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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
HOW TO BUILD DATA-DRIVEN B2B
MARKETING GROWTH STRATEGIES
Joseph Cole & Barry Kirk
@Kissmetrics
#KissWebinar
@allisoncarpio
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
@TapInfluence | @Maritz_MHI
#KissWebinar
@joefcole | @barrykirk
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
H2H, Human to Human
THE POWER OF H2H IN TODAY’S MARKETING
BRIAN KRAMER
Business don’t have emotion,
humans, do; and humans are what
power business.
“
THE CHALLENGE? UNDERSTANDING THE WHO.
THE CHALLENGE? UNDERSTANDING THE WHO.
H2H & INFLUENCETHE POWER OF H2H IN TODAY’S MARKETING
HOWARD LUCK GOSSAGE
Nobody reads ads. People read
what interests them. Sometimes
it’s an ad.
“
LOYALTY NEEDS A MODEL FOR H2H.
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
ADBLOCKING STOLE YOUR CONSUMERS & FACEBOOK YOUR MONEY!
Sources:	Adobe
DEMYSTIFYING INFLUENCE.
DEMYSTIFYING INFLUENCE.
Celebrity Endorsement Influencer Content
THE NEW MARKETING ECONOMY? INFLUENCE.
INFLUENCERS ENABLE CONSUMER-FIRST MARKETING.
STEP 1: INFLUENCER IDENTIFICATION.
Identify Top Content
& Test with Seed
Influencers
Analyze
Performance &
Select Winning
Content
STEP 2: CONTENT OPTIMIZATION.
Test Winning
Content with
Influencer Groups to
Optimize Audiences
Push Winning
Content To Winning
Influencers & Watch
It Catch Fire
H2H & LOYALTYTHE POWER OF H2H IN TODAY’S MARKETING
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)
LOYALTY MARKETING CHALLENGES.
Colloquy Loyalty Census Data
THE LOYALTY ENGAGEMENT CLIFF.
Initial Awareness
& Enrollment
Disengagement
Time
Participation
Participation,
but with lagging
engagement levels
WHEN DISENGAGEMENT OCCURS.
Maritz 2016 Consumer Loyalty Study
Maritz 2016 Consumer Loyalty Study
WHEN DISENGAGEMENT OCCURS.
Bill Hannifin, LoyaltyTruth.com
Today’s still dominant
loyalty model was
designed by Boomers,
for Boomers.
“
THE BIG
INTERSECTIONLOYALTY, INFLUENCE, & GROWTH MARKETING
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.
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
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.
PROVING INFLUENCE DRIVES REVENUE.
INCREMENTAL SALES.
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
BEST PRACTICESLOYALTY, INFLUENCE, & GROWTH MARKETING
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.
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.
.
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.
“
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.
BEST PRACTICE 1: START WITH THE WHO.
Hopes /
desires?
Stresses? Media? Free time?
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
BEST PRACTICE 3: THE GROWTH HACK?
KRISTY SHARMAN
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
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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How to Build Data-Driven B2B Growth Strategies

  • 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. HOW TO BUILD DATA-DRIVEN B2B MARKETING GROWTH STRATEGIES Joseph Cole & Barry Kirk
  • 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
  • 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. H2H, Human to Human THE POWER OF H2H IN TODAY’S MARKETING
  • 8. BRIAN KRAMER Business don’t have emotion, humans, do; and humans are what power business. “
  • 11. H2H & INFLUENCETHE POWER OF H2H IN TODAY’S MARKETING
  • 12. HOWARD LUCK GOSSAGE Nobody reads ads. People read what interests them. Sometimes it’s an ad. “
  • 13. LOYALTY NEEDS A MODEL FOR H2H.
  • 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. ADBLOCKING STOLE YOUR CONSUMERS & FACEBOOK YOUR MONEY! Sources: Adobe
  • 18. THE NEW MARKETING ECONOMY? INFLUENCE.
  • 20. STEP 1: INFLUENCER IDENTIFICATION. Identify Top Content & Test with Seed Influencers Analyze Performance & Select Winning Content
  • 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. H2H & LOYALTYTHE POWER OF H2H IN TODAY’S MARKETING
  • 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)
  • 25. THE LOYALTY ENGAGEMENT CLIFF. Initial Awareness & Enrollment Disengagement Time Participation Participation, but with lagging engagement levels
  • 26. WHEN DISENGAGEMENT OCCURS. Maritz 2016 Consumer Loyalty Study
  • 27. Maritz 2016 Consumer Loyalty Study WHEN DISENGAGEMENT OCCURS.
  • 28. Bill Hannifin, LoyaltyTruth.com Today’s still dominant loyalty model was designed by Boomers, for Boomers. “
  • 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. 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. 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.
  • 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. BEST PRACTICESLOYALTY, INFLUENCE, & GROWTH MARKETING
  • 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. 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. 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. 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. BEST PRACTICE 1: START WITH THE WHO. Hopes / desires? Stresses? Media? Free time?
  • 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. BEST PRACTICE 3: THE GROWTH HACK? KRISTY SHARMAN
  • 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. BARRY KIRK VP Loyalty Marketing, Maritz @barrykirk barry.kirk@maritz.com JOSEPH COLE VP Marketing, TapInfluence @joefcole joseph.cole@tapinfluence.com Questions?