Kunnen B2B-marketeers ROI aantonen? Tijdens het onlangs afgeronde onderzoek naar de status van B2B marketing performance management in Nederland spraken we met CMO’s en marketingdirecteuren van 26 toonaangevende B2B-bedrijven. Tijdens het spotONfriday webinar staan we uitgebreid stil bij de volwassenheid van marketing performance bij B2B-bedrijven, hoe effectieve marketeers het aanpakken en bespreken we drie succesfactoren voor het verbeteren van marketing performance management. Tijdens dit webinar leer je: - Waarom er geïnvesteerd moet worden in marketing performance management. - Tegen welke uitdagingen jouw vakgenoten aanlopen - Wat de succesfactoren zijn voor het verbeteren van marketing performance management

1. Can B2B marketers show ROI?
A study on the status of B2B Marketing Performance Management
in The Netherlands
Presenter:
Adwin Gerritsen
Senior Marketing Performance Management Consultant
@Adwin_G
adwin@spotonvision.com
Host:
Shimon Ben Ayoun
Managing Partner
@shimonbenayoun
shimon@spotonvision.com

2. Who are we?
MARKETING
PERFORMANCE
MANAGEMENT
BUYER PERSONA
CONTENT
MARKETING
LEAD
MANAGEMENT
MARKETING
AUTOMATION
With a dedicated passion for B2B
marketing, a vast knowledge of the B2B
buying process, content marketing
and technology, spotONvision helps its
customers to implement a buyer-centric
marketing strategy & operations to
drive pipeline growth,
credibility and value

3. Upcoming events
spotONvision Masterclasses
23 April: Content marketing the next level
24 June: Can B2B marketers show ROI?
spotONfriday webinars:
8 May: Customer experience in B2B; a research on customer centricity in B2B
12 June: Know your buyer: the what & how of buyer personas

4. Questions?
GoToWebinar:
“Chat” or “Ask a question”
OF
Twitter met #b2bnl tag
Twitter: @spotonvision

5. CEO’s Think Marketers Lack Business Credibility:
They can’t Prove they Generate Business Growth
Source: Fournaise Research
73%
@shimonbenayoun #b2bnl

6. @shimonbenayoun #b2bnl
Why?
Branding, branding, and branding
Sexy marketing trends
More budget without proving impact
Show lots of marketing data with no P&L meaning
Focus too much on ‘arty fluffy’ side of marketing

7. ‘Until marketers start speaking the P&L language of their CEO’s and CFO’s and
start tracking the effectiveness of their strategies and campaigns, they will
continue the lack credibility in the eyes of their CEO’s and will continue to be
seen more as a cost center than an asset’
Source: Fournaise Research

8. Today’s webinar:
• Definition Marketing Performance Management
• The status of B2B MPM in the Netherlands
• How to improve MPM capabilities
• What is currently on the marketing agenda?
• Q&A

9. The technologies and services for solutions that
support marketing’s ability to gain access to insights,
analyze data, make predictions, and optimize marketing
programs, campaigns and resources
The analysis and improvement of the efficiency and
effectiveness of marketing (…) by focus on the alignment
of activities, strategies, and metrics (…) monitor
marketing performance (…) utilize marketing dashboards
to manage marketing performance.
Marketing performance management
It is important because
1. It helps marketers to show the value of marketing to the organisation
2. It helps marketers getting more for less by making marketing more
efficient and effective

10. Performance management is top of mind of many CMOs
Surprise? No
Marketers now have more tools available than ever
But…
The challenge for many marketers is to take it to
the next level

11. We spoke with your peers
26 Marketing Executives

12. Today
1
2
The status of B2B MPM in The Netherlands
3
What it means for B2B marketers
How to improve MPM capabilities

13. Marketing performance maturity
Framework Reporting
Processes and metrics
which connect marketing
performance to company
objectives
Dashboards and
reports marketers use
to monitor results

14. Most companies say basics are in place
Average
3.0
Average
3.4
Framework
Reporting

15. Plotting maturity levels leads to 3 groups
1. Connect spending to
campaign results
2. Focus on online
3. Experience marketing
automation
4. Top-level management
involvement

16. A look at maturity by industry
Framework
Reporting

17. It is about having insights
To what extent are marketers able to evaluate success of
campaigns?
To what extent are marketers able to assess pipeline performance
of marketing originated leads?
How much insight do marketers currently have into:

18. Campaign performance
In-person
Networking events, seminars and round tables
Online
Online advertising, websites, social media, webinars,
search engine marketing and email
Teleprospecting
Exploring for new business and qualifying
opportunities via telephone
Traditional media
TV, radio, print, out of home

19. How much insight do you currently have
into your campaign results?
1. Basic – We only measure activity or reach (impressions, CTR)
2. Limited – We measure # leads generated by marketing campaigns
3. Advanced – We measure ROI of all our marketing campaigns

20. How do we evaluate campaign performance?
Level 4 ROI, revenue from leads, # leads, campaign reach or activity
Level 3 Revenue from leads, # leads, campaign reach or activity
Level 2 # leads, campaign reach or activity
Level 1 Campaign reach or activity
In-personOnline Teleprospecting Traditional
0% of companies reported
measuring cross channel
campaign ROI

21. Pipeline performance
Level 3 Revenue from leads, #
leads
Level 2 # leads
Level 1 No insights

22. 1. Marketing automation
2. Management involvement
What can help take MPM to the next level?

23. Enabler 1: Companies that adopted marketing automation have higher maturity levels
Framework
Reporting

24. Enabler 1: Companies that adopted marketing automation have better insights
Online
Pipeline

25. Enabler 1: Companies that adopted marketing automation have better insights

26. Integrating with CRM

27. Enabler 2: Management involvement

28. Back to the office.
What is currently on the marketing agenda?

29. Priorities in improving performance management
Upgrading
functionalities.
Improving adoption.
Measurement framework.
Shared vision. Increasing
measurability.
Improve campaign
management. Increase
campaign ROI.

30. Challenges most marketers run into
Change culture to be
more analytic and
performance driven.
Build expertise performance
mgt, digital, marketing
automation.
Convince board to
invest in technology
and optimisation.

31. What can we do to improve our marketing performance
management capabilities?

32. A step-by-step approach
Align current performance metrics and
KPIs to strategic goals.
Create executive and tactical
marketing performance dashboards.
Improving data availability in order to
achieve better insight.
Assign roles and responsibilities to
embed performance management
into all marketing processes.
Optimise content performance,
channel performance, campaign
performance, pipeline performance.
1
2
3
4

33. Dashboarding examples

34. Dashboarding examples

35. Recap
1
2
3
The status of B2B MPM in The Netherlands
What it means for B2B marketers
How to improve MPM capabilities

36. Q&A
spotONvision Masterclasses
23 April: Content marketing the next level
24 June: Can B2B marketers show ROI?
spotONfriday webinars:
8 May: Customer experience in B2B; a research on customer centricity in B2B
12 June: Know your buyer: the what & how of buyer personas

37. Want to know more? Or need help with measuring the
performance of B2B marketing?
www.spotonvision.com
@spotONvision
@b2bmktforum
@Adwin_G
@shimonbenayoun
LinkedIn groups:
B2B Marketing Forum, en
Passion for B2B Marketing
http://www.youtube.com/user/spotONvision