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Using Integrated Online Marketing Tactics to Drive Business Results B2B Net Marketing Breakfast Rob DeRobertis Analog Devices June 25, 2009 Calculating Marketing Return on Investment (ROI) (Wish * Guess) = ROI Lie Why do we run marketing programs? For the good of the company

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using integrated online marketing tactics to drive business results

Using Integrated Online Marketing Tactics to Drive Business Results

B2B Net Marketing Breakfast

Rob DeRobertis

Analog Devices

June 25, 2009

why do we run marketing programs
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

how do we link a marketing program to financial results
How do we link a marketing program to financial results?

?

Make marketing spending not a controllable expense but a relevant business requirement.

how do we get there
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

define an integrated program that would increase test drive and ultimately revenue
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

how integration came together
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

implementation website
Implementation: Website

Produced by Advertisement Team

Promise

Drive biz

Produced by PR

Produced by Web Team

Tested and adjusted based on results

implementation channel
Implementation: Channel
  • Broad program release through channel partner
  • Customer workshops held world wide
the roi calculation funnel
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

lessons learned
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