Using Integrated Online Marketing Tactics to Drive Business Results - PowerPoint PPT Presentation

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Using Integrated Online Marketing Tactics to Drive Business Results

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  1. Using Integrated Online Marketing Tactics to Drive Business Results B2B Net Marketing Breakfast Rob DeRobertis Analog Devices June 25, 2009

  2. Calculating Marketing Return on Investment (ROI) (Wish * Guess) = ROI Lie

  3. Why do we run marketing programs? For the good of the company Brand building To fight the competition If we don’t, we’ll look bad ? It is what we do Generate leads Awareness Altruistic Holistic Maintain Brand “You cannot manage what you cannot measure” -- Galileo, Kaplan & Norton (HBR) “Your measurement must be tied to business results.” -- Dennis Dunlap - AMA

  4. How do we link a marketing program to financial results? ? Make marketing spending not a controllable expense but a relevant business requirement.

  5. How do we get there? Industry Publications Reference From the Community Google • Map the customer’s buying process • Understand key influencers Research Test Drive (Free) Order Product Evaluation 1000 Production 100 Sales Team • Identify critical actions 250 Prototype Customer Service Develop • Understand Funnel Purchase Tools $ Buy Development Sys $$$ Support

  6. Define an integrated program that would increase test drive and ultimately revenue Online Programs Ads Web Sites Test Drives Selling Tools Channel programs TradeShow / Events Influencer Relations Press, IR, Analysts,Community Implement using a measurable means

  7. How integration came together Online Programs Adwords, SEO, Forums Ads Web Sites Test Drives Online Video, Interpole, GIF Landing Page Selling Tools Sales Intranet Channel programs Seminar Series TradeShow / Events Influencer Relations Press, IR, Analysts,Community Consumer Electronics Show Customer Success Stories White papers

  8. Implementation: Online Banner Ads Learn more

  9. Implementation: Website Produced by Advertisement Team Promise Drive biz Produced by PR Produced by Web Team Tested and adjusted based on results

  10. Implementation: SEO, Adwords

  11. Implementation: Channel • Broad program release through channel partner • Customer workshops held world wide

  12. Implementation: Social Networks

  13. The ROI Calculation Funnel Impressions xxM Click through xxK Hits to test drive page x,xxx Test drives downloaded xxx Design-win potential xx Total test drives from all sources x,xxx Total test drives prior 5 months x,xxx Percentage change in test drives 12% Potential new revenue generated $xxM Spending (on media placement) $xxxK Price new customer acquisition $xK Price per production customer $xK

  14. Lessons learned Increasing advertising spending online does correlate to web traffic Develop the landing page first Don’t try to measure everything Decide quickly, make simple adjustments along the way Test results provided by third parties Use results to make publishers more effective