How to Build Data-Driven B2B Growth Strategies
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Transcript of How to Build Data-Driven B2B Growth Strategies
Kissmetrics Webinar SeriesHOW TO BUILD DATA-DRIVEN B2B MARKETING GROWTH STRATEGIES
The webinar starts at 10am Pacific Time
Slides and Recording will be sent out within 24 hours of the webinar
Q&A after the presentation, but feel free to enter questions as they come up
10min Demo of Kissmetrics Analytics after the Q&A
Joseph is the PR / AR and growth king at Tap. Before joining forces with TapInfluence, he was Head of
Marketing for Results.com. When he’s not marketing he’s saving Elephants and Rhinos in Africa.
JOSEPH COLEVice President Marketing,TapInfluence
@joefcole
Barry is a loyalty marketing guru and evangelist for the notion that “Consumers are human beings first.” When he’s not consulting on loyalty programs, he’s working
toward his goal of visiting every tiki bar in North America.
BARRY KIRKVice President Loyalty Marketing, Maritz
@barrykirk
1 The Power of H2H and its role today’s marketing
2 H2H and Influence
3 H2H and Loyalty
TABLE OF CONTENTS.
4 Intersection of loyalty, influence, and growth marketing
5 Best practices
WHAT’S HAPPENING?
92%of people trust
recommendations from other people over brand’s direct
promo content
57% 70%seek out
recommendations before making a
purchase decision
of Millennials and Gen Z say they trust people
they follow online, while only 40% say they trust
celebrities
Sources:Nielsen
STEP 1: INFLUENCER IDENTIFICATION.
Identify Top Content & Test with Seed
Influencers
Analyze Performance & Select Winning
Content
STEP 2: CONTENT OPTIMIZATION.
Test Winning Content with
Influencer Groups to Optimize Audiences
Push Winning Content To Winning Influencers & Watch
It Catch Fire
WHY LOYALTY?
Reasons for launching a loyalty strategy: • IdentifyCustomers• RetainBestCustomers• GrowHigh-PotentialCustomers
How Loyalty Is Measured: • Incrementalgrowthinsales• Reductionincustomerchurn
UltimateLoyaltyMetric:• LifetimeValue(LTV)
THE LOYALTY ENGAGEMENT CLIFF.
Initial Awareness& Enrollment
Disengagement
Time
Parti
cipa
tion Participation,
but with lagging engagement levels
Bill Hannifin, LoyaltyTruth.com
Today’s still dominant loyalty model was
designed by Boomers, for Boomers.
“
MARITZ 4-DIMENSIONAL LOYALTY FRAMEWORK.
Cult Loyalty enables brands to move beyond
just the incentive, connecting loyal consumers
to each other on the basis of shared values
and shared identity.
Influence can drive Cult Loyalty.
4-D LOYALTY FRAMEWORK.
Cult Loyalty is the next major opportunity in customer loyalty, but it requires an
H2H approach that few brands are using today.
Maritz 2016 Consumer Loyalty Study
PROVING INFLUENCE DRIVES REVENUE.
TapInfluence partnered with fortune 500 food
brand, Nielsen Catalina Solutions and 258
influencers to complete the first ever
Influencer Marketing Sales Effects Study.
ROI. WHEN DONE RIGHT.
Sales LiftDisplayads:$16per1,000impressionsInfluencerMarketing:$285per1,000pageviews
Evergreen ROIAdditional2x viewsweregeneratedaftercampaignconcludedEffectiveCPMishalvedevery3months
WHO IS WORTH INFLUENCING?
Loyalty is a selective marketing strategy.
Most successful programs focus on
Influencing only 25-35% of their best
and High-potential customers.
WHEN DO YOU INFLUENCE THEM?
Loyalty is about
relationship, so
it is measured
longitudinally.
Influence is likely
to have more impact
once the client has
entered the Exploring
stage.
.
ADWEEK, Welcome to the wild west of Influencer Marketing.
Choosing the correct influencer is key. Knowing how engaged and interested the influencer’s community will be in a brand is critical.
Having a huge number of followers means a potentially less targeted campaign, which is why many brands are choosing to work with a higher number of influencers with a lower but more
engaged and appropriate audience.
“
1.You already know
how to do this.
2. 3.The influencer is
not the audience.
Start with a clear
definition of your ideal
customer.
BEST PRACTICE 1: AUDIENCE ANALYSIS SEGMENTATION.
BEST PRACTICE 2: MEASURING THE JOURNEY.
AWARENESS CONSIDERATION PREFERENCE LOYALTY
likes CPE sharing lift in spend
views views comments retention
clicks downloads sentiment lifetime value (LTV)
conversion resonance advocacy
THE GROWTH HACK RECAP.
1.End user goals?
2.Do your influencers reach your intended audience?
E.g. blog, social
3.Are your influencers contributing to content creation?
4.Define rules of engagement: e.g. creative workflow /
approval, FTC + legal
5.How are measuring KPIs? Are you using a platform?
6.How are you supporting the promotion? How do you
keep in the Loyalty loop?
7.Value equation?
audience
brand
influencer
BARRY KIRKVP Loyalty Marketing, Maritz
JOSEPH COLEVP Marketing, TapInfluence
Questions?