multichannel b2b marketing in europe
DESCRIPTION
Case study presentation on the challenges of multi-channel, multi-country data-centric b2b marketing in Europe. Presented at the 2012 DMA Conference, Las Vegas.TRANSCRIPT
Motorola in EuropeA Data-Driven Multichannel
Strategy … for Retail
David Arrowsmith. Global Marketing, MotorolaSteve Kemish. Managing Director, Cyance (@skemmo)
A day in the life of David
About Motorola Solutions…
Laura @ DMA 2012
KNEW WHO WAS IN THE STORE AND COULD COMMUNCIATE WITH THEM
COULD MESH CONSUMER’S ONLINE DIGITAL EXPERIENCE WITH THE PHYSICAL STORE
STORE ASSOCIATE’S COULD KNOW AS MUCH AS THE SHOPPER TO PROACTIVLY HELP THEM WITH WHAT THEY NEED
COULD ANTICIPATE CUSTOMER DISSATISFACTION
COULD REPLENISH THEIR SHELVES BEFORE THE CONSUMER EVEN KNEW IT WAS MISSING
STORE OPERATIO
NS
MARKETING
OPERATIONS
REGULATORY
COMPLIANCE
INFORMATION
TECHNOLOGY
SUPPLYCHAIN
6
60%Advanced CRM/Loyalty Programs
49%PCI Compliance
42%Speed Thru Checkout
40%Better Associate
Tools
38%Inventory Visibility
26%Reduce Out of
Stocks
25%Cross Channel
Integration
Source: RIS News 2010
WHAT SOLUTIONS ARE RETAILERS INVESTING IN?
93 OF THE TOP 100 GLOBAL RETAILERS RELY ON MOTOROLA
SPECIALTY HARD GOODS STORES
SUPERMARKETS
SPECIALTY APPAREL & FASHION
STORES
DEPARTMENT STORES
WAREHOUSE CLUBS &
HYPERMARKETS
PHARMACIES / DRUG STORES
MASS AND DISCOUNT STORES
CONVENIENCE STORE
Retail - the challenge
Disrupting retail. Last big change – EPOS - 1987Across multiple territories…26 countries, 26 different shades of data maturity.Different sized retailers, different types of retailer.The onset of mobile internet: friend or foe?Store front to warehouse and everything in-between.
The engine
Data
Insight & planning
Multi-channel lead generation
Lead nurturing
Measurement & iteration
Data: the foundations
Data
Insight & planning
Multi-channel lead generation
Lead nurturing
Measurement & iteration
• Data acquisition• Data analysis• Customer profiling &
segmentation• Customer journey analysis• Campaign metrics• CRM strategy and planning
Data complexity in Europe
Country Outbound Telemarketing
Fax Marketing Email Marketing
Opt-in Opt-out
Opt-in Opt-out
Opt-in Opt-out
Austria X X X Belgium X X X Denmark X X X Finland X X X
France X X X
Germany X X X Ireland X X X
Italy X X X Norway X X X Portugal X X X Spain X X X Sweden X X X
Switzerland X X X The Netherlands X X X
UK X X X
Content first, channels second
Data
Insight & planning
Multi-channel lead generation
Lead nurturing
Measurement & iteration
• Data acquisition• Data analysis• Customer profiling &
segmentation• Customer journey analysis• Campaign metrics• CRM strategy and planning
• Content• Email• Direct• Social/search• Tele/mobile• Events on/offline• Automation
Harsh truth #1:People don’t care what Motorola products
do
…They care about what they will do for their business
Why is content so important?
Buying cycle Persona Content Nurturing channel
Not considering, not aware or do not see any /sufficient risk relating to business topic
1. CEO/Owner, CFO & CTO2. CMO/Head of Events
3. Professional User
1. Thought leadership – Whitepapers & EBooks
EmailSearch (natural)Sales team
Aware of business topic, not sure if it is an issue
1. CEO/Owner, CFO & CTO2. CMO/Head of Events
3. Professional user
1. Thought Leadership – Whitepapers, Ebooks & video
EmailWebinar
Investigating risk and impact upon their business
1. CEO/Owner, CFO & CTO2. CMO/Head of Events
3. Professional User
1. Blog2. Video channel3. Ebooks4. Case studies
Email WebinarPodcast
Benchmarking solutions/vendors/VAR’s in market
1. Head of IT2. Head of Purchasing /
Retail Experience3. Professional User
1. Blog2. Kensington solution suite3. Security solutions4. Field Mobility solutions
Pass to Telemarketing or member sales
Sourcing solution type and suppliers
1. Head of Purchasing2. Head of IT
1. Case studies2. Product/solution matrix
nurturing or member sales
Purchasing 1. Head of Purchasing / CFO / CTO
1. Special offers/Promos/Bundles
2. Case studies
Telemarketing qualify and generate lead
Looking to switch solution or upgrade
1. Head of IT/ Owner / Office Manager
1. Upgrade promos Email + telemarketing campaign
Multi-language story telling
Rich-media (with a long tail)
“Uh hello! Where’s the social media?”
Channel agnostic, always
Data
Insight & planning
Multi-channel lead generation
Lead nurturing
Measurement & iteration
• Data acquisition• Data analysis• Customer profiling &
segmentation• Customer journey analysis• Campaign metrics• CRM strategy and planning
• Content• Email• Direct• Social/search• Tele/mobile• Events on/offline• Automation
• Content• Email• Direct• Social/search• Tele/mobile• Automation
Results tracking
Data
Insight & planning
Multi-channel lead generation
Lead nurturing
Measurement & iteration
• Data acquisition• Data analysis• Customer profiling &
segmentation• Customer journey analysis• Campaign metrics• CRM strategy and planning
• Content• Email• Direct• Social/search• Tele/mobile• Events on/offline• Automation
• Content• Email• Direct• Social/search• Tele/mobile• Automation
• Multi-channel metrics• ROI assessment• Data analysis• Sales and marketing
alignment
Lead scoring routines
House list
Strategy-led promoIntro piece to disrupt and engage – looking for form submission (Inquiry)
Webinar promotion
Benefits/case/WP
Slide deck
Data capture form
Contact details
Contact us form
Data capture form
Text explaining the CTA
Landing page
Data capture form
Text explaining the CTA
Event signup page
>25 = sales qual
10-24 = nurture via event
1-9 = promote content
Lead scoring model
Lead scores
No of pages (2+) = 5No of visits (2+) = 15Time on site (3 min+) = 5
Web analytics
Case study = 8
Slide deck = 5White papers = 12
Content
Microsite
Non-opens/clicks
event
Case study/WP
Contact us
Further info
Useful content
Sales
Search
Prospect data
Sales
Cyance
>25points?
Lead scoring, the early yearsEmail open 1 – 1 (first email get 1 point if they open – capped at 1 regardless if opened a second time) 2 – 2 (second email, get 2 points if they open)3 – 44 – 65 – 96 - 127 - 168 – 20 (if open 8 emails in a row, they get 20 pts) Email click thru 1 – 9 (first email, they get 9 pts for one click thru, capped at 9 even if click on more than 1)2 – 16 (second email, they get 16 pts for click thru)3 – 254 – 36
Results - 2012Evolved from a data-hungry acquisition programme…
…To a data-centric multichannel lead generation programme.
Delivering:
• increase on leads• increase in “owned” data• reduction in cost per lead
Learning's and next steps• Speak the right language• Start with the data, always• Map the content to the sales cycle, then the
channels• Define success criteria with sales• Telemarketing – takes results from good to
awesome!• Test everything• Benchmarking is not theft…
Read more
“7 steps to transform your businessWith a multi-channel approach”
www.cyance.com/7steps