Modern Marketing for the Modern Manufacturer
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Modern Marketing for the Modern Manufacturer
- 1. Modern Marketing for the Modern Manufacturer Marilyn Cox Marketing Principal – Industry Solutions Oracle Eloqua @MarilynECox #EE13
- 2. About Me • • • • • • Marilyn Cox Marketing Principal – Industry Solutions @MarilynECox Marilyn.e.cox@oracle.com Eloqua User for 6 years If I couldn’t be a Modern Marketer, I would be a professional wrestler with the WWE @MarilynECox #EE13
- 5. Today’s Takeaways • Metrics Manufacturers Should Evaluate • Campaigns Manufacturers Should Execute • Extending Beyond Traditional Marketing Automation @MarilynECox #EE13
- 7. The Manufacturing Industry Is Unique @MarilynECox #EE13
- 8. Raise Your Hand If True @MarilynECox #EE13
- 9. The power of Eloqua is in the output! @MarilynECox #EE13
- 10. 1/3 : 2/3 Rule @MarilynECox #EE13
- 13. You have a partner channel: Determine which partners to allocate additional budget • Determine Partner Revenue Potential – – – – Opportunity conversion Revenue performance Engagement with partner focused marketing material Use of marketing materials provided for use by partners • Ask, based on the data above…. – Which partners have the greatest potential to drive revenue? – Which partners are generating the greatest return on investment? – Where should future resources and money be allocated? @MarilynECox #EE13
- 14. You have limited resources: Where should you focus your sales and support efforts? • Reseller/Partner/Customer satisfaction scoring – Capture scoring in Eloqua surveys (created through a form model) – Segment by reseller satisfaction and make decisions on follow-up based on that data. Triage. • Account engagement segmented by rep and/or partner – Which reps/partners have the highest engaged accounts and how does that correlate to revenue? • Referral potential and conversion for customers and/or partners – Which clients have driven new revenue via referrals? @MarilynECox #EE13
- 15. You have a content strategy: Segment analysis by customer, prospect, and partner channel • • • • What are your top 10 performing web pages? What are your top 10 performing pieces of content? Are you leveraging top content on top performing pages? Are the pages you’ve identified as “high value”, the pages people are actually visiting? • When people share your content on social, what words do they use? • Can you use socially shared content, to crowdsource new content? @MarilynECox #EE13
- 16. You Know What To Evaluate, So How Do You Collect The Data? @MarilynECox #EE13
- 17. RETURN IN 30 MINUTES @MarilynECox #EE13
- 18. Extend Beyond Traditional Marketing Automation @MarilynECox #EE13
- 20. Identify the changes in your industry and business that are impacting your sales and marketing strategies. @MarilynECox #EE13
- 21. Practice the 1/3:2/3 Rule. The power of Eloqua is in the Output. @MarilynECox #EE13
- 22. Analyze beyond traditional campaign metrics. @MarilynECox #EE13
- 23. Once you have the data, determine what actions you will take. @MarilynECox #EE13
- 24. Design campaigns to address the audience journey as well as capture your required data. @MarilynECox #EE13
- 25. Leverage channel partners as an additional marketing tool. @MarilynECox #EE13
- 26. Extend your Eloqua usage beyond traditional marketing automation. @MarilynECox #EE13
- 27. Questions? • • • • • Marilyn Cox Marketing Principal – Industry Solutions @MarilynECox Marilyn.e.cox@oracle.com Eloqua User for 6 years @MarilynECox #EE13
Notes de l'éditeur
- We’re a reflection of your industry and business.
- And we provide best practice tools targeted to your industry.
- How do you perceive your industry’s differentiation
- How much change has your organization undergone in the last 18 months?Any C-level executive changes in your organization?Any change in your Board of Directors?Loss of a key operations leader?An inability to hire personnel for a position?Key personnel have been poached by competitors?Material layoffs/material new expansion hiring?Lack of performance on a pivotal industry KPI?A major supplier go out of business?A major customer go out of business?Material change in sales channels?Material and abrupt change in order volume?Changing/Costly government regulations?A new ERP/CRM/BI or other implementation?A new customer/supplier data requirement (e.g. RFID, PPAP)?
- Before you create a campaign, understand what your objectives are, what data you want to capture, what you want to learn, and what you plan to do with that output. Effective change Requires Analysis and Adjustment
- Deciphering Data Is Like A Game Of ClueWho are they?Where are they?What are they using?When are they doing it?Why are they doing it?How did they do it?
- You have a customerWhat do you see? What would you do with this customer?
- Now it’s your turn!Split Into Groups30 Minutes to Discuss and WhiteboardWhiteboard a customer and channel partner buyers journeyWhiteboard a Welcome Campaign to both buyers and channel partnersWhiteboard a Product Registration CampaignWhiteboard a Product Up-sell/Cross-sell Campaign4 Groups Will Present*Details: assets, workflow, campaign entry and exit, form data, tracking code location*
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