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www.veneo.com
T +49 251 202 4551F +49 251 59685 1023
Veneo GmbHZur Steinkuhle 448341 Muenster-AltenbergeGermany
Berner AG
Feb 29th 2016
Rotary Club Cologne
Marketing-Methoden Definition, Messbarkeit, weitest gehende
Automatisierung
www.veneo.com
T +49 251 202 4551F +49 251 59685 1023
Veneo GmbHZur Steinkuhle 448341 Muenster-AltenbergeGermany
Marketing-Methods,Marketing Automation & Marketing‘s Accountability
Impetus Presentation by
Stephan Woltering
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Introduction
Stephan WolteringInterim Manager – Agent of Change
Interim Manager – Agent of Change - since 2003.
Specialised in Sales, Marketing, Service Organisation in B2B industries.
About 30 years Direct Sales and Marketing experience, 20 years of it as 1st or 2nd Level Executive.
ECommerce Pioneer since 1996.
Technology focus on Digital Transformation with CRM, Web-Content Management, Internet Marketing, Intranets, Portals, Lead Management and Marketing Automation.
Certified Prince2 Practitioner, Expert for Organisational Change Management (OCM), SWOT Practitioner, Bi-Lingual.
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Current Project
Stephan WolteringInterim Manager – Agent of Change
1.x billion Euro B2B retailer with 6.000 sales reps in Europe.
MRO Industry = Maintenance & Repair Operations.
Large scale transformation in early stage, probably one of the biggest projects of its kind in an SME in Europe.
About 30 concurrent strategic projects.
Program Manager Marketing & E-commerce for the following projects: Marketing Data Warehouse
KPI Tree Implementation (+ Project Mgr. ad interim)
Market Segmentation
Marketing Processes
Re-Organization of Product Marketing
Demand Generation
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Most Pressing Business Challenges
New business development
Quality of leads
Remaining up to date with current marketing technology and trends
Customer acquisition
Quantifying marketing's return on investment
Integration of marketing tools/systems
Demand and lead generation
Budgetary constraints
Building deep customer relationships
Creating a personalized cross-channel experience
Producing unique, original content
Using existing data to drive more relevant messages and experiences
Keeping pace with competitors
Staying ahead of social media trends
Talent acquisition and retention
Understanding what data to analyze
Shifting consumer demographics
Channel expansion and device adoption
Enterprise-level system optimization
Other 1%
27%
27%
27%
26%
25%
25%
23%
23%
22%
22%
22%
21%
21%
21%
20%
20%
19%
18%
18%
RANK
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The biggest challenges of 2016 are new business development, quality of leads, and remaining up to date with current marketing technology and trends.
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Customer specific value proposition &
approach management
Customer acquisition
management
Customer care
management
Customer loyalty
management
- Customer value management- Lead management new, retained and reactivated valuable
customers- Value proposition for new, retained and reactivated
valuable customers
- Lead nurturing or retention- Touch Point Management- Sales results (moment of truth)
- Order processing- Service delivery - Claim management- Touchpoint management- Customer satisfaction management
Insights management & Strategic Segmentation
- Identification of relevant attractive market segments & valuable customer groups
- Strategic assortment definition & branding
- Customer insights management
Strategy
Operation
Customer data analytics- Detect cross- and up-selling
opportunities- Detect customers that are about to
churn- Retention management
Transformation along a cycle
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Marketings‘ Transformation
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... and then there is this …
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The Death of the traditional Sales Funnel
~60 % of the decision making process is overbefore a sales rep is in contact with the potential buyer.
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The Death of the traditional Sales Funnel
Predict the change in customer purchase behavior and in new players in the market; they force to change the way business is done.
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Consistent Customer Experience
ACCT DemandGen Business Metrics – Stephan Woltering – August 2015veneo.com
Ominchannel Playbook
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Demand GenerationDistinct Features of Demand Generation
ACCT DemandGen Business Metrics – Stephan Woltering – August 2015
Demand generationis an umbrella of targeted marketing programs (online & offline) to drive awareness and interest in a company, get customers excited about your company, the industry and/or the products and/or services. It involves multiple areas of marketing and is really the marriage of marketing programs coupled with a structured sales process.
Goals:building awareness, positioning relevance, supporting validation and mitigating customer evaluation.
Method & instruments: Demand generation can be done e.g. with an ebook campaign, a weekly newsletter for blog subscribers, a meet-up event, a contact center interaction, a direct sales contact, a company-sponsored webinar, a response to twitter questions, the promotion of blogs through XING, LinkedIn or Facebook and run email campaigns. It's not a quick fix, a banner ad, an email blast, or a call center phone-a-thon.
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Campaign ManagementDistinct Features of Campaign Management
Campaign Management enables companies to define, orchestrate and communicate valuable information to customers accrosswebsites, mobile, social, direct mail, point-of-sales terminals, digital signage, kiosks, call centers andemail. Digital marketing, which continues to be integrated with campaign management, includesaddressable branding / advertising, contextual marketing and transactional marketing.
Goals:Segment, target and manage multi channel marketing messages, (campaign creation, campaign orchestration, campaign execution, and campaign measurement)
Method & instruments: Campaign Management re-quires a Campaign Management Software. Critical capabilities are multidimensional segmentation, campaign workflow, predictiveanalysis, event triggering, real-time decisioning, content marketing, social marketing, ad manage-ment, email marketing, and mobile marketing) and services
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Lead ManagementDistinct Features of Lead Management
Lead Management
Is the amount of all activities to convert potential buyers into real buyers. It’s a customer acquisition process which identifies potential buyers (leads), educates them, engages with them, and when the leads are considered qualified, get passed from marketing to sales. It covers the complete process of tracking and managing sales leads (prospective customers) from generation of leads to their conversion into sales and long-term relationships. The data generated in this process is used in to measure the efficiency of the marketing and sales efforts.
Goals:measure digital behaviour, feedbackto content or campaign creation, qualfiy, score and enhance customer data records, Increase conversion rates, case sensitive lead routing depending on recent interaction
Method & instruments: Lead Management requires a deeply integratedMarketing Automation Platform to manage, control and measures the end-to-end process of lead routing through the entire organization.
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Marketing AutomationDistinct Features of Marketing Automation
ACCT DemandGen Business Metrics – Stephan Woltering – August 2015veneo.com
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Peter Drucker
Peter Ferdinand Drucker was an Austrian-born American management consultant, educator, and author, whose writings contributed to the philosophical and practical foundations of the modern business corporation. He was also a leader in the development of management education, he invented the concept known as management by objectives and self-control, and he has been described as "the founder of modern management".
Marketings‘ ContributionQuestions to start with.
ACCT DemandGen Business Metrics – Stephan Woltering – August 2015
How does a process contribute to the larger company goals?– It‘s not difficult to execute a process. Its terribly difficult to execute a process in such a way,
that the results fit to the larger goals, the process owner can self-manage, prioritize high-value activities and grow the importance of the process in a direction that aligns with thecompany goals.
What metrics need to be used to measuresuccess in that process?– Asking a question like this shows that the process owner is goal oriented and isnt afraid to
be held accountable for those goals. Asking this question will force the Manager to defineand communicate those metrics, so that it is clear what needs to be executed.
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Marketing PerformanceThe Right Metrics
1. Marketings‘ Output Perfomance Metrics
Business Metrics measuring Marketing Process Output= Common Metric for todays Marketing
2. Marketings‘ Program Performance Metrics
Business Metrics along the Revenue Cycle= Progress to decision making
3. Marketings‘ Content Supply Chain / Diagnostic Metrics
Metrics that track Customers Decision Journey Performance= Digital Behavior
4. Marketings‘ Financial Metrics
Marketings’ impact on company Financial Results= ROI oriented
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activity
effectiveness
impact
efficiency
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Marketings’ Output Performance MetricsBusiness Metrics measuring Process Output
ACCT Project “Strategic Segment Marketing” – Nadège Grostabussiat – August 2015
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PROCESS DESCRIPTION KPI DESCRIPTION CALCULATION
Content Creation Create content, content types according to persona model
# media assets created How many media (assets, e.g. videos, white paper, case stories, images, text blocks etc. have been created per day/week/month/quarter/year?
per Content Type, Persona, Buying Stage, Campaign, Language, Geography
Minutes to create new Content How long does a editor need to create a content?€ cost per asset created How much does it cost to create an asset?
Content Execution To publish content internally or accross external channels
# targeted media assets executed How many media (assets, e.g. videos, white paper, case stories, images, text blocks etc. have been used per day/week/month/quarter/year?
# targeted media used internally and delivered across external channels% of media executed vs created The ratio used/created media assets.
€ cost per asset execution How much does it cost to publish an asset?
Campaign Creation Plan, budget and create campaigns and define goals, organize your content into a campaign. Campaigns allow you to to associate realted market asstes to your target and your goals.
# Campaigns created How many campaigns have been created per day/week/month/quarter/year?
# Campaigns created per Persona, Buying stage, Language, Geography
Minutes to create a new campaign How long does a Content Manager need to create acampaign?
€ cost per campaign creation How much does it cost tocreate a campaign?
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All Records1.
Names2.
Engaged
3.Prospects &
Recycled
4.MQLLeads
5.SAL
Sales Leads
6.SQL
Opportunity
7.Customer
DATABASE% NAMES/ENG ENG/PROSP PROSP/MQL MQL/SAL SAL/SQL SQL/CUST
MQL, SAL or SQL rejected
CONVERSION RATES PLUS Date of Conversion
Marketing Program Performance MetricsBusiness Metric along the Revenue Cycle
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Marketings’ Content Supply Chain MetricsMetrics that track Customers Decision Journey Performance
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Marketings’ Financial Metrics Marketings’ impact on company financial results
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NPV/NS: Net present value per new sales: Revenue per new sales generated.
IR: Incremental Revenue: SQL/CUST x NPV per new sales.
GM/IS: Gross Margin from incremental sales: Gross Margin in % Incremental Revenue.
NP: Net Profit of Marketing activity: Net Profit as impact of Marketing activity.
COMA: Cost of Marketing Activity: Cost of a dedicated Marketing activity.
MROI: Marketing ROI%: Return of investment per capita Marketing investment.
CPL (..L):Cost per MQL or SAL or SQL .
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Marketings’ Financial Metrics Marketings’ impact on company financial results
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THANK YOU!
+49 251 202 415 51
+49 172 511 223 2
skype: st.woltering
Zur Steinkuhle 448431 Altenberge / MuensterGermany
