bma chicago - demand generation in a changing landscape

Demand Generation in aChanging Landscape

Brian KrauseVP, Marketing and Communications

MUST-HAVES FOR SUCCESS

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MUST-HAVES FOR SUCCESS

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1 4 523

35,000 EMPLOYEES41 MANUFACTURING LOCATIONS

IN 15 COUNTRIES

319 PATENTS RECEIVED229 NEW PRODUCTS IN FY12

WHAT’S AN INTERCONNECT?

Camera SocketI/O PortLCDKeyboardMain Logic Board

RF/AntennaBattery

SIMMicroSD

MOLEX

APPLICATION ENGINEER

PURCHASING

ENGINEERINGMANAGER

PROJECT MANAGER

C-LEVELMANAGEMENT

TESTENGINEER

ELECTRICAL ENGINEER

CONTRACTMANUFACTURER

OEM

DESIGNERENGINEER

CUSTOMERINTERACTION

CENTER

MOLEX.COM

MOLEX.COMVIP

DISTRIBUTORINVENTORY

CHECKCROSS

REFERENCE CATALOG

ONLINE CATALOG

DATABASEHORIZONTAL

SEARCHENGINES

GLOBALINDUSTRY MANAGER

DISTRIBUTION

SELF-SERVE

VALUE ADDEDRESELLERS

MANUFACTURINGREPS

SUPPLIERS

RETAIL

INDUSTRYMARKETING

DIRECTSALES FORCE

REGIONAL DISTRIBUTOR

INDUSTRY-SPECIFIC

DISTRIBUTOR

NATIONALDISTRIBUTOR

CATALOGHOUSE

OUTBOUNDSALES

MEDICALSALES FORCE

MIL-AEROSALES FORCE

INDUSTRIALSALES FORCE

INBOUNDSALES

REGIONALSALES FORCE

SUPPLIER NET

• Leveraging big data• Relevant content• Nurturing relationships• Sales-accepted leads

CHALLENGESFAMILIAR

WHY DEMAND

GENERATION?

REAL INTELLIGENCE.

REAL RESULTS.

• 550,000+ website visits per month• 3.8 million page views of high-

value content• Nimble, effective campaigns• Sales/marketing team integration• ROMI (Return on Marketing Investment)

REAL RESULTS.

0 61 302

0 602

molex.com

molex.com

molex.comFlexPlane

molex.comFlexPlane

molex.com

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INTO DEMAND GENERATION

OUT OF OUR COMFORT ZONE

The art and science of developing, nurturing and maintaining interest in your products and/or services.

WHAT IS DEMAND

GENERATION?

— Eloqua

Demand Generation to Molex is effectively developing, nurturing and converting customer interest into pipeline and revenue…

WHAT IS DEMAND

GENERATION?

LEADGENERATION

DEMAND GENERATION =

LEADGENERATION +

DEMAND GENERATION =

LEADMANAGEMENT

Sales ready!

=DEMAND GENERATION

MARKETING AUTOMATION

LEAD GENERATION1

MUST-HAVES FOR SUCCESS5

Search Marketing/Search Optimization

Online Advertising

INTEGRATED LEAD GENERATION1

Social Media Email Marketing

Brand/Image Print Advertising

Tradeshows

Molex.com

INTEGRATED LEAD GENERATION1

INTEGRATED LEAD GENERATION1

INTEGRATED LEAD GENERATION1

brian.krause@molex.com

Brian Krause

Molex

INTEGRATED LEAD GENERATION1

INTEGRATED LEAD GENERATION1

MANY CHANNELS.MANY REGIONS.ALWAYS MOLEX.

MUST-HAVES FOR SUCCESS5

2MARKETING AUTOMATION

EFFECTIVE MARKETING AUTOMATION2

THE DIGITAL BODY LANGUAGE

DOWNLOADED WHITE PAPER

CLICKEDBANNER

EFFECTIVE MARKETING AUTOMATION2

READ

OPENED EMAIL

VIEWED PAGEFILLED OUT

FORM

UNSUBSCRIBED

CLICKEDBANNER

DOWNLOADED WHITE PAPER

UNSUBSCRIBED

OPENED EMAIL

VIEWED PAGEFILLED OUT

FORM

THE DIGITAL BODY LANGUAGE

68

9-10

2

EFFECTIVE MARKETING AUTOMATION2

SCORE10

EFFECTIVE MARKETING AUTOMATION2

WHAT?

A1

A2

A3

A4

B1 B2 B3 B4

WH

O?

EFFECTIVE MARKETING AUTOMATION2

0

5

10

15

20

25

30

Vide

o do

wnload

s

Cros

s Refer

ence

Prod

uct L

itera

ture

d/l

HVC Pro

duct

Prod

uct O

verv

iews

Data Sh

eet D

ownlo

ad

PSX

Downlo

ad

Sales

Dwg

Downlo

ad

Sample

Req

uest

3D M

odel

Downlo

ad

Spice

Mod

el

Qty

EDUCATE EVALUATE SELECT

MUST-HAVES FOR SUCCESS

5

3LEAD NURTURING

EFFECTIVE LEAD NURTURING3

brian.krause@molex.com

EFFECTIVE LEAD NURTURING3

Brian Krause

Molex

EFFECTIVE LEAD NURTURING3

20.  Send email Thank you for submitting form/ things to come

50.  All Powertrain products

00. • Add contacts to program • Assign campaign ID and description

Did they fill out form (select sub segment)?

General, None, Other

Interior Powertrain Telematics Hydraulics

10. • Email 1, Awareness/intro to Molex • Call to action: Click link to fill out form

30. Hold 3 weeks

40.  Send sub seg- ment emails

60. All Interior products

70. All Hydraulics products

40. All Telematics products

90. Customer Convenience Port

80. HSAutoLink

140. SRC

130. MX150L

120. MX150

110. CMC

170. LED Products

160. Switch Products

150. Stac64

210. Brad Mini- Change

200. Brad Micro- Change

190. Brad Nano- Change

180. DIN Valve

100. Brad Products

Chassis And Safety

230. MX150L

240. SRC

250. SplashProof

220. MX150

15. Send to step 40.

NO NO NO NO

YESYESYESYESYES

NO

YES

EFFECTIVE LEAD NURTURING3

MUST-HAVES FOR SUCCESS

5

4METRICS

METRICS, METRICS, METRICS4

MEASURE EFFECTIVENESS

METRICS, METRICS, METRICS4

MEASURE LEAD GENERATION

EFFORTS

HOTCOLD

MEASURE LEAD NURTURE

EFFORTS

Unique click-through rate

Click-to-open rate

Hard bounce back rate

Open rateUnique open rate

METRICS, METRICS, METRICS4

Global unsubscribe rate

3D model downloads Sales drawing downloads

THE PROOF’S IN THEPERFORMANCE

METRICS, METRICS, METRICS4

UNIQUE OPEN RATE

41.20%UNIQUE CLICK-THRU RATE

15.79%BOUNCE BACK RATE

.24%

CLICK TO OPEN

50%

ROMI

METRICS, METRICS, METRICS4

TODAY

pipeline valuerevenue

90’s - 00’s

digital impressions

click-through rates

80’s

circulation #’sinbound calls

PIPELINE VALUE

CY10 CY11 CY12

Increase in pipeline valueCY10 CY11 CY12

Increase in revenue value

METRICS, METRICS, METRICS4

REVENUE VALUE

850%1200%

MUST-HAVES FOR SUCCESS

5

5OPTIMIZATION

TRIAL & ERROR

OPTIMIZE EVERYTHING5

INSIGHTTRIAL &

OPTIMIZE EVERYTHING5

OPTIMIZEMESSAGING

OPTIMIZE EVERYTHING5

OPTIMIZE EVERYTHING5

WHAT?WHY?

OPTIMIZE EVERYTHING5

OPTIMIZEMEASUREMENT

OPTIMIZE EVERYTHING5

QUALITYQUANTITY

OVER

MUST-HAVES FOR SUCCESS

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MUST-HAVES FOR SUCCESS

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1

MUST-HAVES FOR SUCCESS

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1 2

MUST-HAVES FOR SUCCESS

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1 23

MUST-HAVES FOR SUCCESS

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1 423

MUST-HAVES FOR SUCCESS

5

1 4 523

WHAT’S NEXT FOR MOLEX?

DEMANDMORE

RESULTSMORE

INTELLIGENCEMORE

QUESTIONS?