B2 b demand generation for la2m, sean hickey, april 2010
-
Upload
lunch-ann-arbor-marketing -
Category
Business
-
view
415 -
download
3
description
Transcript of B2 b demand generation for la2m, sean hickey, april 2010
![Page 1: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/1.jpg)
pwb marketing
communications
Demand Generation
LA2M
Sean Hickey – COO, PWB
![Page 2: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/2.jpg)
A fish tale…
![Page 3: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/3.jpg)
Q: What’s the best place to
fish?
Manistee River?
Lake Superior?
Pere Marquette River?
Black River?
Lake Michigan?
![Page 4: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/4.jpg)
Q: What’s best to catch fish?
Flies?
Hardware?
![Page 5: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/5.jpg)
Q: What’s best season to fish?
Summer?
Winter?
Spring?
Fall?
![Page 6: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/6.jpg)
A: It depends…
![Page 7: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/7.jpg)
• The right tactics
• A solid plan
• Flawless execution
• Patience
• Some luck
• Adapting to the unique situation
Demand Generation is Like
Fishing
![Page 8: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/8.jpg)
• What is Demand Generation?
• How does it work?
• Common pitfalls
• Case studies
• Q & A
Overview
![Page 9: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/9.jpg)
• Marketing integrated and aligned
with sales
• The process of targeting, identifying,
engaging, and nurturing prospects
• The engine that drives growth
• An extension of integrated marketing
What is Demand Generation?
![Page 10: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/10.jpg)
• Marketing and Sales are no longer
discrete activities
Marketing-Sales Continuum
Marketing Sales
Pro
gre
ss
![Page 11: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/11.jpg)
• Demand generation programs must
continuously advance good
prospects and eliminate or grow
weak ones
Forward or Out
Prospect SALE
Drip program
![Page 12: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/12.jpg)
Partner or Client Execution
Core PWB Expertise
Demand Generation Process
Strategy & Sales Alignment
Target List Construction
Content Development
Creative Platform
Outbound Execution
Response Capture
Nurturing & Growth
Metrics Evaluation
![Page 13: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/13.jpg)
• The best demand generation
programs align with:
• Solid strategy
• Sales objectives and efforts
• Business cycles
Alignment
![Page 14: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/14.jpg)
• Targets are not waiting eagerly for
our messages
• Targets do not want to be
bombarded with information
• Targets do not want to receive
communication that doesn’t help
them
• Targets do want useful information
Respect Your Audience
![Page 15: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/15.jpg)
• Old direct response mantra, updated
• The list
• The creative
• The offer
• The medium
• At every step, offer the right THINGS
to the right PEOPLE using the right
MEDIUM in a CREATIVE way
Remember the Basics
![Page 16: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/16.jpg)
• Messages can get more complex and
more compelling as prospect
progresses deeper in the sales cycle:
• Awareness
• Interest
• Consideration
• Selection
• Purchase
Tell An Intriguing Story
![Page 17: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/17.jpg)
• Identifying meaningful metrics is
important at the outset
• A feedback loop to the agency is
critical
• Value of data builds over time
• Comparative
• Trends
Metrics
![Page 18: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/18.jpg)
Case Studies
• PWB
• Siemens PLM Software – Solid Edge
• Bariatric Treatment Centers – mybtcinfo.com
• RPA Process – Paint Campaign
![Page 19: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/19.jpg)
Case Study – PWB
Initial Meeting Drip Program • E-News • White Papers
No Qualified? • Budget • Need • Active Search
No
Proposal
Yes
Referrals Search Direct Mail PR White Papers
Yes
![Page 20: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/20.jpg)
PWB Drip Program
Components Direct Mail – 2-3 week cadence
E-News – monthly White Papers – ad hoc
![Page 21: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/21.jpg)
• Computer-Aided Design (CAD)
software
for SMB’s
• Challenge: reposition Solid Edge
against larger, entrenched
competitors – “Get to
the table”
• Solution: creative platform
extensible to wide range of outbound
and inbound communication media
Case Study – Solid Edge
![Page 22: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/22.jpg)
• Original program – better technology,
better support, brighter future
Solid Edge Creative – Phase I
![Page 23: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/23.jpg)
• Evolution – stronger competitive
challenge
Solid Edge Creative – Phase II
![Page 24: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/24.jpg)
• Leads nearly doubled
over previous
campaign
• Other metrics:
• 203 seminars
• 191 test drives
• 23 webcasts
• 36 “What’s New?” events
• 6.4 million impressions
Solid Edge – Results
![Page 25: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/25.jpg)
• What worked?
• Solid positioning developed in collaboration
between agency and client
• Integrated, consistent creative
• Use of multiple channels
• What didn’t?
• Subsequent evolution of creative cut short by
switch to new platform before full execution
• Content didn’t hit hard competitively
• And…
Solid Edge - Lessons
![Page 26: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/26.jpg)
Solid Edge – Gone Bad
![Page 27: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/27.jpg)
• Nation’s leading provider of surgical
weight loss solutions
• Challenge: easily customizable
regional, targeted demand generation
programs
• Solution: customizable online tool
coupled with multimedia creative
Case Study – BTC
![Page 28: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/28.jpg)
Case Study – BTC
Consult Process Out
No, insurance Yes
Direct Mail Drip Program
No, other
Qualified? • Insurance • Height/Weight
Print Ads Broadcast Ads Online Ads Direct Mail
![Page 29: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/29.jpg)
Case Study – BTC
![Page 30: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/30.jpg)
• Key results
• Improved efficiency of launching
regional- and issue-focused campaigns
• Customized landing page messages to tie
elements together
• More efficient lead capture
• Streamlined media optimization
• Print: $62/lead
• TV: $36/lead
• Online: $12/lead
Case Study – BTC
![Page 31: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/31.jpg)
• RPA Process DCF system paint
campaign
• Challenge: increase penetration
among paint manufacturers
• Solution: comprehensive program
using almost all media with full
agency control
Case Study – RPA Process
![Page 32: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/32.jpg)
• Media selected
• Trade advertising
• Print direct mail to multi-source list
• HTML e-mail to rented list
• Banners
• Dedicated landing/capture page
Case Study 2 – RPA Process
![Page 33: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/33.jpg)
Case Study 2 – RPA Process
![Page 34: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/34.jpg)
• What worked?
• Multimedia campaign
• Direct mail list built from multiple
sources
• Integrated message
• Compelling benefit
• What didn’t?
• Lack of sales enablement defeated
metrics
Case Study – RPA Process
![Page 35: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/35.jpg)
DG – How You Do It Right
• Take prospects on a messaging journey
• Build in meaningful metrics
• Establish a process at the outset
• Respect your unique product/service
• Don’t take your eye off the ball
![Page 36: B2 b demand generation for la2m, sean hickey, april 2010](https://reader033.fdocuments.in/reader033/viewer/2022052619/5559736ed8b42a60298b49eb/html5/thumbnails/36.jpg)
Catch More and Bigger Fish!
Questions?