The Future of Digital Marketing

MARKETING TRANSFORMATIONMarketing automation as leadmachine

Digital B2B Marketing 2016 – June – Mark Appel – @preciesmark - #dfb2b

© 2016 EXACT2 - MARKETING TRANSFORMATION TOUR

© 2016 EXACT3

280.000- DIGITAL FUTURE MARKETING & SALES 2016

50.000

© 2016 EXACT4

€ 60mln€ 10mln

- DIGITAL FUTURE MARKETING & SALES 2016

© 2016 EXACT5

3.0001.000


© 2016 EXACT6

€ 31,00


© 2016 EXACT7

‘Create brand & product preference within our target audiences by understanding our buying

personas, offer value by being extremely relevant in every stage of their lifecycle to engage in

order to provide our sales organisation with high qualified leads.’


© 2016 EXACT

© 2016 EXACT

© 2016 EXACT - MARKETING TRANSFORMATION TOUR10

© 2016 EXACT

© 2016 EXACT

© 2016 EXACT - DIGITAL FUTURE MARKETING & SALES 2016

© 2016 EXACT14

Media Channels

Acco

untin

g

Target Audiences

Product AwarenessProduct preference

LeadgenActivation

Sales

Brand Awarenessbrand recognition & reputation

Awareness Consideration Decision

Mentality

BusinessBenefits

Customer SuccessActivation& Endorsement

Customer Success

Customer buying journeyDemand GenerationAcquisition

SQL CUSSAL

Corporate Comunications & Marketing

Retention

MQisuspects

Landing Pages

MQLprospects

SAL Leadtype

Value content

Free content

Blog

Acco

unta

ncy

Who

lesa

le D

istrib

ution

Man

ufac

turin

g

Prof

essio

nal S

ervi

ces

Part

ners

(VAR

/App

Cent

er)

Offline

Organic

Online


© 2016 EXACT - MARKETING STRATEGY 201615

Media Channels Target Audiences


LeadgenActivation

Accounting

Accountancy

Professional Services

Wholesale Distribution

Manufacturing

Sales


Publish Convert Engage & Sell

Mentality

BusinessBenefits

Eco-system

Customer SuccessOnboarding & Retention

Customer Success

Customer buying journeyDemand Generation

SAL leadtype

SQL CUSSAL


Retention

MQisuspects

Landing Pages

MQLprospects

SAL Leadtype

Value content

Free content

Blog

Offline

Organic

Online

© 2016 EXACT16

Planning budgets & campaigns

Input SLS:

growth


© 2016 EXACT17


#SQLs

calculated based on

conversion %


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Marketing sp

end calcu

lated based on

payback

time/CPL


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Creation Global Demand Generation

campaigns


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Publish ca

mpaigns acro

ss media ch

annels


© 2016 EXACT

Average (monthly) Sales Price

Sales Conversion %

Payback time/CPL (months)

© 2016 EXACT

© 2016 EXACT23

Creating a burning platform


Spend Mediachannel Spend Reach MQi SAL Subs€ 640 965,0% 15,0%

CPL CPA80% € 0,06 0,8% € 188 € 1.250

Mediachannel Spend Reach MQi SAL Subs€ 960 1928,0% 20,0%

CPL CPA60% 20% € 0,04 2,0% € 25 € 125

Totals € 120.000 € 120.000 2.200.000 24.800 0 1.600 288Reach MQi MQL SAL Subs

1,13% 0,00% #DEEL/0! 18,00%CPL CPA€ 75 € 417

Demand Generation € 200.000 9.800.000 148.800 4400 7.872 974Spend Reach MQi MQL SAL Subs

1,52% 2,96% 178,91% 12,37%CPL CPA€ 25 € 205

12.800Online

€ 96.000 1.600.000

Organic € 24.000 600.000 12.000

LEADGEN€ 120.000

A

A

© 2016 EXACT24

Creating a burning platform


Spend Mediachannel Spend Reach MQi MQL SAL Subs560 56 112,0% 10,0% 20,0%

SAL Subs840 503,0% 6,0%

CPL CPA70% € 0,02 1,0% € 89 € 1.299

Mediachannel Spend Reach MQi MQL SAL Subs3840 576 1444,0% 15,0% 25,0%

SAL Subs€ 4.800 480

5,0% 10,0%

CPL CPA40% 30% € 0,01 2,0% € 5 € 50

Totals € 80.000 7.600.000 124.000 4400 6272 686Reach MQi MQL SAL Subs

1,63% 3,55% 142,55% 10,93%CPL CPA€ 13 € 117

PRODUCT AWARENESS € 80.000

Online€ 56.000 2.800.000 28.000

Organic€ 24.000 4.800.000 96.000

A

B

A

B

© 2016 EXACT25

Online Demand Generation

International Field Marketing

Central Program Management

Central Marketing Automation

Central Content Creation

Local KPIs per country/per product

Central for local

MQi/MQL/SQL(secondary) #activations #endorsers/

endorsements

ActivationManager Activation

Endorsem.Manager

Endorsement

People Manager CCC

People Manager CMA

People Manager CPM

Manager IFM

People Manager ODG

MQi/MQL/SQL(primary)

Production & deployment (countries)

Execute & Plan (Playbooks)

Build reach (paid)

Content (master)

Enabler (master)

Prod AwarQuality/ContentOrganic/OwnedWebsite/Social

LeadgenPerf/Optimization

Online/PaidLandingpages

Primary responsibility


© 2016 EXACT26 - MARKETING TRANSFORMATION TOUR

© 2016 EXACT27 - DIGITAL FUTURE MARKETING & SALES 2016


© 2016 EXACT - MARKETING STRATEGY 201629

Media Channels

Acco

untin

g

Target Audiences


LeadgenActivation

Sales


Awareness Consideration Decision

Mentality

BusinessBenefits

Customer SuccessActivation& Endorsement

Customer Success

Customer buying journeyDemand GenerationAcquisition

SQL CUSSAL


Retention

MQisuspects

Landing Pages

MQLprospects

SAL Leadtype

Value content

Free content

Blog

Acco

unta

ncy

Who

lesa

le D

istrib

ution

Man

ufac

turin

g

Prof

essio

nal S

ervi

ces

Part

ners

(VAR

/App

Cent

er)

Offline

Organic

Online

© 2016 EXACT

needing money

having money

needing revenue

having challenges

needing knowledge

having knowledge

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© 2016 EXACT

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