Do the Maths – Why Numbers have replaced Creativity as the Core Marketing Discipline

Do the Maths:How data is replacing creativity as

the core Marketing discipline

The dialogue has changed...

From Push...

Direct Mail, Bulk Email, Radio, TV,...

...to Pull...

Search, PPC, Blogs

...to Engagement and Sharing

Social, Conversations, Participation, User Feedback

Buyer Behavior has Changed

B2B buyer decision cycleSatisfaction

Acknowledgment

Decision

Criteria

Selection

Investigation

Reconsideration

MeasurementSource: R. Jolles

Emerging buying cycle gap ...Satisfaction

5%

Acknowledgment79%

Decision

Criteria

Selection

Investigation

Reconsideration

MeasurementSource: R. Jolles

Emerging buying cycle gap ...Satisfaction

Acknowledgment

Decision

Criteria

Selection2%

Investigation2-3%

Reconsideration

MeasurementSource: R. Jolles

Emerging buying cycle gap ...Satisfaction

Acknowledgment

Decision

Criteria

Selection2%

Investigation2-3%

Reconsideration

MeasurementSource: R. Jolles

problem

Emerging buying cycle gap ...Satisfaction

Acknowledgment

Decision

Criteria

Selection2%

Investigation2-3%

Reconsideration

MeasurementSource: R. Jolles

problem

problem

Emerging buying cycle gap ...Satisfaction

Acknowledgment

Decision

Criteria

Selection

Investigation

Reconsideration

MeasurementSource: R. Jolles

the opportunity

Our response…

Email Is Still the B2B Tool of Choice

• 89% of B2B marketers use email.

• Email is the number-one outbound B2B marketing tactic used today.

Source: Forrester Marketing Forum 2010 presentation

By 2014…

9,000 email marketing messages a year.

…750 a month

…25 each day

Our “creative” response…

Use personalisation in the subject line

Include the brand name in the subject line

Send the email from an individual

Send the email from the company’s name

Send the message on Monday, Tuesday, Wednesday, Thursday, Friday.

Always send the message on the weekend; in the morning; in the afternoon.

Use arrows >> in your call to action

Logos should be in the top left. Always. Except when they don’t perform well. Then they shouldn’t.

Creative

• Format

Creative

• Format

FOLD

X

X

X

X

X

X

X

DATA Is the Key to Dialogue

010101010101010101010

Data in 3 forms•W

hat we learn by listening

Inferred

•What we learn by monitoring

Implicit

•What we learn by asking

Explicit

Inferred Customer DataWhat we learn by listening

Monitoring blogs, social networks and customer communities

39% of B2B marketers monitor social networks

28% of B2B marketers monitor blogs

Implicit or Behavioral DataWhat we learn by measuring

Email measurements

Opens Clicks Conversions

Website measurements

Pages visited

Items downloade

d

Non-conversion

s

Explicit Customer DataWhat we learn by asking

Web forms

Surveys

Registration

pages

Implicit -> Every message -> Every interaction

Inferred – General Sentiment, Tone, and Market Needs

Time

Explicit

Explicit

Data

Creative

Effective Dialogue

The Components of Marketing Automation

Web Integration& Lead Capture

Outbound/Email Execution

program (Nurture)Automation

Lead Scoring& Management

Sales Tools/CRM Integration

ROI Reporting& Analytics

CentralizedMarketingDatabase

A recap…

A quick synopsis• Marketing has fundamentally changed.• [Much of] the power and control is clearly in the hands

of our customers.• Email is alive and well, but it runs the risk of continued

harm to itself if it doesn’t evolve in its practices and its integration with other channels.

• Effectively leveraging the data we have is the key to that evolution, and to continued ROI.

• We must also evolve the content we deliver across all channels to match the needs, demands and timing of the buyer.

• Once evolved, integration between inbound and outbound channels is a must.

Thank you!

@rlevans & @Silverpopwww.slideshare.com/silverpop

www.silverpop.com