Date post: | 21-Aug-2015 |
Category: |
Marketing |
Upload: | really-b2b |
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Really Purple Title – only mention Shortel
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How to create a B2B campaign with metrics success
- Kirsty Dawe, Director ReallyB2B
Large customer head with ZMOT written in the middle - basic
Not same head as ‘Pains’ slide (Front on
head siluett)
90% of the sales funnel is now controlled by marketing
Big funnel with 90% of it being taken up by the word marketing
What to measure• CPE, CPL, CPA, CPS• Conversion at each stage %• Return per lead/appointment• Initial sales value and lifetime value• Look at by channel, industry and sales person
Miele Professional• Commercial arm of Miele and leading manufacturer of professional
laundry, dishwashing and sterilising equipment• Looking for a new way to connect with and nurture customer base
to run alongside current advertising, PR and outbound telemarketing
Objectives• Increase volume of sales ready leads• Increase engagement with the Miele professional brand
Tips for success• Never make assumptions about what’s important to prospects –
build your personas• Talk to EVERYONE in the DMU with a message that resonates with
them• If you can’t sell HELP• Combine inbound with outbound• Only give the leads to sales once they are ready• Always build in closed loop feedback
Really Purple Title – only mention Shortel
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Learn more about successful B2B marketing at:
www.reallyb2b.com/b2b-resources