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B2B
go digital 2.0
B2B
B2B
Firma
LOGISYS
Unidrain
Stilling
Direktør
Marketingchef
PDC-TEKNIK A/S
Deltager
Branche
Claus Fabricius
IT Konsulenthus
Thomas Skov Simonsen VVS komponenter
Industri (Støbning,
Per Nimb
Letmetal)
Poul Brunsgaard
Industri
Europæiske
Nina Skyum-Nielsen
Forsikring
Komm/Marketing
EDC-GRUPPEN
Erhversejendomsmægler Onlinechef
GLUNZ & JENSEN A/S
GLUNZ & JENSEN A/S
Capernow
Niros Communications A/S
Job vision
Allan Orup Hansen
Ann-Christine NetteyMarbell
Simon Jensen
Megan Koch
Steen Engholm
Anita Esmarch
Ana Petrina
Hendrik Staak ApS
Hendrik Staack
PDC-TEKNIK A/S
GLUNZ & JENSEN A/S
3M
Claus Hansen
Det Norske Veritas, Danmark
Steen Birkedal
A/S
HHDK
Anja
Salgschef
Direktør
Industri (Udr. for prepress) Marketing koor
Industri
Industri
Systemleverandør
Mobile Radio Equipment
Outplacement
Sales & Marketing
Management
Salgschef
Salgschef
Direktør
Int Account Manager
Marketing koor
Interim Manager
Teknologi leverandør
Nordic eBusiness
Manager
Risk Management
Web, Graphics, IT
Handicaphjælp
Marketing
B2B
b2b
marketing
salg
B2B
SALES BUDGET MUST WIN
10.000.000
# OF MUST WIN CUSTOMERS I NEED 2011
10
VALUE OF AN AVERAGE DEAL
1.000.000
% OF CLOSED DEALS FROM HOT LEADS
10%
# OF HOT LEADS NEEDED
100
% OF HOT LEADS I NEED FROM PROSPECTS
10%
# OF PROSPECTS NEEDED
1.000
AVERAGE # OF DAYS FROM PROSPECT TO HOT
365
LEAD
AVERAGE # OF DAYS FROM HOT LEAD TO
90
CLOSED DEAL
EXPECTED COST PER PROSPECT
1.000
MARKETING INVESTMENT
1.000.000
B2B
go digital 2.0
B2B
B2B
B2B
B2B
B2B
B2B
tralala...en anden dag...
B2B
hello
B2B
B2B
➡ must grow
➡ must win
➡ more warm leads
➡ increase % of closed deals
➡ use sales resources better
➡ meet the competitition
B2B
7x
B2B
B2B
B2B
80%
B2B
!
B2B
!
$
B2B
keyword
!
$
B2B
keyword
!
mail
banner
dm
event
$
B2B
keyword
mail
banner
dm
event
$
!
landingpage downlad event page website
permission mail registration
meeting
quota
B2B
B2B
21 x
+150.000
B2B
must grow / must win
decisionmakers
close influencers
periferrial influencers
B2B
must grow / must win
decisionmakers
company
level
close influencers
individual
level
periferrial influencers
understanding target groups decision process =
warm leads
PI
KPI
B2B
PI
KPI
B2B
$
PI
KPI
?
$
B2B
PI
KPI
?
?
$
B2B
PI
KPI
?
?
?
$
B2B
PI
KPI
?
?
?
?
$
B2B
PI
KPI
OUTBOUND
MARKETING:
vBanner
Direct Marketing
Email
SEO
SEM
Website Services
Networking Marketing
Press & PR
Social Media
Telemarketing
Events
PRODUCTS / SERVICES
MUST GROW / MUST WIN
Companies & Contacts
Product Offer
Communication
MARKETING BUDGET
KPI
LEAD QUALIFICATION:
DECISION MAPPING:
KPI
Knowledge
Strategy
Arguments
Materials
SALES TOOLS:
Calls
Meetings
Online Meetings
Events
Email
Direct Marketing
CRM Services
Network Marketing
Technical Info
Quotas
Negociations
Contracts
B2B
KPI
KPI
$
SALES BUDGET
PIPELINE:
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Website- structure, content
Website Services
Email
Direct Marketing
Google
Telemarketing
Events
Apps.
Press & PR
Social Media
TRACK/REPORT/
ANALYZE:
Vendemore
Omniture
Webtrends
Headlight
Admeta
Adform
Google Analytics
B2B
hello
PI
KPI
B2B
hello
PI
KPI
B2B
hello
B2B
go digital 2.0
B2B
ip banners
B2B
.se / .dk / .no / .fi
ekstrabladet
jyskevestkyst
jyllandsposten
politiken
berlingske
aller
oxygen
borsen
eniro
netavisen
idg
media provider
bonnier
egmont
freeway
sondagsavisen
hitta
dalarnastidning
expressen
spotify
ostersundsposten
nyheter24
affarsvarlden
sundsvallstidning
dagensps
halsingeland
allehanda
mobil
iltalethi
dagensnyheter
aftonbladet
vg
dagensmedia
suomi24
realtid
dagensjuridik
gefledagblad
ny teknik
media provider
vasterbottenskuriren
arbetarbladet
netavisen
aftenposten
dagbladet
dagens naeringsliv
finansavisen
morgenbladet
sanomat
..290 sites in scandinavia...and growing...
B2B
must grow / must win / backfill
vendemore system
B2B
must grow / must win / backfill
vendemore system
B2B
<vendemore script>
must grow / must win / backfill
vendemore system
B2B
<vendemore script>
must grow / must win / backfill
vendemore system
DIN BANNER HER!
<vendemore script>
must grow / must win / backfill
vendemore system
B2B
B2B
click
search
bookmark
natural
referrals
DIN BANNER HER!
<vendemore script>
<vendemore script>
must grow / must win / backfill
vendemore system
600 visitors
B2B
click
search
bookmark
natural
referrals
DIN BANNER HER!
<vendemore script>
<vendemore script>
must grow / must win / backfill
vendemore system
600 visitors
B2B
click
search
bookmark
natural
referrals
DIN BANNER HER!
target group specific
landingzone
<vendemore script>
<vendemore script>
must grow / must win / backfill
vendemore system
600 visitors
B2B
click
search
bookmark
natural
referrals
DIN BANNER HER!
target group specific
landingzone
<vendemore script>
<vendemore script>
must grow / must win / backfill
vendemore system
600 visitors
25 “warm”
B2B
click
search
bookmark
natural
referrals
DIN BANNER HER!
target group specific
landingzone
<vendemore script>
<vendemore script>
must grow / must win / backfill
vendemore system
600 visitors
25 “warm”
B2B
cookie banners
click
search
bookmark
natural
referrals
B2B
click
search
bookmark
natural
referrals
<script>
<cookie>
vendemore system
B2B
click
search
bookmark
natural
referrals
<script>
vendemore system
B2B
click
search
bookmark
natural
referrals
DIN BANNER HER!
vendemore system
B2B
B2B
cockpit
Branche
IT Konsulenthus
VVS komponenter
Industri
Forsikring
Erhversejendomsmægler
Systemleverandør
Hardware leverandør
Outplacement
Sales & Marketing Management
Teknologi leverandør
Risk Management
Handicaphjælp
B2B