Optimize ROI For B2B Online Marketing

www.cisco.com/cn Cisco Systems (China)1

Optimize ROI For B2B Online Marketing

唐寅唐寅Jacob TangJacob TangCisco SystemsCisco Systems


Index

B2B Online MarketingB2B Online Marketing

• Why B2B Company need to do Online Marketing?• Purpose of B2B online Marketing?• How to measure B2B Online marketing’s ROI?• B2B Marketing & Sales Engagement Model• B2B End to End tracking process

B2B Online Marketing Tactics & ROI Optimization Tips B2B Online Marketing Tactics & ROI Optimization Tips

• B2B Online Marketing tactics• Database foundation & P2B model• Email Marketing 3 magic numbers & ROI optimization tips• SEM’s importance & ROI optimization tips• Webinar ROI optimization tips• Misc Online Marketing tactics: Click to chat, Social Media, Telemarketing

ROI MaximizationROI Maximization


B2B Online MarketingWhy & Purpose

Purpose of B2B online marketing?Purpose of B2B online marketing?

Brand awareness Lead Generation

Why B2B company need to do Online Marketing?Why B2B company need to do Online Marketing?

• Everyone is online• Extend Offline brand to Online• Increase Account / Contact coverage• Deliver the right message to target audience• Decision marker’s purchase behavior


B2B Online MarketingHow to measure B2B Online marketing’s ROI?

Purpose

Brand Awareness Lead Generation

Lead GenerationROI Identification

Cost per impression Cost per contact acquisition Cost per registration Cost per Webinar attendee Cost per Lead Cost per Opportunity Cost per Booking

Impression Website Traffic Time on Site % of new visitor

Brand AwarenessROI Identification


B2B Online MarketingB2B Marketing & Sales Engagement Model

Sales follow Sales follow (by Geo / Industry mapping)(by Geo / Industry mapping)

Marketing Result Analyze ( Leads Pipeline / Deal Number / ROI )Marketing Result Analyze ( Leads Pipeline / Deal Number / ROI )

Awar

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Inte

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Cons

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Cons

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Purc

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Purc

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Auto

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onAu

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Marketing Database (Contact / Site / Transaction)Marketing Database (Contact / Site / Transaction)

Lead GenerationLead Generation

SEM / SEOSEM / SEOSEM / SEOSEM / SEO Online ADOnline ADOnline ADOnline AD EmailEmailEmailEmail Social MediaSocial MediaSocial MediaSocial Media Click to ChatClick to ChatClick to ChatClick to Chat

Website / Landing PageWebsite / Landing PageWebsite / Landing PageWebsite / Landing Page

SurveySurvey- Contact & Site ProfileContact & Site Profile

- Lead QuestionsLead Questions

SurveySurvey- Contact & Site ProfileContact & Site Profile

- Lead QuestionsLead Questions

( Incentive )


B2B End to End tracking process

Investment to Booking end to end tracking – ROI AnalysisInvestment to Booking end to end tracking – ROI Analysis

Budget AllocationBudget AllocationBudget AllocationBudget Allocation

Campaign PlanningCampaign PlanningCampaign PlanningCampaign Planning

Campaign ExecutionCampaign ExecutionCampaign ExecutionCampaign Execution

Response CollectionResponse CollectionResponse CollectionResponse Collection

Leads IdentificationLeads IdentificationLeads IdentificationLeads Identification

Lead notificationLead notificationLead notificationLead notification

Accept LeadsAccept LeadsAccept LeadsAccept Leads

Convert opportunityConvert opportunityConvert opportunityConvert opportunity

Close dealClose dealClose dealClose deal

Mark in SystemMark in SystemMark in SystemMark in System

MarketingMarketingMarketingMarketing SalesSalesSalesSales

$$$$

$$$$$$$$


OnlineMarketing

Online forum

Click to ChatEmail

Social MediaBlog Database

Search Engine Marketing

eNewsletter

B2B Online Marketing tactics

Webinar


How to Optimize ROIDatabase 1 – Foundation of Online Marketing

DatabaseDatabase Database is the most important foundation, especially for

Online Marketing Better data quality for better targeting

AcquisitionAcquisition

Offline seminar response updates Telemarketing updates Online response updates

Data quality Data quality OptimizationOptimization

Re-ActivationRe-Activation EnrichmentEnrichment ProfilingProfiling FoundationFoundation

Approach to collect and grow # of contacts

Opportunity for quick impact and automation activating dormant contacts

Efficient Methods to capture rich intelligence on contacts

• Establish Benchmarks

• Provide Insights

• Set Company Standards

• Scale Best Practices

• Build Right Tools


How to Optimize ROIDatabase Marketing – Propensity to buy model

How can we predict purchases?

What if I had access to:

• Your age, weight, height and hair color

• Place of birth, current address

• The schools you went to, your majors and minors

• Your profession, your employer, your salary

• Square footage of your house

• # of PCs and phones you have

• Your credit card statements for the last 7 years

Plus, all of those for you and for • your parents,

• your kids,

• your in-laws

• your entire family tree

Predicting your next purchase of a book would be far less difficult

If I wanted to predict if you will buy a book or an iphone next month,

how hard would that be?

Cisco’s Propensity to Buy (P2B) Models use that type of knowledge about the companies that we want to do business with to predict what they will buy next:

• Firmographics

• Company family tree (Branches, Subsidiaries, Divisions)

• Industry Vertical / Sub-Vertical

• Annual Sales, Employee Size

• Number of Sites, Square footage of buildings

• # of PCs and nodes …

• Purchase Behavior in last 7 years

• Cisco Technologies (products and services)

• Dollars spent

• When

• Other Customer Metrics and Indicators



What is a propensity to buy model?

A propensity to buy model (P2B) is a statistical model that calculates the probability of a certain company to buy a certain product in a given time frame in the future.

Propensity Propensity to buy modelto buy model

Better Better Targeting Targeting

OptimizationOptimization- Propensity - Propensity to buy (P2B) to buy (P2B)

modelmodel

• Statistical • Model

• Statistical • Model

• Firmographics• Past Purchase Behavior

• Firmographics• Past Purchase Behavior

• Probability to Buy Technology in the next 2 quarters

• Probability to Buy Technology in the next 2 quarters

t…

Q1 Q2Q4Q3Q2Q1Q4

past purchase behavior firmographicspredicted purchase

window



Why using P2B scores makes sense: real example

Purchase Rate was much higher where the model said it would be!

• Purchase rate in 1st decile is almost twice the one in the 2nd decile, decreasing rapidly after that;

All customers who could be targeted for the technology are selected and divided in 10 groups, according to the model predictions:

• The 1st decile contains the customers with the highest scores,

• The 10th decile, the customers with the lowest scores.

Purchase Rate & Deal Size vs P2B Deciles

0%

10%

20%

30%

40%

50%

1 2 3 4 5 6 7 8 9 10Decile

Pu

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ase

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2000

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Customers who Purchased Average Deal Size

Model: Upsell Security to Commercial Customers

Before Q2FY08 started our P2B models predicted who would purchase Security.

How good were those predictions?

Deal Size was larger where the model predicted it would be!

• Average Deal size in first decile is 2.5 times the average in the other deciles

• The first 2 deciles have deal sizes almost 3.5 times larger than the other deciles in average.


How to Optimize ROI Email Marketing – How B2B use Email Marketing

What’s Email MarketingWhat’s Email Marketing

eNewslettereNewsletter Event InvitationEvent Invitation Leads GenerationLeads Generation

Newsletter to all subscriber for all regular

products / solutions updates

Email invitation for Webinar & Seminar

registration

Email marketing Campaign to generate

leads

B2B Company using Email Marketing:B2B Company using Email Marketing:

It is an online marketing tool. Easy-to-use, low cost and effective with Good ROI, it enables dialogue with your customers in a personalized manner and involving relevant communication.


How to Optimize ROI Email Marketing – 3 Magic numbers & Tips for better ROI

Email / NewsletterEmail / Newsletter

Deliver Rate:DELIVERED / SENT

Open Rate:VIEWED / DELIVERED

Click Through Rate:CLICKED / DELIVERED

Tips for Better Email Marketing ROI

Permission based Email Marketing, Never SPAM! Blast your Email regularly Keeps your Email ‘From’ consistent

3 Magic Numbers What determines?

Deliver Rate:Database / Tools / ISP

Open Rate:From / Subject

Click Through Rate:Call to Action / Content

Call to action button Response your customer’s feedback Mobile device


How to Optimize ROI Search Engine Marketing

Tips for better SEM ROI

Keywords / Ad groups Keep Ad copy consistent with

Land page Inbound phone number in Ad

copy Event registration driven SEM

programs should leverage IP based promotion

Keep questions less in registration page

Promote paid keyword advertising through Google & Baidu

Link commonly searched words to website via text ads and name association

Capture user information and provide follow-on content, offers, and opportunities for continued engagement

Drive users to a landing page with a clear message and useful content

Paid SearchPaid Search New contact acquisition New product / solution launch promotion Webinar / Event registration Potential client quotation


How to Optimize ROI Webinar

WebinarWebinar Webinar – short for Web Seminar Webinar is very critical Online Marketing tactic for B2B

company to reach their customers Use Webinar to increase account coverage, geographically

Tips for better Webinar ROI

Get appropriate webinar platform Customize your webinar Co-branding with Big Brand (if

applicable) Play advertisement video in the

waiting period Survey during the break session Limit Most Webinars to One Hour Post-Webinar letters ( recording

VOD for whom missed the session)

Webinar ProcessWebinar Process


How to Optimize ROI Misc – Click to Chat / Social Media / Telemarketing

MiscMisc

TelemarketingSocial Media

Support Online Marketing Data cleansing Webinar invitation Tele-Survey Leads re-qualify

Does social media good for B2B? Culture: Chinese v.s. U.S. What is chinese version Social media for B2B? Online forum / BBS

Click to Chat

Best ROI Real-time communication Provide enhanced user experience Experts to guide user through any concerns and queries


Excellence Excellence Online Online

Marketing Marketing Execution Execution

ResultResult

ROI Maximization

Optimize Optimize DatabaseDatabase

Fixed Fixed Marketing Marketing

BudgetBudget

Sales Team Sales Team EngagementEngagement


Q & AQ & A

Jacob TangJacob Tangwww.JacobTang.comwww.JacobTang.com

[email protected]@Gmail.com

@唐寅 Jacob

Optimize ROI For B2B Online Marketing

Business

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