De B2B buyer van tegenwoordig is niet alleen handig op digitaal gebied, maar stuwt ook de engagement voort. Als B2B Marketeers zijnde, moeten we een omschakeling maken in hoe wij marketing bedrijven. Ontdek hoe succesvolle merken omschakelen van een gesegmenteerd aanpak naar een persoonlijke aanpak. Ontdek hoe zij dit doen met het gebruik van behaviours om relevante, waardevolle relaties te bouwen.

1. Behavioral Marketing :
The end of segmentation
in B2B marketing
John Watton, Silverpop
B2B Marketing Forum, 14th March 2013.
@jwatton , jwatton@silverpop.com #b2bnl

2. #b2bnl

3. Agenda
• The empowered consumer
• Right message, right time, right place
• 4 steps to behavioral marketing automation
• Behavioral Marketing @Work
#b2bnl

4. The empowered consumer
#b2bnl

5. Problem: Noise
The average consumer is exposed to
30,000 marketing messages per day.
#b2bnl

6. of UK smartphone owners
say they’ve never seen a
mobile ad
#b2bnl
Source: Nielsen Mobile Consumer Survey, Feb 2013

7. The average social
post has a half-life of
mins
Source: SEOmoz blog, Feb 2013
#b2bnl

8. 25%
To get
of your tweets retweeted
10,000
You need
followers
#b2bnl
Source: SEOmoz blog, Feb 2013

9. #b2bnl

10. B2B B2C
#b2bnl

11. B2B B2C
#b2bnl

12. Marketing practice
is ten years behind
marketing vision.
#b2bnl

13. The Segmented
Audience Approach
Female
Homeowner
Male
Female College 30-40
Female Male
Homeowner Homeowner Educated
30-40 Female
With kids
Homeowner
College College
Educated Educated Male
With kids With kids 30-40
Male
Female 30-40
Homeowner
Male
30-40
Male Female
30-40 Homeowner
Male
30-40 College
College Educated
Educated With kids College
With kids Educated
Female
Homeowner With kids
#b2bnl

14. Problem:
The Segmented Audience approach is failing
3%
Relevant
97%
Irrelevant
#b2bnl

15. #b2bnl

16. Theoretical Needs
+
Actual Wants
1 #b2bnl

17. Traditional segmentation
1 2 3
By Profile By Preference By Now?
#b2bnl

18. Consumers are more demanding
50% of German consumers say information is too
generic.
Source: Silverpop Survey, Mar 2013
#b2bnl

19. Marketers are not responding
17% of marketers tailor their message to the
individual.
Source: Silverpop Survey, Mar 2013
#b2bnl

20. The sales cycle
is
d.e.a.d.
2 #b2bnl

21. 56% of the buying process
is invisible to the seller.
“The empowered
customer is
now in control of the
business relationship.” #b2bnl
Source: IBM CMO Study 2011

22. 70% of B2B buyers use a search
engine at the start of their
buying process
Source: Mediative Whitepaper, 2011
#b2bnl

23. of C-Level executives prefer to
locate information themselves
53%
Source: Carat UK, Mar 2013
#b2bnl

24. 21% of B2B buyers use social
media at some point in the
buying process
Source: BaseOne Buyersphere 2012
#b2bnl

25. Marketing needs
to change
#b2bnl

26. The biggest win:
by behavior
#b2bnl

27. Shrinking
segments
#b2bnl

28. The goal:
segments of one
#b2bnl

29. Right message.
Right time. Right place.
#b2bnl

30. 4 steps to behavioral
marketing automation
#b2bnl

31. Step 1: Which behaviors to track?
Demographics Email behavior Social behavior Web behavior Off-line behavior
• Company • Opened email • Likes • Pages viewed • Salesteam interaction
• Title • Did not open email • Comments • Links clicked • Event attendance
• Sector • Clicked on link • Shares • Cart abandoned • Check-ins/QR codes
• Customer/Prospect in email • Facebook forms • Products searched • Call centre activity
• Product preferences • Bounced • etc • Forms completed • Catalogue request
• etc • No mailing activity • Files downloaded • etc
• etc • Videos viewed
• etc
#b2bnl

32. Step 2: Unify into one customer view
LOCATION
EMAIL
WEBSITE ECOMMERCE
SOCIAL CRM
BEHAVIORAL
DATABASE #b2bnl

33. Step 3: Automate something!
• 1. Welcome/Onboarding
• 2. Browse Abandonment
• 3. Recommendation
• 4. Product Review Request
• 5. Replenishment/Re-order
• 6. Password renewal/reminder
• 7. Trials
• 8. Cross Sell
• 9. Purchase Anniversary/Renewal
• 10. Re-engagement
#b2bnl

34. Step 4: Personalize channels (e.g. email)
Subject Line Personalization
1 First name personalization
1 Personalized Content
Name and contact info for each customer’s
2 6 personal rep
Dynamic Subject Lines
2 The subject line changes based on the type and
duration of club membership
Individualized Content Lists
3 For any customer who has purchased two or more
items in the last 90 days, list each purchase
with review links
E-commerce-driven Personalization
4 Display totals and other engaging content to drive
follow-on purchases.
7 Website-driven Content
5 Directly track each customer’s web activity and
prompt them to visit new areas of the site.
Send Time Optimization
3 6 The message arrives in each individual’s inbox at
precisely the time that individual is most likely to
1 check email.
Data-driven Dynamic Image
7 Image is selected based on demographic and
4 profile info
8 Score-driven Dynamic Offer
5 8 Discounts/prices vary by social influence #b2bnl
and time
since last purchase

35. Behavioral Marketing @Work
#b2bnl

36. Lead score on demographics & behaviors
Heavy Behavior Low
Interest Interest
Profile 1 2 3 4
Great Fit A 32+/15+ 32+/10-14 32+/6-9 32+/0-5
B 20-31/15+ 20-31/10-14 20-31/6-9 20-31/0-5
C 10-19/15+ 10-19/10-14 10-19/6-9 10-19/0-5
OK fit D 0-9/15+ 0-9/10-14 0-9/6-9 0-9/0-5
#b2bnl

37. Prioritize “sales-ready” leads
Heavy Behavior Low
Interest Interest
Profile 1 2 3 4
Great Fit A 32+/15+ 32+/10-14 32+/6-9 32+/0-5
B 20-31/15+ 20-31/10-14 20-31/6-9 20-31/0-5
C 10-19/15+ 10-19/10-14 10-19/6-9 10-19/0-5
OK fit D 0-9/15+ 0-9/10-14 0-9/6-9 0-9/0-5
#b2bnl

38. Behavior Driven Automation
Campaign Campaign
Program A Program B 260% lift in product Sales
than non automated emails
– Empowering Parents
Only 4% of emails have been
automated thus far yet they
drive 40% of email revenue –
S&S Worldwide
Conversion rates went up
136% with automation -
SmartPak
#b2bnl

39. Dell/Trend Micro
Trend Trend Segment Time
Database
Micro #1 #4
Database POS Segment
Post Purchase Survey Welcome Campaign
Regular Monthly Campaigns
Trend FTP Site Data put on to Default
FTP site daily Customer
Communications
Ad Hoc Campaigns
Mid Term Survey Renewal Reminders
CleverTouch #1 #4
Data Data
manipulated In Trial Segment
Transformation
ready for Welcome Campaign
silverpop
Post Trial #1 #2
Activation Activate - Y
Segment Post Purchase Survey Welcome Campaign
Silverpop FTP Data uploaded
Site to silverpop for
#1
scheduled Activate - N
daily import
Survey #2 Extended Trial Period Campaign
Win Back
Campaign
New contacts
Silverpop added to #8
Database Database
Highlights- over 4-10k pcm enter this programme, all automated (10 times a day) #b2bnl
5 routes & 9 languages and multi-touch= 250+ scheduled communications

40. Tekstream
+200%
+105%
+75%
Revenue Lead conversion rates Pipeline Opps
#b2bnl

41. 1 day 3 days
Try Why you
wizard should
1. Wizard
Overview
1 day 3 days It will
Almost
Done… help
2. Started you
Wizard
1 day 3 days
Wizard Custom
3. Completed Results for you
Wizard
1 day
4. Add to Did you x days
forget ….
Cart
Responding 5. Placed Thank You x days
….
to Website Order
Behaviors #b2bnl

42. SmartPak
Difference After Before
Open Rate +68.3% 27.6% 16.4%
CTR +103.5% 5.9% 2.9%
CTOR +20.9% 21.4% 17.7%
Conversion Rate +135.8% 14.6% 6.2%
Unsubscribe -42.9% 0.08% 0.14%
SPAM Complaint Rate -33.3% 0.04% 0.06%
Bounce -6.0% 0.63% 0.67%
#b2bnl

43. Agenda
• The empowered consumer
• Right message, right time, right place
• 4 steps to behavioral marketing automation
• Behavioral Marketing @Work
#b2bnl

44. Thank you
@jwatton
jwatton@silverpop.com
#b2bnl