1. Name Job Title Twitter Demand Generation presented by: Liz Woodbridge Account Director
2. who is Reed Elsevier? Business Information Science & Medical Legal, Risk Information & Analytics
3. RBI global portfolio Advertising Finance Construction Electronics Manufacturing ASIA Computers Construction Gifts Leisure Manufacturing Marketing Svcs Construction Business Leads Media Retail Agriculture Business Construction Finance Manufacturing Road Transport Social Services Marketing Svcs Aerospace Agriculture Chemicals Computers Property Science REX US EUROPE UK 100% B2B
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6. *UK only data coverage; All other files represent worldwide decision makers International DecisionMaker ® databases File Primary Industries Postal E-Mail Bankers Almanac International Trading Bank Execs & Offices 69,938 --- Biobase Biochemistry, Clinical, Neuroscience 652,434 495,113 Community Care* Social Services Professionals 47,464 27,503 Compendex Mechanical, Civil, Electrical Engineering 1,080,408 650,206 Computer Weekly* IT, Computer Specialties 59,465 50,500 DecisionMaker Global Europe, Asia, South America, Other Intl. 3,976,742 1,023,786 DecisionMaker UK* Cross-industry British Businesses 6,579,159 1,405,610 Embase Pharmacology, Biomedical, Drug/Chemical 1,043,087 730,746 European IT Email CEO, IT, HR, Marketing, Finance Execs. --- 152,531 Geobase Geography, Marine, Environmental Science 322,613 225,783 IBIS Academic/Library Higher Education, Corporate, Medical Educ. 1,312,417 822,280 ICIS Chemical Business Chemical Manufacturing & Distribution 4,243 2,853
7. U.S. DecisionMaker ® databases Postal E-Mail Telemarketing Building/Construction 1,618,000 361,000 1,340,000 C-Level 4,250,000 716,000 3,280,000 Canadian 394,000 48,000 328,000 Career Women 1,330,000 149,000 1,035,000 Electronics 1,544,000 386,000 1,260,000 Energy & Utilities 770,000 357,000 551,000 Engineering 2,877,000 794,000 2,230,000 Finance 4,090,000 628,000 3,110,000 Fortune 1000 1,270,000 282,000 913,000 Hospitality 487,000 121,000 418,000 Human Resources/Training 655,000 88,000 542,000 IT 7,190,000 1,370,000 4,800,000 Management 9,099,000 1,650,000 7,350,000 Manufacturing 5,807,000 1,085,000 4,700,000 Professionals at Home 4,720,000 - - Research/Laboratory 696,000 274,000 551,000 Sales/Marketing 2,990,000 520,000 2,180,000 Small Business 7,095,000 980,000 5,250,000 Supply Chain 945,000 183,000 835,000 Transportation 529,000 84,000 450,000
8. Quality B2B Data DECISION MAKER 60 million contacts worldwide 50 million US records (Decision Maker US) 10 million UK records (Decision Maker UK) 15M US email addresses 2M UK email addresses Rebuilt 3x per year Complete Global coverage Marketing IT Reed Events Creative Service Partners RBI Online Reed Insight (Research) IBIS Worldwide Academic & Library File Ingenium Public Sector Database global reach and resources
12. the new evaluation process: self education Responding to offline Campaigns Watching a video Information Requests Reading your email campaigns Visiting the website Sales Marketing
13. where B2B marketers are spending Mardevdm2 directly supports 92% of these marketing initiatives
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15. integrated demand generation platform CRM Common analytics platform across all marketing channels Segmentation, Profiling, and Analytics Individual Marketing channels marketing email sales email chat direct mail advertising keyword search telemarketing landing pages Web forms Event-based, multi-step, multi-channel automation Marketing Automation Command & control Marketing Intelligence Dashboard
16. Evaluate Purchase Learn Justify Interest Customer Buying Process $$ Inquiry Marketing Qualified Lead (MQL) Sales Accepted Lead (SAL) Suspect Sales Qualified Lead (SQL) define opportunities to accelerate sales Marketing validates quality of interest Marketing nurtures to sales ready Sales validates and accepts ownership Sales validates BANT criteria Sales closes revenue opportunity
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20. Deeper, intelligent insight Increased productivity Higher response rates Right message, right time Actionable decisions closed loop marketing Triggered Automation Reporting & Analysis Digital Profiling Targeting & Segmentation Personalized Campaigns
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22. thank you Liz Woodbridge account director mardevdm2 [email_address] www.mardevdm2.com 020 8652 4515
Notas do Editor
2006 Enterprise Themes & Calendar - 12.12.05.ppt IBIS Worldwide Academic and Library File 1.2 million academic and librarian records 600 000 email addresses Over 2200 selectable subject areas Global coverage (exc. USA) Specialist libraries available (research, govt, medical, nursing, public etc) Non-academic, corporate job role coverage within UK universities (HR, Health & Safety, Catering, Finance, IT, E-learning etc) Ingenium Public Sector Database 19,200 Local Government records – including county & district and borough councils and LEA’s 38,000 NHS records – including health centres and dental practices 29,000 Education records including schools, colleges and universities 21,000 Central Government records
Agency & Client use
But suddenly, the world changed. Google indexed the world’s information and put it at every buyer’s fingertips. And that fundamentally changed the balance between buyers and sellers. No longer to buyers engage with salespeople early on in their process for education or validation. They go to the Web. They read blogs, download information, talk to your customers. They do this without every picking up the phone and talking to sales. And so sales can’t see this activity. They can’t read the new DIGITAL body language their prospects are exhibiting. And now they are at a huge disadvantage.
The key is to really understanding the opportunities we have to pull those levers . Ideally, the more opportunities we have, the more control we have over demand creation. The first step requires us to define and document the stages a buyer (many organizations refer to this as “lead”) moves through in our sales and marketing processes. These stages make up an Integrated Sales and Marketing Funnel (ISMF). In this example, we have adopted the lead stage definitions from Sirius Decisions . Your organization may define different labels, different number of stages, etc. – but conceptually every sales process has stages that move the buyer from awareness, to evaluation, to purchase. A level of refinement on those stages empower us to communicate most effectively. Suspect: A potential buyer that has no or outdated level of qualification. For example, a list upload used as targets for a campaign, or an inactive segment of individuals already in the database. . Inquiry: A potential buyer who has explicitly expressed initial interest. For example, a Form submission, a booth visit, an inbound Call/Email, etc. The big idea here is to differentiate a raw response to a qualified lead. MQL: A potential buyer who has met the baseline marketing qualification criteria that has been defined in a sales and marketing. The concept of a SLA between sales and marketing helps many organizations to create an objective feedback loop on lead quality – as well as ensure that “no lead is left behind” (i.e. no follow-up). SAL: A potential buyer who has been validated by sales and is being worked by sales. By initiating an SLA with the notion of sales acceptance, accountability on lead quality is distributed across both marketing and sales functions. SQL : A potential buyer who has been associated to a forecasted purchase. In other words, the sales cycle. Customer: A potential buyer who has been associated to closed revenue and fits within the definition of an active customer. The key is to document clearly the stages of your buying cycle for a specific product or solution and get buy-in from all key stakeholders. And, then map your customer’s purchase process to your internal selling process. The benefits include: Improved opportunities to segment and target communications to potential buyers Increased sales and marketing alignment Improved visibility into impact on Customer Lifetime Value
To summarize, you’ve seen how we can provide your marketing and sales teams with deeper, intelligent insight on your contacts, allowing for increased productivity in selecting the right people to target in your lists. Using that targeted information, you can send highly personalized, multi-channel campaigns; and that personalization will result in higher responses rates. Tying all those pieces together is automation – sending the right message to the right people at the right time, based on what their level of interest and interaction is. Finally, reporting and dashboards gives you visibility into all your marketing tactics, allowing you to make better, actionable business decisions.
