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Instructed by Zak Garner.
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HOW TO INCREASE B2B DIGITAL MARKETING ROI
USING PREDICTIVE INTELLIGENCE
ZAK GARNER | DIRECTOR OF CUSTOMER SUCCESS | 6SENSE Zak@6Sense.com
© 6Sense COPYRIGHT 01/2013 PROPRIETARY AND STRICTLY CONFIDENTIAL
ZAK GARNER
Zak is a dedicated markeHng professional with experience across B2B and B2C technology sectors. At 6Sense, Zak channels his passion for markeHng technologies and strategic communicaHons planning toward helping customers maximize their return on predicHve intelligence. He is also focused on building 6Sense’s data and channel partnerships.
Prior to joining 6Sense, as DWA’s Director of New Media, Zak was charged with innovaHng the communicaHons planning pracHce and onboarding new clients.
2
Director of Customer Success, 6Sense
www.6Sense.com
Zak@6Sense.com
© 6Sense COPYRIGHT 01/2013 PROPRIETARY AND STRICTLY CONFIDENTIAL
WHAT ARE WE DISCUSSING TODAY?
1. Why PredicNve Intelligence?
2. Applying PredicNve Intelligence to B2B digital markeNng and adverNsing tacNcs
3. Key takeaways
3 © 6Sense COPYRIGHT 01/2013 PROPRIETARY AND STRICTLY CONFIDENTIAL
DATA FUELS NEW CAPABILITIES IN B2B MARKETING
4 © 6Sense COPYRIGHT 01/2013 PROPRIETARY AND STRICTLY CONFIDENTIAL
MarkeHng AutomaHon & CRM
Demand Gen,
Content & Resources
AdverHsing & Social
Web Site IntegraNon Technology +
Insights
PROSPECTS ARE SELF-‐EDUCATING
5
Prospects are nearly 60% of the way through their purchase decision-‐making process before engaging a sales rep –
Corporate ExecuNve Board & Google
Source: The Digital EvoluHon in B2B MarkeHng, CEB & Google, 2012
© 6Sense COPYRIGHT 01/2013 PROPRIETARY AND STRICTLY CONFIDENTIAL
ABM AND B2B DIGITAL SPENDING ARE ON THE RISE
6 © 6Sense COPYRIGHT 01/2013 PROPRIETARY AND STRICTLY CONFIDENTIAL
Source: Forrester Research & BMA Joint Survey , Jan. 2014
B2B marketers say their digital spend will increase to 33% of total markeNng investment –
Forrester & BMA
Source: ITSMA Account Based MarkeHng Survey, Oct. 2013
“Believe the Hype -‐ You Should Be Doing Account-‐Based MarkeNng” –
SiriusDecisions
YET, B2B AUDIENCE TARGETING STRATEGIES ARE OUTDATED
7 © 6Sense COPYRIGHT 01/2013 PROPRIETARY AND STRICTLY CONFIDENTIAL
“We need Sales Ready Leads!”
“I only want to target Enterprise CIOs”
“Decision Makers+ with 2 custom qualifying quesNons”
“Who are you working this quarter?”
“This is who bought from us last year”
“Let’s just target the G2000”
ABM TargeNng Lead AcquisiNon
WHICH 50% ARE YOU WASTING?
8 © 6Sense COPYRIGHT 01/2013 PROPRIETARY AND STRICTLY CONFIDENTIAL
“Half the money I spend on adver4sing is wasted; the trouble is I don't know which half” – John Wanamaker
Many companies experience
• Insufficient return on demand gen campaigns
• MarkeHng and sales teams are not aligned
• ABM not bringing in net new opps
• Inability to synch communicaHons and data for prospects across channels
THIS BRINGS US TO PREDICTIVE INTELLIGENCE
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Combine buyer profiles with buyer behaviors and idenNfy key spikes in research-‐related acNvity to hone in on your best prospects – right now
• CRM • MAP • Web Site • Bookings • Call Center
• B2B Research • Social AcHviHes • CommuniHes • Search AcHviHes • Business Databases
Example Data Sources
© 6Sense COPYRIGHT 01/2013 PROPRIETARY AND STRICTLY CONFIDENTIAL
PREDICTIVE INTELLIGENCE ELIMINATES MARKETING WASTE AND CREATES NEW AUDIENCE INSIGHTS
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Maximize markeNng’s ability to influence your prospect’s purchasing decisions
© 6Sense COPYRIGHT 01/2013 PROPRIETARY AND STRICTLY CONFIDENTIAL
IdenNfy where a company is in the buying cycle, the products or services they want, their likelihood to purchase, when and for how much
• Lead scoring for prospect companies and contacts
• Net new lead generaHon and list building
• Push results into MAP, CRM, CMS and more • Increase MQL-‐SQL Conversion Rate
• Fuel Account-‐Based MarkeHng
• Arm sales reps with relevant talking points
• Close more deals
WHICH GIVES YOUR SALES TEAM AN UNFAIR ADVANTAGE
“Predic4ve intelligence allows you to truly extract the most value from the hard work of building a digital ecosystem and studying the digital body language of customers and prospects.
“Maximum value is derived when you use human and machine intelligence from both inside and outside your digital walls, to power a predic4ve, ‘early awareness system’ that iden4fies new sales opportuni4es.
“This gives your sales team an unfair advantage to gracefully enter the buyer's digital journey earlier and be?er informed than the compe@@on.”
11 © 6Sense COPYRIGHT 01/2013 PROPRIETARY AND STRICTLY CONFIDENTIAL
Nick Panayi, Director, Global Brand & Digital MarkeHng SiriusDecisions named CSC as 1 of its 6 ABM Programs of the Year award winners at their 2014 Summit
AND GENERATES THE ROI YOU NEED
12 © 6Sense COPYRIGHT 01/2013 PROPRIETARY AND STRICTLY CONFIDENTIAL
Customer success stories based on PredicNve Intelligence
PREDICTIVE INTELLIGENCE & B2B MARKETING
13 © 6Sense COPYRIGHT 01/2013 PROPRIETARY AND STRICTLY CONFIDENTIAL
© 6Sense COPYRIGHT 01/2013 PROPRIETARY AND STRICTLY CONFIDENTIAL 14
TAKE ADVANTAGE OF PREDICTIVE INTELLIGENCE
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Seamless applicaNons: Push to call center, MAP and CRM
© 6Sense COPYRIGHT 01/2013 PROPRIETARY AND STRICTLY CONFIDENTIAL
PredicHve Intelligence
Call Center
MarkeHng AutomaHon
Customer RelaHonship Management
• Script development
• Prospect and qualify top-‐of-‐funnel leads
• Lead Scoring
• Nurturing segmentaHon
• PersonalizaHon
• Increase MQL to SQL conversion
• Create opportuniNes
• Lead Scoring
• Enrichment
• Arm reps with relevant talking points
• Target accounts
• Close deals
ACTIVATE DATA ACROSS WEB ACTIVITIES
PredicNve Intelligence
Call Center
Scripts
ProspecHng
MarkeNng AutomaNon
PredicHve Lead Scoring
SegmentaHon
Nurture Campaigns
RetargeHng
CRM
PredicHve Lead Scoring
Enrichment
Talking Points & Intel
Target Accounts
Web Site
PersonalizaHon
Content RecommendaHon
Chat
RetargeHng
AdverNsing
Display & Video
Social Media
RetargeHng
Lead GeneraNon
Email & Lists
Content SyndicaHon
Online Events
+33% of B2B MarkeNng Investment (Forrester & BMA)
© 6Sense COPYRIGHT 01/2013 PROPRIETARY AND STRICTLY CONFIDENTIAL 17
DEEP DIVE: INCORPORATING PREDICTIVE INTELLIGENCE INTO WEB, ADVERTISING &
LEAD GEN
INCLUDING FORTUNE 250 B2B IT CASE STUDY RESULTS
COMPANY-‐TARGETED DISPLAY ADVERTISING
18
• Segment and personalize • RelaHonship to your company • Role • Buying stage • Company size and industry • Product fit
• Create impact at different stages • Improve brand & product awareness • Drive to recourses for consideraHon
and compeHHve posiHoning • Capture inbound leads • Aircover for nurturing & sales
© 6Sense COPYRIGHT 01/2013 PROPRIETARY AND STRICTLY CONFIDENTIAL
Enterprise IT Case Study
Goal: Create momentum with top 250 enterprise accounts Approach: SoluHon-‐level ads personalized to companies drove to LPs with video & content
KPI: Lij in site traffic from target accounts Result: 44% of accounts increased traffic and total traffic from target accounts rose by 58% over 6 months
Focus ad buys on companies where you have PredicNve Intelligence into buying stages, product interests and other alributes
COMPANY-‐ AND CONTACT-‐TARGETED SOCIAL MEDIA
19
• LinkedIn is only network for company-‐level and job role targeHng at scale
• Facebook is most pervasive, with ad exchange integraHon
• Twiler offers lead capture
• Use hashing across social networks to uniquely target your known email records without releasing your company email databases
LI Sponsored Update
LI Display/Text Ad LI InMail
© 6Sense COPYRIGHT 01/2013 PROPRIETARY AND STRICTLY CONFIDENTIAL
Facebook RHR Twiler LG Card
Connect PredicNve Intelligence results to social ad buying
WEB SITE PERSONALIZATION
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• Connect PredicHve Intelligence with CMS and tesHng tools
• Repurpose content to create dynamically customized hero banners, descripHons, offers, etc.
• Map to company segments, size, industries, buyer profiles & more
• ProacHvely idenHfy visitors as
customers or prospects to address them with new offers or cross-‐/up-‐sell opportuniHes
© 6Sense COPYRIGHT 01/2013 PROPRIETARY AND STRICTLY CONFIDENTIAL
OpNmally engage your audience from the first page view based on PredicNve Intelligence about each visitor
Sample B2B Wireframe (Demandbase)
Person
alize
to you
r aud
ience
DISPLAY RETARGETING
21 © 6Sense COPYRIGHT 01/2013 PROPRIETARY AND STRICTLY CONFIDENTIAL
Leverage audience’s real-‐Nme behaviors to determine targeNng, messaging
• Treat each visitor uniquely • Can target and omit specific companies to prioriHze investment
Site
• Only serve ads when individuals at select companies are acHve on your web site
Responsive
• Use email and acHvity data to target individuals with ads across the web
• Re-‐engage “stuck” pipeline CRM
Enterprise IT Case Study
Goal: Create momentum with top 250 enterprise accounts Approach: Retarget site visitors with personalized ads based on their page views and drive to gated content; Responsively target “Her 2” accounts ajer they show interest at the web site KPI: SQLs and piped opportunity value
Result: RetargeHng drove leads that accounted for $40MM in opportuniHes
COMPANY-‐TARGETED CONTENT SYNDICATION
• Build controlled and measurable lead gen campaigns that fuel MAP email nurturing
• Tailor content syndicaHon approach to most important company statuses and stages • Source net-‐new contacts and increase consideraHon amongst current prospects
22 © 6Sense COPYRIGHT 01/2013 PROPRIETARY AND STRICTLY CONFIDENTIAL
Only pay for leads at target companies and suppress exisNng contacts
Sample Lead Capture Form (Bizo) Enterprise IT Case Study
Goal: Create momentum with top 250 enterprise accounts Approach: Promote soluHon-‐level content that maps to target accounts to capture nurture leads
KPI: Target account leads Result: 400 leads; Companies that increased web traffic the most also downloaded 5+ assets (avg.)
ALIGN TACTICS TO BUYING CYCLE
23 © 6Sense COPYRIGHT 01/2013 PROPRIETARY AND STRICTLY CONFIDENTIAL
• Choose acHviHes appropriate for the buying cycle stages
• Set macro and acHvity-‐specific KPIs
• Align messages to prospect alributes
• Share strategy and data between markeHng, ops, sales and call center
• ConHnuously asses with ad/markeHng tech partners and agencies where PredicHve Intelligence can be applied
Tips
252,019
37,188
5,263
49,959
5,393
27,641
2,316
3,112
2,230
Call Ce
nter
Net-‐New
Net-‐New
Net-‐New
Net-‐New
PrioriHzed
PrioriHzed
PrioriHzed
PrioriHzed
280,181
Accounts
Ads, Social & Lead Gen
List Build
Sales
Email N
urturin
g
Web Site &
RetargeHng
KEY TAKEAWAYS: PREDICTIVE INTELLIGENCE AND B2B MARKETING
1. Advances in data management, analyNcs and targeNng enable B2B marketers to build well-‐oiled prospecNng, lead nurturing and customer generaNon engines
2. Don’t be complement when targeNng your audiences: PredicNve Intelligence helps B2B marketers leverage 1st party, web and market data to generate insights and idenNfy your best prospects
3. PredicNve Intelligence has many applicaNons across B2B markeNng and sales databases, web properNes and campaigns
4. Prospect and customer intelligence is only as valuable as it is applied
5. Fueling digital campaigns and lead gen with PredicNve Intelligence gives B2B marketers and sales pros the best opportunity to improve ROI and close deals
© 6Sense COPYRIGHT 01/2013 PROPRIETARY AND STRICTLY CONFIDENTIAL 24
© 6Sense COPYRIGHT 01/2013 PROPRIETARY AND STRICTLY CONFIDENTIAL 25
THANK YOU! LET’S CONNECT Zak Garner
Director of Customer Success, 6Sense Zak@6Sense.com www.6Sense.com
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