using marketing tactics to drive business results
DESCRIPTION
Case study on how to use integrated campaigns to maximize ROI in such a way that aligns to business goals. This case study reflect upon how a high tech company may approach marketing.TRANSCRIPT
Using Integrated Online Marketing g g gTactics to Drive Business Results
B2B Net Marketing Breakfast
Rob DeRobertisAnalog DevicesAnalog DevicesOctober 30, 2008
Calculating Marketing Return on Investment (ROI)Return on Investment (ROI)
(Wish * Guess)= ROI
(Wish Guess)LieLie
Why do we run marketing programs?
Brand buildingFor the good of the company
g
If we don’t, we’ll look bad
It is what we do
To fight the competition
Altruistic
Generate leads
Awareness
Holistic Maintain Brand
“You cannot manage what you cannot measure” ‐‐ Galileo, Kaplan & Norton (HBR)
“Your measurement must be tied to business results.”‐‐ Dennis Dunlap ‐ AMA
How do we link a marketing program to financial results?financial results?
Make marketing spending not a controllable expense but a relevant g p g pbusiness requirement.
“87% of advertisers are planning cost savings or reductions within their current marketing and advertising efforts.”
‐‐ ANA, 2008 as reported by BtoB 9/2008
How do we get there?
Industry Publications
G l
Reference From the Community
• Map the
Test Drive(Free)
Order Product
Google customer’s buying process
• Understand key influencers
1000
100Sales Team
250
Customer
• Identify critical actions
Purchase Tools$
Buy Development Sys$$$
CustomerService • Understand
Funnel$$$ Company Website
Define an integrated program that would increase test drive and ultimately revenueincrease test drive and ultimately revenue
Online Programs
AdsWeb SitesWeb Sites
Selling ToolsChannel programs
TradeShow / Events
Selling Tools
TradeShow / EventsInfluencer RelationsPress, IR, Analysts,Community
Implement using a measurable means
How integration came togetherg g
Online Programs
AdsWeb Sites
Adwords, SEO, Forums
Web Sites
Selling Tools
Landing PageOnline Video, Interpole, GIF
Channel programs
TradeShow / Events
Selling Tools
Seminar Series
Sales Intranet
TradeShow / EventsInfluencer RelationsPress, IR, Analysts,Community
Consumer Electronics Show
Customer Success StoriesWhite papers
Implementation: Online Banner Ads
Learn more
Implementation: WebsiteProduced by Advertisement Team
Promise
D i biDrive biz
Produced by PRProduced by Web Team
Tested and adjusted based on results
Implementation: SEO, Adwords
Implementation: Channel
• Broad program release through• Broad program release through channel partner
• Customer workshops held world wide
Analyze results, adjust, question, repeat
The ROI Calculation Funnel
Impressions xxM
Click through xxKg
Hits to test drive page x,xxx
Test drives downloaded xxx
Design win potential xxDesign‐win potential xx
Total test drives from all sources x,xxx
Total test drives prior 5 months x,xxx
Percentage change in test drives 12%
Potential new revenue generated $xxM
Spending (on media placement) $xxxKp g ( p ) $
Price new customer acquisition $xK
Price per production customer $xK
Lessons learned
• Increasing advertising spending online doesIncreasing advertising spending online does correlate to web traffic
• Develop the landing page first• Develop the landing page first
• Don’t try to measure everything
• Decide quickly, make simple adjustments along the way
• Test results provided by third parties
• Use results to make publishers more effectiveUse results to make publishers more effective