b2b strategy, tactics and roi

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PowerPoint Presentation

B2B Tactics, Campaigns & ROI

http://www.aidtheboss.com/wp-content/uploads/2012/06/tactics-board1.jpgPresented by Lindsey Fair

B2B Tactics: Incoming Lead Processing Campaigns

http://www.takethelead.co.nz/IMAGESW/Dog-Pulling.jpg #1 Incoming lead processing campaignThis is the campaign your top-of-funnel content pushes leads to. Elements of your campaign should allow you to define what a Sales-ready lead is. Depending on the calls to action in your incoming lead nurturing campaign, you should be able to determine where the hand-off to Sales should be.

The old way of doing this is simply to give everything to Sales, allowing them to judge for themselves and segregate leads into two lists (ready to buy, not ready to buy) if they must. But many leads don't want to be interrupted with a call at all; in fact, it might even tarnish your reputation with them, causing them to sever all ties.

Alternative approaches include basing it on demographic attributes, completeness of their data profile, behavioural attributes, and lead score, but we feel that the most appropriate for the B2B world is the BANT method (Budget, Authority, Need, Timeframe).

B2B Tactics: Drip Campaigns

http://aventurachic.com/wp-content/uploads/2011/02/kitten_heels_options.jpg #2 Drip campaignThis is where you customise your emails a little bit according to buyer persona and the stage they're at in their cycle. You should have one for each buyer persona.

Early stage: At this stage you are trying to loosen the status quo and get them to commit to change. Give them thought leadership and best practices content to build brand awareness, and get them thinking.

Middle stage: Your buyer recognises that they have the problem you are talking about, and is now exploring possible solutions. They are close to committing to a solution, so send them buyer's guides, RFP templates and industry information to help structure their research.

Late stage: Your buyer is narrowing down their options and need to justify a decision before making a selection. Send them company-specific information to help evaluate and reaffirm their selection.

It's of the utmost importance that you give them content that is relevant to their buying stage and buyer profile. Don't make the mistake of giving late stage content to an early stage lead (it's too soon!) or vice versa (it's not juicy enough!) - they may become irritated because it's not relevant to the stage they're at and most likely drop off.

B2B Tactics:
Accelerator Campaigns

http://blog.simplifydigital.co.uk/wp-content/uploads/2010/09/A-gentle-nudge-from-Ofcom-e1283436725305-300x189.jpg#3 Accelerator campaignsThese campaigns have one purpose: to move prospects along buying cycle faster, with relevant "nudges" triggered by specific behaviours. In the world of software, a typical accelerator campaign would be a string of emails following a 14-day free trial sign-up. Emails could send them step-by-step instructional tips, prompt them to watch a webinar on how to use different aspects of the software, or even request to be contacted for a live walk-through if they need more help.

B2B Tactics: Lead Recycling Campaigns

http://conserve-energy-future.com/Images/Recycling.jpg #4 Lead recycling campaignsFor leads who just aren't ready to buy, you need a way to stay in touch. As a marketer, it's your job to look for behaviour that qualifies those leaked leads to send back to sales.

The best way to do this is by becoming a thought leader who distributes a steady stream of helpful content. You can do this by mailing out a 'most popular' list of your best pieces. That way, your leads can opt-in to various campaigns that come off the back of those early stage pieces.

B2B Campaigns that Worked

Define specific objectives and expectations with stakeholders.

Ask the question, what does success look like? For most B2B campaigns, success is getting a lead. But what is the definition of a lead? Is it a request for an appointment? Is it an actual appointment with a sales rep? Is it a closed sale? Or is it contributing toward a percent of your revenue target?

Are we promoting our total offering?

Is there a clear call-to-action?

It connects multiple levels of the value chain.

Define specific objectives and expectations with stakeholders.

Ask the question, what does success look like? For most B2B campaigns, success is getting a lead. But what is the definition of a lead? Is it a request for an appointment? Is it an actual appointment with a sales rep? Is it a closed sale? Or is it contributing toward a percent of your revenue target?

https://www.youtube.com/playlist?list=PL6jlCb8osliCUMYE99tiyIUumNuDojOeH

Could be a great strategy for Earthbox

http://news.xerox.com/news/xerox-launches-global-marketing-campaignhandout

Could be a great strategy for 14 Theories

http://tv.adobe.com/watch/metrics-not-myths/bs-detector

Could be a great strategy for 14 Theories

http://www.prnewswire.com/news-releases/aon-celebrates-25th-anniversary-with-global-service-day-and-release-of-2012-global-citizenship-report-159842845.html

handout

Could be great strategy for Paddle Canada

Activity come up with campaigns / strategies / tactics that will work with your client, present in 25 min

http://www.filmandmusicfashion.com/hope/images/sony%20tv%20ad%20dropped%20250%2C000%20bouncy%20balls%20down%20a%20hill%20in%20san%20fransisco.jpgB2B MarCom Budgets

9-12%

Budget

Campaign ROISimilar to gross profit, only all business expenses are taken into account

$ 90$3 discount x 30 customers = opportunity costs $700total campaign expenses $ 45pro-rated operating expenses $ 60wholesale cost per product x # of products sold $895TRUE cost of campaign-$1500 $50 revenue x 30 customers = revenue from all related sales

$ 605ROI

You can take this even further when you do your case later what could you do?

Lifetime Value of a Customer(LTV)

(5 x 3) *50 = $750 + $9 = $759 average customer comes 5x /yr for 3 yrs, spends $50 ea.

Plus the costs to do a campaign to replace that customer

Handout practice case

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