Using Marketing Insight to drive Sales

Shane Redding, Think Direct

A little bit about me

Worked in b2b for over 30 years

Consult, train and & lecture

Own 2 companies and hold 3 NEDs

Passionate about data and analysis

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This session

What is marketing insight? Where to start? What are your business issues? Top tips for success Where to go for more help

Market and Customer Insight

What is it?

1.Market Research

2.Database Analysis – prospect and customers

3.Campaign Analytics – by media

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Market and Customer Insight – What is it FOR?

The CRUNCH is to DRIVE sales!

So the question is not what analysis should you be doing?

.. but WHAT is your business problem!

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Analytics & the car crash

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What is the business problem?

Historic analysis CAN tell you that you are attracting the “wrong” customers:

Credit risk Unprofitable High churn Flat/downturn sector

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Sector specific trends

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Marketing in a downturn

But some b2b sectors actually boom:

debt factors privately owned co.'sgovernment (some e.g. enterprise) cost saving businesses e.g. video conferencing, outsourcing, outplacement, software

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Market research shows

Other niche growth sectors in economyenvironmental/waste mgt construction (Olympics) eBay tradersSMEs/Start ups

Source: www.statistics.gov.uk

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…and beware of predicting the future!

Pace of change Upside marketing – or buyers in

control

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Business Problem

Where do I find NEW customers? Actually its where do I find NEW

PROFITABLE customers? Market research (common sense

applied) = Key trends for 2012

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Acquiring new profitable customers

Top Tip 1: Focus

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Focus on growth

market research Insider trends – in your business

which sectors are growing (eye ball the data)

Look at which sectors your new leads are coming from (but media neutral e.g. Google)

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Acquiring new profitable customers

Top Tip: Profile your best customers and find more like themNeed to use external resource to compare your database to the business universe to do thisWill match and report on your dataProviders include DnB, Experian, Blue Sheep, Cyance see www.cyance.com

Profiling the market 

Customers v business universe 

BUT before you start

How good is your data? Clean it up first

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Business Problem 2: How do you convert online leads?

1. Are you drowning in leads?

2. Do your sales people moan about the quality of leads?

3. Have you low visit to order conversion levels?

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How do you convert online leads?

Top Tip: Focus on quality

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Focus on the QUALITY of your leads Where are they in the buying cycle? Feedback learning’s into your PPC Score your leads, can be as simple as

number of touch points i.e. they have visited website, downloaded, phoned

Attribute & prioritise in your database Remember: Less can be MORE

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Top Tip: Collect Datato help convert online leads

Analyse: what are you missing? Emails, Phone numbers etc.

Can you make it easier on your reg forms? Use rapid addressing and pre completion

Turn unknown visitors into real leads with tools like www.Leadforensics.co.uk

Lead Forensics: Leads to Sales

Takes the IP address of your visitors and matches it to the UK business universe

So you know which companies by size/sector/geo are on your site

Provides phone number to follow up You can link to YOUR database to

score leads and track customers

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Analysis should deliver

Profit! Competitive edge Help focus marketing budget on best

opportunities Clear ROI - delivers business

objectives, solves problems

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Help

www.theidm.com www.thedma.org www.marketingsherpa.com

And do email me

Shane.Redding@thinkdirect.biz

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