Selling in the Cloud: An Unorthodox Approach to B2B Marketing (selling-in-the-cloud)
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Selling in the Cloud: An Unorthodox Approach to B2B Marketing (selling-in-the-cloud)
- 1. Selling in the Cloud: An Unorthodox Approach to B2B Marketing Spyro Kourtis President / CEO 1
- 2. Win a FREE iPad —Awesome! 2
- 3. Presentation brought to you by the following… 3
- 4. 4
- 5. Measurement ≠ Successful • Many confuse “measurability” with ROI • Traditional and digital measurements are only part of the story Traditional Executive Suite & Digital Metrics •Cost per call • Awareness •Cost per lead • Clicks •Cost per sale • Page views •ROI • Purchase intent •NPS scores • Impressions • Likes 5
- 6. Backward from point of sale • What’s my budget? 6
- 7. Where does the audience reside? You need to reach the target audience where they live, work and play 7
- 8. Performance Bias • We are NOT media and technology neutral – we are biased towards performance and this drives ALL recommendations • For the most part, we only pursue opportunities that deliver results for our clients 8
- 9. Our media strategy: The 4 Cs CONSIDER how each direct response media solution best reaches the defined target audience where they live, work and play. COLLABORATE with the creative team to ensure the messaging content aligns with the media placement and maximizes the connection with the target audience. COLLECT a database of proven results, that draw on this valuable archive to optimize and inform media strategies and best practices to drive sales. old assumptions and the direct marketing media status CHALLENGE quo by staying on the cutting edge of new media and testing channels in new and different ways. 9
- 10. A new perspective Awareness Skim Penetration Engagement 10
- 11. It begins with targeting Who is the target audience? • Enterprise decision makers • Budget Owners and Influencers • Dr. No’s 11
- 12. Testing strategy 1 2 5 3 4 12
- 13. HOW TO BUILD A HIGH-PERFORMANCE DIRECT MARKETING PROGRAM Step 1: The PowerTest ® methodology 1 2 5 3 4 13
- 14. HOW TO BUILD A HIGH-PERFORMANCE DIRECT MARKETING PROGRAM Step 2: Look for winning combinations (HotZones™) 1 2 5 3 4 14
- 15. HOW TO BUILD A HIGH-PERFORMANCE DIRECT MARKETING PROGRAM Step 3: CheckTest™or rollout winners 1 2 5 3 4 15
- 16. The New and Improved Integration 16 Multichannel Testing for High-Performance Results
- 17. Integration and Optimization • Integration does not mean executing a campaign across multiple media for uncertain “synergies” • We optimize performance by reinvesting in media that drive results and dropping those that don’t 17
- 18. Our approach to multi-channel campaigns • Start holistically • Measure discreetly • Optimize by channel • Start over: Allocate media holistically • Not all media is created equal • New media synergies 18
- 19. Begin with a holistic view • Not all media are created equal! • Set a goal for what to expect from each 19
- 20. Break it down • During execution phase, measure all media discreetly • At the right cadence for the channel • Optimize discretely 20
- 21. Put it back together • Start over again: Allocate media by channel based on performance and optimization 21
- 22. The Power of: • ONE prospecting universe and attribution engine • Universal preferences Awareness Skim Penetration Engagement 22
- 23. One prospect universe Keeps you from drawing wrong conclusions Lift Over Format Summary ROI Control Mail Package Only 31.22% 1518% Mail Package with -53.22% -2619% Email Follow Up 23
- 24. The Box PowerTestCase Details to be provided at session 24
- 25. Thank You! 25