Confessions of a Real B2B Marketer Michael Brenner, Sr. Director, Global Marketing, SAP December 2, 2010.

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Presentation transcript:

Confessions of a Real B2B Marketer Michael Brenner, Sr. Director, Global Marketing, SAP December 2, 2010

Page 2© 2010 Focus, Inc. All rights reserved. What Happened?

Page 3© 2010 Focus, Inc. All rights reserved. So What Did We Do?

Page 4© 2010 Focus, Inc. All rights reserved. No…We Don’t Do That…

Page 5© 2010 Focus, Inc. All rights reserved. Now Add Some PR, Social, Blogs, and… Customers

Page 6© 2010 Focus, Inc. All rights reserved. Introducing the SPAM Cannon…

Page 7© 2010 Focus, Inc. All rights reserved. “Best Laid Plans…”

Page 8© 2010 Focus, Inc. All rights reserved. Gut Feeling Still Rules Marketing

Page 9© 2010 Focus, Inc. All rights reserved. The Intersection of Marketing and Strategy

Page 10© 2010 Focus, Inc. All rights reserved. 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.

Page 11© 2010 Focus, Inc. All rights reserved. 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 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)

Page 12© 2010 Focus, Inc. All rights reserved. 5 Steps to Lead Generation That Works Today Create and Run Your Best Content How well does it meet buyer needs? Focus on the Goal Set clear objectives aligned to sales priorities Create Integrated Marketing Plans Modeled off what has worked Optimize Based on Conversions Use the metrics identified in step Select Strong Partners Pay-for-Performance and “shared pain”

Page 13© 2010 Focus, Inc. All rights reserved. The Future of B2B Marketing – Attribution Models aka 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 NetworkThe Real Life Social Network

Page 15© 2010 Focus, Inc. All rights reserved. Social Impact On Purchase Behavior

Page 16© 2010 Focus, Inc. All rights reserved. The 4 C’s Of Social Media Content Context Channels 1. Customer Social media is not an interruption but a distraction medium!

Page 17© 2010 Focus, Inc. All rights reserved. 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 B2BMarketingInsider.com

Page 18© 2010 Focus, Inc. All rights reserved. Michael Brenner Join me online: Twitter I Linkedln I Facebook I My BlogTwitterLinkedlnFacebookMy Blog Michael Damphousse Thank you!