How Successful B2B Marketers Use Digital Marketing to Accelerate Marketing and Sales Performance. Joel Book / #ExactTarget

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1 B2B Marketing Innovation How Successful B2B Marketers Use Digital Marketing to Accelerate Marketing and Sales Performance Joel Book / #ExactTarget

2

3 US Interactive Marketing Spend: $76.6B by 2016

4 Marketing to The Power of One Effective B2B Marketing is: Fueled by customer needs, interests, and purchase data Enabled by crosschannel media to attract, engage, and serve customers Automated by integrated marketing technologies

5

6 Aids the Buying Process Enables Better Service Maximizes Retention

7 How Online Consumers Begin Their Day 58% of Online Consumers Begin the Day With . Source: ExactTarget SUBSCRIBERS, FANS, & FOLLOWERS Report #1, Digital Morning Full report available at

8 Those who buy products marketed through spend 138% more than nonreaders of . Source: Forrester Research E Mail Marketing Comes of Age.

9 Drives Conversion and Improves Retention The Customer Life Cycle Product Inquiry Product Evaluation Product Purchase Product Usage Repurchase/ Renewal Brand Loyalty Business Getting Business Keeping Once a person gives you permission... aids the buying process. drives repeat purchase, referrals. keeps customers connected and informed.

10 75% of social media users say is the best way for companies to communicate with them. MarketingSherpa, 2010

11 Amplifies Your Message Fuels the Conversation Attracts New Customers

12 Social Media Users Facebook: 620M Worldwide / 116.8M U.S. (1) (2) Twitter: 190M Worldwide / 16.4M U.S. (1) (2) LinkedIn: 100M Worldwide / 49.0M U.S. (3) (3) YouTube: 2B Views/Day; Avg. View: 15 Min. (4) Sources: (1) econsultancy, (2) emarketer, (3) LinkedIn, (4) YouTube

13 Social Media has Revolutionized the Way Consumers Engage with Brands

14 Social Media Attracts Website Visitors Consumers who are exposed to a brand in social media are 2.8x more likely to search for that brand s products.

15 Fans & Followers are Good. Customers are Better. Conversion Metrics To Monetize Social Media, Convert Fans & Followers to Subscribers

16 Keeps Customer Engaged Drives Traffic to Sites Improves Customer Service

17 Smartphones Accelerate Mobile Marketing Smartphones such as the iphone from Apple are now outselling personal computers! Source: The Huffington Post (Based on IDC Report) February 8, million people in the U.S. now own smartphones. Of these, 35.3% use apps. Source: comscore MobiLens 2011 U.S. Mobile Subscriber Market Share March, 2011

18 DOMINATES SMARTPHONE USE

19 36% of physicians surveyed found the use of ipads or other tablets more beneficial than speaking with reps bearing printed materials." Manhattan Research epharma Physician Study September 2011

20 "[The ipad] enables our sales employees to do a much better job of engaging in a really different way than we've done before." Michael Hedges, CIO, Medtronic Wall Street Journal, Dec. 8, 2010

21 emarketing Innovators Real Marketers Real Solutions Real Results

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23 Sean Mattson Director, Global Web Marketing Hitachi Data Systems Santa Clara, California The Mission Provide communications capability to hundreds of Field Marketing Managers around the globe without compromising design, corporate branding, and message relevance. And do it all at reduced cost.

24 is the Backbone of Hitachi Data Systems Global E-communications Strategy Customer Newsletter Webinar Invite Product News Product Launch Event Invitation Hitachi Data Systems uses to: Nurture leads; Keep existing customers connected to HDS Support relationship management efforts of HDS field sales managers Deliver relevant content to IT professionals in 30 regions and in 18 languages

25 The Hitachi E communications Platform OMCM Online Marketing Campaign Management Landing Pages, Registration Pages Thank You Pages, Webcasts / Podcasts Tracking and Analytics Closed Total Integration Loop of Customer Data E communications Marketing Database

26 HITACHI USES HELP IT PROFESSIONALS MAKE SMART DECISIONS

27 HITACHI USES TO DRIVE ATTENDANCE FOR ITS WebTech WEBINAR SERIES WebTech Webinar Series 35 webinars per year Up to 200 attendees per event

28 HITACHI USES TO PROMOTE ITS EVENTS

29 Hitachi Promotes Content Sharing via Social Media Hitachi makes it easy for subscribers to share e news articles, respond to offers and access content on the Hitachi Data Systems website. Forward to a Friend View the Video Review the Case Study Try it Free for 30 Days Read the Story Register for Webinar

30 John Johnston ebusiness Manager Volvo Construction Equipment

31 Volvo Construction Equipment Volvo Construction Equipment is part of Volvo Group; Started in 1832 Products and services are offered in more than 125 countries through proprietary or independent dealerships. Volvo machines are used for road construction, oil and gas exploration, building demolition, industrial material handling, and forestry.

32 Volvo Construction Equipment s e marketing solution helps dealers sell millions of dollars of new and used equipment each year.

33 Volvo CE s CRM and Automation Goals Achieve End To End Lead & Campaign Management Process Increase Lead to Sales Conversion Ratio Reduce Lead Conversion Time Improve Sales Effectiveness Track Campaign Effectiveness and ROI Leverage Cross Sale and Up Sale Opportunities

34 Volvo Construction Equipment emarketing Technology Solution Landing Pages, Registration Pages Product Microsites, Webcasts / Podcasts Campaign Tracking & Lead Scoring Total Integration of Customer Data Communications Marketing Database

35 Marketing Data Integration Volvo CE centralizes customer data in Microsoft Dynamics CRM. Lead Score Analytics Customer Information Sales (New/Used) Warranty Data Enables one view of the customer. Allows faster communication with customers Provides better measurement of campaign ROI Social Media Surveys Microsoft Dynamics CRM ecommerce MarCom History Credit Status

36 VOLVO USES TO HELP DEALERS SELL NEW EQUIPMENT

37 The Monthly Newsletter delivers latest news on Volvo products and services to 85,000 customers. 1. Dynamic Content Volvo designed the template to allow for dynamic content. Through integration with Microsoft CRM, Volvo changes articles and product news articles based on user interests. 2. Interactive Functionality Adding video links has allowed Volvo to increase traffic to the website where Volvo gathers immediate feedback on product interest. 3. Analytics The analytics from this are used for to capture customer insight and interests and aid redesign. 4. Performance Metrics Average 12% Open Rate Average a 7% Click Through Rate

38 VOLVO USES TO HELP DEALERS SELL USED EQUIPMENT

39 The Remarketing is for select customers who request used equipment alerts. 1. Navigation In its new design, Volvo added a Table of Contents section with links to articles and product news updates. These links have increased website traffic 30% and generated thousands of leads. 2. Content Syndication Volvo dynamically displays used equipment based on subscriber preferences. Content syndication has reduced build time by approximately 30 40% by automatically capturing content from websites. 3. Performance Metrics 75% Open Rate 11% Click Through Rate 20% increase in speed of equipment sales

40 Twitter is used to attract prospective customers to the Volvo Construction Equipment website. And drive traffic to the Volvo Construction Equipment YouTube Channel.

41 If you re responsible for BtoB marketing, and you re not using video, you re making a huge mistake. John Johnston ebusiness Marketing Manager Volvo Construction Equipment North America

42 Lead Management Workflow Data cleansing Information Request Microsoft Dynamics CRM enables Volvo sales reps to manage leads Auto-generated report for Volvo sales rep Auto-generated for customer

43 Immediate Delivery of Information to Customer Microsoft Dynamics CRM triggers an that thanks the customer for contacting Volvo Construction Equipment provides a link to a landing page containing details about the product of interest

44 Before and After emarketing Automation Before Automation Customer data was in multiple silos and data quality was inconsistent. Volvo CE had no CRM system and no ability to send communications to customers. Leads were stored in Excel files and distributed to dealers manually; Reps had limited visibility to leads. Volvo CE had no ability to deliver relevant product information to individual customers. Limited (or no) feedback from dealers regarding lead status. After Automation Customer account and contact data is centralized in Microsoft Dynamics CRM and normalized through D&B. Microsoft Dynamics CRM is integrated with ExactTarget enabling automation of all communications. Leads get logged and processed quickly. Customers receive personalized immediately after inquiry. Volvo CE uses to deliver relevant information that aids purchase, and supports the local dealer. Volvo CE marketing is able to measure lead status and campaign effectiveness quickly and effectively.

45

46 Multi Channel Interaction is a Must Managing the Customer Conversation Requires Integration of Outbound & Inbound Channels

47 Cross Channel Campaign Management Source: Forrester Research April 2009 Campaign Management Needs A Reboot

48 Interactive Marketing Hub from ExactTarget

49 Cross Channel Marketing Just Got Easier Database Management Segmentation and Program Planning Marketing Program Development and Execution Cross-Channel Customer Interaction Customers & Prospects Customer Demographics Product /Service Needs, Interests Products Purchased Analytics and Lead Score Campaign Response History Identify Select Determine Prospective Customers Customers with Specific Needs Offer Information Timing Channels Program Development Segment Offline A Offer/ Message Tactic Timing Segment B Offer/ Message Tactic Timing Online Offline Segment C Offer/ Message Tactic Timing Content Personalization Landing Page / Website Content Page Customer Data Acquisition Campaign Response Tracking Database Updating / Lead Scoring

50 Thank You! Joel Book Principal, Marketing Research & Education ExactTarget, Inc.

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