confessions of a real b2b marketer michael brenner, sr. director, global marketing, sap december 2,...
TRANSCRIPT
Confessions of a Real B2B Marketer
Michael Brenner, Sr. Director, Global Marketing, SAP
December 2, 2010
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What Happened?
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So What Did We Do?
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No…We Don’t Do That…
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Now Add Some PR, Social, Blogs, and…
Customers
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Introducing the SPAM Cannon…
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“Best Laid Plans…”
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Gut Feeling Still Rules Marketing
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The Intersection of Marketing and Strategy
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1. Analyze keywords to help us understand prospect “intentions”
2. Analyze offers to create a more complete picture of prospect needs
4. Optimize keywords and offers
Campaigns reflect market needs
Higher Response rates (5X)
Campaign ROI (4X)
3. Use the best keywords and offers to:
Drive Programs
Message / content creation
Go-to-market planning
Insight-Driven Marketing: The vision to use actual response data to understand prospect intentions, and to create marketing programs to address real customer needs and the offers that meet those needs.
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What Works and What Doesn’t
What Works (Integrated Marketing Plans) What ‘s Not Working So Much (Tactics)
Compelling content that helps buyers (blogs) Do you understand your audience?
Website optimization (SEO) Product-centric perspectives
Email marketing (but not too much!) Company lingo
Paid search (PPC) Vertical world?
Inbound (Contact Us, Chat) Banner Ads (awareness vs. consideration)
Pay-for-performance (CPI, CPC, CPL, CPA) Too many events (acceleration)
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5 Steps to Lead Generation That Works Today
Create and Run Your Best ContentHow well does it meet buyer needs?
Focus on the GoalSet clear objectives aligned to sales priorities
Create Integrated Marketing PlansModeled off what has worked
123
Optimize Based on ConversionsUse the metrics identified in step 1
45
Select Strong PartnersPay-for-Performance and “shared pain”
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The Future of B2B Marketing – Attribution Modelsaka Solving “The Last Click Problem”
Source: The Lenskold Group, 2010
“Social Networks have existed for as long as we have.” ~ Paul Adams, Google: The Real Life Social Network
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Social Impact On Purchase Behavior
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The 4 C’s Of Social Media
2. 3.
4.
Content
Context
Channels
1. Customer
Social media is not an interruption but a distraction medium!
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• B2B Digital marketing skill shortage. Search, Social, Display
• All things “Social”: ROI, Blogs, Personal Branding, Response
• Retention and loyalty are back…employee engagement
• Sales and Marketing alignment is (still) the hottest topic
• Quality vs. Quantity of leads
• Strategic Marketing Plans
Hot Topics In B2B Marketing
Based on most popular posts from B2BMarketingInsider.com
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Michael Brenner [email protected] www.focus.com/profiles/michael-brenner/public
Join me online: Twitter I Linkedln I Facebook I My Blog
Michael [email protected] www.focus.com/profiles/michael-damphousse/public
Thank you!