Qubit Bright Sparks NYC 2014 - Edmund Optics

Tackling B2B Ecommerce Giants

Geoffrey Forman

PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.

71WHO WE ARE

• Founded in 1942 • Optical component

manufacturer and distributor

PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.

72

• Research & University • Industrial Optics • Test & Measurement

• Imaging • Defense • Life Sciences

MARKETS WE SERVE

PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.

FOUR CORE CHALLENGES: OPTICAL COMPONENTS ARE NOT APPLICATION SPECIFIC

PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.

FOUR CORE CHALLENGES: UNIQUE PERSONAS, UNIQUE NEEDS

Students or professionals seeking knowledge, but

not a purchase

Engineers or other technical professionals looking to

influence a purchase decision

Typically non-technical buyers who have been told

what to purchase

PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.

FOUR CORE CHALLENGES: GLOBAL BUYING HABITS ARE NOT ONE SIZE FITS ALL

• High brand recognition

• Susceptible to changes in U.S. government spending

• Difficulty increasing brand awareness in universities

• Low brand recognition

• High degree of purchasing structure and country regulations that make attribution difficult

• Diversity of languages and cultures

• Measuring the results of our direct mail plan is difficult due to the local mail delivery services

• Medium brand recognition

• Diversity of languages and cultures requires unique approach to verbiage. For instance, we found “Products and Shop” more appropriate for our German customers than simply “Products” which is used on all other domains

PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.

76FOUR CORE CHALLENGES: WE'RE NOT THE ONLY ONES SELLING OPTICS

Industry Competitors

Distribution Platforms

Amazon eBay

Google Alibaba

PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.

YOU'RE NOT JUST SELLING A PRODUCT, YOU'RE ALSO SELLING...

Solution +

Expertise +

Shopping experience +

Customer service =

Your brand

Does this solve my problem?

Can I make an informed decision?

Is purchasing simple?

Can I get help now or in the future?

Can I trust them?

PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.

THE EDMUND OPTICS CASE STUDY: GETTING CLOSER TO OUR CUSTOMERS DURING THE LIFECYCLE

PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.

79

Today • Qubit • Live chat • Bulk email provider

Tomorrow • Website CMS with CRM compatibility • Automation platform: lead scoring,

landing page generation, email personalization

INVESTING IN TECHNOLOGY TO MOVE FORWARD

PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.

80USING SEGMENTATION AND PERSONALIZATION IN INTEGRATED MARKETING COMMUNICATIONS

DIRECT MAIL EMAIL

SOCIAL WEB

PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.

PERSONALIZED DIRECT MAIL

• Welcome kits for high value, new customers that include relevant information

• Mailing list segmentation by industry vertical

• Targeted campaigns influenced by purchase behavior or predictive modeling

PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.

82PERSONALIZED EMAILS

• Leverage industry segments for mail lists and content generation

• A/B test content for high performers

• Basic automated emails drivenby first purchase, new account signups, and certain purchase behaviors (this will be expandedin the future)

• Personalized lead follow-ups

PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.

83SOCIAL

• Unique messaging to target the different audiences present on LinkedIn, Facebook, Twitter, and Google+

• A/B test messages to optimize engagement

• Paid advertising via Sponsored Updates to groups on LinkedIn

PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.

84WEB TESTING WELCOME MESSAGING

• AB testing different welcome banner messaging to better serve first-time customers

PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.

WEB BRIDGING LANGUAGE BARRIERS

PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.

WEB PERSONALIZING BY TRAFFIC SOURCE

• Naver requires that Edmund Optics can only pay to advertise our .COM domain, rather than the regionally appropriate .CO.KR domain

• Qubit detects the PPC traffic source and offers users coming from Naver PPC the opportunity to go to the .CO.KR domain’s version of the page they landed on

PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.

WEB TESTING VIDEO CONTENT FOR RESEARCHERS

PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.

WEB PROVING ROI ON CONTENT CREATION

• Content marketing is the foundation of EO’s marketing strategy - by becoming the industry’s primary source of technical content, EO can increase brand awareness and ultimately increase ROI

• A/B testing content has allowed EO to determine what content is most effective for the given audience and generate measurable increases in conversion rates

PROPRIETARY - Property of Edmund Optics, Inc. | 2014 Copyright© Edmund Optics, Inc.

WEB LEARNING FROM EXISTING CUSTOMERS

• Repeat visitors and those who view a certain amount of content on site are asked to complete a survey

• Qualitative feedback is usedto assess and improve the customer experience beyond traditional on-site metrics