© 2016 Merkle. All Rights Reserved. Confidential
Marketing 2.U: Building Your Database
Creating an employee-based solution to driving prospects
© 2016 Merkle. All Rights Reserved. Confidential© 2014 Merkle. All Rights Reserved. Confidential
© 2016 Merkle. All Rights Reserved. Confidential
© 2016 Merkle. All Rights Reserved. Confidential© 2015 Merkle. All Rights Reserved. Confidential
MARKETING
2.UEstablishing your profile
Generating leads
Creating an informed database
Building relationships
© 2016 Merkle. All Rights Reserved. Confidential5
The Merkle brand is best expressed though our thought leadership. The best way to deliver that is through someone
from Merkle. The second best delivery is through our social presence.
The best way to develop a meaningful database is through known and qualified leads (MQLs/SQLs) to help drive recognition, engagement and share of voice – at the
lowest possible cost.
© 2016 Merkle. All Rights Reserved. Confidential
BECOME THE CHALLENGER
BE A THOUGHT LEADER
BE PRESENT
BUILD YOUR PIPELINE
Speaking/Panel assignmentsPR: Wins and acquisitions
Key profile building (comments and bylines)
Focussed PR/ContentCase studies
RoadshowsCampaignsAwardsWebinarsDatabase development
AwardsEvent sponsorshipOpen HouseConference attendanceIntermediary updatesCampaigns
PR: BylinesAdvertorial
White papersOwned events
Speaking engagementsBlogs
Drive tactics based on your strategic priorities
© 2016 Merkle. All Rights Reserved. Confidential7
MEASURABLE REPEATABLE SCALABLE INTENTIONAL
© 2016 Merkle. All Rights Reserved. Confidential
The power of social media
92%start theirof B2B buyers
search onlineSalesforce
100%business prospectsof all new check yoursocial presence
@gallate
78%using socialof businesses
outgrew peersSalesforce
Socialis our fastestgrowing
Factlead source
LargestPlatform Marketer
Fact
3000+lead source for
70% of a complex
before talking with
SiriusDecisions
buying processis complete
a salesperson
100%decision-makersof business use social media
Forrester
100%
15%of Merkle’straffic from social
Fact
© 2016 Merkle. All Rights Reserved. Confidential
Recent Merkle successes in social
9
Nov. 10-12 Feb. 8-9 March 2-3
The company rallied behind the Forrester Wave announcement, driving 725 site visits between the report landing page and press release
Overall: Social drove 17% of site traffic in this span
The Digital Bowl report is released, with social driving 352 visits to download page, including 75 form submissions*
Overall: Social drove 9.5% of site traffic in this span
Comet acquisition is announced, with social driving 123 site visits. However, 7 different blog posts** drove 448 site visits over same span.
Overall: Social drove 11.9% of site traffic in this span
© 2016 Merkle. All Rights Reserved. Confidential
Making it easy
Daily emails on Merkle’s new featured articles, blog posts, and press releases
Content keeps employee up to date with Merkle’s thought leadership
Messaging suggestions that can be customized by employees
© 2016 Merkle. All Rights Reserved. Confidential
Merkle2.U – the impact of social on site traffic
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© 2016 Merkle. All Rights Reserved. Confidential12
What does it all mean in the end?
© 2016 Merkle. All Rights Reserved. Confidential
Lead Progression Global Digital Manager, Marketing Communications
2012 2014 2015
Lead CreatedDownloaded thought leadership 10/22
2013
EM Engagement
Responder Nurtured Nurtured Nurtured
EM Engagement Webpage visit
5 tips for boosting responsive design
Form Submission2014 Imperatives
Attended WebinarInnovation 2014
EM EngagementDMR: 1/24
Converted prospect with opportunity 5/13
EM EngagementTech Webinar: 2/11
EM EngagementTech Webinar: 2/18
EM EngagementTech Webinar: 2/23
EM EngagementStrategist3/25
EM EngagementDMR: 4/21
Website25 page views 4/22
EM Engagement
EM Engagement
EM Engagement
EM Engagement
EM EngagementPHM Campaign4/28
Website17 page views 4/27
Form SubmissionPlatform Marketer 5/1
EM EngagementPHM Campaign5/1
EM EngagementBus. Of Privacy5/4
Social EngagementPHM Twitter URL 5/4
Form SubmissionPHM on-demandSeries 5/4
EM EngagementBus. Of Privacy5/4
Form SubmissionContact Us From
Website visit4 pages 5/8
Website Page views
Form Submission
Email Engagement
Social Engagement
Converted with Opp.Digital AORResponding to RFP
© 2016 Merkle. All Rights Reserved. Confidential
Nurture Nurture Nurture
EM Engagement9/24
EM Engagement12/1
EM Engagement 9/28
Website Page views
Form Submission
Email Engagement
Social Engagement
Nurture
Thought leadership engagement/ Event
PMSA Poster 8/20
Website page viewPerformance MKT agency
9/15
EM Engagement 10/14
LOST OPPWebinar EM Engagement11/30
2015 continued 2016
EM Engagement7/18
Website page views on 8/20Health industry solutions, performance creative, digital strategy
LOST OPP
EM Engagement 10/21
Registered for Baidu Webinar 11/30Didn’t attend
EM Engagement3/13
EM Engagement3/23
EM Engagement3/20
EM Engagement3/29
Open thank you for registering email and clicked on outlook meeting to block calendar 4/5
Webinar EM Engagement
Registered for Personalization Webinar 4/5
EM Engagement4/6
EM Engagement4/7
EM Engagement4/9
EM Engagement4/11
Lead Progression Global Digital Manager, Marketing Communications
© 2016 Merkle. All Rights Reserved. Confidential
Off-the-shelf help for under £500
15
© 2016 Merkle. All Rights Reserved. Confidential© 2015 Merkle. All Rights Reserved. Confidential
MARKETING
2.UEstablishing your profile
Build out a content plan
Invest in CRM software
Make it a habit
© 2016 Merkle. All Rights Reserved. Confidential
Questions