marketing 2.u: building your databaseinsightinnovation.org/wp-content/uploads/2016/04/pdf/...webinar...

© 2016 Merkle. All Rights Reserved. Confidential

Marketing 2.U: Building Your Database

Creating an employee-based solution to driving prospects


MARKETING

2.UEstablishing your profile

Generating leads

Creating an informed database

Building relationships

© 2016 Merkle. All Rights Reserved. Confidential5

The Merkle brand is best expressed though our thought leadership. The best way to deliver that is through someone

from Merkle. The second best delivery is through our social presence.

The best way to develop a meaningful database is through known and qualified leads (MQLs/SQLs) to help drive recognition, engagement and share of voice – at the

lowest possible cost.


BECOME THE CHALLENGER

BE A THOUGHT LEADER

BE PRESENT

BUILD YOUR PIPELINE

Speaking/Panel assignmentsPR: Wins and acquisitions

Key profile building (comments and bylines)

Focussed PR/ContentCase studies

RoadshowsCampaignsAwardsWebinarsDatabase development

AwardsEvent sponsorshipOpen HouseConference attendanceIntermediary updatesCampaigns

PR: BylinesAdvertorial

White papersOwned events

Speaking engagementsBlogs

Drive tactics based on your strategic priorities


MEASURABLE REPEATABLE SCALABLE INTENTIONAL


The power of social media

92%start theirof B2B buyers

search onlineSalesforce

100%business prospectsof all new check yoursocial presence

@gallate

78%using socialof businesses

outgrew peersSalesforce

Socialis our fastestgrowing

Factlead source

LargestPlatform Marketer

Fact

3000+lead source for

70% of a complex

before talking with

SiriusDecisions

buying processis complete

a salesperson

100%decision-makersof business use social media

Forrester

100%

15%of Merkle’straffic from social

Fact


Recent Merkle successes in social

9

Nov. 10-12 Feb. 8-9 March 2-3

The company rallied behind the Forrester Wave announcement, driving 725 site visits between the report landing page and press release

Overall: Social drove 17% of site traffic in this span

The Digital Bowl report is released, with social driving 352 visits to download page, including 75 form submissions*

Overall: Social drove 9.5% of site traffic in this span

Comet acquisition is announced, with social driving 123 site visits. However, 7 different blog posts** drove 448 site visits over same span.

Overall: Social drove 11.9% of site traffic in this span


Making it easy

Daily emails on Merkle’s new featured articles, blog posts, and press releases

Content keeps employee up to date with Merkle’s thought leadership

Messaging suggestions that can be customized by employees


Merkle2.U – the impact of social on site traffic

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What does it all mean in the end?


Lead Progression Global Digital Manager, Marketing Communications

2012 2014 2015

Lead CreatedDownloaded thought leadership 10/22

2013

EM Engagement

Responder Nurtured Nurtured Nurtured

EM Engagement Webpage visit

5 tips for boosting responsive design

Form Submission2014 Imperatives

Attended WebinarInnovation 2014

EM EngagementDMR: 1/24

Converted prospect with opportunity 5/13

EM EngagementTech Webinar: 2/11



EM EngagementStrategist3/25

EM EngagementDMR: 4/21

Website25 page views 4/22

EM Engagement

EM Engagement

EM Engagement

EM Engagement

EM EngagementPHM Campaign4/28

Website17 page views 4/27

Form SubmissionPlatform Marketer 5/1

EM EngagementPHM Campaign5/1

EM EngagementBus. Of Privacy5/4

Social EngagementPHM Twitter URL 5/4

Form SubmissionPHM on-demandSeries 5/4

EM EngagementBus. Of Privacy5/4

Form SubmissionContact Us From

Website visit4 pages 5/8

Website Page views

Form Submission

Email Engagement

Social Engagement

Converted with Opp.Digital AORResponding to RFP


Nurture Nurture Nurture

EM Engagement9/24

EM Engagement12/1

EM Engagement 9/28

Website Page views

Form Submission

Email Engagement

Social Engagement

Nurture

Thought leadership engagement/ Event

PMSA Poster 8/20

Website page viewPerformance MKT agency

9/15

EM Engagement 10/14

LOST OPPWebinar EM Engagement11/30

2015 continued 2016

EM Engagement7/18

Website page views on 8/20Health industry solutions, performance creative, digital strategy

LOST OPP

EM Engagement 10/21

Registered for Baidu Webinar 11/30Didn’t attend

EM Engagement3/13

EM Engagement3/23

EM Engagement3/20

EM Engagement3/29

Open thank you for registering email and clicked on outlook meeting to block calendar 4/5

Webinar EM Engagement

Registered for Personalization Webinar 4/5

EM Engagement4/6

EM Engagement4/7

EM Engagement4/9

EM Engagement4/11

Lead Progression Global Digital Manager, Marketing Communications


Off-the-shelf help for under £500

15


MARKETING

2.UEstablishing your profile

Build out a content plan

Invest in CRM software

Make it a habit


Questions

marketing 2.u: building your databaseinsightinnovation.org/wp-content/uploads/2016/04/pdf/...webinar...

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