PowerPoint Presentation
B2B Tactics, Campaigns & ROI
http://www.aidtheboss.com/wp-content/uploads/2012/06/tactics-board1.jpgPresented
by Lindsey Fair
B2B Tactics: Incoming Lead Processing Campaigns
http://www.takethelead.co.nz/IMAGESW/Dog-Pulling.jpg #1 Incoming
lead processing campaignThis is the campaign your top-of-funnel
content pushes leads to. Elements of your campaign should allow you
to define what a Sales-ready lead is. Depending on the calls to
action in your incoming lead nurturing campaign, you should be able
to determine where the hand-off to Sales should be.
The old way of doing this is simply to give everything to Sales,
allowing them to judge for themselves and segregate leads into two
lists (ready to buy, not ready to buy) if they must. But many leads
don't want to be interrupted with a call at all; in fact, it might
even tarnish your reputation with them, causing them to sever all
ties.
Alternative approaches include basing it on demographic
attributes, completeness of their data profile, behavioural
attributes, and lead score, but we feel that the most appropriate
for the B2B world is the BANT method (Budget, Authority, Need,
Timeframe).
B2B Tactics: Drip Campaigns
http://aventurachic.com/wp-content/uploads/2011/02/kitten_heels_options.jpg
#2 Drip campaignThis is where you customise your emails a little
bit according to buyer persona and the stage they're at in their
cycle. You should have one for each buyer persona.
Early stage: At this stage you are trying to loosen the status
quo and get them to commit to change. Give them thought leadership
and best practices content to build brand awareness, and get them
thinking.
Middle stage: Your buyer recognises that they have the problem
you are talking about, and is now exploring possible solutions.
They are close to committing to a solution, so send them buyer's
guides, RFP templates and industry information to help structure
their research.
Late stage: Your buyer is narrowing down their options and need
to justify a decision before making a selection. Send them
company-specific information to help evaluate and reaffirm their
selection.
It's of the utmost importance that you give them content that is
relevant to their buying stage and buyer profile. Don't make the
mistake of giving late stage content to an early stage lead (it's
too soon!) or vice versa (it's not juicy enough!) - they may become
irritated because it's not relevant to the stage they're at and
most likely drop off.
B2B Tactics:
Accelerator Campaigns
http://blog.simplifydigital.co.uk/wp-content/uploads/2010/09/A-gentle-nudge-from-Ofcom-e1283436725305-300x189.jpg#3
Accelerator campaignsThese campaigns have one purpose: to move
prospects along buying cycle faster, with relevant "nudges"
triggered by specific behaviours. In the world of software, a
typical accelerator campaign would be a string of emails following
a 14-day free trial sign-up. Emails could send them step-by-step
instructional tips, prompt them to watch a webinar on how to use
different aspects of the software, or even request to be contacted
for a live walk-through if they need more help.
B2B Tactics: Lead Recycling Campaigns
http://conserve-energy-future.com/Images/Recycling.jpg #4 Lead
recycling campaignsFor leads who just aren't ready to buy, you need
a way to stay in touch. As a marketer, it's your job to look for
behaviour that qualifies those leaked leads to send back to
sales.
The best way to do this is by becoming a thought leader who
distributes a steady stream of helpful content. You can do this by
mailing out a 'most popular' list of your best pieces. That way,
your leads can opt-in to various campaigns that come off the back
of those early stage pieces.
B2B Campaigns that Worked
Define specific objectives and expectations with
stakeholders.
Ask the question, what does success look like? For most B2B
campaigns, success is getting a lead. But what is the definition of
a lead? Is it a request for an appointment? Is it an actual
appointment with a sales rep? Is it a closed sale? Or is it
contributing toward a percent of your revenue target?
Are we promoting our total offering?
Is there a clear call-to-action?
It connects multiple levels of the value chain.
Define specific objectives and expectations with
stakeholders.
Ask the question, what does success look like? For most B2B
campaigns, success is getting a lead. But what is the definition of
a lead? Is it a request for an appointment? Is it an actual
appointment with a sales rep? Is it a closed sale? Or is it
contributing toward a percent of your revenue target?
https://www.youtube.com/playlist?list=PL6jlCb8osliCUMYE99tiyIUumNuDojOeH
Could be a great strategy for Earthbox
http://news.xerox.com/news/xerox-launches-global-marketing-campaignhandout
Could be a great strategy for 14 Theories
http://tv.adobe.com/watch/metrics-not-myths/bs-detector
Could be a great strategy for 14 Theories
http://www.prnewswire.com/news-releases/aon-celebrates-25th-anniversary-with-global-service-day-and-release-of-2012-global-citizenship-report-159842845.html
handout
Could be great strategy for Paddle Canada
Activity come up with campaigns / strategies / tactics that will
work with your client, present in 25 min
http://www.filmandmusicfashion.com/hope/images/sony%20tv%20ad%20dropped%20250%2C000%20bouncy%20balls%20down%20a%20hill%20in%20san%20fransisco.jpgB2B
MarCom Budgets
9-12%
Budget
Campaign ROISimilar to gross profit, only all business expenses
are taken into account
$ 90$3 discount x 30 customers = opportunity costs $700total
campaign expenses $ 45pro-rated operating expenses $ 60wholesale
cost per product x # of products sold $895TRUE cost of
campaign-$1500 $50 revenue x 30 customers = revenue from all
related sales
$ 605ROI
You can take this even further when you do your case later what
could you do?
Lifetime Value of a Customer(LTV)
(5 x 3) *50 = $750 + $9 = $759 average customer comes 5x /yr for
3 yrs, spends $50 ea.
Plus the costs to do a campaign to replace that customer
Handout practice case
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