bma chicago - demand generation in a changing landscape
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www.bmachicago.orgTRANSCRIPT
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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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
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
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3LEAD NURTURING
EFFECTIVE LEAD NURTURING3
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
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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
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WHAT’S NEXT FOR MOLEX?
DEMANDMORE
RESULTSMORE
INTELLIGENCEMORE
QUESTIONS?