dfb2b 2016 - marketing automation als leadmachine

MARKETING TRANSFORMATIONMarketing automation as leadmachine

Digital B2B Marketing 2016 – June – Mark Appel – @preciesmark - #dfb2b

© 2016 EXACT- MARKETING TRANSFORMATION TOUR2

© 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016

280.0003

50.000

© 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016

€ 60mln4

€ 10mln

© 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016

3.0005

1.000

© 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 20166

€ 31,00

© 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 20167

‘Create brand & product preference within our target audiences by understanding our buying

personas, offer value by being extremely relevant in every stage of their lifecycle to engage in

order to provide our sales organisation with high qualified leads.’

© 2016 EXACT

© 2016 EXACT

© 2016 EXACT- MARKETING TRANSFORMATION TOUR10

© 2016 EXACT

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© 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016

© 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016

Media Channels

Acco

unti

ng

Target Audiences

Product Awareness Product preference

Leadgen Activation

Sales

14

Brand Awareness brand recognition & reputation

Awareness Consideration Decision

Mentality

Business Benefits

Customer Success Activation & Endorsement

Customer Success

Customer buying journeyDemand Generation Acquisition

SQL CUSSAL

Corporate Comunications & Marketing

Retention

MQi suspects

Landing Pages

MQL prospects

SAL Leadtype

Value content

Free content

Blog

Acco

unta

ncy

Who

lesa

le D

istr

ibut

ion

Man

ufac

turi

ng

Prof

essi

onal

Ser

vice

s

Part

ners

(VA

R/Ap

pCen

ter)

Offline

Organic

Online

© 2016 EXACT- MARKETING STRATEGY 2016

Media Channels Target Audiences

Product Awareness Product preference

Leadgen Activation

Accounting

Accountancy

Professional Services

Wholesale Distribution

Manufacturing

Sales

15

Brand Awareness brand recognition & reputation

Publish Convert Engage & Sell

Mentality

Business Benefits

Eco-system

Customer Success Onboarding & Retention

Customer Success

Customer buying journeyDemand Generation

SAL leadtype

SQL CUSSAL

Corporate Comunications & Marketing

Retention

MQi suspects

Landing Pages

MQL prospects

SAL Leadtype

Value content

Free content

Blog

Offline

Organic

Online

© 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016

Planning budgets & campaigns

16

Input

SLS:

growth

© 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016

Planning budgets & campaigns

17

#SQLs

calcu

lated

base

d on

conv

ersio

n %

© 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016

Planning budgets & campaigns

18

Marke

ting s

pend

calcu

lated

base

d on

payb

ack t

ime/

CPL

© 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016

Planning budgets & campaigns

19

Crea

tion G

lobal

Deman

d Gen

erat

ion

campa

igns

© 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016

Planning budgets & campaigns

20

Publi

sh ca

mpaign

s acro

ss med

ia

chan

nels

© 2016 EXACT

Average (monthly) Sales Price

Sales Conversion %

Payback time/CPL (months)

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© 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016

Creating a burning platform

23

Spend Mediachannel Spend Reach MQi SAL Subs€ 640 965,0% 15,0%

CPL CPA80% € 0,06 0,8% € 188 € 1.250

Mediachannel Spend Reach MQi SAL Subs€ 960 1928,0% 20,0%

CPL CPA60% 20% € 0,04 2,0% € 25 € 125

Totals € 120.000 € 120.000 2.200.000 24.800 0 1.600 288Reach MQi MQL SAL Subs

1,13% 0,00% #DEEL/0! 18,00%CPL CPA€ 75 € 417

Demand Generation € 200.000 9.800.000 148.800 4400 7.872 974Spend Reach MQi MQL SAL Subs

1,52% 2,96% 178,91% 12,37%CPL CPA€ 25 € 205

12.800Online € 96.000 1.600.000

Organic € 24.000 600.000 12.000

LEADGEN € 120.000

A

A

© 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016

Creating a burning platform

24

Spend Mediachannel Spend Reach MQi MQL SAL Subs560 56 112,0% 10,0% 20,0%

SAL Subs840 503,0% 6,0%

CPL CPA70% € 0,02 1,0% € 89 € 1.299

Mediachannel Spend Reach MQi MQL SAL Subs3840 576 1444,0% 15,0% 25,0%

SAL Subs€ 4.800 480

5,0% 10,0%

CPL CPA40% 30% € 0,01 2,0% € 5 € 50

Totals € 80.000 7.600.000 124.000 4400 6272 686Reach MQi MQL SAL Subs

1,63% 3,55% 142,55% 10,93%CPL CPA€ 13 € 117

PRODUCT AWARENESS € 80.000

Online € 56.000 2.800.000 28.000

Organic € 24.000 4.800.000 96.000

A

B

A

B

© 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 2016

Online Demand Generation

International Field Marketing

Central Program Management

Central Marketing Automation

Central Content Creation

Local KPIs per country/ per product

Central for local

25

MQi/MQL/SQL (secondary)

#activations #endorsers/ endorsements

Activation Manager Activation

Endorsem. Manager

Endorsement

People Manager CCC

People Manager CMA

People Manager CPM

Manager IFM

People Manager ODG

MQi/MQL/SQL (primary)

Production & deployment (countries)

Execute & Plan (Playbooks)

Build reach (paid)

Content (master)

Enabler (master)

Prod Awar Quality/Content Organic/Owned Website/Social

Leadgen Perf/Optimization

Online/Paid Landingpages

Primary responsibility

© 2016 EXACT- MARKETING TRANSFORMATION TOUR26

© 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 201627

© 2016 EXACT- DIGITAL FUTURE MARKETING & SALES 201628

© 2016 EXACT- MARKETING STRATEGY 2016

Media Channels

Acco

unti

ng

Target Audiences

Product Awareness Product preference

Leadgen Activation

Sales

29

Brand Awareness brand recognition & reputation

Awareness Consideration Decision

Mentality

Business Benefits

Customer Success Activation & Endorsement

Customer Success

Customer buying journeyDemand Generation Acquisition

SQL CUSSAL

Corporate Comunications & Marketing

Retention

MQi suspects

Landing Pages

MQL prospects

SAL Leadtype

Value content

Free content

Blog

Acco

unta

ncy

Who

lesa

le D

istr

ibut

ion

Man

ufac

turi

ng

Prof

essi

onal

Ser

vice

s

Part

ners

(VA

R/Ap

pCen

ter)

Offline

Organic

Online

© 2016 EXACT

needing money

having money

needing revenue

having challenges

needing knowledge

having knowledge

FINANCE CONNECT SHARE

- DIGITAL FUTURE MARKETING & SALES 2016

© 2016 EXACT

FINANCE CONNECT SHARE

- DIGITAL FUTURE MARKETING & SALES 2016

© 2016 EXACT32 - DIGITAL FUTURE MARKETING & SALES 2016

THANK YOU!