We’ll unveil three H2H (human to human) marketing best practices you can use in 2017, with examples of H2H marketing successes, and most importantly how to measure that success. You'll learn: -The Power of H2H and its role in today’s marketing -H2H and Influence -H2H and Loyalty -Intersection of loyalty, influence, and growth marketing -Best practices

1. Kissmetrics Webinar Series
HOW TO BUILD DATA-DRIVEN B2B MARKETING GROWTH STRATEGIES
The webinar starts at 10am Pacific Time
Slides and Recording will be sent out within 24 hours of the webinar
Q&A after the presentation, but feel free to enter questions as they come up
10min Demo of Kissmetrics Analytics after the Q&A

2. HOW TO BUILD DATA-DRIVEN B2B
MARKETING GROWTH STRATEGIES
Joseph Cole & Barry Kirk

3. @Kissmetrics
#KissWebinar
@allisoncarpio

4. Joseph is the PR / AR and growth king at Tap. Before
joining forces with TapInfluence, he was Head of
Marketing for Results.com. When he’s not marketing he’s
saving Elephants and Rhinos in Africa.
JOSEPH COLE
Vice President Marketing,TapInfluence
@joefcole
Barry is a loyalty marketing guru and evangelist for the
notion that “Consumers are human beings first.” When
he’s not consulting on loyalty programs, he’s working
toward his goal of visiting every tiki bar in North America.
BARRY KIRK
Vice President Loyalty Marketing, Maritz
@barrykirk

5. @TapInfluence | @Maritz_MHI
#KissWebinar
@joefcole | @barrykirk

6. 1
The Power of H2H and
its role today’s marketing
2 H2H and Influence
3 H2H and Loyalty
TABLE OF CONTENTS.
4 Intersection of loyalty,
influence, and growth marketing
5 Best practices

7. H2H, Human to Human
THE POWER OF H2H IN TODAY’S MARKETING

8. BRIAN KRAMER
Business don’t have emotion,
humans, do; and humans are what
power business.
“

9. THE CHALLENGE? UNDERSTANDING THE WHO.

10. THE CHALLENGE? UNDERSTANDING THE WHO.

11. H2H & INFLUENCETHE POWER OF H2H IN TODAY’S MARKETING

12. HOWARD LUCK GOSSAGE
Nobody reads ads. People read
what interests them. Sometimes
it’s an ad.
“

13. LOYALTY NEEDS A MODEL FOR H2H.

14. WHAT’S HAPPENING?
92%
of people trust
recommendations
from other people
over brand’s direct
promo content
57% 70%
seek out
recommendations
before making a
purchase decision
of Millennials and Gen Z
say they trust people
they follow online, while
only 40% say they trust
celebrities
Sources: Nielsen

15. ADBLOCKING STOLE YOUR CONSUMERS & FACEBOOK YOUR MONEY!
Sources: Adobe

16. DEMYSTIFYING INFLUENCE.

17. DEMYSTIFYING INFLUENCE.
Celebrity Endorsement Influencer Content

18. THE NEW MARKETING ECONOMY? INFLUENCE.

19. INFLUENCERS ENABLE CONSUMER-FIRST MARKETING.

20. STEP 1: INFLUENCER IDENTIFICATION.
Identify Top Content
& Test with Seed
Influencers
Analyze
Performance &
Select Winning
Content

21. STEP 2: CONTENT OPTIMIZATION.
Test Winning
Content with
Influencer Groups to
Optimize Audiences
Push Winning
Content To Winning
Influencers & Watch
It Catch Fire

22. H2H & LOYALTYTHE POWER OF H2H IN TODAY’S MARKETING

23. WHY LOYALTY?
Reasons for launching a loyalty strategy:
• Identify Customers
• Retain Best Customers
• Grow High-Potential Customers
How Loyalty Is Measured:
• Incremental growth in sales
• Reduction in customer churn
Ultimate Loyalty Metric:
• Lifetime Value (LTV)

24. LOYALTY MARKETING CHALLENGES.
Colloquy Loyalty Census Data

25. THE LOYALTY ENGAGEMENT CLIFF.
Initial Awareness
& Enrollment
Disengagement
Time
Participation
Participation,
but with lagging
engagement levels

26. WHEN DISENGAGEMENT OCCURS.
Maritz 2016 Consumer Loyalty Study

27. Maritz 2016 Consumer Loyalty Study
WHEN DISENGAGEMENT OCCURS.

28. Bill Hannifin, LoyaltyTruth.com
Today’s still dominant
loyalty model was
designed by Boomers,
for Boomers.
“

29. THE BIG
INTERSECTIONLOYALTY, INFLUENCE, & GROWTH MARKETING

30. MARITZ 4-DIMENSIONAL LOYALTY FRAMEWORK.
Cult Loyalty enables brands to move beyond
just the incentive, connecting loyal consumers
to each other on the basis of shared values
and shared identity.
Influence can drive Cult Loyalty.

31. 4-D LOYALTY FRAMEWORK.
Cult Loyalty is the next major opportunity in customer loyalty, but it requires an
H2H approach that few brands are using today.
Maritz 2016 Consumer Loyalty Study

32. PROVING INFLUENCE DRIVES REVENUE.
TapInfluence partnered with fortune 500 food
brand, Nielsen Catalina Solutions and 258
influencers to complete the first ever
Influencer Marketing Sales Effects Study.

33. PROVING INFLUENCE DRIVES REVENUE.

34. INCREMENTAL SALES.

35. ROI. WHEN DONE RIGHT.
Sales Lift
Display ads:
$16 per 1,000 impressions
Influencer Marketing:
$285 per 1,000 page views
Evergreen ROI
Additional 2x views were generated after
campaign concluded
Effective CPM is halved every 3 months

36. BEST PRACTICESLOYALTY, INFLUENCE, & GROWTH MARKETING

37. WHO IS WORTH INFLUENCING?
Loyalty is a selective marketing strategy.
Most successful programs focus on
Influencing only 25-35% of their best
and High-potential customers.

38. WHEN DO YOU INFLUENCE THEM?
Loyalty is about
relationship, so
it is measured
longitudinally.
Influence is likely
to have more impact
once the client has
entered the Exploring
stage.
.

39. ADWEEK, Welcome to the wild west of Influencer Marketing.
Choosing the correct influencer is key. Knowing how engaged and
interested the influencer’s community will be in a brand is critical.
Having a huge number of followers means a potentially less
targeted campaign, which is why many brands are choosing to
work with a higher number of influencers with a lower but more
engaged and appropriate audience.
“

40. 1.
You already know
how to do this.
2. 3.
The influencer is
not the audience.
Start with a clear
definition of your ideal
customer.
BEST PRACTICE 1: AUDIENCE ANALYSIS SEGMENTATION.

41. BEST PRACTICE 1: START WITH THE WHO.
Hopes /
desires?
Stresses? Media? Free time?

42. BEST PRACTICE 2: MEASURING THE JOURNEY.
AWARENESS CONSIDERATION PREFERENCE LOYALTY
likes CPE sharing lift in spend
views views comments retention
clicks downloads sentiment lifetime value (LTV)
conversion resonance advocacy

43. BEST PRACTICE 3: THE GROWTH HACK?
KRISTY SHARMAN

44. THE GROWTH HACK RECAP.
1.End user goals?
2.Do your influencers reach your intended audience?
E.g. blog, social
3.Are your influencers contributing to content creation?
4.Define rules of engagement: e.g. creative workflow /
approval, FTC + legal
5.How are measuring KPIs? Are you using a platform?
6.How are you supporting the promotion? How do you
keep in the Loyalty loop?
7.Value equation?
audience
brand
influencer

45. BARRY KIRK
VP Loyalty Marketing, Maritz
@barrykirk
barry.kirk@maritz.com
JOSEPH COLE
VP Marketing, TapInfluence
@joefcole
joseph.cole@tapinfluence.com
Questions?