Neolane: Breaking Down Silos for Breakthrough Results
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Industry expert David Raab and Neolane's Kristin Hambelton provide a roadmap for evaluating and prioritizing marketing channels. Learn how to overcome some of the challenges associated with different go-to-market channels - including social media.
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Neolane: Breaking Down Silos for Breakthrough Results
- 1. Breaking Down Silos for Breakthrough Results A Roadmap to Cross-Channel Marketing Success Kristin Hambelton David Raab
- 2. So Many Choices Change in Marketing Budget Allocation in 2009 According to US B2B Marketers, by Tactic (% of Respondents) Search Marketing 47% Company Website 47% Online video, podcasts or rich media 42% Webinars, Webcasts 41% E-mail 39% How do I… Discussion forums, social networks or communities Blogs 36% 34% • optimize customer Executive breakfasts, seminars and events 32% Inside sales/telemarketing 31% experience? Other Web 2.0 media 31% • integrate social Public relations Online display ads - banners, pop-ups 30% 28% media? Virtual trade shows 25% Direct mail 23% • choose the right Radio 21% Tradeshows, conferences (in-person) 17% technology? Print advertising 15% Outdoor media 15% increase Sponsorships 14% decrease TV advertising 13% -80% -60% -40% -20% 0% 20% 40% 60% Source: MarketingProfs and Forrester Research, 'B-to-B Marketing in 2009: Trends in Strategies and Spending', March 2009 Copyright Neolane - 2010 Neolane confidential
- 3. Analytical Environment: Three Components • Formal Business Model acquire grow retain Define • Structured objectives Identify Select Design Execute Read Deploy Testing Options project test test results winners Process Assess resources Learn and refine Orders Email Service Data Marketing Web • Integrated Web Integration Marketing database Execution Media Technology Marketing Phone Platform Copyright Neolane - 2010 Neolane confidential
- 4. Benefits of Analytical Environment Understand current customer experience Highlight key leverage points Systematic testing process Continuous improvement Platform for adding new channels Copyright Neolane - 2010 Neolane confidential
- 5. The Challenge (and Opportunity) for Marketers Social Medias Prospects/ Customers How to maintain consistency, relevancy and efficiency How to maintain consistency, relevancy and efficiency in relationships across all channels? in relationships across all channels? Copyright Neolane - 2010 Neolane confidential
- 6. You Can’t Look at Social and Digital in Isolation I know a lot about Jake *but* I don’t have a complete picture of him Web Call Direct Social Email Mobile Events Site Center Mail Media Copyright Neolane - 2010 Neolane confidential
- 7. A 360° Marketing View of Your Prospects and Customers Prospect/ The Brand is the capital that customer gives value to the company and its products 360° Marketing View with a Unified Database is Key 360° Marketing View with a Unified Database is Key Copyright Neolane - 2010 Neolane confidential 7
- 8. Summary of Building Blocks for Cross-Channel Marketing Success Including Social Media Treat social and digital as part of a broader cross- channel marketing approach Marketing software should support all of your channels seamlessly – including social media Marketing software should provide a holistic view of your prospect/customer across channels – no matter what the channel Social media can be used for acquisition and retention programs that are measurable/monetizable Copyright Neolane - 2010 Neolane confidential
- 9. Contact Information Kristin Hambelton Senior Director of Marketing kristin-hambelton@neolane.com 617-467-6759 David Raab Principal draab@raabassociates.com 914-241-2117 Copyright Neolane - 2010 Neolane confidential