Here's Bill from Oracle's top ten strategies for business marketers:
1) Plan and execute across the buying process.
2) Work with and through sales.
3) Plan globally, execute locally.
4) Build and leverage an analytics foundation.
5) Utilize a single data problem for real time learning.
6) Plan and execute across the channels - surround the
target - manage the context of your message.
7) Couch your ego and forge alliances with trusted brands.
(Don't assume that just because you have a big name like Oracle that
people will trust you.)
8) Close the loop - define and measure ROI.
9) Test and learn.
10) Treat your agency as a partner.
After his main presentation Bill suggested that you rank your leads
based on a lead scoring method, though there are times when you should
rely on your intuition.
One example he gave for "couching Oracle's ego" was an interview on
the Forbes site with one of Oracle's top executives. This, he said,
brought them leads that were 70% c-level executives.
They've also done cosponsored research and given away $1,800 subscriptions
to trade publications at reduced cost. The publication included an
Oracle logo, and this too provided a high level of awareness among
c-levels.
Michael Greckin, Group Director, Global Advertising, Siebel Systems
presented next. He opened his presentation with a suggestion that
those with weak hearts leave the room.
So I didn't hear the rest of the presentation. Ha ha, ok, here's what
he said.
In 2004 Siebel's not using print advertising at all - they're 25%
online advertising and 75% television. Their combination of print
and TV is their "one two punch."
Print, he said, in defense of their decision, is expensive, hard to
measure, expensive to measure, creatively limiting, and wasn't driving
leads - and when it did drive leads they were inefficient leads.
Now, it seems to me that the same could be said for television. Watch
the trade pubs and see if Siebel bends.
The power of the web to B2B marketers, he said, is that it's an awareness
building vehicle, drives leads, it's interactive, cost efficient,
targeted, and measurable. Online, he said, touches people along the
entire buying cycle.
In closing he compared print advertising to horses, saying that 100
years ago everyone thought that we'd be riding around on horses forever.
Before he left the podium he emphasized the importance of tracking
marketing actions all the way through to sales. He pointed out that
for one time period they received 50 leads from Google. Though this
was, in comparison with their other marketing vehicles, a paltry number,
when they tracked their media spend all the way through they found
out that the Google leads were actually cheaper than any other.
Discuss
This Article at WebProWorld.
Garrett French
Editor, WebProNews.com
http://www.WebProNews.com
Read this newsletter at:
http://www.MarketingNewz.com/2004/0526.html |
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