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Page 1: Inbound Marketing – social media Strategy - Avnet Netherlands · Inbound Marketing – social media Strategy - Avnet Netherlands ... mail (1 point) ... Inbound Marketing campaigns

1 October 2016

Inbound Marketing – social media Strategy - Avnet Netherlands Veerle van der Linden

Page 2: Inbound Marketing – social media Strategy - Avnet Netherlands · Inbound Marketing – social media Strategy - Avnet Netherlands ... mail (1 point) ... Inbound Marketing campaigns

2 October 2016

About Inbound Marketing

Page 3: Inbound Marketing – social media Strategy - Avnet Netherlands · Inbound Marketing – social media Strategy - Avnet Netherlands ... mail (1 point) ... Inbound Marketing campaigns

3 October 2016

Leadgeneration moves to inbound marketing - why

You find clients Disruptive / interruptive

Hard sell Product based

Audience-limited One way

Clients find you Self-serve (just in time) Content rich and visual

Contextual Solution/pain based

Two way

Outbound Inbound VS

SEO Conversations

Forums Blogs

Documents sharing

Podcast

Comments & ratings

Videos

Infographics

Webinars

Communities

Telemarketing Launch events

Instal base programs

Purchase lists

Cold calling

Face-to-face

events

Email blasts

Inbound marketing generates 32% more leads

then outbound leads and Cost 61% less

on average these leads are 6x more likely to become

customers Source: sirius decisions - 2014

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4 October 2016

Where does the buyer journey begin?

Clients are using multiple online channels to learn about solutions to their business problems

79% starts search

online

33 % asks questions on

social sites

53 % downloads social

content

Source: Sirious Decisions ‘social marketing and sales best practices in B2B channels – april 2014’

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5 October 2016

How and when to influence the buying cycle

Page 6: Inbound Marketing – social media Strategy - Avnet Netherlands · Inbound Marketing – social media Strategy - Avnet Netherlands ... mail (1 point) ... Inbound Marketing campaigns

6 October 2016

Eco-System

Page 7: Inbound Marketing – social media Strategy - Avnet Netherlands · Inbound Marketing – social media Strategy - Avnet Netherlands ... mail (1 point) ... Inbound Marketing campaigns

7 October 2016

Why Avnet and Inbound Marketing – Avnet’s vision and program – the big opportunity for Avnet Marketing

Page 8: Inbound Marketing – social media Strategy - Avnet Netherlands · Inbound Marketing – social media Strategy - Avnet Netherlands ... mail (1 point) ... Inbound Marketing campaigns

8 October 2016

Avnet sells solutions – and that’s what inbound marketing is about!

Page 9: Inbound Marketing – social media Strategy - Avnet Netherlands · Inbound Marketing – social media Strategy - Avnet Netherlands ... mail (1 point) ... Inbound Marketing campaigns

9 October 2016

Six Key Strategies for Accelerated Success

Drive sales and margin growth

by investing in differentiated

solutions

1 GROW

Engage our employees, customers &

suppliers to be the preferred

solutions distributor

3 ENGAGE

Develop a culture of growth that

develops and rewards the new skills needed for our environment

4 TRANSFORM

Diversify the current base and

grow new customer segments

2 EXPAND

Continue to identify and implement initiatives that

improve efficiency and productivity

5 OPTIMIZE

Leverage our global scale and scope to expand key

supplier relationships

6 GLOBALIZE

Page 10: Inbound Marketing – social media Strategy - Avnet Netherlands · Inbound Marketing – social media Strategy - Avnet Netherlands ... mail (1 point) ... Inbound Marketing campaigns

10 October 2016

Aligned with TSA Transformation & Value Prop

Benefits of Transformation

Avnet’s highly experienced teams act as an extension of your business, providing the expertise you need to help you meet your company’s near-term objectives and long-term goals.

•  Gain market intelligence •  Formulate clear strategies •  Access new markets •  Increase demand

Value Proposition

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11 October 2016

Avnet’s programmatic approach

•  One view of a customer. •  Ability to influence and track end-user customer buyer journey •  Successfully identify and track opportunities that will increase SOW and services opportunity •  Influence opportunity in mid-market space and Next Generation technologies

•  We support our suppliers in bringing their solutions to market with demand generation programs.

•  We build content platforms that address business challenges and solutions, following the buyer journey.

•  We have flexible programms for suppliers and business partners to participate. And a short time to market.

•  We scale campaigns, best practices, budget and resources across EMEA. •  We have the programm and tools to collaborate with all parties involved. •  We can measure campaign effectiveness and ROI. •  We have Eloqua and the Lead Portal as vital tools to support us in this

complete process.

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12 October 2016

Our goal Inbound marketing generates 32% more leads

then outbound leads and Cost 61% less

on average these leads are 6x more likely to become

customers Source: sirius decisions - 2014

•  Delivering BANT qualified leads to our business partners.

•  Stronger collaboration with partners, to cross-sell end-user opportunities.

•  Working with our suppliers and business partners to contribute to the buyer journey of the prospect; presenting our supplier solutions and the value of our business partners.

•  Be effective in online marketing by following the inbound marketing best practices and state-of-the-art techniques.

•  Being the best skilled marketing team in EMEA

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13 October 2016

Inbound Marketing - Eloqua – Why is Marketing Automation essential?

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14 October 2016

Eloqua – Marketing automation is essential!

ROI

Drive Sales

Generate Leads

Platform designed to support marketers effectively market to multiple channels online and automate tasks.

•  Creation of inbound leads – capture all the data

•  Create buyer journey - workflows •  Campaign Sharing in EMEA •  Campaign Optimization •  Lead Scoring System •  Lead Nurturing •  Repeat Successful Tactics •  Comprehensive Analytics •  Reporting Dashboards •  Social Media Integration

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15 October 2016

How do Avnet Marketing Managers build Online programs – the essentials

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16 October 2016

The steps to a successful Avnet Inbound Campaign

•  Step 1: target group & buyer persona •  Step 2: buyer journey •  Step 3: content mapping & content creation •  Step 4: implement campaign, marketing automation •  Step 5: lead scoring •  Step 6: go live - traffic & lead plan •  Step 7: analyse & optimise

Page 17: Inbound Marketing – social media Strategy - Avnet Netherlands · Inbound Marketing – social media Strategy - Avnet Netherlands ... mail (1 point) ... Inbound Marketing campaigns

17 October 2016

Step 1: target group & buyer persona Theory: questions to ask yourself

Example: I Feel Secure

Who am I targetting: what job function & seniority does the person have?

Job function: IT manager, security manager Job seniority: C-level, seniors, managers

In what kind of organisation does the person work?

Any organisation that needs to protect their devices, appliances and data.

How big is this organisation?

Enterprises, over 200 work places

What are the persona’s challenges?

- More mobile devices, use of the cloud - More legislation (especially on data breaches) - More advanced threats and sophisticated cyber criminals - Anticipate on all these developments, while managing all other IT tasks

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18 October 2016

Step 2: buyer journey Theory: questions to ask yourself

Example: I Feel Secure

What (online) media does this person use?

The buyer persona uses LinkedIn, Google and Tech platforms to search for relevant information

What types of content does this person read/view?

The buyer persona likes to read about topics that are relevant for him in eBooks and whitepapers

What questions does he have that need to be answered and how does he search for answers? This is the awareness phase

Awareness phase Don’t mention the solution, just give information on the security challenges the persona faces

What are the answers to these questions and how does he solve his challenge? This is the consideration phase

Consideration phase Address how to solve their challenge, but only mention Qradar briefly

Why is your solution better than other solutions? This is the decision phase

Decision phase Give information on Qradar to showcase the actual product, so the reader can decide if its right for their organisation

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19 October 2016

Step 3: Content mapping & Content creation

Theory: questions to ask yourself

Example: I Feel Secure

What content already exists? Usually this is product related content: -  eBook on integrated threat management -  Qradar brochure

In which phase (awareness, consideration, decision) can this content be used?

-  Consideration phase: eBook integrated threat management

-  Decision phase: Qradar brochure

Which phase lacks relevant content? Usually, awareness phase content is absent. We did not have enough relevant awareness phase content available. We created the eBook “5 ways to improve your security”

What questions do we need to answer with this content?

The eBook had to address the main challenges at an approachable level. How can you easily start to improve your security?

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20 October 2016

Step 3: Content mapping & Content creation

Always align your content to the three phases in the buyer journey and the challenges your persona is facing. And make sure that you have at least one downloadable conversion content per phase (form registration)

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21 October 2016

Step 4: Implement Campaign & Marketing Automation

Theory: questions to ask yourself

Example: I Feel Secure

Do we want the website to be built in Eloqua or external?

Do you need the abilty to filter and search for content on the website? Do you have many different pages? Does it need to be scalable for the future? à Choose to have it built in Wordpress. Do you need a simple landing page for a few documents? à Choose to have it built in Eloqua. For I Feel Secure we chose Wordpress. As the website was going to be very large, with multiple downloads and different topics.

What is the flow of the campaign? This flow is created in Eloqua.

Think about the content sequence. After a lead has downloaded the eBook in the first phase, we want him/her to move to the content in the next phase.

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22 October 2016

Step 5: Lead scoring

Every open, click or page visit your lead performs, has a score. You define the scoring method for your campaign and decide when a lead is ready to be handed over to sales.

Your lead requested a download online…

Opened his download mail (1 point) Clicked on the link to open the download (1 point)

Opened his follow up mail (1 point) Clicked on a new content item (2 points)

Pre-defined: 5 points is ready for sales Call the lead

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23 October 2016

Step 6: Go live & traffic plan

After go live you will need a traffic plan to generate leads. What is a traffic plan? An overview of all media (free & purchased) you want to use to drive traffic, based on the online channel preferences of your persona. Why do you need a traffic plan? A website without traffic is never going to give you any results and will never provide conversions/leads. What media could you use?

Paid Unpaid

-  LinkedIn Sponsored Updates -  Google Adwords -  Twitter promoted tweets -  Facebook promoted posts -  Advertising & Bannering -  White paper marketing

-  Emails -  Search Engine Optimisation (SEO) -  Ambassadors on: - Twitter - LinkedIn - Facebook

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24 October 2016

Go to Market Strategy – Social Media

LANDINGSPAGE

Analytics / Conversions CTA’s Telemarketing follow-up

Interesting content

Attractive CTA rewarding

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25 October 2016

Step 7: The leadportal - collaborate, analyse and improve

Inbound Marketing campaigns means that a lot of datastreams are coming together. 1.  We have inbound leads in Eloqua, as a result of conversions 2.  We might have cold call databases that we want to add to the campaign 3.  We might have lists with downloads from external parties like TechTarget 4.  We have our telemarketing agencies that need to pick up the al of the above and need them to

feed back the results to us 5.  We have Marketing Managers, Avnet sales, Suppliers, business partners that might wants to

follow the status of the campaign 6.  We need the BANT leads in the Luca excel forms

Avnet Leadportal

Eloqua inbound leads

Cold call databases

External downloads

telemarketing results

LUCA BANT leads

Emailshots & opens and

clicks

results & analyse report

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26 October 2016

Telemarketing – Inbound Marketing

•  Involve your telemarketing agency in the complete messaging. Use the created website and content to brief the agency

•  The telemarketing agency needs to work in the Lead portal – standard for Avnet – they can pick up the leads there and feed the call reports back into the leadportal.

•  The flow inbound leads will not fill a complete calling day in the beginning. Add cold call list to your campaign.

•  Standards ‘how to brief an agency’

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27 October 2016

Reporting, sharing and documenting

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28 October 2016

The leadportal - Analyse & optimise

Use the lead portal for: •  A status of all your leads and campaigns •  A status of the mailings you sent to your databases •  A status of all the leads followed up or called by

telemarketing •  Export function of this information for claiming

purposes or import in CRM

Continuously monitor the campaign in order to optimise the content, traffic plan and webpage. Visuals can be used in presentations to present and report on your campaign.

Scan your weekly results and check: •  Your most popular pages •  Your most popular downloads •  Where your traffic comes from (sources) •  The stats of your LinkedIn Sponsored

campaign •  The stats of your Google Adwords campaign

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29 October 2016

Marketing Campaign Leads

MQL

SAL

SQL

SAP Lead Process

Marketing Leads – not imported into SAP Inbound and nurture campaign

Marketing Qualified Leads Via telemarketing 20-30% become BANT qualified

Sales Accepted Leads BDM convert 20-30% into SAP Opportunity e.g BANT appointment complete and partner qualified

Sales Qualified Lead 50% close into business won

Lead Status SAP CRM System Status

Avnet have archived MQL older than 365 days old that has not been SAL Dead

Partner has qualified out and indicated a reason Lost

BDM/Partner has rejected the lead to be requalified Rejected

Marketing Qualified Lead (MQL) Lead Status – Open

Sales Accepted Lead (SAL) Lead Status - In Process

Sales Qualified Lead (SQL) Lead Status – WON and has Opportunity ID

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30 October 2016

Results

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31 October 2016

Powered by Avnet – demand generation websites started at the first of May 2015

Security content platform* www.ifeelsecure.eu IBM Spectrum – http://www.storagerevolution.net/ IBM VersaStack – www.virtueofsimplicity.com Netapp: under construction EMC – www.optimizeyourit.com Cisco: www.securedatacenter.nl Cisco: www.becybersecure.nl Cisco: under construction : www.nextgenhyperflex.nl Lenovo - http://www.staysthesame.net/ IBM Analytics - http://www.customer-interaction.com/ IBM Analytics – http://www.faster-analytics.com/ Oracle Cloud - http://www.eenvoudindecloud.com/ Security – www.ifeelsecure.eu HDS: www.dataindecloud.com *cross brands platform

Strategic direction – hubs for the vendors and business partners •  Expand the security platform - 2016 •  Datacenterchallenges platfrom - 2016 •  3rdplatform.nl - 2017 •  Cloud solutions platform - 2017

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32 October 2016

Results – 25% of MQL’s became BANT: 466 leads to our BP’s!

1864 prospects became a MQL lead through online marketing and are converted into our Marketing Automation environment

And 506 MQL leads came directly from LinkedIn campaigns.