responsibility
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© 2016 EXACT- MARKETING STRATEGY 2016
Media Channels
Acco
unti
ng
Target Audiences
Product Awareness Product preference
Leadgen Activation
Sales
29
Brand Awareness brand recognition & reputation
Awareness Consideration Decision
Mentality
Business Benefits
Customer Success Activation & Endorsement
Customer Success
Customer buying journeyDemand Generation Acquisition
SQL CUSSAL
Corporate Comunications & Marketing
Retention
MQi suspects
Landing Pages
MQL prospects
SAL Leadtype
Value content
Free content
Blog
Acco
unta
ncy
Who
lesa
le D
istr
ibut
ion
Man
ufac
turi
ng
Prof
essi
onal
Ser
vice
s
Part
ners
(VA
R/Ap
pCen
ter)
Offline
Organic
Online
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needing money
having money
needing revenue
having challenges
needing knowledge
having knowledge
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