B2B Precision Marketing Report Key Findings Deck Publication Date: 5/2011 1
B2B Precision Marketing Best Practices Report
Nov 22, 2014
This Gleansight explores how Top Performers are using precision marketing techniques to better achieve their desired business outcomes. It surveys some of the technologies, capabilities, organizational resources and business processes that B2B companies have implemented in their incessant quests to attract, retain and increase the value of profitable customers. These include the increasing amount of emphasis on customer segmentation, behavioral data and personalization, which largely mirror the world of B2C marketing. Others have evolved specifically to serve the needs of B2B marketers — in some cases, fundamentally changing the way they manage their day-to-day activities and create business value.
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1
B2B Precision Marketing Report
Key Findings DeckPublication Date: 5/2011
2
What’s In This Deck?
೦ Insights and Best Practices from Top Performers– Top 3 reasons Top Performers use B2B Precision marketing– Top 3 tactics Top Performers use to outperform peers with
B2B Precision marketing initiatives– Most common challenge Top Performers face with B2B
Precision marketing– Top 5 Performance Metrics Top Performers use to measure
the success of B2B Precision marketing initiatives
3
Reasons to Implement
೦ Increase customer acquisition
೦ Improve return on marketing investment
೦ Increase customer profitability
೦ Instilling an organizational focus on customer-centricity
೦ Create narrowly-defined customer segmentation schemes
೦ Implement email versioning based on customer data
Value Drivers
5
೦ Generation actionable intelligence about potential buyer
೦ Quantifying ROI/value creation
೦ Delivering relevant content via outbound campaigns
Challenges
6
೦ Sales conversion rate೦ Click-through rate೦ Email open rate೦ Email unsubscribe rate೦ Cost per lead
Performance Metrics
7
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