4 Steps to B2B Customer On-boarding

In the complex B-to-B sales cycle, it is clear that buyers are in control Decision makers need to be engaged based onin control. Decision makers need to be engaged based on their needs and buying cycle, not your latest product launch.

In this session, we will explore how to:• Get the conversation started

U d t i l t d t t d• Use your data wisely to engage and stay connected with prospects and customers

• Know when to close the dealKnow when to close the deal

4 Steps to B2B Customer On-boarding

1) Take it slow

2) Use data wisely

3) Contact people on their terms

4) Know when to close the deal

Like an ink spot that never comes out… lack of data quality has a lasting impactlack of data quality has a lasting impact

$1 $100$10$1the cost to verify a contact record

$100the cost per record to sit in the

$10the cost to cleanse and de-

when it enters your marketing database

database and have nothing done to it

dupe each contact record after entry

Source: The Impact of Bad Data on Demand Creation, SiriusDecisions

• If we have learned anything during the downanything during the down economy, it’s that…

• it's a buyers' market

• Customer relationships take time to:

Develop• Develop• Maintain• Grow

Add information in bite-size portions

• We already consume moreU.S. Data Consumption in ONE DAY

We already consume more information than we can effectively process

• New engagements are sought to solve a problemI d t t k th ti• In order to take the time, the new solution has to be timely, relevant andtimely, relevant and targeted

• Cut through the clutter

What happens today?pp yOne size doesn’t fit all…

Webinar invitation emails

Thank you for

registering, add it to your

calendar

Post-event emailscalendar

Reminder

View the on-demand session

Personalized follow-upJ ff l d ld j i S h ’tReminder

email, with log-in links,

etc.Sorry we

missed you

Jeff, glad you could join us for the… we’d love your feedback…

Sarah, sorry you weren’t able to attend… you can still view the session…

Use data to learn channel and industry

4

2.5

3

3.5

1

1.5

2

7011 ‐Motor hotels7371 ‐Custom  computer programming services7379 ‐ Software reproducing7389 ‐Welcoming services8062 ‐General medical & surgical hospitals 

0

0.5

6022 ‐ State commercial banks (credit card issuing

• According to researchAccording to research firm SiriusDecisions, companies could

li l 70realize nearly 70 percent more revenue by simply having better data.

When we didn’t know any bettery

• Customer segmentationCustomer segmentation

J

Maintenance Renewal

January15%

February10%

November10%

December15%

March5%

April5%

September5%

October5%

May5%

June10%

July10%

August5%

Industry segmentation is only the beginningy g y g g

• The #1 priority this year for marketers are improving customer segmentation and targetingcustomer segmentation and targeting– Cited by 64% of respondents– Most B2B marketers don’t segment beyond 2 levels

Financial Services

Insurance/ Healthcare

Industry Segmentation

Services30%

Healthcare30%

Telecom25%

Retail/ Wholesale

15%

Source: CMO Council, 2011 State of Marketing: Outlook, Intentions and Investments

Levels of segmentation directly impact ROI

• Start with what you know, fill in as you goFName LName Title Industry Company Size ($/M) Responsible for Phone EmailJohn Smith VP Operations

• Group the obvious/easy data firstC i

John Smith VP OperationsJohn Smith VP Operations Technology 800.555.1111

John Smith VP Operations Technology $1,000-10,000Systems, Software, Process Management 800.555.1111 jsmith@company.com

– Company size– Industry classification

• Add targeted segments– Job function/title– Purchasing authority– Communication preferences

• Real results– Since adopting this segmentation approach, direct mail response rates have

risen 50% to 70% and telemarketing sales have jumped nearly 500%.risen 50% to 70% and telemarketing sales have jumped nearly 500%.

Source: NielsenWire

What would the conversation sound like?

• Use what you know b t thabout the person or

segment to tailor your– Conversation – Offer – Message

Product benefits– Product benefits

Adapt message by channel and title

4

2.5

3

3.5

MARKETING MANAGERVICE PRESIDENT1

1.5

2

Chief Executive Officer

DIRECTOR

GENERAL MANAGER

IT Director

MARKETING MANAGER

0

0.5

ACCOUNT MANAGER

• Take an interest in the t ’ fprospects’ preferences

• People prefer different types of information andof information and communication methods

• Respect them• If they prefer email, then

email them until they are ready for a phone callready for a phone call

• Meet them where they are in the buying cycle

Conversation flow example

DYNAMIC MICROSITE Gold Leads

Emails &Newsletters

Pass to Sales

Telemarketing

DYNAMIC MICROSITE

WhitepapersCase studiesCompetitionsBlogsForums

SEO/PPC

Silver Leads

Pass to Sales

ForumsWebinarsPodcastsRFQSocial

Networking

Silver Leads

Bronze Leads Nurture

Onlineinventory

NURTURE

PROGRAM

FURTHER QUALIFICATION•Budget•Authority

TRACKING & SCORINGMonitor level of interest based on : y

•Need•Timeline

•Email opens•Visits to microsite •Downloads•Reading/Posting on BlogsAdvertising

7 Rules of engagement1. do not initiate contact without a clear

objective

2. start with the customer, not with your product/service

3 pick-up where the interaction left-off3. pick-up where the interaction left-off

4. don’t ask the prospect for the same thing more than once

5. make the interaction personal and personalized

6 deliver information that reflects what6. deliver information that reflects what you’ve learned about them

7. learn about the customers/prospects in bi llbits... not all at once

Source: Peppers, D., Rogers, M. One to One Fieldbook

Learn from each touch-point

1. Define your objective

2. Define the WHO

3 Define collateral needed3. Define collateral needed

Touch pointEmailsPhone scripts

Content AssetsWhite papers

PostcardLetter

WebinarsWhite papersAnalyst reportsArticlesResearch Papers

Interactive mediaPoll / survey

WebinarsPodcastsFlash demo

o / su eyScorecard / rank yourself against your peers

4. Map out the customer experience

5. Test and launch

6 Ongoing evaluation and monitor reporting6. Ongoing evaluation and monitor reporting

7. Keep content fresh

Test response, measure ROI by channel

Awareness

Information

Conversion

Marketing Source Total Revenue Total Spend ROIMarketing Source Total Revenue Total Spend ROI

Banner Ads 10,264.29 5,000.00 105.29%

Search 28,965.00 30,000.00 ‐3.45%

Email 14,146.43 12,000.00 17.89%

Di t M il 7 617 86 20 000 00 61 91%Direct Mail 7,617.86 20,000.00 ‐61.91%

Telemarketing 5,135.71 15,000.00 ‐65.76%

Social Media 20,587.50 5,000.00 311.75%

Website/Microsite 49,181.31 50,000.00 ‐1.64%

Case Studies/Whitepapers 37,201.90 10,000.00 272.02%

• Use information to gain insight• B2B buyers typically engage

with you only after they have done research on your companydone research on your company

• More than 86% of buyers reach out to companies by

• Calling directly• Responding to an initial download

or request

• Once you have the connection and understand th i d k f th dtheir needs, ask for the order

Source: DemandGen Report

Final buying decision influencers

• Product demonstrations and specifications• Competitive product comparisonsCompetitive product comparisons• Customer testimonials and references• Support and maintenance pp• ROI analysis

Too many metrics

• Many marketers do not build

metrics in from the startmetrics in from the start– 62% of marketers struggle with “turning

data into action”data into action

– 53% of marketers use social media

marketing but find it difficult to measure the g

value

– 44% of marketers are using mobile apps

and are just starting to integrate with email

– 57% say their top bottleneck is

measurement, analysis, and learning

Source: Unica Marketing Survey, 2011

Metrics that matter

How much does it cost to attract each new visitor or prospect?

What is your conversion rate from visitor to

opt-in?

Attraction Conversion

Life-time value Retention

What percent of yourHow many transactions What percent of your opt-ins become paying

customers?

ydoes the average

customer make over time? At what value?

Metrics & modeling examples

Metrics & scoring examples

SIC Code Accepted Closed Grand Total Conversion RateAVG Activity 

ScoreSIC Code Accepted Closed Grand Total Conversion Rate Score

58 ‐ ‐ EATING AND DRINKING PLACES 6 26 32 19% 0.7754 ‐ ‐ FOOD STORES 2 12 14 14% 0.7573 ‐ ‐ BUSINESS SERVICES 2 2 4 50% 1.3459 ‐ ‐ MISCELLANEOUS RETAIL 1 0 1 100% 1.84

Email

Telemarketing

64 ‐ ‐ INSURANCE AGENTS, BROKERS, & SERVICE 1 0 1 100% 2.2879 ‐ ‐ AMUSEMENT & RECREATION SERVICES 1 0 1 100% 2.1039 ‐ ‐ MISC. MANUFACTURING INDUSTRIES 2 1 3 67% 1.4273 ‐ ‐ BUSINESS SERVICES 5 15 20 25% 1.06

Direct Mail

Online

Results

Offer Type AVG Activity Score

Email 0.68

Online 1.09

Email (Common SICs) 0.66

Online (Common SICs) 0.97

Email (Unique SICs) 0.69

Online (Unique SICs) 1.21

Di t M il 0 42Direct Mail 0.42

Key Takeaways

Email had a consistently higher activity scoreThis can be seen most clearly when looking at SICs that responded to both online and email campaigns

There are several SICs that we would recommend going after in the future:

This tells us that while the online campaign succeded in creating more leads, it did not create more engaged leads than the email campaign

There are several SICs that we would recommend going after in the future:59 ‐ ‐ MISCELLANEOUS RETAIL73 ‐ ‐ BUSINESS SERVICES82 ‐ ‐ EDUCATIONAL SERVICES

Data-driven customer acquisition process

It starts with a data-driven profile that is enhanced with insight and behavior throughout your conversation.

Consider the value of 100 new prospects with complete contact information, online behavior and communicationcontact information, online behavior and communication preference data to support your sales calls.

Compare that to 500 names that lack marketing insightCompare that to 500 names that lack marketing insight. At $100 record doing nothing, it costs $50K.

Find the value of your prospects; start with your data.

Use the insights you gain during your conversations toUse the insights you gain during your conversations to bring new customers on board. Ask for the order.

Thank youThank you

Questions?

Contact information

• Mary MillerMary MillerGlobal Director, Marketing

E: Mary miller@mardevdm2E: Mary.miller@mardevdm2@mnm8312; @mardevdm2facebook/mardevdm2Mardevdm2 group

DMA: Booth #1011www.mardevdm2.com