Digital marketingin1dayln
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Presentation during Digital marketing in one day about online and social lead generation strategies.
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Digital marketingin1dayln
- 1. Online en Social Lead Management Laura Nuhaan, The Andeta Group @theandetagroup #dimday12 15 November, 2012
- 5. De Klant is veranderd marketing marketing Marketing beweegt verder naar voren in de funnel
- 6. Customer 2.0 heeft al het geschreeuw uitgezet Customer 2.0 heeft al het geschreeuw uitgezet by Orange_Beard
- 7. Is in charge Een paar feiten Benut het sociale web Verwacht direct waarde 60 % 60 % 75 % 85 % 17 %
- 8. De Proces Kloof Proces Demand Gap Sales Generatie Proces Omzet Lead Scoring & Nurturing Meer dan 50% van de sales mensen haalt hun target niet (CSO Insights) 90% van leads wordt nooit geclosed (Sirius decisions) 90 % van marketing content wordt niet gebruikt (American Marketing Assoc.) 40 % van sales tijd gaat verloren met het vinden & (re)creatie van content (CMO)
- 9. Veranderingen vragen om • Alignment • Engagement • Content Marketing • Social Media • DATA • Technologie
- 10. Start bij de klant Buyer Persona Content Behoefte Zoek Social Journey Koopproces Aanbevelingen
- 11. Buyer persona: Our Customers Are Not Social!!! John Bits De ingenieur 30 jaar oud • 24 uur online • Tech forum/Twitter • Tech details n Rich Brow l Financiee directeur nager Ma rketing Ma Ria Evera
- 12. • Focus • SEO/SEA • Slideshare • Facebook • Forums • Twitter • YouTube • Linkedin • Private Communities • Channels • Blogs • Webinars • Telemarketing • Tradeshows
- 14. -> Intelligent Luisteren –>Relevant Content -> Personal Touch
- 15. Lead Scoring 15
- 16. Funnel Mindness NAMEN MQL SQL SAL
- 17. Lead scoring Model Negatieve score o.b.v. ongewenst gedrag bv vacatures
- 18. Super Target FIT Target Other INTEREST
- 19. Sales Enablement
- 20. Kans op conversie hoger door identificatie en engagement van opportunities zo vroeg mogelijk SLIDE :20
- 21. • Hints over evaluatie van producten of service • Personeels- • Dialoog tussen veranderingen concurrenten en hun klanten
- 23. • Maak het makkelijk!
- 24. Geen lead blijft achter
- 25. Meet! Niet gemeten leads Online biedt alle kansen om resultaten zichtbaar te maken
- 26. Inbound marketing kosten zijn 60 % lager dan traditionele outbound marketing
- 29. Content per Stage 29
- 30. Help Sales
- 31. Call to action
- 32. CapGemini receives 4 to 8 leads from Blogs written by employees. First contact with IRS which resulted in a mega milllion deal through a blog.
Notes de l'éditeur
- Docent Beecketijn
- 100000 likes n
- 100 Linkedin accounts. 600 new videos, ½ M comments on F Facebook is adding 600,000 mobile users per day. 19 M mobiles in 2008 -106 M in 2012
- Pushing makes no sense any more
- 60 % ONLINE. 60 % DIGITAL C LEVEL, 60 % WILL BECOME 85 % 75 % of inquiries through web MORE INFORMED, OWNS THE BUYING PROCESS 17 % of leads from social media Aberdeen ----- Meeting Notes (11/1/12 13:05) ----- this is so important-> get the engagement as early as possible. the way you sell-> is different than it was=> professionalism 75 % is hitting your website…this is one message that get's attention-> how we can tie this to order management -> supply how do we tie this -> they worry about cost, supply…..(ecommerce)
- Leads that are not measured in revenu results are useless ACQUISTION, Existing
- Integrated approach toelichten alginment alleen succes in proces sales en marketing samen !!! 25 % skechts aligned-> BETER resultaat
- Align content marketing with buying process-
- Ask Your Customers! IBM surveyed 1000 customers: ->1/3 uses social media in buying ->and 75 % likely to do so in future! IDENTIFY Classical BtoB Decission Making Unit: Design Engineers CFO Marketeers Procurement
- WHERE ARE YOUR CUSTOMERS? WHERE DO YOU WANTTHEM TO FIND YOU. ON WHAT SUBJECTS? COMMUNITIES/ JUST STARTING LINKEDIN IS GOOD
- 20 % more productive Welke content voor wie in welke fase? Welk social media tool daarvoor geschikt Recycle Customize ----- Meeting Notes (11/1/12 13:05) ----- CIO Finance Commercial Man Landing page
- Cloud computing Social SalesMaking social media part of sales not only 5 min twittering . Inside sales marketing department. YOU Have to make it easy Social Media Frame Work Programs : Intelligent Listening –Relevant Content Social media calendar (pre-written post and bit.luy links) RSS Feeds and hashtags for sales Personal touch: Option to customize/edit Linkedin posts and Tweets Use video chat, social accounts and personal pages (optimized for search) Share success stories to convince others within IBM Ask Your Customers! IBM surveyed 1000 customers: ->1/3 uses social media in buying _>and 75 % likely to do so in future!
- Goede content-> engagen va klanten in early phase-> Nurturen. Hoe behandel je een lead-> welke info-> wie doet dat-> daar heb je Lead Scoring voor nodig ranking-> welke content voor we-> en wie in organisatie aandacht aan geven
- Embrace acountability!!!!
- Iteratief proces advance in time-> meer gericht-> beter besteding van tijd
- Content program-Marketing automation
- Te laat in het proces RFP!!! Tech helps!!!!
- LISTEN Ross VP of Business Development: Poor experience with Hoovers, tweeted for advise , Insideview was there first!
- Ross VP of Business Development: Poor experience with Hoovers, tweeted for advise , Insideview was there first!
- Policy but before that raamwerk SEO a la IB< maak het makkelijk
- Clear what everyone was doing in the lead gen process; Marketing at the beginning. For example simple email blast newsletter. Who followed up CUSTOMER CENTRIC
- It also about the costs!!! Niet alleen effectiviteit
- Cross media-> versterken van elkaar integratie communicatie en ENGAGEMENT Good by silos! Wie gebruikt deze?
- Zou 2 plaatjes van maken
- ----- Meeting Notes (11/1/12 13:05) ----- 4 marketing and 5 during sales--> needs short list
- CapGemini receives 4 to 8 leads from Blogs written by employees. First contact with IRS which resulted in a mega milllion deal through a blog.