ebocube Global Markets and the Power of B2B Internet Marketing

Lara Fawzy

“The previous generation of marketers used to say: “Half of the money I spend on advertising is wasted. The trouble is, I don’t know which half. Today, in this innovative global-information century and with the ebocube model this excuse is obsolete. Because of marketing operations and the ebocube dashboard, we all know which part of our budget is being wasted.” Emerging Business Online Global Markets and the Power of B2b Internet Marketing

ebocube

dashboards

campaigns

& crm mops

Sales and marketing dashboard

Marketing operations dashboards

Data cube

Proposition and offer

ebocube commercialcycle

Localisation Media mix Budget

Testing Analysing Learning Refining Execution Data capture

process and business rules

Metrics

ebocube model Business Strategy

Phase one: Dashboards

Dashboard Firstly, you’ll want to review a dashboard of campaign results, sales and ROMI for previous digital and integrated campaigns, looking at what’s worked and what hasn’t to decide your media mix, target countries and industries. DataCube Secondly to decide your segmentation strategy and targeting, you’ll need an extract of your campaign data and visibility of your “DataCube”, to determine how many people in your target audience can be reached with your campaign.

Don’t Go Swimming in Data

Dashboards High-Level View/Sales and Marketing • ROMI • Financial Metrics • Sales • Marketing Leads • Marketing Influenced Opportunity

Marketing Operational Metrics • Response rate per channel • Impressions • Open Rates • Click Through Rates • Likes • Followers • Shares

ebocube

dashboards

campaigns

& crm mops

Sales and marketing dashboard

Marketing operations dashboards

Data cube

Proposition and offer

ebocube commercialcycle

Localisation Media mix Budget

Testing Analysing Learning Refining Execution Data capture

process and business rules

Metrics

ebocube model

Phase two: Campaigns & CRM

Proposition and Offer At this stage, you should define the customer proposition suitable for the local market’s needs. Analyse how the overall customer benefits from your company’s products/services and entice them with an offer. SMART Campaign and Data planning Based on the number of contacts and opt in for your audience, you can determine whether you have the data to proceed or sufficient social media “followers” and plan the campaign using SMART objectives which defines results and metrics feeding the dashboard.

Traditional Buying cycle

Awareness

Consideration

Preference

Post-Purchase/ Loyalty

Traditional Data Lifecycle

Enhance database with firmo-graphics or demo-graphics

Welcome and reinforce

Rent email and direct mail lists

Build marketing database with prospects and customers

Target subsets of customers with up-sell and cross-sell

Target old customers with highest probability and highest potential profitability

Renew and upgrade

Nurture

Win Back

Increase

Acquire

Develop

Retain

Upsell Offers

Awareness

Consideration

Preference

Post-Purchase/ Loyalty

Awareness

Consideration Preference

Loyalty

Indifferent Becoming aware

Data – acquisition

of prospects and and new contacts in existing accounts

Interested Evaluating

risk

Data – nurture/develop

Purchase Evaluating results Data – winback

lost customers Qualified leads –

hot leads Increase –

firmographics

Loyalty / retention Upsell / cross sell

Data – RFM Data - customers

ebocube commercial cycle

Awareness – acquisition

Consideration - Nurture/develop

Purchases Increase / winback

Loyalty retention – Loyalty

Upsell Offers

Awareness

Consideration

Preference

Post-Purchase/ Loyalty

Preference

Loyalty

Open Rates Impressions Likes/ followers Downloads of

premium content

Data – acquisition of prospects and and new contacts in existing accounts

Number of attendees to a follow up webcast

Data – nurture/develop

Submit LEAD data including BANT

Purchased via website, account manager, call centre agent

Qualified leads

Purchased Logs into

customer portal Calls account

manager

Data – RFM Data - customers

Metrics

Awareness – acquisition

Consideration - Nurture/develop Purchases

Increase / winback

Loyalty retention –

Phase two: Campaigns & CRM

Localisation: ebocube is applicable internationally – in phase two you will localise your marketing and select the most appropriate media channels for the audience Media Mix: Define the most effective channels through which to communicate to your audience and to achieve your ebocube commercial cycle goals Budget: At this stage you should set a budget for your campaigns. This may be based on what’s been allocated and your business priorities, historical cost data that can be stored in marketing operational tools, or marketing resource management tools (MRM) or based on the expected return on marketing investment (ROMI).

ebocube

dashboards

campaigns

& crm mops

Sales and marketing dashboard

Marketing operations dashboards

Data cube

Proposition and offer

ebocube commercialcycle

Localisation Media mix Budget

Testing Analysing Learning Refining Execution Data capture

process and business rules

Metrics

ebocube model

Phase three: mops

TALR mops allows you to test, analyse, learn, and refine each element of your integrated marketing campaign and media channels which is extremely powerful. Execution Excellence Use web application tools to plan, engage, execute, report. At the execution stage, you should track and measure results for all media, and feed data back into the dashboards, including the datacube in a meaningful way to close the loop on marketing and sales.

Phase three: mops

Data Capture With all of your communications, you should aim to capture respondent data by providing an online data-capture form or inbound phone number, social media or web address as a call to action, or, if you do use offline events, you should set up data capture. Business Rules Business rules can be set up to route responses, to define policies for crm, data collection and usage and ultimately to feed the dashboards.

Where’s your CTA? ):

Thank you

Facebook.com/GlobalDigitalMarketer

@LaraFawzy

Lara Fawzy