b2b engagement tactics by avaus
Post on 18-Jul-2015
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B2B engagement tactics Avaus Marketing Innovations
Henri Syvänen Manager +358 40 717 8625 henri.syvanen@avaus.fi
The leading marketing innovator in the Nordics
500 MILLION
Customer interactions
delivered
49% GROWTH
Annually during last five years
Working on Sales-Driven
marketing
160.000 HOURS
In strategy, content, advertising, data, and technology
70 PEOPLE
We combine competences to create smart and results-driven marketing
Content and programs
Customer and web analytics
Smart advertising Marketing technology
Strategy
Marketing has changed forever
Sales-driven marketing Brand marketing
1:1 dialog Mass advertising
Continuous dialogue Campaigns
Sales <3 Marketing Sales vs. Marketing
Data-driven prediction Intuition
The change brings new challenges...
Need identification Exploration Evaluation Decision
What the customer goes through?
Where the customer
is?
Who is responsible for the customer?
Digital world F2F
Marketing Sales
...which is why we want to help you
Need identification Exploration Evaluation Decision
What the customer goes through?
Where the customer
is?
Who is responsible for the customer?
Digital world F2F
Marketing Sales This is where we help you
We define the steps for development... The marketing maturity curve
REVENUE PERFORMANCE MANAGEMENT
MARKETING AND SALES ALIGNMENT
LEAD MANAGEMENT
LEAD GENERATION
Continuous analysis & optimization
CRM Integration and sales enablement
Multichannel programs
Lead handover to Sales
Integration to 3rd party systems
Creating dynamic content, managing campaigns
Lead nurturing
Social marketing
Leveraging automated email or direct mail Landing pages
Lead scoring
Predictable revenue forecasting
Global marketing alignment
...and identify the required marketing capabilities
TECH & TOOLS
PROGRAMS & CONTENT
DATA & ANALYTICS
PEOPLE & MANAGEMENT
• Customer engagement tactics
• Cross-channel programs
• Content creation
• Brand visibility
• Customer insight
• Marketing & sales alignment
• Continuous improvement
• Marketing KPI’s
• Customer analytics
• Web analytics
• ROMI and sales analytics
• Content analytics
• Marketing technology
• Advertising technology
• CRM
• Marketing database
SALES-DRIVEN MARKETING
B2B marketing is more than just lead generation...
Inbound marketing Inside-out view
Customer lifecycle management Outside-in view
Goal: Improving customer experience
Predictive analytics Segmentation
Offerings
Goal: Generating leads
360 view
Internet of Things
...why you should manage the customer lifecycle...
€
SUSPECT LEAD CUSTOMER
CUSTOMER LIFECYCLE MANAGEMENT LEAD GENERATION LEAD MANAGEMENT
Social Media
Advertising
Content
Download
Direct Mail
Nurturing 1
Nurturing 2
Nurturing N
Search
Dialogue A
Dialogue B
Dialogue C
Dialogue N
Trigger 1
Trigger 2
Trigger 3
Trigger N
...with result-oriented engagement tactics
Identify Nurture Engage Trigger
• Lead scoring
• Light trigger
• Light nurturing
• Complex nurturing
• Nurturing + advertising
• Activation of recycled leads
• Abandoned cart
• Meeting / call follow-up
• Target group e-mail blasts
• Advertising & lead generation
• Account-based marketing
• Real-time personalization
• Lead generating content
• Interactive content
• Post sales ”thank you”
• Newsletter
• Dynamic subsription management
• Cross/up-sell
• Event invitation
• Service messages
• Satisfaction surveys
• Activation of passive customers
• Contract renewals
• Churn prevention
• Next-best offer
• Sensor-based trigger alert
• Sensor-based up- and cross sell
Here are some examples. Enjoy!
Download the full version including all 28 B2B-engagement tactics from www.avausmarketing.fi
12
Target group e-mail blasts
Related service/ suggested services in each email based on customer profile, segment or behavior
By clicking a link in the email, a cookie is attached to the browser, and tracking the reader’s web behaviour may begin
Your goals: • Attach cookies to customers
and leads • Maintain/update cookies to
enable web tracking • Keep up the dialogue also during
longer sales processes to collect behavior data
Your benefits: • Enable web tracking of the
customer from the early stage • Ability to prove business cases
for automated send-outs with manually targeted campaigns
• Learn to use the tool and lower barriers for team to learn
First step: • Export e-mails e.g. from CRM • Move current or already planned
email send-outs to the new platform
Name and language changes dynamically based on customer data
Hello John,
Dynamically changed content based on CRM data to increase reader relevance
Identification
Advertising & lead generation Your goals: • Drive traffic to your lead
generating website or landing page
• Identify the mass marketing audience by converting them into leads
Your benefits: • Combine lead generation and
advertising • Measure and track
effectiveness of bought media
First step: • Create downloadable content • Create a campaign with banners
& landing page
Identification
Read our 10 best ways report here
Download our 10 best ways
report
CTA
Nurture www.news.com
Banner ads in selected media channels with a link to a landing page
Get lead information in exchange for downloadable material
Put leads into a nurturing stream
Read our 10 best ways report here
Account-based marketing Your goals: • Target advertising to chosen
accounts (e.g. during RFP process)
• Make your target accounts feel that you are “everywhere”
• Identify the traffic coming to your website
Your benefits: • No more “spray and pray” - only
the selected accounts will see your advertising
• Reduced media costs due highly targeted ads
• Ability to Measure and track effectiveness of bought media
First step: • Select a campaign and a
customer group and test the account based marketing
Identification
Chosen accounts (IP-recognition)
www.news.com Welcome to our
website
Role-based media selection for targeted accounts
IP-based website traffic surveillance
Real-time personalization
Download our report on industry X
CTA
Welcome
General web page For a company from the industry X
Your goals: • Shorten path to lead
identification on website • Align customer journey between
web page, e-mail and bought media
Your benefits: • Ability to suggest suitable
content based on selected segmentation criteria
• Create easily personalized content and CTAs to existing websites – just alter the certain elements, not the whole website
First step: • Define segment to approach • Show content that interests the
identified visitor
Identification
First view / banner determined based on IP-address, web behavior or customer data
Read about our new offering in service Y
CTA
For a customer with cross-selling potential
First view / banner determined based on IP-address, web behavior or customer data
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