B2B engagement tactics Avaus Marketing Innovations

Henri Syvänen Manager +358 40 717 8625 henri.syvanen@avaus.fi

The leading marketing innovator in the Nordics

500 MILLION

Customer interactions

delivered

49% GROWTH

Annually during last five years

Working on Sales-Driven

marketing

160.000 HOURS

In strategy, content, advertising, data, and technology

70 PEOPLE

We combine competences to create smart and results-driven marketing

Content and programs

Customer and web analytics

Smart advertising Marketing technology

Strategy

Marketing has changed forever

Sales-driven marketing Brand marketing

1:1 dialog Mass advertising

Continuous dialogue Campaigns

Sales <3 Marketing Sales vs. Marketing

Data-driven prediction Intuition

The change brings new challenges...

Need identification Exploration Evaluation Decision

What the customer goes through?

Where the customer

is?

Who is responsible for the customer?

Digital world F2F

Marketing Sales

...which is why we want to help you

Need identification Exploration Evaluation Decision

What the customer goes through?

Where the customer

is?

Who is responsible for the customer?

Digital world F2F

Marketing Sales This is where we help you

We define the steps for development... The marketing maturity curve

REVENUE PERFORMANCE MANAGEMENT

MARKETING AND SALES ALIGNMENT

LEAD MANAGEMENT

LEAD GENERATION

Continuous analysis & optimization

CRM Integration and sales enablement

Multichannel programs

Lead handover to Sales

Integration to 3rd party systems

Creating dynamic content, managing campaigns

Lead nurturing

Social marketing

Leveraging automated email or direct mail Landing pages

Lead scoring

Predictable revenue forecasting

Global marketing alignment

...and identify the required marketing capabilities

TECH & TOOLS

PROGRAMS & CONTENT

DATA & ANALYTICS

PEOPLE & MANAGEMENT

•  Customer engagement tactics

•  Cross-channel programs

•  Content creation

•  Brand visibility

•  Customer insight

•  Marketing & sales alignment

•  Continuous improvement

•  Marketing KPI’s

•  Customer analytics

•  Web analytics

•  ROMI and sales analytics

•  Content analytics

•  Marketing technology

•  Advertising technology

•  CRM

•  Marketing database

SALES-DRIVEN MARKETING

B2B marketing is more than just lead generation...

Inbound marketing Inside-out view

Customer lifecycle management Outside-in view

Goal: Improving customer experience

Predictive analytics Segmentation

Offerings

Goal: Generating leads

360 view

Internet of Things

...why you should manage the customer lifecycle...

€

SUSPECT LEAD CUSTOMER

CUSTOMER LIFECYCLE MANAGEMENT LEAD GENERATION LEAD MANAGEMENT

Social Media

Advertising

Content

Download

Direct Mail

Nurturing 1

Nurturing 2

Nurturing N

Search

Dialogue A

Dialogue B

Dialogue C

Dialogue N

Trigger 1

Trigger 2

Trigger 3

Trigger N

...with result-oriented engagement tactics

Identify Nurture Engage Trigger

•  Lead scoring

•  Light trigger

•  Light nurturing

•  Complex nurturing

•  Nurturing + advertising

•  Activation of recycled leads

•  Abandoned cart

•  Meeting / call follow-up

•  Target group e-mail blasts

•  Advertising & lead generation

•  Account-based marketing

•  Real-time personalization

•  Lead generating content

•  Interactive content

•  Post sales ”thank you”

•  Newsletter

•  Dynamic subsription management

•  Cross/up-sell

•  Event invitation

•  Service messages

•  Satisfaction surveys

•  Activation of passive customers

•  Contract renewals

•  Churn prevention

•  Next-best offer

•  Sensor-based trigger alert

•  Sensor-based up- and cross sell

Here are some examples. Enjoy!

Download the full version including all 28 B2B-engagement tactics from www.avausmarketing.fi

12

Target group e-mail blasts

Related service/ suggested services in each email based on customer profile, segment or behavior

By clicking a link in the email, a cookie is attached to the browser, and tracking the reader’s web behaviour may begin

Your goals: •  Attach cookies to customers

and leads •  Maintain/update cookies to

enable web tracking •  Keep up the dialogue also during

longer sales processes to collect behavior data

Your benefits: •  Enable web tracking of the

customer from the early stage •  Ability to prove business cases

for automated send-outs with manually targeted campaigns

•  Learn to use the tool and lower barriers for team to learn

First step: •  Export e-mails e.g. from CRM •  Move current or already planned

email send-outs to the new platform

Name and language changes dynamically based on customer data

Hello John,

Dynamically changed content based on CRM data to increase reader relevance

Identification

Advertising & lead generation Your goals: •  Drive traffic to your lead

generating website or landing page

•  Identify the mass marketing audience by converting them into leads

Your benefits: •  Combine lead generation and

advertising •  Measure and track

effectiveness of bought media

First step: •  Create downloadable content •  Create a campaign with banners

& landing page

Identification

Read our 10 best ways report here

Download our 10 best ways

report

CTA

Nurture www.news.com

Banner ads in selected media channels with a link to a landing page

Get lead information in exchange for downloadable material

Put leads into a nurturing stream

Read our 10 best ways report here

Account-based marketing Your goals: •  Target advertising to chosen

accounts (e.g. during RFP process)

•  Make your target accounts feel that you are “everywhere”

•  Identify the traffic coming to your website

Your benefits: •  No more “spray and pray” - only

the selected accounts will see your advertising

•  Reduced media costs due highly targeted ads

•  Ability to Measure and track effectiveness of bought media

First step: •  Select a campaign and a

customer group and test the account based marketing

Identification

Chosen accounts (IP-recognition)

www.news.com Welcome to our

website

Role-based media selection for targeted accounts

IP-based website traffic surveillance

Real-time personalization

Download our report on industry X

CTA

Welcome

General web page For a company from the industry X

Your goals: •  Shorten path to lead

identification on website •  Align customer journey between

web page, e-mail and bought media

Your benefits: •  Ability to suggest suitable

content based on selected segmentation criteria

•  Create easily personalized content and CTAs to existing websites – just alter the certain elements, not the whole website

First step: •  Define segment to approach •  Show content that interests the

identified visitor

Identification

First view / banner determined based on IP-address, web behavior or customer data

Read about our new offering in service Y

CTA

For a customer with cross-selling potential

First view / banner determined based on IP-address, web behavior or customer data

We want to help you succeed.

Henri Syvänen Manager +358 40 717 8625 henri.syvanen@avaus.fi