#DFB2B 2015 - Alex Ballering, An exciting journey to real ROI

COVER PAGE SUBTITLE PLACEHOLDER

COMPANY CONFIDENTIAL

…TO STRUCTURE YOUR DIGITAL MARKETING APPROACH

HOW…

Alex BalleringGlobal Digital Marketing

NXP Semiconductors

NXP…

Our environment

Digital Future of Business 2 Business…

June 26, 2015 COMPANY INTERNAL4.

• (online) marketing is…

• Real Time

• Customer Focused (individual, customer and

aggregated)

• Channel Agnostic

• Relevant continuous profiling (contact and

interest)

• Resource allocation

How did we know how to serve John and Steve?


We LISTEN to our target audience


You have…


And…



Audiences…?


Channels…?


Assets…?


It is all about…


You visit our website…

So we know you are interested


Interested in what??

NXP offers >15.000 different products

Price range can differ factor 20.000 per piece

Some products do 1 thing…

Others can be programmed to do anything

Relevance is key…


So what do we do??


• Select the right audience

• Use the right channels

• Connect all the activities

• Measure and monitor towards results

We have to make sure we can…


1. Selecting the right audience:

Continuous profiling


Demographics

Account / CBG

Geography/

Language

Contact profiling Activity and interest profiling

Job role

Engagement

Interest

(Product/application/so

lution interest)

Origin

Transactions • Webinars,

• White papers,

• Software,

• Analytics,

• Trainings,

• Services,

• Samples

1. Selecting the right audience:

Structure the interest


• In our case, we measure product

interest 4 levels deep• Products-Microcontrollers-Cores-

CortexM0-M0+

• Simple implementation: • Labeling your pages and assets

• Complex implementation:• Profiling algorithm tools

2: Define the right channels

Label the channels/CTA you use

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download_whitepaper_chs

Action_object_language

Type of campaign_description-Channel-start date of this activity

3. Understand the results:

Grouping activities to the project

Grouping project

budget, owners

and products

Grouping project

marketing activities

4. Measure and monitor towards results

Monitor financial

targets

Understand and

monitor the funnel

conversions

Monitor the activity

levels over time

Monitoring the new

contacts

When done right, it…


…serves multiple stakeholders


Campaign manager• Closed loop reporting against

campaign goals

• Timely campaign management

• Analyse performance accross / per

channel

Account manager• Deep customer insights, behavior and

interest areas

• Opportunity management

• Customer social insights

Product Manager• Product / application / solution

interest

• Customer trends

• New customer identification

• Product focused social trends

Content /Media manager• Content effectiveness

• Content conversion

• Channel analysis

• Optimizing media mix

UX manager• Site conversions

• Path tracking

Marcom management• Overall digital performance

• Resource allocation

• Reporting

… keeps our users UP-TO-DATE


Shots taken from our live

Sales

Engagement

Dashboard

Cross Channel Dashboards +

Ad hoc analytics

Mo

bile

Marketing

Intelligence

DWH

Decision support

Inbound marketing / engagement

We

bsite

So

cia

l

Em

ail

Su

pp

ort

SalesD

ire

ct a

cco

un

ts

SE

O/S

EA

Ind

ire

ct a

cco

un

tsChannel specific reports

Customer behaviour Targeted content & CTA’s

Linked data

Cross Channel reports

We use a fully equiped platform…

Wow… sounds and looks complex


But most important, is that you…


Structure…

Product assets

Marketing assets

Marketing approach

Learn…

From your customers

From every step

Continuously


http://www.linkedin.com/in/alexballering