Case study on how to use integrated campaigns to maximize ROI in such a way that aligns to business goals. This case study reflect upon how a high tech company may approach marketing.
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Using Marketing Tactics To Drive Business Results
1. Using Integrated Online Marketing
g g g
Tactics to Drive Business Results
B2B Net Marketing Breakfast
Rob DeRobertis
Analog Devices
Analog Devices
October 30, 2008
3. Why do we run marketing programs?
For the good of the company
Brand building
g
To fight the competition
If we don’t, we’ll look bad
It is what we do
Generate leads
Awareness Altruistic
Holistic Maintain Brand
“You cannot manage what you cannot measure”
‐‐ Galileo, Kaplan & Norton (HBR)
“Your measurement must be tied to business results.”
‐‐ Dennis Dunlap ‐ AMA
4. How do we link a marketing program to
financial results?
financial results?
Make marketing spending not a controllable expense but a relevant
gp g p
business requirement.
“87% of advertisers are planning cost savings or reductions within their current
marketing and advertising efforts.”
‐‐ ANA, 2008 as reported by BtoB 9/2008
5. How do we get there?
Reference From the
Community
Industry Publications Map the
•
Google
G l
customer’s
Order Product Test Drive
buying process
(Free)
1000
Understand key
•
influencers
100
Sales Team
Identify critical
•
250
actions
Customer
Understand
•
Purchase Tools
Service
$
Funnel
Buy Development Sys
$$$ Company Website
7. How integration came together
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Online Programs
Adwords, SEO, Forums
Ads
Web Sites
Web Sites
Online Video, Interpole, GIF
Landing Page
Selling Tools
Selling Tools
Sales Intranet
Channel programs
Seminar Series
TradeShow / Events
/ Events
Influencer Relations
Consumer Electronics Show
Press, IR, Analysts,
Community
Customer Success Stories
White papers
9. Implementation: Website
Produced by
Advertisement
Team
Promise
Drive biz
D i bi
Produced by PR
Produced by
Web Team
Tested and adjusted based on results
13. The ROI Calculation Funnel
Impressions xxM
Click through
g xxK
Hits to test drive page x,xxx
Test drives downloaded xxx
Design‐win potential
Design win potential xx
Total test drives from all sources x,xxx
Total test drives prior 5 months x,xxx
Percentage change in test drives 12%
Potential new revenue generated $xxM
Spending (on media placement)
p g( p ) $
$xxxK
Price new customer acquisition $xK
Price per production customer $xK
14. Lessons learned
• Increasing advertising spending online does
Increasing advertising spending online does
correlate to web traffic
• Develop the landing page first
Develop the landing page first
• Don’t try to measure everything
• Decide quickly, make simple adjustments
along the way
• Test results provided by third parties
• Use results to make publishers more effective
Use results to make publishers more effective