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How to Build Data-Driven B2B Growth Strategies

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We’ll unveil three H2H (human to human) marketing best practices you can use in 2017, with examples of H2H marketing successes, and most importantly how to measure that success.

You'll learn:
-The Power of H2H and its role in today’s marketing
-H2H and Influence
-H2H and Loyalty
-Intersection of loyalty, influence, and growth marketing
-Best practices

Publicado en: Marketing
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How to Build Data-Driven B2B Growth Strategies

  1. 1. Kissmetrics Webinar Series HOW TO BUILD DATA-DRIVEN B2B MARKETING GROWTH STRATEGIES The webinar starts at 10am Pacific Time Slides and Recording will be sent out within 24 hours of the webinar Q&A after the presentation, but feel free to enter questions as they come up 10min Demo of Kissmetrics Analytics after the Q&A
  2. 2. HOW TO BUILD DATA-DRIVEN B2B MARKETING GROWTH STRATEGIES Joseph Cole & Barry Kirk
  3. 3. @Kissmetrics #KissWebinar @allisoncarpio
  4. 4. Joseph is the PR / AR and growth king at Tap. Before joining forces with TapInfluence, he was Head of Marketing for Results.com. When he’s not marketing he’s saving Elephants and Rhinos in Africa. JOSEPH COLE Vice President Marketing,TapInfluence @joefcole Barry is a loyalty marketing guru and evangelist for the notion that “Consumers are human beings first.” When he’s not consulting on loyalty programs, he’s working toward his goal of visiting every tiki bar in North America. BARRY KIRK Vice President Loyalty Marketing, Maritz @barrykirk
  5. 5. @TapInfluence | @Maritz_MHI #KissWebinar @joefcole | @barrykirk
  6. 6. 1 The Power of H2H and its role today’s marketing 2 H2H and Influence 3 H2H and Loyalty TABLE OF CONTENTS. 4 Intersection of loyalty, influence, and growth marketing 5 Best practices
  7. 7. H2H, Human to Human THE POWER OF H2H IN TODAY’S MARKETING
  8. 8. BRIAN KRAMER Business don’t have emotion, humans, do; and humans are what power business. “
  9. 9. THE CHALLENGE? UNDERSTANDING THE WHO.
  10. 10. THE CHALLENGE? UNDERSTANDING THE WHO.
  11. 11. H2H & INFLUENCETHE POWER OF H2H IN TODAY’S MARKETING
  12. 12. HOWARD LUCK GOSSAGE Nobody reads ads. People read what interests them. Sometimes it’s an ad. “
  13. 13. LOYALTY NEEDS A MODEL FOR H2H.
  14. 14. WHAT’S HAPPENING? 92% of people trust recommendations from other people over brand’s direct promo content 57% 70% seek out recommendations before making a purchase decision of Millennials and Gen Z say they trust people they follow online, while only 40% say they trust celebrities Sources: Nielsen
  15. 15. ADBLOCKING STOLE YOUR CONSUMERS & FACEBOOK YOUR MONEY! Sources: Adobe
  16. 16. DEMYSTIFYING INFLUENCE.
  17. 17. DEMYSTIFYING INFLUENCE. Celebrity Endorsement Influencer Content
  18. 18. THE NEW MARKETING ECONOMY? INFLUENCE.
  19. 19. INFLUENCERS ENABLE CONSUMER-FIRST MARKETING.
  20. 20. STEP 1: INFLUENCER IDENTIFICATION. Identify Top Content & Test with Seed Influencers Analyze Performance & Select Winning Content
  21. 21. STEP 2: CONTENT OPTIMIZATION. Test Winning Content with Influencer Groups to Optimize Audiences Push Winning Content To Winning Influencers & Watch It Catch Fire
  22. 22. H2H & LOYALTYTHE POWER OF H2H IN TODAY’S MARKETING
  23. 23. WHY LOYALTY? Reasons for launching a loyalty strategy: • Identify Customers • Retain Best Customers • Grow High-Potential Customers How Loyalty Is Measured: • Incremental growth in sales • Reduction in customer churn Ultimate Loyalty Metric: • Lifetime Value (LTV)
  24. 24. LOYALTY MARKETING CHALLENGES. Colloquy Loyalty Census Data
  25. 25. THE LOYALTY ENGAGEMENT CLIFF. Initial Awareness & Enrollment Disengagement Time Participation Participation, but with lagging engagement levels
  26. 26. WHEN DISENGAGEMENT OCCURS. Maritz 2016 Consumer Loyalty Study
  27. 27. Maritz 2016 Consumer Loyalty Study WHEN DISENGAGEMENT OCCURS.
  28. 28. Bill Hannifin, LoyaltyTruth.com Today’s still dominant loyalty model was designed by Boomers, for Boomers. “
  29. 29. THE BIG INTERSECTIONLOYALTY, INFLUENCE, & GROWTH MARKETING
  30. 30. MARITZ 4-DIMENSIONAL LOYALTY FRAMEWORK. Cult Loyalty enables brands to move beyond just the incentive, connecting loyal consumers to each other on the basis of shared values and shared identity. Influence can drive Cult Loyalty.
  31. 31. 4-D LOYALTY FRAMEWORK. Cult Loyalty is the next major opportunity in customer loyalty, but it requires an H2H approach that few brands are using today. Maritz 2016 Consumer Loyalty Study
  32. 32. PROVING INFLUENCE DRIVES REVENUE. TapInfluence partnered with fortune 500 food brand, Nielsen Catalina Solutions and 258 influencers to complete the first ever Influencer Marketing Sales Effects Study.
  33. 33. PROVING INFLUENCE DRIVES REVENUE.
  34. 34. INCREMENTAL SALES.
  35. 35. ROI. WHEN DONE RIGHT. Sales Lift Display ads: $16 per 1,000 impressions Influencer Marketing: $285 per 1,000 page views Evergreen ROI Additional 2x views were generated after campaign concluded Effective CPM is halved every 3 months
  36. 36. BEST PRACTICESLOYALTY, INFLUENCE, & GROWTH MARKETING
  37. 37. WHO IS WORTH INFLUENCING? Loyalty is a selective marketing strategy. Most successful programs focus on Influencing only 25-35% of their best and High-potential customers.
  38. 38. WHEN DO YOU INFLUENCE THEM? Loyalty is about relationship, so it is measured longitudinally. Influence is likely to have more impact once the client has entered the Exploring stage. .
  39. 39. ADWEEK, Welcome to the wild west of Influencer Marketing. Choosing the correct influencer is key. Knowing how engaged and interested the influencer’s community will be in a brand is critical. Having a huge number of followers means a potentially less targeted campaign, which is why many brands are choosing to work with a higher number of influencers with a lower but more engaged and appropriate audience. “
  40. 40. 1. You already know how to do this. 2. 3. The influencer is not the audience. Start with a clear definition of your ideal customer. BEST PRACTICE 1: AUDIENCE ANALYSIS SEGMENTATION.
  41. 41. BEST PRACTICE 1: START WITH THE WHO. Hopes / desires? Stresses? Media? Free time?
  42. 42. BEST PRACTICE 2: MEASURING THE JOURNEY. AWARENESS CONSIDERATION PREFERENCE LOYALTY likes CPE sharing lift in spend views views comments retention clicks downloads sentiment lifetime value (LTV) conversion resonance advocacy
  43. 43. BEST PRACTICE 3: THE GROWTH HACK? KRISTY SHARMAN
  44. 44. THE GROWTH HACK RECAP. 1.End user goals? 2.Do your influencers reach your intended audience? E.g. blog, social 3.Are your influencers contributing to content creation? 4.Define rules of engagement: e.g. creative workflow / approval, FTC + legal 5.How are measuring KPIs? Are you using a platform? 6.How are you supporting the promotion? How do you keep in the Loyalty loop? 7.Value equation? audience brand influencer
  45. 45. BARRY KIRK VP Loyalty Marketing, Maritz @barrykirk barry.kirk@maritz.com JOSEPH COLE VP Marketing, TapInfluence @joefcole joseph.cole@tapinfluence.com Questions?

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