www.bmachicago.org

1. Demand Generation in a
Changing Landscape
Brian Krause
VP, Marketing and Communications

2. 5
MUST-HAVES
FOR SUCCESS

3. 5
MUST-HAVES
FOR SUCCESS
1

4. 5
MUST-HAVES
FOR SUCCESS
2
1

5. 5
MUST-HAVES
FOR SUCCESS
3
2
1

6. 5
MUST-HAVES
FOR SUCCESS
3
2
1 4

7. 5
MUST-HAVES
FOR SUCCESS
3
2 5
1 4

9. 41 MANUFACTURING LOCATIONS
35,000 EMPLOYEES
IN 15 COUNTRIES

10. 229 NEW PRODUCTS IN FY12
319 PATENTS RECEIVED

11. WHAT’S AN
INTERCONNECT?
MicroSD
SIM
Main Logic Board
Keyboard
LCD
I/O Port
Camera Socket
Battery
RF/Antenna

12. OEM
MIL-AERO SUPPLIER NET NATIONAL
SALES FORCE
INDUSTRY- DISTRIBUTOR CONTRACT
INDUSTRIAL SPECIFIC MANUFACTURER
SALES FORCE DISTRIBUTOR CATALOG
INBOUND HOUSE
SALES
MEDICAL DISTRIBUTION REGIONAL
SALES FORCE SUPPLIERS DISTRIBUTOR
OUTBOUND
SALES ELECTRICAL
ENGINEER
REGIONAL MANUFACTURING
SALES FORCE REPS
DIRECT
SALES FORCE
APPLICATION
ENGINEER TEST
ENGINEER
MOLEX
VALUE ADDED
RESELLERS
DESIGNER
ENGINEER GLOBAL INDUSTRY MOLEX.COM
INDUSTRY MARKETING VIP
MANAGER
C-LEVEL
MANAGEMENT
MOLEX.COM
SELF-SERVE
ENGINEERING
MANAGER RETAIL
ONLINE PROJECT
CUSTOMER MANAGER
CATALOG DISTRIBUTOR INTERACTION
DATABASE INVENTORY CENTER
HORIZONTAL CHECK
SEARCH CROSS
ENGINES REFERENCE
PURCHASING
CATALOG

13. FAMILIAR
CHALLENGES
• Leveraging big data
• Relevant content
• Nurturing relationships
• Sales-accepted leads

14. WHY
DEMAND
GENERATION?

15. REAL
INTELLIGENCE.
REAL
RESULTS.

16. REAL
RESULTS.
• 550,000+ website visits per month
• 3.8 million page views of high-
value content
• Nimble, effective campaigns
• Sales/marketing team integration
• ROMI (Return on Marketing Investment)

17. 2 0 0 6
1 3

18. 2 0 0 6

19. molex.com

20. molex.com

21. FlexPlane
molex.com

22. FlexPlane
molex.com

23. .com

24. ?
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?

25. OUT OF OUR
COMFORT ZONE
INTO DEMAND
GENERATION

26. WHAT IS
DEMAND
GENERATION?
The art and science of developing, nurturing
and maintaining interest in your products
and/or services.
— Eloqua

27. WHAT IS
DEMAND
GENERATION?
Demand Generation to Molex is effectively
developing, nurturing and converting customer
interest into pipeline and revenue…

28. DEMAND GENERATION =
LEAD
GENERATION

29. DEMAND GENERATION =
LEAD LEAD
GENERATION + MANAGEMENT
Sales ready!

30. DEMAND GENERATION
=
MARKETING AUTOMATION

31. 5 MUST-HAVES
FOR SUCCESS
1 LEAD
GENERATION

32. 1 INTEGRATED LEAD GENERATION
Social Media Email Marketing
Online Advertising
Molex.com Brand/Image
Search Marketing/ Print Advertising
Search Optimization
Tradeshows

33. 1 INTEGRATED LEAD GENERATION

34. 1 INTEGRATED LEAD GENERATION

35. 1 INTEGRATED LEAD GENERATION

36. 1 INTEGRATED LEAD GENERATION
Brian Krause
Molex
brian.krause@molex.com

37. 1 INTEGRATED LEAD GENERATION
MANY CHANNELS.
MANY REGIONS.
ALWAYS MOLEX.

38. 5 MUST-HAVES
FOR SUCCESS
2
MARKETING
AUTOMATION

39. 2 EFFECTIVE MARKETING AUTOMATION

40. 2 EFFECTIVE MARKETING AUTOMATION
FILLED OUT
VIEWED PAGE FORM
READ
THE DIGITAL BODY
LANGUAGE CLICKED
BANNER
OPENED EMAIL
DOWNLOADED
WHITE PAPER
UNSUBSCRIBED

41. 2 EFFECTIVE MARKETING AUTOMATION
2
VIEWED PAGE 10
FILLED OUT
FORM
SCORE
THE DIGITAL BODY
LANGUAGE 8 CLICKED
BANNER
6
OPENED EMAIL
-10
UNSUBSCRIBED
9
DOWNLOADED
WHITE PAPER

42. 2 EFFECTIVE MARKETING AUTOMATION
A1
A2
WHO?
A3
A4
B1 B2 B3 B4
WHAT?

43. 2
Vi
de
o
do
w
0
5
10
15
20
25
30
Cr
nl
Pr os
s ado
od
uc Re s
t fe
Li re
te nc
ra e
tu
H re
Pr VC d/
l
EDUCATE
od Pr
D uc od
at t
a O uc
t
Sh ve
ee rv
t ie
D w
ow s
PS nl
Sa X oa
le
s D
ow d
D
w nl
g oa
D
Sa ow d
m nl
3D pl oa
EVALUATE
e d
M Re
od qu
el es
D t
EFFECTIVE MARKETING AUTOMATION
ow
nl
Sp oa
ic d
e
M
od
el
SELECT
Qty

44. 5
MUST-HAVES
FOR SUCCESS
3 LEAD
NURTURING

45. 3 EFFECTIVE LEAD NURTURING

46. 3 EFFECTIVE LEAD NURTURING
Brian Krause
Molex
brian.krause@molex.com

47. 3 EFFECTIVE LEAD NURTURING

48. 3 EFFECTIVE LEAD NURTURING
00.
• Add contacts to
program
• Assign campaign
ID and
description
10.
• Email 1, Awareness/
intro to Molex
• Call to action: Click
30. Hold 3 weeks link to fill out form
20. Send email
Thank you for
submitting form/
things to come
YES
40. Send sub seg-
Did they fill out
ment emails
form (select 15. Send to step 40.
sub segment)?
NO
NO NO NO NO
General, Chassis
None, Telematics Powertrain Interior Hydraulics And
Other Safety
YES YES YES YES YES
40. All Telematics
80. HSAutoLink 110. CMC 150. Stac64 180. DIN Valve 220. MX150
products
50. All Powertrain
products 90. Customer 190. Brad Nano-
120. MX150 160. Switch Products 230. MX150L
Convenience Port Change
60. All Interior
products 200. Brad Micro-
100. Brad Products 130. MX150L 170. LED Products 240. SRC
Change
70. All Hydraulics 210. Brad Mini-
140. SRC 250. SplashProof
products Change

49. 5
MUST-HAVES
FOR SUCCESS
4
METRICS

50. 4 METRICS, METRICS, METRICS
MEASURE
EFFECTIVENESS

51. 4 METRICS, METRICS, METRICS
MEASURE
LEAD GENERATION
EFFORTS
COLD HOT

52. 4 METRICS, METRICS, METRICS
MEASURE
LEAD NURTURE
EFFORTS
Unique open rate
Open rate
Unique click-through rate
Click-to-open rate
Hard bounce back rate
Global unsubscribe rate
Sales drawing downloads
3D model downloads

53. 4 METRICS, METRICS, METRICS
THE PROOF’S IN THE
PERFORMANCE
UNIQUE OPEN RATE CLICK TO OPEN
41.20% 50%
UNIQUE CLICK-THRU RATE BOUNCE BACK RATE
15.79% .24%

54. 4 METRICS, METRICS, METRICS
ROMI
inbound calls
circulation #’s
revenue
click-through pipeline value
rates
digital impressions
80’s 90’s - 00’s TODAY

55. 4 METRICS, METRICS, METRICS
PIPELINE VALUE REVENUE VALUE
1200%
850%
CY10 CY11 CY12 CY10 CY11 CY12
Increase in pipeline value Increase in revenue value

56. 5
MUST-HAVES
FOR SUCCESS
5
OPTIMIZATION

57. 5 OPTIMIZE EVERYTHING
TRIAL & ERROR

58. 5 OPTIMIZE EVERYTHING
TRIAL & INSIGHT

59. 5 OPTIMIZE EVERYTHING
OPTIMIZE
MESSAGING

60. 5 OPTIMIZE EVERYTHING
WHAT?
WHY?

61. 5 OPTIMIZE EVERYTHING
OPTIMIZE
MEASUREMENT

62. 5 OPTIMIZE EVERYTHING
QUALITY
OVER
QUANTITY

63. 5
MUST-HAVES
FOR SUCCESS

64. 5
MUST-HAVES
FOR SUCCESS
1

65. 5
MUST-HAVES
FOR SUCCESS
2
1

66. 5
MUST-HAVES
FOR SUCCESS
3
2
1

67. 5
MUST-HAVES
FOR SUCCESS
3
2
1 4

68. 5
MUST-HAVES
FOR SUCCESS
3
2 5
1 4

69. WHAT’S NEXT
FOR MOLEX?

70. MORE
DEMAND

71. MORE
RESULTS

72. MORE
INTELLIGENCE

73. QUESTIONS?