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Confessions of a Real B2B Marketer

Discover how to use actual response data to understand prospect intentions and create marketing programs that address real customer needs.

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Confessions of a Real B2B Marketer

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

  2. What Happened?

  3. So What Did We Do?

  4. No…We Don’t Do That…

  5. Now Add Some PR, Social, Blogs, and… Customers

  6. Introducing the SPAM Cannon…

  7. “Best Laid Plans…”

  8. Gut Feeling Still Rules Marketing

  9. The Intersection of Marketing and Strategy

  10. 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.

  11. What Works and What Doesn’t

  12. 5 Steps to Lead Generation That Works Today 1 Focus on the Goal Set clear objectives aligned to sales priorities 2 Create Integrated Marketing Plans Modeled off what has worked 3 Select Strong PartnersPay-for-Performance and “shared pain” 4 Create and Run Your Best ContentHow well does it meet buyer needs? 5 Optimize Based on ConversionsUse the metrics identified in step 1

  13. The Future of B2B Marketing – Attribution Modelsaka Solving “The Last Click Problem” Source: The Lenskold Group, 2010

  14. “Social Networks have existed for as long as we have.” ~ Paul Adams, Google: The Real Life Social Network

  15. Social Impact On Purchase Behavior

  16. The 4 C’s Of Social Media • Customer • 2. • Content • 3. • Context • 4. • Channels Social media is not an interruption but a distraction medium!

  17. Hot Topics In B2B Marketing 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 Based on most popular posts from B2BMarketingInsider.com

  18. Thank you! Michael Brenner michael.brenner@sap.comwww.focus.com/profiles/michael-brenner/public Join me online: Twitter I Linkedln I Facebook I My Blog Michael Damphoussemike@green-leads.comwww.focus.com/profiles/michael-damphousse/public

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