Element AB's presentation for Wednesday Relations' event 'B2B Integrated Marketing and Sales Day' in Stockholm.

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1
Data- & Analysdriven
marknadsföring B2B.

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2Element’s Ladder of Organisational Maturity
Traditional
Social
Traditional Marketing
Social Marketing
Demographic
Lead Generation
Situational
Lead Management
Lead-to-Revenue
Mangement
Fully Predictive
Marketing
Technology
-
E-mail
Query, reporting, search
MA
Query, reporting, search
MA + CRM
OLAP, visualisation
MA + CRM
Dashboards, scorecards
Data Warehouse
Predictive Analytics
Process & Organisation
Silos
Silos
Silos
Common definitions
Aligned goals
1 team
1 team
Agile
Content, Channels,
Conversation/
Segmentation
Brochures, ppt, late stage
Ads, outbound
Demographic
Tweets, Posts, Blog
Demographic
Social, Nurturing E-mails
Job Title / Persona
Persona based content,
Integrated channels
Audience Persona
Persona based content,
Touches based on
behavior
Behaviour
Marketing based on
recommendations
Behaviour
People / Talent
Traditional
Online
Tech
Content & Analytics
Dedicated teams
Predictive Analytics
Data / Metrics
Brand reputation
Social reports, Opens,
Likes
Click, Google Analytics,
Program reports
Scoring, First Click / Deal
Multi touch,
ROI / Channel
Predictive analytics &
Scoring
Revenue
Lead
Predictive
Demand
Copyright © Element AB 2015. All Rights Reserved

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3A Few of Elements Many Happy Clients
Element has executed more than 200 Lead-to-Revenue Management projects since 2009

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AGENDA
1
2
3
4
What is data driven marketing?!
!
Differences between B2B and B2C!
!
What data sources can be used?!
!
How do you get started?!

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5”Key Take-aways” of the day
1. Individualisation tops
Personalisation.

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6”Key Take-aways” of the day
1. Individualisation tops
Personalisation.
Hello marcus.dahl,
I really look forward to sharing with you some ways that we can help you
and SaleSolutions Säljkompetens i Södertälje AB reach new potential
revenue streams.
Best,
First Name

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7
2. Put yourself in the
shoes of your customer.
”Key Take-aways” of the day

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3. Structure your data
and then connect third
party data sources.
”Key Take-aways” of the day

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9
than all power NASA needed
to land a man on the moon.
There is more computing
power used to do a single
Google Search today -

10. “
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Without Data you’re Just
another person with an opinion.
- W. Edwards Deming

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Guessing
Proven

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Guessing
Proven
General
messaging
Targeted
messaging

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i. Data-driven marketing refers to the marketing
insights and decisions that arise from the analysis
of data about or from consumers.
Source: Financial Times!
ii. The data may be secondary, for example,
tracking online social interactions, web browsing
behaviour, online search behaviour, or primary
such as data collected directly by surveying
consumers.

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14
i. Data-driven marketing refers to the marketing
insights and decisions that arise from the analysis
of data about or from consumers.
Source: Financial Times!
ii. The data may be secondary, for example,
tracking online social interactions, web browsing
behaviour, online search behaviour, or primary
such as data collected directly by surveying
consumers.
Big Data
Customer
Insights

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15Data Dimensions
Difficulty!
Value!
Descriptive!
Analytics!
What happened?
Diagnostic!
Analytics!
Why did it happen?
Predictive!
Analytics!
What will happen?
Prescriptive!
Analytics!
How can we make it happen?
Source: Gartner!

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16One Customer/Prospect - One View
My Customer!
Purchased Products..
Opportunities..
Open Support Cases..
Marketing Activities..
Social Activities..
Best performing marketing activities
Third Party Data Enrichment.
- Mentions in the news."
- Financial"
- Technologies
- Purchase intent
- Hiring trends
- Marketing channels uses"
- etc..
Recommended product promotions.
Recommended marketing channels
0
1
3
4
5
6
Lead score over time - predictive score
58%
23%
10%
9%
Most likely
products to
purchase
next.

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17Explosive Growth
> In The USA alone it is a 202 billion dollar
market with over a million employed.
>> Growing with 35% over the last two years.
i. Measurable efficiency in marketing strategy
and media budgeting and buying.
Drivers:

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18Explosive Growth
> In The USA alone it is a 202 billion dollar
market with over a million employed.
>> Growing with 35% over the last two years.
ii. Greater marketing insights.
Drivers:

19. Copyright © Element AB 2016. All Rights Reserved
19Explosive Growth
> In The USA alone it is a 202 billion dollar
market with over a million employed.
>> Growing with 35% over the last two years.
iii. Lower barriers to marketing entry.
Drivers:

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Number of decision makers
Customer Volume
Sales Cycle
differences
20
B2C
B2B
similarities
Buyer Personas (?)
Sales & Marketing Alignment
Measuring ROI
vs.

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21B2C
Source: Niklas Gustavsson, Milliework!

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Lead Scoring
Anticipate
with Analytics
Internal CRM
data
22B2B
Behavioural
data
Psychogaphic
data
..and other internal/
external data

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23A CONNECTED B2B JOURNEY
Source: Forrester, 2012
Operational Alignment!
Functional Focus!
Marketing Focus
Sales Focus
Manage information about
customer relationships
Creating customer
relationships
CMS! Marketing Automation!
CRM!
Database Services
Campaign /
MRM
Listening Platforms
Data Mining
Dashboards /
Sales Enablement
Source: Forrester Research!

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24A CONNECTED B2B JOURNEY
Source: Forrester, 2012
CMS!
Marketing!
Automation!
CRM!
DnB! ABM!
Big Data!
One View!

25. Copyright © Element AB 2016. All Rights Reserved
25BUILDING A DATA-DRIVEN MARKETING STRATEGY
DATA-DRIVEN SELF ASSESSMENT
>> What are your data sources?
- CRM?
- Marketing Automation?
- Google Analytics?
- etc.

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26BUILDING A DATA-DRIVEN MARKETING STRATEGY
DATA-DRIVEN SELF ASSESSMENT
>> What are you measured upon?
>> What do you want to measure?
IDENTIFY KPI’s

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27BUILDING A DATA-DRIVEN MARKETING STRATEGY
DATA-DRIVEN SELF ASSESSMENT
- Extract
- Transform
- Load
IDENTIFY KPI’sDECIDE ON DATA

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28BUILDING A DATA-DRIVEN MARKETING STRATEGY
DATA-DRIVEN SELF ASSESSMENT
IDENTIFY KPI’sDECIDE ON DATA
VISUALISE
& ANALYSE
RELEASE
CONTENT
ROI

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ACTION
DATA
INSIGHT

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30
Thank you.
JONAS ANDER!
jonas.ander@element.se
08 534 815 74
MATHIAS JONSSON!
mathias.jonsson@element.se
08 534 815 76
Copyright © Element AB 2
@element_se Element AB Element AB