2. 4 Steps to B2B Customer On-boarding
In the complex B-to-B sales cycle, it is clear that buyers are
in control. Decision makers need to be engaged based on
control
their needs and buying cycle, not your latest product launch.
In this session, we will explore how to:
• Get the conversation started
• U your d t wisely t engage and stay connected
Use data i l to d t t d
with prospects and customers
• Know when to close the deal

3. 4 Steps to B2B Customer On-boarding
1) Take it slow
2) Use data wisely
3) Contact people on
their terms
4) Know when to
close the deal

4. Like an ink spot that never comes out…
lack of data quality has a lasting impact
$1 $10 $100
the cost to verify the cost to the cost per
a contact record cleanse and de- record to sit in the
when it enters dupe each database and
your marketing contact record have nothing
database after entry done to it
Source: The Impact of Bad Data on Demand Creation, SiriusDecisions

5. • If we have learned
anything during the down
economy, it’s that…
• it's a buyers' market
• Customer relationships
take time to:
• Develop
• Maintain
• Grow

6. Add information in bite-size portions
U.S. Data Consumption in ONE DAY
• We already consume more
information than we can
effectively process
• New engagements are
sought to solve a problem
• I order t take the time,
In d to t k th ti
the new solution has to be
timely, relevant and
targeted
• Cut through the clutter

7. What happens today?
pp y
One size doesn’t fit all…
Webinar invitation emails
Thank you
for
registering,
Post-event emails
add it to your
calendar
View the on-
demand
session
Personalized follow-up
Reminder Jeff, l d
J ff glad you could j i
ld join Sarah,
S h sorry you weren’t ’t
email, with us for the… we’d love able to attend… you can
log-in links, Sorry we
missed you your feedback… still view the session…
etc.

8. Use data to learn channel and industry
4
3.5
3
2.5
2
1.5
1
8062 ‐ General medical & surgical hospitals
0.5
7389 ‐ Welcoming services
7379 ‐ Software reproducing
0
7371 ‐ Custom computer programming services
7011 ‐ Motor hotels
6022 ‐ State commercial banks (credit card issuing

9. • According to research
firm SiriusDecisions,
companies could
realize nearly 70
li l
percent more
revenue by simply
having better data.

10. When we didn’t know any better
y
• Customer segmentation
Maintenance Renewal
December January
J
15% 15%
November February
10% 10%
October March
5% 5%
September April
5% 5%
August May
5% 5%
July June
10% 10%

11. Industry segmentation is only the beginning
y g y g g
• The #1 priority this year for marketers are improving
customer segmentation and targeting
– Cited by 64% of respondents
– Most B2B marketers don’t segment beyond 2 levels
Industry Segmentation
Insurance/ Financial
Healthcare Services
30% 30%
Retail/
Wholesale
15% Telecom
25%
Source: CMO Council, 2011 State of Marketing: Outlook, Intentions and Investments

12. Levels of segmentation directly impact ROI
• Start with what you know, fill in as you go
FName LName Title Industry Company Size ($/M) Responsible for Phone Email
John Smith VP Operations
John Smith VP Operations Technology 800.555.1111
Systems, Software,
John Smith VP Operations Technology $1,000-10,000 Process Management 800.555.1111 jsmith@company.com
• Group the obvious/easy data first
– C
Company sizei
– Industry classification
• Add targeted segments
– Job function/title
– Purchasing authority
– Communication preferences
• Real results
– Since adopting this segmentation approach, direct mail response rates have
risen 50% to 70% and telemarketing sales have jumped nearly 500%.
Source: NielsenWire

13. What would the conversation sound like?
• Use what you know
about th person or
b t the
segment to tailor your
– Conversation
– Offer
– Message
– Product benefits

14. Adapt message by channel and title
4
3.5
3
2.5
2
1.5
1 VICE PRESIDENT
MARKETING
MARKETING MANAGER
0.5 IT Director
GENERAL MANAGER
0
DIRECTOR
Chief Executive Officer
ACCOUNT MANAGER

15. • Take an interest in the
prospects’ preferences
t ’ f
• People prefer different types
of information and
communication methods
• Respect them
• If they prefer email, then
email them until they are
ready for a phone call
• Meet them where they are
in the buying cycle

16. Conversation flow example
Emails &
Newsletters
DYNAMIC MICROSITE Gold Leads Pass to Sales
Whitepapers
Case studies
SEO/PPC Competitions
Blogs Telemarketing
Forums Silver Leads
Webinars
Podcasts
Social RFQ
Networking
Bronze Leads Nurture
Online TRACKING & SCORING FURTHER QUALIFICATION NURTURE
inventory Monitor level of interest based on •Budget
PROGRAM
: y
•Authority
•Email opens •Need
•Visits to microsite •Timeline
•Downloads
Advertising •Reading/Posting on Blogs

17. 7 Rules of engagement
1. do not initiate contact without a clear
objective
2. start with the customer, not with your
product/service
3.
3 pick-up where the interaction left-off
4. don’t ask the prospect for the same
thing more than once
5. make the interaction personal and
personalized
6.
6 deliver information that reflects what
you’ve learned about them
7. learn about the customers/prospects in
bits... not all at once
bi ll
Source: Peppers, D., Rogers, M. One to One Fieldbook

18. Learn from each touch-point
1. Define your objective
2. Define the WHO
3.
3 Define collateral needed
Touch point
Emails Postcard
Phone scripts Letter
Content Assets
White papers Webinars
Analyst reports Podcasts
Articles Flash demo
Research Papers
Interactive media
Poll / survey
o su ey
Scorecard / rank yourself
against your peers
4. Map out the customer experience
5. Test and launch
6.
6 Ongoing evaluation and monitor reporting
7. Keep content fresh

19. Test response, measure ROI by channel
Awareness
Information
Conversion
Marketing Source
Marketing Source Total Revenue
Total Revenue Total Spend
Total Spend ROI
Banner Ads 10,264.29 5,000.00 105.29%
Search 28,965.00 30,000.00 ‐3.45%
Email 14,146.43 12,000.00 17.89%
Direct Mail
Di t M il 7,617.86
7 617 86 20,000.00
20 000 00 ‐61.91%
61 91%
Telemarketing 5,135.71 15,000.00 ‐65.76%
Social Media 20,587.50 5,000.00 311.75%
Website/Microsite 49,181.31 50,000.00 ‐1.64%
Case Studies/Whitepapers 37,201.90 10,000.00 272.02%

20. • Use information to gain insight
• B2B buyers typically engage
with you only after they have
done research on your company
• More than 86% of buyers reach
out to companies by
• Calling directly
• Responding to an initial download
or request
• Once you have the
connection and understand
their
th i needs, ask f th order
d k for the d
Source: DemandGen Report

21. Final buying decision influencers
• Product demonstrations and specifications
• Competitive product comparisons
• Customer testimonials and references
• Support and maintenance
pp
• ROI analysis

22. Too many metrics
• Many marketers do not build
metrics in from the start
– 62% of marketers struggle with “turning
data into action
action”
– 53% of marketers use social media
marketing but find it difficult to measure the
g
value
– 44% of marketers are using mobile apps
and are just starting to integrate with email
– 57% say their top bottleneck is
measurement, analysis, and learning
Source: Unica Marketing Survey, 2011

23. Metrics that matter
How much does it cost What is your conversion
to attract each new rate from visitor to
visitor or prospect? opt-in?
Attraction Conversion
Life-time
Retention
y
How many transactions
value
What percent of your
does the average
opt-ins become paying
customer make over
customers?
time? At what value?

24. Metrics & modeling examples

25. Metrics & scoring examples
AVG Activity
SIC Code
SIC Code Accepted Closed Grand Total Conversion Rate
Grand Total Conversion Rate Score
58 ‐ ‐ EATING AND DRINKING PLACES 6 26 32 19% 0.77
Telemarketing
54 ‐ ‐ FOOD STORES 2 12 14 14% 0.75
73 ‐ ‐ BUSINESS SERVICES 2 2 4 50% 1.34
Email
59 ‐ ‐ MISCELLANEOUS RETAIL 1 0 1 100% 1.84
64 ‐ ‐ INSURANCE AGENTS, BROKERS, & SERVICE 1 0 1 100% 2.28
Online
79 ‐ ‐ AMUSEMENT & RECREATION SERVICES 1 0 1 100% 2.10
39 ‐ ‐ MISC. MANUFACTURING INDUSTRIES 2 1 3 67% 1.42
Direct Mail
73 ‐ ‐ BUSINESS SERVICES 5 15 20 25% 1.06

26. Results
Offer Type AVG Activity Score
Email 0.68
Online 1.09
Email (Common SICs) 0.66
Online (Common SICs) 0.97
Email (Unique SICs) 0.69
Online (Unique SICs) 1.21
Direct Mail
Di t M il 0.42
0 42
Key Takeaways
Email had a consistently higher activity score
This can be seen most clearly when looking at SICs that responded to both online and email campaigns
This tells us that while the online campaign succeded in creating more leads, it did not create more
engaged leads than the email campaign
There are several SICs that we would recommend going after in the future:
There are several SICs that we would recommend going after in the future:
59 ‐ ‐ MISCELLANEOUS RETAIL
73 ‐ ‐ BUSINESS SERVICES
82 ‐ ‐ EDUCATIONAL SERVICES

27. Data-driven customer acquisition process
It starts with a data-driven profile that is enhanced with
insight and behavior throughout your conversation.
Consider the value of 100 new prospects with complete
contact information, online behavior and communication
preference data to support your sales calls.
Compare that to 500 names that lack marketing insight
insight.
At $100 record doing nothing, it costs $50K.
Find the value of your prospects; start with your data.
Use the insights you gain during your conversations to
bring new customers on board. Ask for the order.

28. Thank you
Questions?

29. Contact information
• Mary Miller
Global Director, Marketing
E: Mary miller@mardevdm2
Mary.miller@mardevdm2
@mnm8312; @mardevdm2
facebook/mardevdm2
Mardevdm2 group
DMA: Booth #1011
www.mardevdm2.com