© F-Secure Confidential1

MARKKINOINNIN MUUTOKSELLA LISÄÄ

ASIAKASARVOA JA MITATTAVAA TULOSTA

Antti ValtonenVice President, B2B Marketing

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DIRECTION 2015-16 FUTURE 2017-181 2

20172015

UNDERSTANDING THE CUSTOMER

RELEVANT DIGITAL MARKETING

PERFORMANCE DRIVEN

DATA DRIVEN

TODAY’ S STORYLINE

UNDERSTANDING THE CUSTOMER

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SEGMENTATION SURVEY

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RESPONDENTS BY COMPANY SIZE

1-24 25-199 200-499 500-1999 2000+

469 407 231 353 320

26% 23% 13% 20% 18%

WHO & WHERE

ATTITUDES*

BEHAVIOURS

LANGUAGE

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CO-DESIGNING CUSTOMER JOURNEY

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PROFILES FOR CUSTOMER TYPES

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CUSTOMER JOURNEYS

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JOURNEYS’ BOTTLENECKS

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CREATING PERSONAS

10

SEGMENTATION PERSONASSERVICE DESIGN

DECIDER

AndréDECIDER

James

INFLUENC

ER

Stephen

+ =

ANDRÉ – A PERSONA

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RELEVANTDIGITAL

MARKETING

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NEARLY 60% OF THE PURCHASE DECISION PROCESS DONE

BEFORE A SALES REP

13

CONTENT

MARKETING

https://www.cebglobal.com/blogs/demand-generation-how-to-do-it-

right/?business_line=marketing-communications

9,4

10,6

11,8

12,9

15,3

15,3

16,5

27,1

27,1

35,3

37,6

48,2

81,2

0 10 20 30 40 50 60 70 80 90

Trade shows and industry events

Social media *

Online videos (YouTube) *

My IT service provider provides me with…

Security solution provider blogs *

Industry blogs *

Industry magazines (print versions)

Industry magazine websites *

Webinars *

E-mail newsletters *

Colleagues and peers

Security solution provider websites *

Search engines *

WHICH CHANNELS ARE YOU USING

TO GET INFORMATION?

RELEVANT CONTENT FOR PERSONAS

15 HTTPS://BUSINESS.F-SECURE.COM

FROM RELEVANT CONTENT TO LEADS

16

BUSINESS SECURITY

INSIDER

TRAFFIC

.COM MARKETING AUTOMATION

Blog

posts

White

papers

Case

studie

s

Calcu-

latorsVideos

Camp-

aigns

Produ

ct

news

Threat

report

s

Trials

Produ

ct info

Guest

blogs

RAISE INTEREST NURTURE

CONTACTS

TELEEVENTS …

$

CONTACTSLEAD

S

BUY

CRM

COMMUNICATION LEAD SCORING SALES

PERFORMANCEDRIVEN

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BUSINESS OBJECTIVES AND MARKETING INVESTMENT

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TOPLINE

TARGET (€) # DEALS

NEEDEDAVG DEAL

SIZE (€)

=

LEAD

PIPELINE

NEEDED

MARKETING RESULTS – LEADPIPELINE

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STAGE # DEFINITION

# ONLINE TRAFFIC 1.7M Online traffic in digital premises

# OF CONTACTS - Contact = limited amount of information about a person

# OF MARKETING QUALIFIED CONTACTS - Enough of information about the contact

# OF END-CUSTOMER LEADS 19.185 Lead = a person who wants to get contacted by Sales or is

a Trial

# OF CONTACTED LEADS - Sales is in progress of contacting leads

# OF QUALIFIED LEADS - First conversion, sales has contacted and qualified lead

Other lead stages - Invalid, Open Assigned, Open, Ready for Nurt

Qualification conversion - Ratio between # of leads / # of qualified

# OF BIZ POTENTIAL FROM QUALIFIED

LEADS

16.2M€ Leads potential business value, estimated by Sales

# OF OPPORTUNITIES - Amount of opportunities

# OF OPPORTUNITY VALUE 6.2M€ Sales has evaluated this much monetary value of

opportunities

Opportunity conversion - Ratio between # of qualified / # of opportunities

# OF LEAD CONVERSION - Ratio between # of leads / # of opportunities

OIT - Revenue

Lead handling time - Lead status changed from Open to contacted, invalid or

qualified

Lead quality score - Ratio between [ # of Invalid leads / # of leads ]

FUTURE 2017-18

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HOW TO BE RELEVANT IN THE FUTURE?

TOMORROW

MORE DATA AND DATA SOURCES

MORE COMPLEX CUSTOMER

JOURNEYS

MORE NOISE – HOW TO STAND OUT?

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STATUS QUO AWARENESS CONSIDERATION PURCHASE RETENTION

COMBINED DATA

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