what's working (and not) in b2b cross-channel marketing in b2b - adtech 2011
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Cyance Director, Shane Redding's presentation from AdTech 2011, London. "What's working (and not) for cross-channel b2b marketing"TRANSCRIPT
Killer insights into what’s working in B2B cross channel marketing
Shane Redding
Director, Cyance, Hon F IDM
Our clients
© Cyance Limited 2011
© Cyance Limited 2011
• Business Marketing by marketers for marketers• Specialise in data and digital driven strategy and
campaigns• Solution & data independent (no CRM software ties)• Provide unique insights and consultancy from mix of
customer experience, compliance and media channels
• We believe its all about results and work to make a real difference to the bottom line as we go!
Cyance
© Cyance Limited 2011
• What is b2b cross channel marketing?• Learn how to drill down into your data to
understand and attribute the right media in your multi channel campaigns
• Find out what leading companies are doing to maximise their results with tight resources
• Short case study www.Steljes.com the leading technology distributor
What I will cover
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• Are we talking about media?• or routes to market?• Or both!
It depends who you talk to
What is b2b cross channel marketing?
B2B Media Trends
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The 'media multiplier effect'
Things don't work in isolation. The ad industry years ago held out that it took, on average, seven interactions with a piece of advertising for it to move someone to action. What was also found was that the 'move to action' happened faster if a potential buyer was hit by different types of media (press, online, direct, TV, outdoor etc.).
Chris Wilson, Earnest
Why more media channels?
Because we can, but mainly due to
Multi-channel marketing: Media
A range of approaches:
• One-off tactical campaign
• Regular newsletter/welcome programme.
• Pre and post event cycles.
• Reactivation and remarketing capability.
• Telemail campaign – email and telesales lead generation/conversion.
• Full multi-channel programmes for multi campaign approach:
© Cyance Limited 2011
© Cyance Limited 2011
One of our biggest challenges today is media attribution
•media and campaign codes•unique telephone numbers/sms•New tools such as QR codes
But how do you know what’s working? Offline
www.theidm.com/qr
© Cyance Limited 2011
Easier? •media and campaign codes (embedded links)•unique telephone numbers e.g. www.adinsight.com •unique email links•Twitter # but take care! e.g. 2012•Purls (personalised URLs)•Web analytics (Google as well as new tools such as Cyance.com/insight)
But how do you know what’s working? Online
© Cyance Limited 2011
But how do you know what’s working? Integrated = Big Headache
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Ultimately, it’s the combined effect that is important and as long as we can effectively measure the campaign as a whole then direct attribution to individual channel spend can be an exercise more about job justification, than campaign optimisation
Richard Bush, Base One
Top Tips on media attribution
from leading b2b practitioners
© Cyance Limited 2011
In today's multi channel environment is to not try to attribute one media to the result, but take the whole of your budget cost and measure this against your return. I would argue that no one thing works on its own and when defending the different parts of your media spend, the finance guys will find it easier to pick it apart and attempt to stop activities like PR that are always harder to justify but no less an effective part of a campaign.
Debbie Robertson, Faze 2 Consultants
Top Tips on media attribution
from leading b2b practitioners
© Cyance Limited 2011
Top Tips on media attribution
from leading b2b practitioners
"Map out a picture of the client journey for the campaign, before you launch (!), and then regularly overlay the numbers onto this picture. This will give you a simple means to review and adjust your campaign, as well as a way to communicate to stakeholders“
Pete Jacob, IBM
google.com/analytics/multichannel
Drilling down into the data: ROI
Case Study
www.Steljes.com the leading technology distributor
Manufacturer: SMART
Product: collaborative meeting technology
© Cyance Limited 2011
Objectives:
1.Deliver 200 appointments/leads over a 6 month period from Jan 2011 – June 2011.
2.Increase the Steljes prospect database for ongoing relationships.
3.Drive website traffic to www.smartmeetings.co.uk to build awareness.
4.Return £20 of revenue for every £1 of marketing spend.
Case Study
© Cyance Limited 2011
What did we do?
•New business campaign using integrated multi media: web, email, telemarketing and surveys•Multi channel follow up: email, phone, f2f sales
Case Study
© Cyance Limited 2011
Target Audience:
Corporates, 250+ employees•MDs/Business Owners •IT Director•Finance Director•HR director•Operations Director•Facilities Director•Head of training/learning & development
Case Study
© Cyance Limited 2011
• Results by media in real time• Personalised customer journey• i.e. different email messages based on click data
activity• Priority given to tele follow up prospects who had
opened email and clicked through to www.smartmeetings.co.uk
• Telesales given real time data feeds on prospect page views, to follow up based on their behaviour
• Interactive online surveys, results published and PR
Key to success = actionable analytics
Visit www.cyance.com
for slides and your free 2011 b2b social media survey