B2B Omni-channel Marketing with IBM Marketing Cloud MCL-1825

Transcription

1 B2B Omni-channel Marketing with IBM Marketing Cloud MCL-1825 Dale Price, Sr. Offering Manager, IBM Nickolas Wyatt, Marketing Manager, SUPPLY.com

2 B2B Marketing and Buying Trends

3 B2B Customers Customers now expect a consistent, reliable experience from a company and its channel partners 1 B2B customers now use multiple channels to research and buy products and services 2 Much research has shown that customers who buy across multiple channels spend more money and are more loyal than singlechannel customers 2 1 Source: Predictions 2016: B2B Marketing s New Mission, Forrester, November 13, Source: Measuring Up: Benchmarking Your B2B ecommerce Performance, Forrester, February 19,

4 Looking ahead % USA workforce 75 % Global workforce Millennials, especially, prize a hassle-free, personalized omni-channel client experience Source: To buy or not to buy? How Millennials are reshaping B2B marketing, IBM Corporation, March 2,

5 When researching B2B products/services Millennials want to go directly to the source and interact with vendors representatives, even more than other generations do Source: To buy or not to buy? How Millennials are reshaping B2B marketing IBM Corporation, March 2,

6 Millennial B2B buyers 55% regularly turn to their personal social media networks to get information about their market and industry 69% say they will use social media to post positive comments but they are far less likely to say anything negative about a B2B vendor Source: To buy or not to buy? How Millennials are reshaping B2B marketing IBM Corporation, March 2,

7 Younger millennials (aged 21-25) Prefer more digital/social/mobile interaction with vendors Source: To buy or not to buy? How Millennials are reshaping B2B marketing IBM Corporation, March 2,

8 SUPPLY.com Case Study Nickolas Wyatt, Marketing Manager, SUPPLY.com

9 Full-service plumbing & lighting supply partner. 9

10 A little bit about me 11 years overall experience 6 years experience with IBM Marketing Cloud Marketing Sherpa Certified Drove 6.4 Million in attributable revenue in

11 The Law of Navigation Anyone Can Steer the Ship, but It Takes a Leader to Chart the Course 11

12 The Bigger Picture 12

13 Data is the Foundation IBM Marketing Cloud Sales Rep Customer 13

14 12k targeted leads that didn t know we exist 14

15 $1,272,000 Annual Sales ROI: 4,988% 15

16 16

17 The Process 17

18 Journey Map Experience Map Buzz Word 18

19 Creating Personal s

20 Getting Personal: Envelope Fields 20

21 Getting Personal: Content Introduction 21

22 Getting Personal: Content Introduction Open Rate: 42.8% Effective Rate: 5.9% 22

23 Getting Personal: Dynamic Intro 23

24 Getting Personal: Dynamic Intro 24

25 Getting Personal: Sales Rep Pictures <img height="81" src=" gif" /> 25

26 Building the Program

27 Program Building Process 1. Build Entrance Query 2. Create The Program 3. Add Step Resources 4. Build Out The Customer Flow 5. Build Out Program Exits 27

28 1. Build Entrance Query 28

29 2. Create The Program 29

30 2. Create The Program 30

31 3. Add Step Resources 31

32 3. Add Step Resources 32

33 3. Add Step Resources 33

34 Quick Tip: The program behavior query builder doesn t allow you to natively choose people who are currently active in a program, only people who have or have not been in a program. 34

35 4. Build Out The Customer Flow 35

36 4. Build Out The Customer Flow 36

37 4. Build Out The Customer Flow 37

38 5. Build Out Program Exits 38

39 5. Build Out Program Exits 39

40 40

41 Incorporating Facebook Display Ads IBM Marketing Cloud Query Social Audiences Facebook Display Ads 41

42 Setup Engage 1. Create a field in your database called Social Display Ads. 2. Create a query that includes that field. 42

43 At 2 I want a Facebook Display Ad 43

44 At 2 I want a Facebook Display Ad 44

45 Log In 45

46 Create An Audience 46

47 Create A Campaign 47

48 Create A Campaign 48

49 Create A Campaign 49

50 Create A Campaign 50

51 At 2 I want a Facebook Display Ad 51

52 At 2 I want a Facebook Display Ad 52

53 53

54 ROI: 4,988% $1,272,000 Annual Sales 54

55 More Possibilities Dale Price, Sr. Offering Manager, IBM

56 Journey Designer 56

57 SMS and Mobile Push Notifications 57

58 Recommendations

59 Create customer experiences that matter. Make it easy. Share the love. 59

60 60

61 Notices and Disclaimers Copyright 2016 by International Business Machines Corporation (IBM). No part of this document may be reproduced or transmitted in any form without written permission from IBM. U.S. Government Users Restricted Rights - Use, duplication or disclosure restricted by GSA ADP Schedule Contract with IBM. Information in these presentations (including information relating to products that have not yet been announced by IBM) has been reviewed for accuracy as of the date of initial publication and could include unintentional technical or typographical errors. IBM shall have no responsibility to update this information. THIS DOCUMENT IS DISTRIBUTED "AS IS" WITHOUT ANY WARRANTY, EITHER EXPRESS OR IMPLIED. IN NO EVENT SHALL IBM BE LIABLE FOR ANY DAMAGE ARISING FROM THE USE OF THIS INFORMATION, INCLUDING BUT NOT LIMITED TO, LOSS OF DATA, BUSINESS INTERRUPTION, LOSS OF PROFIT OR LOSS OF OPPORTUNITY. IBM products and services are warranted according to the terms and conditions of the agreements under which they are provided. Any statements regarding IBM's future direction, intent or product plans are subject to change or withdrawal without notice. Performance data contained herein was generally obtained in a controlled, isolated environments. Customer examples are presented as illustrations of how those customers have used IBM products and the results they may have achieved. Actual performance, cost, savings or other results in other operating environments may vary. References in this document to IBM products, programs, or services does not imply that IBM intends to make such products, programs or services available in all countries in which IBM operates or does business. Workshops, sessions and associated materials may have been prepared by independent session speakers, and do not necessarily reflect the views of IBM. All materials and discussions are provided for informational purposes only, and are neither intended to, nor shall constitute legal or other guidance or advice to any individual participant or their specific situation. It is the customer s responsibility to insure its own compliance with legal requirements and to obtain advice of competent legal counsel as to the identification and interpretation of any relevant laws and regulatory requirements that may affect the customer s business and any actions the customer may need to take to comply with such laws. IBM does not provide legal advice or represent or warrant that its services or products will ensure that the customer is in compliance with any law 61

62 Notices and Disclaimers Con t. Information concerning non-ibm products was obtained from the suppliers of those products, their published announcements or other publicly available sources. IBM has not tested those products in connection with this publication and cannot confirm the accuracy of performance, compatibility or any other claims related to non-ibm products. Questions on the capabilities of non-ibm products should be addressed to the suppliers of those products. IBM does not warrant the quality of any third-party products, or the ability of any such thirdparty products to interoperate with IBM s products. IBM EXPRESSLY DISCLAIMS ALL WARRANTIES, EXPRESSED OR IMPLIED, INCLUDING BUT NOT LIMITED TO, THE IMPLIED WARRANTIES OF MERCHANTABILITY AND FITNESS FOR A PARTICULAR PURPOSE. The provision of the information contained herein is not intended to, and does not, grant any right or license under any IBM patents, copyrights, trademarks or other intellectual property right. IBM, the IBM logo, ibm.com, Aspera, Bluemix, Blueworks Live, CICS, Clearcase, Cognos, DOORS, Emptoris, Enterprise Document Management System, FASP, FileNet, Global Business Services, Global Technology Services, IBM ExperienceOne, IBM SmartCloud, IBM Social Business, Information on Demand, ILOG, Maximo, MQIntegrator, MQSeries, Netcool, OMEGAMON, OpenPower, PureAnalytics, PureApplication, purecluster, PureCoverage, PureData, PureExperience, PureFlex, purequery, purescale, PureSystems, QRadar, Rational, Rhapsody, Smarter Commerce, SoDA, SPSS, Sterling Commerce, StoredIQ, Tealeaf, Tivoli, Trusteer, Unica, urban{code}, Watson, WebSphere, Worklight, X-Force and System z Z/OS, are trademarks of International Business Machines Corporation, registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at "Copyright and trademark information" at: 62

63 Thank you!