Do the Maths – Why Numbers have replaced Creativity as the Core Marketing Discipline
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Richard’s presentation will look at how data is fast becoming the number one priority in marketing, replacing creative. He will examine what is driving this migration, and look at the core metrics that marketers need to follow to ensure the effectiveness of their activity and the success of their brand. The presentation will also examine how brands manage this migration, in terms of skills and focus, and look at the role of technology to enable this.
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Do the Maths – Why Numbers have replaced Creativity as the Core Marketing Discipline
- 1. Do the Maths:How data is replacing creativity as the core Marketing discipline
- 2. The dialogue has changed...
- 3. From Push... Direct Mail, Bulk Email, Radio, TV,...
- 4. ...to Pull... Search, PPC, Blogs
- 5. ...to Engagement and Sharing Social, Conversations, Participation, User Feedback
- 6. Buyer Behavior has Changed
- 7. B2B buyer decision cycle Reconsideration Satisfaction Selection Acknowledgment Investigation Decision Source: R. Jolles Criteria Measurement
- 8. Emerging buying cycle gap ... Reconsideration Satisfaction 5% Selection Acknowledgment 79% Investigation Decision Source: R. Jolles Criteria Measurement
- 9. Emerging buying cycle gap ... Reconsideration Satisfaction Selection 2% Acknowledgment Investigation 2-3% Decision Source: R. Jolles Criteria Measurement
- 10. Emerging buying cycle gap ... Reconsideration Satisfaction problem Selection 2% Acknowledgment Investigation 2-3% Decision Source: R. Jolles Criteria Measurement
- 11. Emerging buying cycle gap ... Reconsideration Satisfaction problem Selection 2% Acknowledgment problem Investigation 2-3% Decision Source: R. Jolles Criteria Measurement
- 12. Emerging buying cycle gap ... Reconsideration Satisfaction Selection Acknowledgment the opportunity Investigation Decision Source:R. Jolles Criteria Measurement
- 13. Our response…
- 15. Email is the number-one outbound B2B marketing tactic used today.Source: Forrester Marketing Forum 2010 presentation
- 16. By 2014… 9,000 email marketing messages a year. …750 a month …25 each day
- 18. Use arrows >> in your call to action Use personalisation in the subject line Include the brand name in the subject line Logos should be in the top left. Always. Except when they don’t perform well. Then they shouldn’t. Send the message on Monday, Tuesday, Wednesday, Thursday, Friday. Send the email from an individual Always send the message on the weekend; in the morning; in the afternoon. Send the email from the company’s name
- 19. Creative Format
- 20. Creative Format X X X FOLD X X X X
- 21. DATA Is the Key to Dialogue 010101010101010101010
- 22. Data in 3 forms
- 23. Inferred Customer DataWhat we learn by listening
- 24. Monitoring blogs, social networks and customer communities
- 25. 39%of B2B marketers monitor social networks 28%of B2B marketers monitor blogs
- 26. Implicit or Behavioral DataWhat we learn by measuring
- 29. Explicit Customer DataWhat we learn by asking
- 30. Web forms Surveys Registration pages
- 31. Explicit Explicit Implicit -> Every message -> Every interaction Inferred – General Sentiment, Tone, and Market Needs Time
- 33. The Components of Marketing Automation Web Integration & Lead Capture Outbound/Email Execution ROI Reporting & Analytics Centralized Marketing Database Lead Scoring & Management Sales Tools /CRM Integration program (Nurture) Automation
- 34. A recap…
- 35. A quick synopsis Marketing has fundamentally changed. [Much of] the power and control is clearly in the hands of our customers. Email is alive and well, but it runs the risk of continued harm to itself if it doesn’t evolve in its practices and its integration with other channels. Effectively leveraging the data we have is the key to that evolution, and to continued ROI. We must also evolve the content we deliver across all channels to match the needs, demands and timing of the buyer. Once evolved, integration between inbound and outbound channels is a must.
- 36. Thank you!@rlevans & @Silverpopwww.slideshare.com/silverpopwww.silverpop.com
Notes de l'éditeur
- Engagement Marketing is not interruptive, but two-day dialogs.It’s been happening. For a long time. But until recently your participation was optional. Today – it isn’t.
- Compiling a strong base of research to build on is a key first step in the process of connecting with prospects, but it can go to waste if you’re careless when it comes time to develop your marketing content.
- What is B2B is not even clearHow to reach B2B customers is constantly evolvingMarketing paradigm is forever re-aligned
- During the past decade, the marketing world has changed dramatically. Today, buyers are being bombarded with product-related messaging from every direction, and its only getting worse. Forrester Research estimates consumers will receive more than 9,000 email marketing messages a year by 2014!
- Multiple options for content. What works best?
- Newsletter format for B2C Optimization for image off and Preview pane
- Social media is a fantastic forum for listening and responding. Monitor key communities, competitors, influencers and related industry topics and keywords on Twitter, Facebook, LinkedIn and other social networks. This will increase your understanding of what people are talking about, better enable you to join conversations where they already exist, and can prompt new ideas. The more you interact with users, the stronger your content will resonate, and the better the chances your messages will go viral. Yet many B2B marketers spend the majority of their time on outbound messaging and pay little attention to the marketplace. Only 39 percent of the B2B marketers Silverpop surveyed monitor social networks, and just 28 percent monitor blogs.To avoid this scenario, task your marketing team with setting aside time each week to read what others are saying in the marketplace. By paying attention to this dialogue and listening to the issues your audience is concerned about, you’ll be better positioned to produce content with timely insights.
- Hooking Web analytics into your email marketing program can also help you get to know your prospects, by monitoring what they do on your site—before and after they register for your email program. These actions can give you valuable information regarding their interests and location in the buying cycle. Leveraging website behavior to send highly relevant messages, even immediately following registration, can go a long way in jumpstarting the relationship.Consider a company that specializes in selling computer software to businesses. A buyer browses the site and peruses your selection of laptops before opting in to your email program. By using this data to assign the buyer to a communication track focused on laptops and related accessories, you could engage the contact from the start with educational content related to his or her interests.
- Another way to collect information is to simply ask for it. So, the first tactic seems fairly obvious. Why not go right to the source to determine their preferences? Surveying recipients about their likes, dislikes, needs and desires is a smart way to gain customer insights that enable marketers to better send relevant campaigns that increase engagement. Today, new technology is enabling marketers to create more sophisticated surveys that incorporate exciting branching and advanced logic options. This allows marketers to set up surveys that move respondents through different question paths based on their answers to previous questions—tailoring the questions to the specific buyer. The benefits? Marketers have to ask respondents fewer questions to get the same amount of information, resulting in higher levels of survey completions. Plus, you can set up countless different branching scenarios that enable you to get very specific in the data and preferences you collect, which you can then use to send highly targeted communications. You could branch based on product, product line, preferred store, etc.Regardless of how you use these more sophisticated surveys, you’ll generate valuable market research that will enable you to dialogue more effectively with interested consumers.
- The rise of the Internet—and later, social media—set off an inexorable shift in our society that has transformed how we live, how we learn, how we communicate—and how we buy. Buyers today are more knowledgeable, more connected and have more options than at any time in history. As such, the days of marketers shouting their messages as loud as they can, to as many people as they can find, are coming to an end. In the new age of buyer-centric marketing, creative content is more important than ever, but that alone is no longer enough. It must be substantive and responsive. And marketers must to be able to effortlessly reach into and participate with a rapidly emerging set of channels and mediums, connecting with prospects on their terms—when and how they want to dialogue. Only then will your messaging truly be absorbed by the buyer, and only then will you see the benefits of increased engagement, conversions and ROI that creating a strong dialogue with prospects can bring.