effektiv markedsanalyse og kundeinvolvering for b2b markedsføring

© HENRY Corporation 2009, 2010, 2011

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¢ Michael Leander ¢ Carsten Schmidt

¢ Schæffergården, 9. december 2011 �  Villa Helene - lokale: Valdemar

¢ Start 9.15 – slut 16.45


VELKOMMEN TIL POWER UP B2B

¢ Fælles introduktion ¢ Baggrund for seminaret ¢ Vores målsætning ¢ Dine forventninger

¢ Programmets opbygning

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AGENDA

Introduktion ¢  Overblik: 7 ting du skal vide om B2B marketing og det

digitale landskab for IT og teknologi virksomheder Pause

¢  Effektiv markedsanalyse og kundeinvolvering Frokost

¢  7 ting der kan generere flere kvalificerede leads til salg Pause

¢  Social Media Marketing: fra salg til øget kunde-involvering og word of mouth

Pause ¢  5 komponenter, der skaber effektiv email markedsføring

Slut for idag 3

Effektiv markedsanalyse og kundeinvolvering

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MARKETING VÆRDIKÆDE

1.  Research 2.  Segment 3.  Target 4.  Plan 5.  Activate 6.  Control

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MARKETING KOMMUNIKATIONSMIX

¢ Reklame ¢ Salgsfremstød/kampagner ¢ PR ¢ Direkte salg ¢ Direkte marketing og interaktiv marketing

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ANALYSE – KOMMUNIKATIONS PROCESSER

Sociale medier

Survey / temaer

Involvering / dialog Resultat

Kommunikation

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Analyse Resultat Kommunikation

A B


SOCIALE MEDIER TIL DATAINDSAMLING

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www.marketingsavant.com888.989.7771The MarketingSavant Group

Balance Risk & Reward


RESEARCH

¢ Undersøgelses formål �  Svar på de vigtige spørgsmål �  Emner og tankelederskab

¢ Hvorfor? �  Hvad skal undersøgelsens resultat bruges til?

¢  Afgræns og vær opmærksom på forskelle i undersøgelsesmetode mellem interne og eksterne formål

¢ Respondenters profil �  Beslutningstagere, influenter eller begge �  Tekniske eller kommercielle

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INVOLVERING OG DIALOG

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Afgræns målgruppe - relevans Dataindsamling – telefon, web, bus, email, m.v. Survey skal være dialogskabende Spørgsmål – svar – spørgsmål à  Indhold (content marketing basis)

Artikler Statements Tweets Taler Kommentarer Henvisninger Likes


ANALYSE-RESULTAT

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Giv giv giv giv giv giv …..få Dialog Respondentanalyse og leadkvalificering

Hotte emner Potentielle emner Influenter Meningsdannere Ambasadører

white paper can be used as the basis for a variety ofother marketing and sales tools. Here are some examples:

• Create a slide deck that presents the most importantdata from your white paper in a simple and compellinggraphical format; the slides can be animated and usedwith a voice-over.

• Once completed, the slide deck can be posted toyour Web site and presented during Webcasts andface-to-face marketing events.

• Rework the the white paper for your salespeople todistribute as a conversation starter.

• Turn the executive summary into an advertorial formagazine publication.

• Interview the white paper’s author and sources on camera to create a short video series.

By taking advantage of your white paper content in thisway you can extend your original investment in time andmoney, and maximize your ROI.

Property of UBM TechWeb; All Rights Reserved January 2011 | 5

Volume 1 :: Great Tech White Papers::Best Practices SeriesB P i S iB

TECH MARKETING

UBM TechWeb’s marketing services team can help you develop, research, write and distribute white papers targeted to business technology buyers. To learn more, contact Elliot Kass at [email protected].

Your White Paper Checklist

Chose a topic that’s aligned with your marketing campaign

Define the value proposition for your reader

Create an outline

Chose your sources

Identify relevant research material

Select (and hire) a writer and/or expert advisor for your white paper

Review the copy for its utility for the reader

Include a technical review of the content, if needed

Work with a designer who can lay out the whitepaper in a pleasing, user-friendly format

Identify key takeaways to call out and emphasize

Create a checklist to help your readers take thenext step

Plan your distribution strategy

ConclusionWhite papers are tried and true communication vehicles and essential educational tools for professional technologybuyers. They help drive sales, establish new market categories and build brand credibility. Follow these five secrets,and you’ll create an engaging and valuable document that your prospects will download and share with their decision-making team.


KOMMUNIKATION

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B2B MARKETING VHA SOCIALE MEDIER - HUSKELISTE

¢ Tænk dialog-marketing (giv) ¢ Afgræns (budskaber, problemformulering) ¢ Fokuser (målgrupper, temaer) ¢ Opstil målsætninger for

�  Antal leads �  Hvordan involveres din organisation �  Tidsafgrænsning for kampagne �  Temaer– hvilke/hvor mange �  Budskaber – hvad formidle/diskutere �  Antal leads/besøgende m.v. (kvantificer) �  Dialog omfang

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B2B SOCIALE MEDIER - CASE

Tema: eclinicals Målgruppe: Forventede og reelle Tema: Software til procesforbedring ved test af ny medicin


CASE MEDIEVALG: TWITTER & LINKEDIN

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Twitter Blog LinkedIn


CASE MEDIEVALG: MICROSITE/BLOG & WHITE PAPER

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KATIE GOVEMANAGING DIRECTOR, TRELLISSEPTEMBER 5, 2011

WHITE PAPER

eClinical:

IT expectations and experiences indicate more opportunities ahead

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Regardless of the size or source of budget, successful IT implementations start with

As illustrated in Figure 2, patient recruitment and retention were the most significant

clearly pointed to their overwhelming focus. For IT advisors on the other hand,

lighting the need for better real time access to data validation, so that errors could

Misaligned targets highlight gaps

interaction, leaving very little time or energy to dedicate for investment in better

cause they do not seem to have the time or energy to explore their options, the gaps between what is possible and what is actually achieved is growing wider.

IT strongly targets its focus on patients

Data management and analytics expertise need improvement

Patient recruitment and retention were the most significant targets, especially for

managers, which clearly pointed to their overwhelming focus.

Better information systems mean higher productivity, provided that the systems are used properly and were designed to support the desired workflows. We probed for proficiency and asked sponsors and their IT advisors to rate their teams’ abilities.

la bo ration across organisations was rated highest. This is perhaps to be expected; teams are compelled to work with a variety of external partners, and using technology has immediate personal benefits.

When thinking about data management, sponsors were more optimistic than their IT advisors. This probably stems from the generally lower expectations that study sponsors have of IT, while IT professionals are more aware of IT possibilities and see lost opportunities arising from poor data utilisation.

A corresponding picture emerges for analytics, where proficiency scores are again lower, and, once more, sponsors are more optimistic than their IT advisors. This points to the need for study sponsors to keep pace with IT’s range of possibilities, and how much more their research can benefit from expanded utilisation.

Q: Thinking specifically about your current or most recent trial, what targets did you have for

Source: eClinical, Henry Corps, October 2011. N=45. Top 5 mentioned.

Figure 2: Targets for introducing new IT in clinical trials

0% 10% 20% 30% 40% 50%

Patient recruitment

Patient retention

QA and compliance

Reducing costs

Increasing trial speed

Q: Thinking about your team and your IT investment targets, how would you rate the average

Source: eClinical, Henry Corps, October 2011. N=45. On a scale of 1 to 10, where 10 denotes highest possible proficiency

Figure 3: Perceived IT proficiency of clinical trials execution team

0 2 4 6 8 10

Collaboration across organisations

Data management

Analytics

IT Advisors


MÅLING

¢  Indhold – leverancer – resultater �  F.eks.

¢  Konkrete leads (suspects & prospects) ¢  Temaer og budskaber ¢  Artikler og kommentarer ¢  Microsite: X besøgende ¢  Twitter followers: X ¢  Linked-In: X gruppemedlemmer

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(Alle respondenter) Vores IT systemer skal først og fremmest...

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Optimeres på omkostningseffektive standardplatforme

Understøtte effektivisering og automatisering af arbejdsgange

Være en væsentlig konkurrenceparameter for vores forretning

Være en afgørende faktor for kundetilfredshed

Være middel til at leve op til regulative krav

Være integreret i alle dele af vores forretning


OPGAVE

¢ Skitser en leadgenererende aktivitet med hel eller delvis inddragelse af sociale medier.

¢ Forudsætninger �  Jeres produkt er en high-end unified communications

løsning – enten hw, sw eller services �  I er en kendt virksomhed, men er ikke kendt for u/c

¢ Beskriv tilgang til opgaven, forventede udfordringer og planlagt resultat

¢ Tid: 15 min ¢ Aflevering: 2 personer af 5 min

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effektiv markedsanalyse og kundeinvolvering for b2b markedsføring

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