Data- & Analysdriven marknadsföring B2B

Copyright © Element AB 2016. All Rights Reserved

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Data- & Analysdriven marknadsföring B2B.


2Element’s Ladder of Organisational Maturity

Traditional Social

Traditional Marketing Social Marketing Demographic Lead Generation

Situational Lead Management

Lead-to-Revenue Mangement

Fully Predictive Marketing

Technology - E-mail Query, reporting, search

MA Query, reporting, search

MA + CRM OLAP, visualisation

MA + CRM Dashboards, scorecards

Data Warehouse Predictive Analytics

Process & Organisation Silos Silos Silos Common definitions Aligned goals 1 team 1 team

Agile

Content, Channels, Conversation/ Segmentation

Brochures, ppt, late stage Ads, outbound Demographic

Tweets, Posts, Blog Demographic

Social, Nurturing E-mails Job Title / Persona

Persona based content, Integrated channels Audience Persona

Persona based content, Touches based on

behavior Behaviour

Marketing based on recommendations

Behaviour

People / Talent Traditional Online Tech Content & Analytics Dedicated teams Predictive Analytics

Data / Metrics Brand reputation Social reports, Opens, Likes

Click, Google Analytics, Program reports Scoring, First Click / Deal Multi touch,

ROI / Channel Predictive analytics &

Scoring

Revenue

Lead

Predictive

Demand



3A Few of Elements Many Happy Clients

  Element has executed more than 200 Lead-to-Revenue Management projects since 2009


AGENDA 1

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What is data driven marketing?!!Differences between B2B and B2C!!What data sources can be used?!!How do you get started?!


5”Key Take-aways” of the day

1. Individualisation tops Personalisation.


6”Key Take-aways” of the day

1. Individualisation tops Personalisation.

Hello marcus.dahl, I really look forward to sharing with you some ways that we can help you

and SaleSolutions Säljkompetens i Södertälje AB reach new potential

revenue streams. Best, First Name


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2. Put yourself in the shoes of your customer.

”Key Take-aways” of the day


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3. Structure your data and then connect third party data sources.

”Key Take-aways” of the day


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than all power NASA needed to land a man on the moon.

There is more computing power used to do a single Google Search today -

“ Copyright © Element AB 2016. All Rights Reserved

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Without Data you’re Just another person with an opinion. - W. Edwards Deming


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Guessing Proven


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Guessing Proven

General messaging

Targeted messaging


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i. Data-driven marketing refers to the marketing insights and decisions that arise from the analysis of data about or from consumers.

Source: Financial Times!

ii. The data may be secondary, for example, tracking online social interactions, web browsing behaviour, online search behaviour, or primary such as data collected directly by surveying consumers.


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i. Data-driven marketing refers to the marketing insights and decisions that arise from the analysis of data about or from consumers.

Source: Financial Times!

ii. The data may be secondary, for example, tracking online social interactions, web browsing behaviour, online search behaviour, or primary such as data collected directly by surveying consumers.

Big Data Customer Insights


15Data Dimensions

Difficulty!

Value!

Descriptive!Analytics!

What happened?

Diagnostic!Analytics!

Why did it happen?

Predictive!Analytics!

What will happen?

Prescriptive!Analytics!

How can we make it happen?

Source: Gartner!


16One Customer/Prospect - One View

My Customer!

Purchased Products.. Opportunities.. Open Support Cases.. Marketing Activities.. Social Activities..

Best performing marketing activities Third Party Data Enrichment. - Mentions in the news."- Financial"- Technologies - Purchase intent - Hiring trends - Marketing channels uses"- etc.. Recommended product promotions. Recommended marketing channels

0

1

3

4

5

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Lead score over time - predictive score

58% 23%

10%

9%

Most likely products to purchase next.


17Explosive Growth

> In The USA alone it is a 202 billion dollar market with over a million employed. >> Growing with 35% over the last two years.

i. Measurable efficiency in marketing strategy and media budgeting and buying.

Drivers:


18Explosive Growth


ii. Greater marketing insights. Drivers:


19Explosive Growth


iii. Lower barriers to marketing entry. Drivers:


Number of decision makers Customer Volume Sales Cycle

differences

20B2C B2B

similarities

Buyer Personas (?) Sales & Marketing Alignment Measuring ROI

vs.


21B2C

Source: Niklas Gustavsson, Milliework!


Lead Scoring Anticipate with Analytics Internal CRM

data

22B2B

Behavioural data

Psychogaphic data

..and other internal/ external data


23A CONNECTED B2B JOURNEY

Source: Forrester, 2012

Operational Alignment!

Functional Focus!

Marketing Focus Sales Focus

Manage information about customer relationships

Creating customer relationships

CMS! Marketing Automation!

CRM!Database Services Campaign /

MRM

Listening Platforms Data Mining

Dashboards / Sales Enablement

Source: Forrester Research!


24A CONNECTED B2B JOURNEY

Source: Forrester, 2012

CMS! Marketing!Automation! CRM!

DnB! ABM!

Big Data!

One View!


25BUILDING A DATA-DRIVEN MARKETING STRATEGY

DATA-DRIVEN SELF ASSESSMENT

>> What are your data sources?

- CRM? - Marketing Automation? - Google Analytics? - etc.




>> What are you measured upon?>> What do you want to measure?

IDENTIFY KPI’s




- Extract - Transform - Load

IDENTIFY KPI’s DECIDE ON DATA




IDENTIFY KPI’s DECIDE ON DATA

VISUALISE & ANALYSE

RELEASE CONTENT ROI


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ACTION

DATA INSIGHT


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Thank you.

JONAS [email protected]

08 534 815 74

MATHIAS [email protected]

08 534 815 76


@element_se Element AB Element AB