3 October 2016
Leadgeneration moves to inbound marketing - why
You find clients Disruptive / interruptive
Hard sell Product based
Audience-limited One way
Clients find you Self-serve (just in time) Content rich and visual
Contextual Solution/pain based
Two way
Outbound Inbound VS
SEO Conversations
Forums Blogs
Documents sharing
Podcast
Comments & ratings
Videos
Infographics
Webinars
Communities
Telemarketing Launch events
Instal base programs
Purchase lists
Cold calling
Face-to-face
events
Email blasts
Inbound marketing generates 32% more leads
then outbound leads and Cost 61% less
on average these leads are 6x more likely to become
customers Source: sirius decisions - 2014
4 October 2016
Where does the buyer journey begin?
Clients are using multiple online channels to learn about solutions to their business problems
79% starts search
online
33 % asks questions on
social sites
53 % downloads social
content
Source: Sirious Decisions ‘social marketing and sales best practices in B2B channels – april 2014’
7 October 2016
Why Avnet and Inbound Marketing – Avnet’s vision and program – the big opportunity for Avnet Marketing
9 October 2016
Six Key Strategies for Accelerated Success
Drive sales and margin growth
by investing in differentiated
solutions
1 GROW
Engage our employees, customers &
suppliers to be the preferred
solutions distributor
3 ENGAGE
Develop a culture of growth that
develops and rewards the new skills needed for our environment
4 TRANSFORM
Diversify the current base and
grow new customer segments
2 EXPAND
Continue to identify and implement initiatives that
improve efficiency and productivity
5 OPTIMIZE
Leverage our global scale and scope to expand key
supplier relationships
6 GLOBALIZE
10 October 2016
Aligned with TSA Transformation & Value Prop
Benefits of Transformation
Avnet’s highly experienced teams act as an extension of your business, providing the expertise you need to help you meet your company’s near-term objectives and long-term goals.
• Gain market intelligence • Formulate clear strategies • Access new markets • Increase demand
Value Proposition
11 October 2016
Avnet’s programmatic approach
• One view of a customer. • Ability to influence and track end-user customer buyer journey • Successfully identify and track opportunities that will increase SOW and services opportunity • Influence opportunity in mid-market space and Next Generation technologies
• We support our suppliers in bringing their solutions to market with demand generation programs.
• We build content platforms that address business challenges and solutions, following the buyer journey.
• We have flexible programms for suppliers and business partners to participate. And a short time to market.
• We scale campaigns, best practices, budget and resources across EMEA. • We have the programm and tools to collaborate with all parties involved. • We can measure campaign effectiveness and ROI. • We have Eloqua and the Lead Portal as vital tools to support us in this
complete process.
12 October 2016
Our goal Inbound marketing generates 32% more leads
then outbound leads and Cost 61% less
on average these leads are 6x more likely to become
customers Source: sirius decisions - 2014
• Delivering BANT qualified leads to our business partners.
• Stronger collaboration with partners, to cross-sell end-user opportunities.
• Working with our suppliers and business partners to contribute to the buyer journey of the prospect; presenting our supplier solutions and the value of our business partners.
• Be effective in online marketing by following the inbound marketing best practices and state-of-the-art techniques.
• Being the best skilled marketing team in EMEA
14 October 2016
Eloqua – Marketing automation is essential!
ROI
Drive Sales
Generate Leads
Platform designed to support marketers effectively market to multiple channels online and automate tasks.
• Creation of inbound leads – capture all the data
• Create buyer journey - workflows • Campaign Sharing in EMEA • Campaign Optimization • Lead Scoring System • Lead Nurturing • Repeat Successful Tactics • Comprehensive Analytics • Reporting Dashboards • Social Media Integration
16 October 2016
The steps to a successful Avnet Inbound Campaign
• Step 1: target group & buyer persona • Step 2: buyer journey • Step 3: content mapping & content creation • Step 4: implement campaign, marketing automation • Step 5: lead scoring • Step 6: go live - traffic & lead plan • Step 7: analyse & optimise
17 October 2016
Step 1: target group & buyer persona Theory: questions to ask yourself
Example: I Feel Secure
Who am I targetting: what job function & seniority does the person have?
Job function: IT manager, security manager Job seniority: C-level, seniors, managers
In what kind of organisation does the person work?
Any organisation that needs to protect their devices, appliances and data.
How big is this organisation?
Enterprises, over 200 work places
What are the persona’s challenges?
- More mobile devices, use of the cloud - More legislation (especially on data breaches) - More advanced threats and sophisticated cyber criminals - Anticipate on all these developments, while managing all other IT tasks
18 October 2016
Step 2: buyer journey Theory: questions to ask yourself
Example: I Feel Secure
What (online) media does this person use?
The buyer persona uses LinkedIn, Google and Tech platforms to search for relevant information
What types of content does this person read/view?
The buyer persona likes to read about topics that are relevant for him in eBooks and whitepapers
What questions does he have that need to be answered and how does he search for answers? This is the awareness phase
Awareness phase Don’t mention the solution, just give information on the security challenges the persona faces
What are the answers to these questions and how does he solve his challenge? This is the consideration phase
Consideration phase Address how to solve their challenge, but only mention Qradar briefly
Why is your solution better than other solutions? This is the decision phase
Decision phase Give information on Qradar to showcase the actual product, so the reader can decide if its right for their organisation
19 October 2016
Step 3: Content mapping & Content creation
Theory: questions to ask yourself
Example: I Feel Secure
What content already exists? Usually this is product related content: - eBook on integrated threat management - Qradar brochure
In which phase (awareness, consideration, decision) can this content be used?
- Consideration phase: eBook integrated threat management
- Decision phase: Qradar brochure
Which phase lacks relevant content? Usually, awareness phase content is absent. We did not have enough relevant awareness phase content available. We created the eBook “5 ways to improve your security”
What questions do we need to answer with this content?
The eBook had to address the main challenges at an approachable level. How can you easily start to improve your security?
20 October 2016
Step 3: Content mapping & Content creation
Always align your content to the three phases in the buyer journey and the challenges your persona is facing. And make sure that you have at least one downloadable conversion content per phase (form registration)
21 October 2016
Step 4: Implement Campaign & Marketing Automation
Theory: questions to ask yourself
Example: I Feel Secure
Do we want the website to be built in Eloqua or external?
Do you need the abilty to filter and search for content on the website? Do you have many different pages? Does it need to be scalable for the future? à Choose to have it built in Wordpress. Do you need a simple landing page for a few documents? à Choose to have it built in Eloqua. For I Feel Secure we chose Wordpress. As the website was going to be very large, with multiple downloads and different topics.
What is the flow of the campaign? This flow is created in Eloqua.
Think about the content sequence. After a lead has downloaded the eBook in the first phase, we want him/her to move to the content in the next phase.
22 October 2016
Step 5: Lead scoring
Every open, click or page visit your lead performs, has a score. You define the scoring method for your campaign and decide when a lead is ready to be handed over to sales.
Your lead requested a download online…
Opened his download mail (1 point) Clicked on the link to open the download (1 point)
Opened his follow up mail (1 point) Clicked on a new content item (2 points)
Pre-defined: 5 points is ready for sales Call the lead
23 October 2016
Step 6: Go live & traffic plan
After go live you will need a traffic plan to generate leads. What is a traffic plan? An overview of all media (free & purchased) you want to use to drive traffic, based on the online channel preferences of your persona. Why do you need a traffic plan? A website without traffic is never going to give you any results and will never provide conversions/leads. What media could you use?
Paid Unpaid
- LinkedIn Sponsored Updates - Google Adwords - Twitter promoted tweets - Facebook promoted posts - Advertising & Bannering - White paper marketing
- Emails - Search Engine Optimisation (SEO) - Ambassadors on: - Twitter - LinkedIn - Facebook
24 October 2016
Go to Market Strategy – Social Media
LANDINGSPAGE
Analytics / Conversions CTA’s Telemarketing follow-up
Interesting content
Attractive CTA rewarding
25 October 2016
Step 7: The leadportal - collaborate, analyse and improve
Inbound Marketing campaigns means that a lot of datastreams are coming together. 1. We have inbound leads in Eloqua, as a result of conversions 2. We might have cold call databases that we want to add to the campaign 3. We might have lists with downloads from external parties like TechTarget 4. We have our telemarketing agencies that need to pick up the al of the above and need them to
feed back the results to us 5. We have Marketing Managers, Avnet sales, Suppliers, business partners that might wants to
follow the status of the campaign 6. We need the BANT leads in the Luca excel forms
Avnet Leadportal
Eloqua inbound leads
Cold call databases
External downloads
telemarketing results
LUCA BANT leads
Emailshots & opens and
clicks
results & analyse report
26 October 2016
Telemarketing – Inbound Marketing
• Involve your telemarketing agency in the complete messaging. Use the created website and content to brief the agency
• The telemarketing agency needs to work in the Lead portal – standard for Avnet – they can pick up the leads there and feed the call reports back into the leadportal.
• The flow inbound leads will not fill a complete calling day in the beginning. Add cold call list to your campaign.
• Standards ‘how to brief an agency’
28 October 2016
The leadportal - Analyse & optimise
Use the lead portal for: • A status of all your leads and campaigns • A status of the mailings you sent to your databases • A status of all the leads followed up or called by
telemarketing • Export function of this information for claiming
purposes or import in CRM
Continuously monitor the campaign in order to optimise the content, traffic plan and webpage. Visuals can be used in presentations to present and report on your campaign.
Scan your weekly results and check: • Your most popular pages • Your most popular downloads • Where your traffic comes from (sources) • The stats of your LinkedIn Sponsored
campaign • The stats of your Google Adwords campaign
29 October 2016
Marketing Campaign Leads
MQL
SAL
SQL
SAP Lead Process
Marketing Leads – not imported into SAP Inbound and nurture campaign
Marketing Qualified Leads Via telemarketing 20-30% become BANT qualified
Sales Accepted Leads BDM convert 20-30% into SAP Opportunity e.g BANT appointment complete and partner qualified
Sales Qualified Lead 50% close into business won
Lead Status SAP CRM System Status
Avnet have archived MQL older than 365 days old that has not been SAL Dead
Partner has qualified out and indicated a reason Lost
BDM/Partner has rejected the lead to be requalified Rejected
Marketing Qualified Lead (MQL) Lead Status – Open
Sales Accepted Lead (SAL) Lead Status - In Process
Sales Qualified Lead (SQL) Lead Status – WON and has Opportunity ID
31 October 2016
Powered by Avnet – demand generation websites started at the first of May 2015
Security content platform* www.ifeelsecure.eu IBM Spectrum – http://www.storagerevolution.net/ IBM VersaStack – www.virtueofsimplicity.com Netapp: under construction EMC – www.optimizeyourit.com Cisco: www.securedatacenter.nl Cisco: www.becybersecure.nl Cisco: under construction : www.nextgenhyperflex.nl Lenovo - http://www.staysthesame.net/ IBM Analytics - http://www.customer-interaction.com/ IBM Analytics – http://www.faster-analytics.com/ Oracle Cloud - http://www.eenvoudindecloud.com/ Security – www.ifeelsecure.eu HDS: www.dataindecloud.com *cross brands platform
Strategic direction – hubs for the vendors and business partners • Expand the security platform - 2016 • Datacenterchallenges platfrom - 2016 • 3rdplatform.nl - 2017 • Cloud solutions platform - 2017