VP, Marketing Analytics, IBM VP of Marketing Analytics, IBM Has - - PowerPoint PPT Presentation

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Mar 13, 2023 283 likes •582 views

VP, Marketing Analytics, IBM VP of Marketing Analytics, IBM Has worked at IBM for 17 years Oversees 250 marketing analysts supporting 6,000 marketing professionals Spread over 120 countries Consumers are 75% of the way

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VP, Marketing Analytics, IBM

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VP of Marketing Analytics, IBM

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Has worked at IBM for 17 years
Oversees 250 marketing

analysts supporting 6,000 marketing professionals

Spread over 120 countries

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Consumers are 75% of the way towards making a decision before reaching out to a potential vendor. Inbound web visits are 2-3x more likely to convert to responses than

utbound emails.

Personalization of content by industry and job role increases clickthrough rates on ibm.com by 2x. Responding within 1 hour is 7x more likely to result in a lead than responding within 2 hours (and 60x more likely compared to responding within a day).

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Consumers are 75% of the way towards making a decision before reaching out to a potential vendor. Inbound web visits are 2-3x more likely to convert to responses than

utbound emails.

Personalization of content by industry and job role increases click- through rates on ibm.com by 2x. Responding within 1 hour is 7x more likely to result in a lead than responding within 2 hours (and 60x more likely compared to responding within a day).

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7 Truths

f Marketing

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A. A 17% decrease in responses world wide
B. An increase in marketing contacts
C. A 33% increase in validated leads
D. A 10% increase in win revenue

In n 20 2014 14, IBM inc ncrea eased ed mark rketi eting email ils s by 37 37%, whi hich led to:

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Who partici icipat ates s in the decisi ision making as buyers, users s or influence cers? Where do they get trust sted informat ation ion? What languag age e do they use? e? Who is the perso son within their ir compan any?

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Data Insi sight ght: Roles like developers and product/service maintenance professionals are higher influencers than commonly targeted C-suite executives.

* Chart shows response rate by number of people in our database

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Which hich of the he follo lowin ing g off ffer er types es perform rforms best st for r IBM in n the he try/bu buy y stag ages es of the buyer’s journey?

A. Whitepaper
B. eBook
C. Demo
D. Video
ffers

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 Gated  Designed to progress to conversion  Represent a fair exchange of value  Experiential - demos, trials, assessments  Reason to act now

Discover Learn Try Buy Adopt Advocate

 Non-gated  Designed to introduces concepts  Designed to frame the decision criteria  Whitepapers, videos, blog posts  Buyer’s guide  Designed to deepen the relationship  Help user to use  Promote reviews, social conversation  Events, word of mouth  Collect feedback

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 Gated  Designed to progress to conversion  Represent a fair exchange of value  Experiential - demo’s, trials, assessments  Reason to act now

Discover Learn Try Buy Adopt Advocate  Un-gated  Designed to introduces concepts  Designed to frame the decision criteria  White papers, Videos, Blog posts  Buyer’s guide

 Designed to deepen the relationship  Help user to use  Promote reviews, social conversation  Events, word of mouth  Collect feedback

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9 14 15 16 17 20 21 28 44 49 51 166 690 White paper Book Poster Solution or Product Guide Recorded Webinar ebook Analyst Research Flyer Online Demo Assessment Live Webinar Software Download Incentive

Experiential
Reason to act now
High value exchange
Informational
Minimal value exchange

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Which call-to-action lead to the highest clickthrough rate?

Variation #1 Variation #2 Variation #3 Variation #4

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The idea of “joining an ecosystem” won

Variation #1 Variation #2 Variation #3 Variation #4

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Every engagement must have a

purpose

Overloaded pages prevent the client

from easily accessing what they need

The example includes:
50+ links
Offers from across the buyer’s journey

– whitepapers, trials, e-books, webcasts, chat, events

No clear value proposition
No perceived value exchange

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Short, simple registration forms perform best — as is the case with Watson

son Analytic alytics s — an IBM product that makes advanced analytics accessible to a broader user base

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1) 1) Target eting: : 20x increase in response rate with a 9x uplift in

MCR. With European team, a 78% decrease in outbound

touches resulting in a 9% increase in responses 2) 2) Offers: rs: Generated a 5-10x increase in quality responses to their offers 3) 3) Web Exper erien ence ce: : 3x increase clickthrough rates, 2.5x improvement in engagement rates, and 1.5x increase in Live Chats

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Marketing Top Sheet (Cleaned for Audience)

Everything must be put into a ROI context

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VP, Marketing Analytics, IBM

VP of Marketing Analytics, IBM

analysts supporting 6,000 marketing professionals

Consumers are 75% of the way towards making a decision before reaching out to a potential vendor. Inbound web visits are 2-3x more likely to convert to responses than

Personalization of content by industry and job role increases clickthrough rates on ibm.com by 2x. Responding within 1 hour is 7x more likely to result in a lead than responding within 2 hours (and 60x more likely compared to responding within a day).

Consumers are 75% of the way towards making a decision before reaching out to a potential vendor. Inbound web visits are 2-3x more likely to convert to responses than

Personalization of content by industry and job role increases click- through rates on ibm.com by 2x. Responding within 1 hour is 7x more likely to result in a lead than responding within 2 hours (and 60x more likely compared to responding within a day).

7 Truths

In n 20 2014 14, IBM inc ncrea eased ed mark rketi eting email ils s by 37 37%, whi hich led to:

Data Insi sight ght: Roles like developers and product/service maintenance professionals are higher influencers than commonly targeted C-suite executives.

Which hich of the he follo lowin ing g off ffer er types es perform rforms best st for r IBM in n the he try/bu buy y stag ages es of the buyer’s journey?

 Gated  Designed to progress to conversion  Represent a fair exchange of value  Experiential - demos, trials, assessments  Reason to act now

Discover Learn Try Buy Adopt Advocate

 Non-gated  Designed to introduces concepts  Designed to frame the decision criteria  Whitepapers, videos, blog posts  Buyer’s guide  Designed to deepen the relationship  Help user to use  Promote reviews, social conversation  Events, word of mouth  Collect feedback

 Gated  Designed to progress to conversion  Represent a fair exchange of value  Experiential - demo’s, trials, assessments  Reason to act now

Discover Learn Try Buy Adopt Advocate  Un-gated  Designed to introduces concepts  Designed to frame the decision criteria  White papers, Videos, Blog posts  Buyer’s guide

 Designed to deepen the relationship  Help user to use  Promote reviews, social conversation  Events, word of mouth  Collect feedback

purpose

from easily accessing what they need

– whitepapers, trials, e-books, webcasts, chat, events

son Analytic alytics s — an IBM product that makes advanced analytics accessible to a broader user base

1) 1) Target eting: : 20x increase in response rate with a 9x uplift in

touches resulting in a 9% increase in responses 2) 2) Offers: rs: Generated a 5-10x increase in quality responses to their offers 3) 3) Web Exper erien ence ce: : 3x increase clickthrough rates, 2.5x improvement in engagement rates, and 1.5x increase in Live Chats

Marketing Top Sheet (Cleaned for Audience)

Everything must be put into a ROI context

Ari Sheinkin, IBM @AriSheinkin