B2B New Marketing Climate - Scott Litman

COPYRIGHT 2010 MAGNET 360

@scottmagnet November 8, 2010

New marketing climate


What Is Magnet 360? ‣  A collaborative agency network offering access to experts and industry leaders in all facets of

marketing through one strategic contact


450+ Professionals.30+ Disciplines.

One partner.



MAGNET 360

MARKETING ECOSYSTEM


B2B? B2C? B2B2C?


SEARCH ATTRACTS


8


Groupon Media Marketers Get Paid For



Social Media Insights, understanding & leveraging your target audience


Why look to social media for audience insights?


Why look to social media for audience insights?


What can we learn?

‣ What is important to your target audience ‣ How they are already utilizing social media in relation to your

products, brand and category ‣ Where they are congregating online ‣ What is driving their conversations ‣ How these conversations differ by social channel ‣ What their unmet needs/wants/challenges are ‣ Who the influencers are


Example


Flickr has over 16,000 groups related to fishing—more than Facebook. The top 30 groups have over 20,000 members

YouTube has over 6,000 fishing channels, with an estimated 75,000-200,000 total subscribers. Over 158,000 playlists with millions of views, and a total of more than 480,000 fishing videos

Landscape Analysis


Landscape Analysis

Fishing Content By Social Channel


Social Media Activity by Month

Insight: Participation in social media for avid anglers drops dramatically during fishing season.

Member Base Social Profiling


Friend Analysis

Member Base Social Profiling

Number of Friends

% Members


Enagement The best media efforts fail without engagement that follows through





Nurturing Starts with email marketing





Nurturing Lets help our best leads perform


Most organizations are very capable of managing the end of their sales funnel

SALES READY

CLOSE

Managing the Funnel


Who They Are? What Company? How Often? From Where?

KNOWN PROSPECTS

Managing the Funnel


UNKNOWN PROSPECTS

Managing the Funnel


UNKNOWN

KNOWN

SALES READY

CLOSED

MARKETING AUTOMATION

Managing the Funnel


Technology Adoption

Innovators Early Adopters

Early Majority Late Majority Laggards

Marketing Automation Technology Adoption - 3-5%


Lead Nurturing

It takes SIX to NINE months before a lead agrees to a first meeting.

-Sirius Decisions

Do you need lead nurturing for prospects that aren’t quite ready to purchase?


How we capture lead data :

Lead Scoring

Companies that get lead scoring right have a 192% higher average lead qualification rate then those that do not. -Aberdeen

How would your sales team think of you if they actually liked the leads you sent them?

  Forms, surveys and registrations

  Scoring based on explicit info, activity, and behavior

  Route only high scoring leads to sales

  Unqualified/cold leads get routed to nurturing programs


Scoring Process

Lead

Send to CRM for Sales Team Follow-up

Send to Nurturing Program

Send to Inside Sales


Lead Nurturing Planning Interest Learn Evaluate Justify Purchase

Search Begins Solutions Identified Solutions Evaluated Against Needs

Short List Assembled Selection Made

Que

stio

ns

Expe

rien

ce

Cont

ent

1.  Who are the suppliers for my need?What’s the scope of potential achievement?Where do I stand?How can I easily find out more?

1.  What do they offer?Are their customers achieving success?Do they fit my need?How can I easily evaluate/demo?

1.  Do they meet my expectations?What do analysts say, are they a leader?Is Company viable?How do they compare?Why should I choose?What’s the cost?

1.  Leading, solid product/company?Recommended by customers and analysts?Meets or exceeds my need?Can afford to buy & implement?

1.  How can I easily purchase?Can I purchase via Web site?Who can I call?Do they have a partner in my area?Why buy now?

1.  eMail & WebSeminarsPodcasts eMail & WebPodcasts/

SeminarsTM Calls 1.  eMail & WebTM CallsSales

CallsSeminars

1.  eMail & WebCustomer, analyst referencesSales calls

1.  eMail & WebTM & Sales CallsPartners

1.  Industry white papersCompany product white papersCustomer storiesAssessment testsPress releases

1.  Company white paperSeminar presentation product spec sheetsCustomer storiesFlash demoInd/analyst reportsEducational tips

1.  Features/benefitsGartner wuadrantFin. press releasesCompetitive & Cost ComparisonsProduct awardsSeminar presentation

1.  Product customer reference siteProduct AwardsCustomer storiesPress releasesSeminar presentation

1.  1800# providedCompany.com productE-Shop productPartner locator?Promotions or deals?


Let Sales Do What They Do Best


CONTINUOUS OPTIMIZATION



Which headline, image or content is best?


Optimization leads to better results




ANalyticsToo much data, too little insight


Data is good, Insights are better


Dashboards Are A Great Fit For Organizations That

• Have multiple brands/websites/locations -  Dashboards make it simple to roll-up data, create custom groups,

benchmark across brands, aggregate results and drill down

• Use a variety of online campaigns/media that create data in multiple places -  Dashboards provide integrated view of campaign performance: PPC,

SEO, Email, Display, Social, Website, CRM, Direct Mail

• Have business critical data in a variety of different systems -  It is possible to quickly and cost-effectively create the right integrated

views of important data


Integrated, Interactive Dashboards and KPI Development

-  Integrate data from all sites and campaigns into one easy-to-use dashboard -  Create one interface for multiple internal audiences -  C-level view with drill downs into deeper detail for managers and analysts to

view -  Users can create “what-if” scenarios and forecast future results based on current

performance -  Big time savings: easy-to-use interfaces make analysis much faster than using

multiple analytics tools -  Consulting services provided to define KPI’s and benchmarks -  Customized, designed, and launched in 6-8 weeks—minimal IT involvement

needed





@scottmagnet

Thank You