eMarketing value + tips & tricks

© 2009 IBM Corporation

eMarketing value + tips & tricks

John Blackmore

Program Director, Business Analytics Web Marketing

Web Best Practices, IBM SWG


Agenda

• Why Pull Marketing has value

• Some steps on our journey

• How Web complements marketing success


Why this matters

Web Organic Pipeline

$0

$20,000,000

$40,000,000

$60,000,000

$80,000,000

$100,000,000

$120,000,000

$140,000,000

CY 05 CY 06 CY 07 CY 08 CY 09

Our team began a journey in 2005 and had no idea we’d end up here.

These results are entirely repeatable.

In 2005, we converted one in 20 visitors.

Today, we convert one in seven.


Rule #1: Focus

What is your Website trying to do?


Traffic is Web marketing’s strength

SWG Web reaches the audience of an Impact or IOD… 12 times per day, every day.

2.8 million unique people at SWG Web door per month


You are the advocate for this traffic

Web visitors are real people.What do they want?

What is their value?

Visitor IBM


Web visitors are customers

80% of the time customers find the vendor.

Search and vendor Websites are the top tools they use to find their vendor.


The Informavore

Foraging for information on your site

Me generation, Now generation, & ADD

Intelligent, active, & impatient

“Lazy, selfish, and ruthless.”

Jakob Nielsen


Reaching the Informavore

Marketer

Psychologist

Story-tellerMathematician


Case study: Homepage evolution

2002:No

offers on the page.

XX


…To this

2006Offers,

and a lot of “me”

XX X X


…and constant evolution (recently)…

Recent…Confirm

they’re in the right

spot.

Go where they want.

Get the lead


…and before our sunset…

SEO traffic page

(Value of SEO +

content on one team)


Web 2.0 is not Twitter,blogs, and other technologies.

It is a philosophy—the Visitor defines (and designs) your Website.


Today

Lesson learned:

Integrating our Website was not migrating content…it was migrating traffic.


Looks like Oracle


Oracle January 2007


The King of Cheap Flights

10 quid is about me.


“We’re low fares, not cheap flights…”


Winning cheap flights Ireland


Cheap flights Europe


Aer Lingus, still the low fares leader


What would you rather win?

Visitors set your

language, not

corporate.

Or deal with poor results.

(Web 2.0 101)


What is the key Web marketing

metric?

(or how did we make those

pipeline numbers?

Web Organic Pipeline

$0

$20,000,000

$40,000,000

$60,000,000

$80,000,000

$100,000,000

$120,000,000

$140,000,000

CY 05 CY 06 CY 07 CY 08 CY 09


Our website = The Web marketing funnel

View

Monthly uniques

Complete

$$Pipe

Increase topline traffic into the site…

People click on an offer…

People complete the offer form…

BDRs pick up the lead, and sales turns it into a deal.


Inside page evolution

Marchitecture is usually about

me. Me trying to

explain myself to me.


…to this…

Eliminate the walls of text.

Bullets are easier to scan.

Headings that make sense.


…And before acquisition…

Show rather

than tell.


Web Farming pre-sunsetField

Crops

Basic principle

People come for our information; offers are part of

our story.


Visitors vote with their clicks

#1

#2#4

Presented properly,

people choose offers to

understand the story.


#3

#6

#9

#13

People scroll!

Visitors will scan the

whole page, drawn by the

terms that interest them.

Put offers at the bottom of the page.


Good farming = Good SEO Search on

“scorecarding software” too


5th Gen Optimized PPC Lead Gen Landing Page

This page has helped to achieve a 20% conversion rate.

How many conversion boosters do you see?


Looking at organic Web share of Marketing resultsCognos VLR by marketing channel

Dem Gen Programs

Field

Innovation Center

Services Marketing

Web

Cognos responses by marketing channel

Dem Gen Programs

Field

Innovation Center

Services Marketing

Web

Pipeline$$

Responses

YTD Sept 1


Observation:

Web responses (and Direct Programs’)

fuel Field results.

Web in the marketing mix raises everyone’s game.


Marketing evolution viewed through demand & lead gen

Solitudes“Stick”

Continuum“Spear”

Cycle“Wheel”


Two solitudes

Demand Gen Lead Gen

Display Advertising

Public relations

Analyst relations

Website

Speaking Opps

BiS Events

Direct mail

email

Communications separated from Marketing; Website with IT; Heavy traditional tool focus

Key metric: # of people at events


Continuum

Display Advertising

Public relations

Analyst relations

Website

Speaking Opps

BiS Events

Direct mail

email

Paid search, Banner ads

Blogs

YouTube/ iTunes

Twitter/etc.

Communications and Marketing at same able; Website marketing tool; New media tools

Key metrics: # of emails sent; # of leads

Demand Gen Lead Gen

Paid search, Banner ads


Pipeline $

Traffic

Leads

Lists

Website, Paid search, SEO

(Awareness) PR, AR, ads, Speaking ops, Web 2.0, Trade shows, newsletters

Direct mail, email, eNurturing, Cold-call

Push Lead gen

Pull Lead gen

Demand gen

Virtuous cycle

Awareness, Push & Pull work together & interdependent; Tactics feedback to strategy

Key metrics: Conversion rates, marketing pipeline, cost per lead


Evolution works

2001 – 2005: “Beating Sticks”

2006 – 2008: “Throwing Spears”

2009: “Uncovering the Wheel”

2006: $20M/month

2007: $25M/month

2008: $30M/month

2009: $40M/month

100% growth

!


If you’re the marketing VP…

Push Lead gen

Pull Lead gen

Demand gen

YOUR DECISIONS

How much do you fund each lever?

What target do you give each lever?

What targets do you ensure all levers share?

YOU NEED TO UNDERSTAND

What is each lever good at?

How do prospects interact with each in the buy cycle?

What are our tactical strengths/ weaknesses?


Conditions for Evolution

• Supportive Marketing leadership

• Measurement systems & metrics

• Metrics-driven decision-making

• Common, clearly defined goals


And inside IBM?


Cognos & rest of SWG business size ($B)

Cognos SWG

Cognos & rest of SWG Traffic

Cognos SWG

Cognos digital marketing inside IBM SWG


What drives our results

What are you trying to do?

Pick marketing battles you can win.

Low hanging fruit first.

No focus. No excellence.

Test. Measure. Change. Repeat.

View

Monthly uniques

Comp

$$Pipe

Approach: Five principles Model: Web marketing funnel

Accountability: One team responsible

One team to create & deploy content: agility

Alignment on strategy, targets, tactics: focus

Shared learning across Web efforts: constant progress


Acknowledgements…

• Google: Gerry McGovern, Jim Sterne, googletrends, wayback machine, Jakob Nielsen, marketingprofs, marketing sherpa, sirius decisions

eMarketing value + tips & tricks

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