webinar slides: get noticed with targeted marketing campaigns

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Get No’ced with Targeted Marke’ng Campaigns September 10, 2013 [email protected] [email protected]

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TechValidate CEO Brad O’Neill and Drobo VP Marketing Jim Sherhart discuss strategies and best practices behind building effective, targeted campaigns to drive prospect engagement: - Practical tips for segmenting your prospect database by solution, vertical, and buyer persona. - Scalable practices for creating content that is relevant to your audience. - How to maximize and measure your investment in marketing automation platforms for demand generation.

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Page 1: Webinar Slides: Get Noticed With Targeted Marketing Campaigns

Get  No'ced  with  Targeted  Marke'ng  Campaigns  

 September  10,  2013  

[email protected]  [email protected]    

   

Page 2: Webinar Slides: Get Noticed With Targeted Marketing Campaigns

Who’s  Speaking?  •  Brad  O’Neill  – CEO,  TechValidate.  Veteran  of  many  startups.  – Nearly  20  years  in  technology  and  markeJng.  – Random  Facts:  write  plays,  love  dogs…  and  cheese.  

•  Jim  Sherhart  – VP  of  MarkeJng  at  Drobo  – Senior  management  roles  covering  MarkeJng,  Sales  and  Demand  Gen.  

– Random  Facts:    Hockey,  Kalamazoo,  2  great  kids  

 

Page 3: Webinar Slides: Get Noticed With Targeted Marketing Campaigns

Our  Goals  for  this  Call  

•  First:  Avoid  wasJng  your  Jme!  •  Introduce  key  concepts  around  targeJng  •  See  examples  of  targeted  campaigns  •  IdenJfy  pi\alls  and  best  pracJces  •  Leave  you  with  concrete  ideas  for  your  team  

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TargeJng  in  AcJon:  Is  this  you?  

•  You’re  a  hands-­‐on  B2B  markeJng  professional  •  Probably  in  tech,  possibly  business  services  •  MarkeJng  AutomaJon  user  (or  soon  will  be)  •  Deal  with  demand  gen,  lead  nurture  •  Familiar  with  content  markeJng  pains  

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The  Drobo  Context  

•  Over  200,000  customers  

•  Evenly  split  between  personal  and  business  users  •  Business  users  cover  all  verJcals  and  applicaJons  •  High  Cost  Per  Lead  (CPL)  through  tradiJonal  avenues  •  Small  markeJng  team  with  limited  budget  

Ø  How  to  leverage  limited  resources  to  dramaJcally  increase  awareness  of  business-­‐class  products?  

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The  TechValidate  Context  

•  Content  CreaJon  Sobware  Pla\orm  for  B2B  •  Work  with  hundreds  of  global  B2B  corporaJons  •  Helped  deliver  thousands  of  targeted  messages  •  Experienced  with  our  own  targeted  campaigns  

                                               (That’s  how  we  got  you  here  today,  shhhh.)  

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Poor  Targe'ng:  The  “Sneaky  Killer”    Clues  You  Suffer  From  Poor  TargeJng:    1.  Recent  drop  in  overall  prospect  engagement  2.  Loss  of  microsite  traffic  and  conversions  3.  Email  campaigns  with  odd  results  4.  Decline  in  qualified  leads  in  early  funnel  stages  (“Bad  Fit”  Creep)  5.  Complaints  from  salespeople  about  content  

 

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Key  New  Concept:  Refinements  

 Refinements  are  explicit,  applied  criteria  that  

dis3ll  your  prospect  popula3on  so  that  a  targeted  message  is  measurably  relevant.  

NOTE:  Refinements  based  on  your  old  standard  criteria  might  not  be  sufficient  for  your  future  

campaigns!  

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 Standard  vs.  Custom    Message  TargeJng  

 STANDARD  Refinements:  -­‐Refine  DB  by  industry,  geography,  size,  role  -­‐Refine  DB  by  product  or  soluJon                -­‐VS-­‐  

CUSTOM  Refinements:  -­‐Refine  DB  by  other  relevant  products  deployed  -­‐Refine  DB  by  problems  they  have  stated/known  -­‐Refine  DB  by  known  compeJJve  dynamics  -­‐Refine  DB  by  acJviJes  (e.g.  events,  funnel,  referrals)    

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Custom  Refinements:  Fast-­‐Track  to  the  Goldilocks  Zone  

PRO:  If  you  can  refine  your  prospect  pool  based  on  a  common  highly  differenJated  criterion,  big  pay-­‐off    CON:  •  It  takes  Jme  to  get  that  informaJon  •  May  require  an  investment  in  tools  or  services  

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Targeted  Delivery:  A  Challenge  

•  Complexity  of  campaign  structures  are  crazy  •  Costs  for  running  targeted  campaigns  is  high  – Design  – Site  development  – Management  

•  MarkeJng  AutomaJon:  blessing  and  curse  •  CRM  access  can  be  a  challenge  

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Targeted  Content:  A  Challenge  

•  Time-­‐consuming    •  Expensive  •  Customers/Partners  are  reJcent  to  help  •  Does  not  scale  easily  

Thus,  most  companies  fail  to  target  adequately  

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Successful  TargeJng:  What  we  see  in  the  field  

1.  Invest  in  scalable  content  tools  and  plans  2.  Build  adequate  management  dashboards  3.  Apply  your  refinements  though\ully  4.  Test  with  controlled  A/B  offers  5.  Measure  and  assess  6.  Repeat  and  improve  

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Costs  of  Targeted  Marke'ng  at  Scale:  Doesn’t  have  to  break  the  bank!  

•  MarkeJng  AutomaJon/CRM  management  •  Microsite  Development  •  Web/Campaign  Design  •  Internal  Content  Development  •  Third  Party  Content  and  Data  Services  •  Customized  Content  CreaJon  Tools/Sobware  

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Drobo  Targeted  Example  #1  •  Challenge:  IdenJfy  target  customers  and  markets  for  a  small  

form  factor  (portable)  Drobo  –  Will  product  resonate  beyond  niche  travelers?  –  What  are  the  primary  purchase  drivers?  

•  SoluJon:  Survey  of  owners  and  prospects  –  Small  form  factor  increased  apracJveness  across  the  board  –  Primary  driver  was  purchase  of  new  Thunderbolt  computer  –  Primary  uses  were  backup  and  media  storage  

Ø  These  key  learnings  helped  to  drive  the  most  successful  product  launch  in  company  history  

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Drobo  Targeted  Example  #2  •  Challenge:  quickly  idenJfy  top  purchase  drivers  from  thousands  of  customers  –  QuanJfy  those  drivers  as  markeJng  assets  

•  SoluJon:  TechValidate  survey  –  Created  over  50  assets  within  2  weeks  –  ResulJng  ads  generated  5x  average  click  rates    

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Targeted  Campaign  Sample  

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Drobo  Insights  and  Tips  •  Get  automated  for  scale  

–  Scoring,  nurturing,  analyzing,  targeJng,  converJng  

•  Capture  your  anonymous  web  traffic  

•  Nurture  prospects  in  or  out  quickly  –  Don’t  waste  Jme  and  energy  on  inacJve  prospects  

•  ConJnually  refine  your  customer  “buckets”  –  Behavior-­‐based  progressive  profiling  

•  Smaller  targeted  campaigns  –  Quality  vs.  quanJty  

•  Make  it  personal  –  ConnecJng  with  customers  is  hugely  powerful  

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TechValidate  Client  Examples  

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Splicing  Specific  Audiences  on  a  Website  

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LexisNexis  Microsite  for  Government  Prospects  

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White  Paper:  Large  Financial  Services  

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Targe'ng  PiFalls  We  OIen  See  •  Overly  staJc  prospect  refinements  

•  Changing  products,  geo,  value  props,  etc.  

•  Under-­‐esJmaJng  content  requirements  •  Inadequate  measurement  of  campaigns  •  Poor  DB  hygiene  (all  the  way  back  to  CRM)  •  UnrealisJc  content  calendar  •  “Drive-­‐by”  campaigns,  inconsistent  follow-­‐up  

 

Page 26: Webinar Slides: Get Noticed With Targeted Marketing Campaigns

Drobo  Insights  and  Tips  •  Get  automated  for  scale  

–  Scoring,  nurturing,  analyzing,  targeJng,  converJng  

•  Capture  anonymous  web  traffic  

•  Nurture  prospects  in  or  out  –  Don’t  waste  Jme  and  energy  on  inacJve  prospects  

•  ConJnually  refine  your  customer  “buckets”  –  Behavior-­‐based  progressive  profiling  

•  Smaller  targeted  campaigns  –  Quality  vs.  quanJty  

•  Make  it  personal  –  ConnecJng  with  customers  is  hugely  powerful  

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TechValidate  Hard-­‐Won  Tips  

•  Make  execs  aware  of  the  incremental  costs  of  running  more  targeted  projects.  

•  Measure  like  crazy  to  defend  your  ROI  gains  •  CulJvate  your  customers.  90%  like  you  but  are  not  being  used  as  a  targeted  content  resource.  

•  Targeted  campaigns  take  2-­‐3x  longer  than  you  think,  even  if  you  plan  carefully.  Calendars!  

 

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Best  PracJce:  Targeted  Content  Calendaring  

•  On  a  quarter-­‐by-­‐quarter  basis  •  IdenJfy  themes  and  value  props  •  Work  backwards  to  ID  content  requirements  •  Aggressively  manage  content  creaJon  owners  •  Reach  out  to  us  if  you  want  to  discuss:          Lauren  Locke-­‐Paddon  

             ([email protected])  

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Thanks!  Ques'ons?    

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