Integrated Demand Management - Fox Parrack Singapour

Presented by David Fox,
Fox Parrack Singapour

© Copyright Fox Parrack Singapour 2012. All rights reserved.

About Fox Parrack Singapour

• Tech-focused agency
• This is our 30th year
• Clients: A-Z of tech brands
– Adobe, BT, BlackBerry, Canon, Cisco… Xerox

• Strategically-driven
• Global campaigns


What I’ll talk about…

1. SANITY
2. INTEGRATION
3. CONTENT
4. MEASUREMENT
5. OPTIMISATION


The size of the challenge we face


People


Is there an issue of trust?


UK one of lowest trust levels of Business


Media - UK most cynical globally


So what’s the real impact
on marketing?


“The users are deciding
what the pointshift in controlwill be.
The of their engagement
What application, what device,
what time, what place.”
Tom Curley, CEO of the Associated Press


Response Rates Dropping

Clicks to Opens

DMA Email Benchmark Report 2011
© Copyright Fox Parrack Singapour 2012. All rights reserved. Sign-Up.to 2011 UK Email Marketing Benchmark Report

Latest research

According to new research culled from 1,745
surveyed marketers, even the most effective B2B
marketing tactics - such as website design, SEO and
email marketing - saw up to 50% decline in
overall effectiveness from the previous year.

MarketingSherpa, 2012 B2B Marketing Benchmark Report,


Barriers to lead generation

not ready to buy
touches needed to
gain attention

‘deals’ initially left
behind by sales

leads sales ready
Involved in
purchase decision
Chartered Institute of Marketing, Marketing Sherpa, Sirius Decisions

So what’s our best approach?
The art and science of Lead Nurturing…


Nurturing is influencing people early,
before the buying process begins,
in order to create a preference,
based on your position in their mind
as a ‘useful source’.


Is it email?


The trusty
telephone?


Telephone truths

“

TechTarget: Myths and Realities in European Online Marketing, May 2012


The changing sales pipeline


The changing buyer dynamic
Majority of IT buying cycles are now 6 months or less

79% say
6 months or less

TechTarget: Myths and Realities in European Online Marketing, May 2012


Their #1 requirement

“The shortest possible route to the best possible answer.”


Building an integrated demand management approach


Marketing’s opportunity

Lead Gen is important.
Brand is important.
Its role is to drive pipeline
It delivers long-term ROI but
but the issue is the tactical
the issue is how to measure
nature of its deployment
this value in terms of
and the variable business
pipeline contribution.
results.

Closing the gap between these two positions builds a more
scalable, more effective demand management process.


The integrated demand funnel
1. Search is at the heart
2. Email is the engine
3. Ads give you reach Search marketing Email Marketing

4. Social is the accelerator Display advertising Video Site
Participation/
Channel
5. Content is the fuel
Standard
6. Brand is permission Acquisition
Funnel
Widgets
Acquisitions
through referrals
LinkedIn
Groups

Email newsletter
3rd Party Blogs

LinkedIn Website, 3rd Party
Facebook pages
Groups 3rd Party Twitter
Blog pages
Company
Facebook pages

Social Bookmarking
Company Twitter
pages
Analysts
Influence cycle
Company Blogs
Publishers

MQLs/SQLs

Campaign Flow (The Buyer Journey)

INBOUND LANDING PAGES: CONVERT OFFERS:
Series of matching online banners, Messaging & content dynamically Engaged prospects sent
plus links from PPC & Social Media populated to match inbound email Convert emails with offers
LANDING PAGE LANDING PAGE ACTION 4:
Prospect engages with
Theme Convert Offer offer-based content
specific CONVERT
THANK YOU PAGE EMAIL
ACTION 1:
Prospect clicks Offer
through to Landing
Download links
Page
OUTBOUND

EMAILS
EMAILS
Email/DM

EMAILS
Theme
Theme
Theme
EMAILS ACTION 2:
Prospect requests
PROSPECT TeleQual
Theme download, automatically
sent Thank You email
ENGAGE SCORING:
scoring suspend
from flow
Prospect actions scored to
CYCLE determine TM priorities

Ensure tracking
code on all pages
ATTRACT EMAIL CYCLE CAMPAIGN TOOL
Prospects sent series of
emails with reminders THK YOU Business Experiences
EMAIL
NO ACTION: Prospect ACTION 3: Tool
automatically returned to Prospect clicks through to
Attract Email Cycle
Link to Campaign Tool/microsite
Tool
Thank You EMAIL
Auto-Triggered
EMAIL ROTATION:
4x different themes,
2 (CTA) versions of each NO ACTION: Prospect
Sent 14 days apart automatically returned to
Attract Email Cycle
DIRECT MAIL(optional):
- Printed DM piece available


The decision-making fuel


The Decision Process


Think like a publisher

 Author
 Title
 Cover design
 Synopsis
 Shelf positioning
 Spin-offs
 PROMOTION


Content choices

Infographic
Webinar 3rd Party
Comment
Video

Useful
information Guides

Interactive PowerPoint
PDF/Tool
Case Study


Content creation


Content Mapping
Aligning content with the Buyer Journey

JOURNEY STAGES Learn Scope Select
ISSUE EVALUATION SUPPLIER
RECOGNITION REQUIREMENTS SELECTION

WHAT THEY NEED Objective, up-to-date Demonstration of value Clear “why me” from suppliers
information from experts Objective support, no sales Demonstration of proof of
Information at the right level pitch, to build understanding capability
Tools to help them understand of specific value to them, e.g. Endorsement from 3rd parties
what the right level is (eg vs case study examples Comparative (and fair)
maturity or vertical) Explanation of different information ( yours or3rd party)
Guide/pointers to other quality solutions through to technical Accessibility to the right people
information scope who can take issue to technical
Ability to ask questions solution

COLLATERAL/ CONTENT White papers: ‘why solution’ Case studies Why ‘vendor’ information
from vendor & credible 3rd Q&As Demos and trials
parties Infographics Vendor events
Interactive tools - video
Infographics PowerPoint Product specifications
Webinars - no sales pitch FAQs Call me/Inbound call
Industry Events Solutions
IT Press/Online/PR Self Assessment
Podcasts

© Copyright Fox Parrack Singapour 2012. All rights reserved. pete_jakob@uk.ibm.com

Monitoring performance as a constant


Metrics – FPS 5 Point System

REACH Size of the audience exposed to the campaign

TARGETING Number of correct profiles touched

Number of interactions with marketing assets
ENGAGEMENT
(includes clicks, visits, views & downloads)

SOCIAL Marketing assets the audience shares with their networks

TRANSACTIONS Number of interactions with the „sales‟ process
(demos, inbound contact, TM qualification, RFPs, sales, etc)


Campaign Pipeline Performance

$18.0
$17.0
$16.0
$15.0
+23% av. +37% av.
$14.0 order value
$13.0 order value
$12.0
11% 10%
$11.0 conversion
$10.0 conversion
$9.0
$8.0
$7.0 15%
$6.0 conversion
$5.0
$4.0
$3.0 12% Total Pipeline

$2.0 conversion Inbound Pipeline
$1.0
Outbound Pipeline
$0.0
0 10 20 30 40 50

Weeks


Buyer journey intensity

Profiles Open Rates CTRs Click to Opens

Engaged Respondents
vs.
6x 48x 5x
increase increase increase
Initial Respondents


Scoring sanity

Don‟t undervalue more
junior team in early buying cycle

Don‟t expect to engage CIOs
in early buying cycle

Look for signs of a buying group


“Let the data do the talking”


Learning and constant improvement

1. Constant programme of testing
– AB Testing: subject lines, messaging, imagery, content assets,
order, forms, number of secondary assets (and placement)

2. In-depth analysis of results
– Initial activity (Clickthroughs, form fills)
– Behaviour intensity (further clicks, content engagement and
duration)


Banner Optimisation - Learnings
Original Creative

Click Throughs: 250% increase
Third Test

Added product Added a ‘hero’
image for CTA with benefit
context message


Landing Page:
Optimised Design

Static header banner to
avoid distraction

Clear call-to-action message to
tell visitor what to do on this
page

Short copy promotes the
content of the asset

Dominant position of ‘hero’
content image

Short form

Secondary content assets to
encourage visitors to hit Submit

‘Contact us’ details

Conversions: 850% increase

Summary

1. The audience is firmly in control
(They’re distrusting, picky & pressured; and looking for ‘convenience’)

2. Be “the shortest possible route to the best possible answer”
(Convenience; intensive nurturing flows & content journeys)

3. Think integrated demand nurturing
(Not just with media but with demand creation/Brand as well as DG)

4. Think like a publisher
(Not just ‘great’ content but how it’s presented & promoted)

5. Measure to drive actionable insight
(Hard and soft measures, look for the clues to aid improvement)

6. Think constant optimisation
(Old DM adage: test, test and test again to drive improvement)

7. Think long-term; you‟re building a relationship
(Real returns come after 12 months plus building ‘brand preference’

Thank you
Any questions?

David Fox,
dfox@foxps.com,
http://uk.linkedin.com/in/davidfoxatfps


Integrated Demand Management - Fox Parrack Singapour

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Integrated Demand Management - Fox Parrack Singapour