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B2B type of companies has their own unique Online Marketing purpose, engagement model with sales team, and ROI identification. Everyone wants to either save marketing budget or get better online campaign result, but how? I will present what’s the unique part for B2B online marketing and how to optimize for better ROI.
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www.cisco.com/cn Cisco Systems (China)1
Optimize ROI For B2B Online Marketing
唐 寅唐 寅Jacob TangJacob TangCisco SystemsCisco Systems
www.cisco.com/cn Cisco Systems (China)2
Index
B2B Online MarketingB2B Online Marketing
• Why B2B Company need to do Online Marketing?• Purpose of B2B online Marketing?• How to measure B2B Online marketing’s ROI?• B2B Marketing & Sales Engagement Model• B2B End to End tracking process
B2B Online Marketing Tactics & ROI Optimization Tips B2B Online Marketing Tactics & ROI Optimization Tips
• B2B Online Marketing tactics• Database foundation & P2B model• Email Marketing 3 magic numbers & ROI optimization tips• SEM’s importance & ROI optimization tips• Webinar ROI optimization tips• Misc Online Marketing tactics: Click to chat, Social Media, Telemarketing
ROI MaximizationROI Maximization
www.cisco.com/cn Cisco Systems (China)3
B2B Online MarketingWhy & Purpose
Purpose of B2B online marketing?Purpose of B2B online marketing?
Brand awareness Lead Generation
Why B2B company need to do Online Marketing?Why B2B company need to do Online Marketing?
• Everyone is online• Extend Offline brand to Online• Increase Account / Contact coverage• Deliver the right message to target audience• Decision marker’s purchase behavior
www.cisco.com/cn Cisco Systems (China)4
B2B Online MarketingHow to measure B2B Online marketing’s ROI?
Purpose
Brand Awareness Lead Generation
Lead GenerationROI Identification
Cost per impression Cost per contact acquisition Cost per registration Cost per Webinar attendee Cost per Lead Cost per Opportunity Cost per Booking
Impression Website Traffic Time on Site % of new visitor
Brand AwarenessROI Identification
www.cisco.com/cn Cisco Systems (China)5
B2B Online MarketingB2B Marketing & Sales Engagement Model
Sales follow Sales follow (by Geo / Industry mapping)(by Geo / Industry mapping)
Marketing Result Analyze ( Leads Pipeline / Deal Number / ROI )Marketing Result Analyze ( Leads Pipeline / Deal Number / ROI )
Awar
enes
sAw
aren
ess
Inte
rest
Inte
rest
Cons
ider
ation
Cons
ider
ation
Purc
has
Purc
has
ee
Mar
ketin
g M
arke
ting
Auto
mati
onAu
tom
ation
Tran
sacti
on T
rack
ing
Tran
sacti
on T
rack
ing
Marketing Database (Contact / Site / Transaction)Marketing Database (Contact / Site / Transaction)
Lead GenerationLead Generation
SEM / SEOSEM / SEOSEM / SEOSEM / SEO Online ADOnline ADOnline ADOnline AD EmailEmailEmailEmail Social MediaSocial MediaSocial MediaSocial Media Click to ChatClick to ChatClick to ChatClick to Chat
Website / Landing PageWebsite / Landing PageWebsite / Landing PageWebsite / Landing Page
SurveySurvey- Contact & Site ProfileContact & Site Profile
- Lead QuestionsLead Questions
SurveySurvey- Contact & Site ProfileContact & Site Profile
- Lead QuestionsLead Questions
( Incentive )
www.cisco.com/cn Cisco Systems (China)6
B2B End to End tracking process
Investment to Booking end to end tracking – ROI AnalysisInvestment to Booking end to end tracking – ROI Analysis
Budget AllocationBudget AllocationBudget AllocationBudget Allocation
Campaign PlanningCampaign PlanningCampaign PlanningCampaign Planning
Campaign ExecutionCampaign ExecutionCampaign ExecutionCampaign Execution
Response CollectionResponse CollectionResponse CollectionResponse Collection
Leads IdentificationLeads IdentificationLeads IdentificationLeads Identification
Lead notificationLead notificationLead notificationLead notification
Accept LeadsAccept LeadsAccept LeadsAccept Leads
Convert opportunityConvert opportunityConvert opportunityConvert opportunity
Close dealClose dealClose dealClose deal
Mark in SystemMark in SystemMark in SystemMark in System
MarketingMarketingMarketingMarketing SalesSalesSalesSales
$$$$
$$$$$$$$
www.cisco.com/cn Cisco Systems (China)7
OnlineMarketing
Online forum
Click to ChatEmail
Social MediaBlog Database
Search Engine Marketing
eNewsletter
B2B Online Marketing tactics
Webinar
www.cisco.com/cn Cisco Systems (China)8
How to Optimize ROIDatabase 1 – Foundation of Online Marketing
DatabaseDatabase Database is the most important foundation, especially for
Online Marketing Better data quality for better targeting
AcquisitionAcquisition
Offline seminar response updates Telemarketing updates Online response updates
Data quality Data quality OptimizationOptimization
Re-ActivationRe-Activation EnrichmentEnrichment ProfilingProfiling FoundationFoundation
Approach to collect and grow # of contacts
Opportunity for quick impact and automation activating dormant contacts
Efficient Methods to capture rich intelligence on contacts
• Establish Benchmarks
• Provide Insights
• Set Company Standards
• Scale Best Practices
• Build Right Tools
www.cisco.com/cn Cisco Systems (China)9
How to Optimize ROIDatabase Marketing – Propensity to buy model
How can we predict purchases?
What if I had access to:
• Your age, weight, height and hair color
• Place of birth, current address
• The schools you went to, your majors and minors
• Your profession, your employer, your salary
• Square footage of your house
• # of PCs and phones you have
• Your credit card statements for the last 7 years
Plus, all of those for you and for • your parents,
• your kids,
• your in-laws
• your entire family tree
Predicting your next purchase of a book would be far less difficult
If I wanted to predict if you will buy a book or an iphone next month,
how hard would that be?
Cisco’s Propensity to Buy (P2B) Models use that type of knowledge about the companies that we want to do business with to predict what they will buy next:
• Firmographics
• Company family tree (Branches, Subsidiaries, Divisions)
• Industry Vertical / Sub-Vertical
• Annual Sales, Employee Size
• Number of Sites, Square footage of buildings
• # of PCs and nodes …
• Purchase Behavior in last 7 years
• Cisco Technologies (products and services)
• Dollars spent
• When
• Other Customer Metrics and Indicators
www.cisco.com/cn Cisco Systems (China)10
How to Optimize ROIDatabase Marketing – Propensity to buy model
What is a propensity to buy model?
A propensity to buy model (P2B) is a statistical model that calculates the probability of a certain company to buy a certain product in a given time frame in the future.
Propensity Propensity to buy modelto buy model
Better Better Targeting Targeting
OptimizationOptimization- Propensity - Propensity to buy (P2B) to buy (P2B)
modelmodel
• Statistical • Model
• Statistical • Model
• Firmographics• Past Purchase Behavior
• Firmographics• Past Purchase Behavior
• Probability to Buy Technology in the next 2 quarters
• Probability to Buy Technology in the next 2 quarters
t…
Q1 Q2Q4Q3Q2Q1Q4
past purchase behavior firmographicspredicted purchase
window
www.cisco.com/cn Cisco Systems (China)11
How to Optimize ROIDatabase Marketing – Propensity to buy model
Why using P2B scores makes sense: real example
Purchase Rate was much higher where the model said it would be!
• Purchase rate in 1st decile is almost twice the one in the 2nd decile, decreasing rapidly after that;
All customers who could be targeted for the technology are selected and divided in 10 groups, according to the model predictions:
• The 1st decile contains the customers with the highest scores,
• The 10th decile, the customers with the lowest scores.
Purchase Rate & Deal Size vs P2B Deciles
0%
10%
20%
30%
40%
50%
1 2 3 4 5 6 7 8 9 10Decile
Pu
rch
ase
Rat
e
0
2000
4000
6000
8000
10000
12000
14000
Ave
rag
e D
eal
Siz
e
Customers who Purchased Average Deal Size
Model: Upsell Security to Commercial Customers
Before Q2FY08 started our P2B models predicted who would purchase Security.
How good were those predictions?
Deal Size was larger where the model predicted it would be!
• Average Deal size in first decile is 2.5 times the average in the other deciles
• The first 2 deciles have deal sizes almost 3.5 times larger than the other deciles in average.
www.cisco.com/cn Cisco Systems (China)12
How to Optimize ROI Email Marketing – How B2B use Email Marketing
What’s Email MarketingWhat’s Email Marketing
eNewslettereNewsletter Event InvitationEvent Invitation Leads GenerationLeads Generation
Newsletter to all subscriber for all regular
products / solutions updates
Email invitation for Webinar & Seminar
registration
Email marketing Campaign to generate
leads
B2B Company using Email Marketing:B2B Company using Email Marketing:
It is an online marketing tool. Easy-to-use, low cost and effective with Good ROI, it enables dialogue with your customers in a personalized manner and involving relevant communication.
www.cisco.com/cn Cisco Systems (China)13
How to Optimize ROI Email Marketing – 3 Magic numbers & Tips for better ROI
Email / NewsletterEmail / Newsletter
Deliver Rate:DELIVERED / SENT
Open Rate:VIEWED / DELIVERED
Click Through Rate:CLICKED / DELIVERED
Tips for Better Email Marketing ROI
Permission based Email Marketing, Never SPAM! Blast your Email regularly Keeps your Email ‘From’ consistent
3 Magic Numbers What determines?
Deliver Rate:Database / Tools / ISP
Open Rate:From / Subject
Click Through Rate:Call to Action / Content
Call to action button Response your customer’s feedback Mobile device
www.cisco.com/cn Cisco Systems (China)14
How to Optimize ROI Search Engine Marketing
Tips for better SEM ROI
Keywords / Ad groups Keep Ad copy consistent with
Land page Inbound phone number in Ad
copy Event registration driven SEM
programs should leverage IP based promotion
Keep questions less in registration page
Promote paid keyword advertising through Google & Baidu
Link commonly searched words to website via text ads and name association
Capture user information and provide follow-on content, offers, and opportunities for continued engagement
Drive users to a landing page with a clear message and useful content
Paid SearchPaid Search New contact acquisition New product / solution launch promotion Webinar / Event registration Potential client quotation
www.cisco.com/cn Cisco Systems (China)15
How to Optimize ROI Webinar
WebinarWebinar Webinar – short for Web Seminar Webinar is very critical Online Marketing tactic for B2B
company to reach their customers Use Webinar to increase account coverage, geographically
Tips for better Webinar ROI
Get appropriate webinar platform Customize your webinar Co-branding with Big Brand (if
applicable) Play advertisement video in the
waiting period Survey during the break session Limit Most Webinars to One Hour Post-Webinar letters ( recording
VOD for whom missed the session)
Webinar ProcessWebinar Process
www.cisco.com/cn Cisco Systems (China)16
How to Optimize ROI Misc – Click to Chat / Social Media / Telemarketing
MiscMisc
TelemarketingSocial Media
Support Online Marketing Data cleansing Webinar invitation Tele-Survey Leads re-qualify
Does social media good for B2B? Culture: Chinese v.s. U.S. What is chinese version Social media for B2B? Online forum / BBS
Click to Chat
Best ROI Real-time communication Provide enhanced user experience Experts to guide user through any concerns and queries
www.cisco.com/cn Cisco Systems (China)17
Excellence Excellence Online Online
Marketing Marketing Execution Execution
ResultResult
ROI Maximization
Optimize Optimize DatabaseDatabase
Fixed Fixed Marketing Marketing
BudgetBudget
Sales Team Sales Team EngagementEngagement
www.cisco.com/cn Cisco Systems (China)18
Q & AQ & A
Jacob TangJacob Tangwww.JacobTang.comwww.JacobTang.com
[email protected]@Gmail.com
@唐寅 Jacob