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

HOW TO BUILD DATA-DRIVEN B2B

MARKETING GROWTH STRATEGIES

Joseph Cole & Barry Kirk

@Kissmetrics

#KissWebinar

@allisoncarpio

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

@TapInfluence | @Maritz_MHI

#KissWebinar

@joefcole | @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

H2H, Human to HumanTHE POWER OF H2H IN TODAY’S MARKETING

BRIAN KRAMER

Business don’t have emotion, humans, do; and humans are what

power business.

“

THE CHALLENGE? UNDERSTANDING THE WHO.

H2H & INFLUENCETHE POWER OF H2H IN TODAY’S MARKETING

HOWARD LUCK GOSSAGE

Nobody reads ads. People read what interests them. Sometimes

it’s an ad.

“

LOYALTY NEEDS A MODEL FOR H2H.

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

ADBLOCKING STOLE YOUR CONSUMERS & FACEBOOK YOUR MONEY!

Sources:Adobe

DEMYSTIFYING INFLUENCE.

DEMYSTIFYING INFLUENCE.

Celebrity Endorsement Influencer Content

THE NEW MARKETING ECONOMY? INFLUENCE.

INFLUENCERS ENABLE CONSUMER-FIRST MARKETING.

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

H2H & LOYALTYTHE POWER OF H2H IN TODAY’S MARKETING

WHY LOYALTY?

Reasons for launching a loyalty strategy: • IdentifyCustomers• RetainBestCustomers• GrowHigh-PotentialCustomers

How Loyalty Is Measured: • Incrementalgrowthinsales• Reductionincustomerchurn

UltimateLoyaltyMetric:• LifetimeValue(LTV)

LOYALTY MARKETING CHALLENGES.

Colloquy Loyalty Census Data

THE LOYALTY ENGAGEMENT CLIFF.

Initial Awareness& Enrollment

Disengagement

Time

Parti

cipa

tion Participation,

but with lagging engagement levels

WHEN DISENGAGEMENT OCCURS.

Maritz 2016 Consumer Loyalty Study


WHEN DISENGAGEMENT OCCURS.

Bill Hannifin, LoyaltyTruth.com

Today’s still dominant loyalty model was

designed by Boomers, for Boomers.

“

THE BIG INTERSECTION

LOYALTY, INFLUENCE, & GROWTH MARKETING

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.


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.

PROVING INFLUENCE DRIVES REVENUE.

INCREMENTAL SALES.

ROI. WHEN DONE RIGHT.

Sales LiftDisplayads:$16per1,000impressionsInfluencerMarketing:$285per1,000pageviews

Evergreen ROIAdditional2x viewsweregeneratedaftercampaignconcludedEffectiveCPMishalvedevery3months

BEST PRACTICESLOYALTY, INFLUENCE, & GROWTH MARKETING

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 1: START WITH THE WHO.

Hopes / desires? Stresses? Media? Free time?

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

BEST PRACTICE 3: THE GROWTH HACK?

KRISTY SHARMAN

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

@[email protected]

JOSEPH COLEVP Marketing, TapInfluence

@[email protected]

Questions?