De ROI van Inbound marketing
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De ROI van Content marketing 4 Cases De ROI van Inbound Marketing
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Transcript of De ROI van Inbound marketing
De ROI vanContent marketing
4 Cases
De ROI van Inbound Marketing
De ROI van Content Marketing
Why Inbound Marketing?
De ROI van content marketing
Companies are resistant to traditional push advertising.Research conducted by Nielsen NM shows that
only 40% of decision makers trust commercial advertising
De ROI van content marketing
“I won’t ever buyanything from you”
De ROI van content marketing
“If you talked to peoplethe way advertising talked to people,
they’d punch you in the face”- Hugh Macleod – Online Cartoonist
De ROI van Content Marketing
…of the B2B Buyer Personas want to talkto a sales person after they’ve conducted
themselves an independent research
77%
De ROI van Content Marketing
Inbound marketing is a growing priority for manyB2B marketers. They need to connect with their audience
through stories people love
Stories people love
Inbound strategieContent Marketing @Graydon
De ROI van Content Marketing
Intelligence & Knowledge
Inspiration & Education
Traffic Capture Nurture Convert
News & Information
Personas
Content
Leads
Funnel
Score
Nurture
MeasureSales
Marketing
De ROI van Content Marketing
Traffic
Organic traffic
Social traffic
Referral Traffic
Average timeon site Bounce rate New Visitors
Case: Buyer Persona
De ROI van Content Marketing
Traffic
Jaarrekening lezen
De ROI van Content Marketing
1
2
3
Apr-13
Jun-13
Aug-13
Oct-13
Dec-13
Feb-1
4Apr-
14Jun
-14
Aug-14
Oct-14
Dec-14
Feb-15
Apr-15
Jun-15
Aug-15
Oct-15
Dec-15
Feb-1
6Apr-
16Jun
-16
Aug-16
0
10000
20000
30000
40000
50000
60000Constant organic traffic increase
Case: Content Mapping
Traffic
De ROI van Content Marketing
Returning visitors MQLs OptinPages
per visit
Capture
Case: voor dummies
De ROI van Content Marketing
Capture
De ROI van Content Marketing
Case: voor dummies
Capture
De ROI van Content Marketing
v
SQLs
Nurture
Engagement
vOpens
vClicks
vCTR
vDownloads
Nurture
vProfiling
vLead
scoring
De ROI van Content Marketing
Lead profiling en scoring
Nurture
Character
Behavior
Score SQLLead
Case: Dummies Guide
De ROI van Content Marketing
Nurture
Open Rate
CTR
Bounced
A/B testing
Threshold
Unique Click-Through Rate
Rest of Europe* Graydon
3,7 %
22,3 %
Unique Open Rate
Rest of Europe* Graydon
De ROI van Content Marketing
UitkomstenNurture
*IBM Marketing Cloud – 2016 Email Marketing Metrics Benchmark Study
51,8 %
19,4 %
Uitkomsten
De ROI van Content Marketing
Aantal SQLs
Q2 14 Q3 14 Q4 14 Q1 15 Q2 15 Q3 15 Q4 15 Q1 16 Q2 16 Q3 160
50
100
150
200
250
300
350
400
Nurture
De ROI van Content Marketing
Convert
Convert Conversion
OpportunitiesSMarketing
Clients
Revenue
Simple-mindedIncompetentLazy
Arts & CraftsAcademicsIrrelevant
Marketing says about Sales Sales says about Marketing
De ROI van Content Marketing
87% Of the terms sales & marketing use to describe each other are negative
When sales and marketing are working together,The profit can grow up to 20%
SMarketingConvert
De ROI van Content Marketing
Surveys(NPS/CES/Sector surveys)
CRMSuspects, prospects, leads, opportunities, visits, tasks, notes, service request
Marketing AutomationOnline engagement, e-mailings, downloads, clicks
OpenCompanies
Graydon Learning CenterLearning management system for employees, prospects and customers
GLC
SAP Financial System
Platform containing Graydon Group BIS dbs
SaaS BiOnline Data Warehouse
Human ResourcesEmployee records,
Salaries,Sickness, Leave
Bis NL Bis BE Bis UK
1 1
2
4 4
3
7
6
5
Type of connectors:Out of the box pluginBirst Application ConnectorBirst Application ConnectorCustom made APIManual upload .csv’sCombination of SAP plugin and OpenSQL (Birst Connect)Birst Connect (OpenSQLCurl call to Birst Report From ESB
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2
3
4
5
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8 8
MulesoftEBS for Graydon data
Leads OC Users GLC
Survey results CRM_Ids
All CRM data Reports on Consumption & Revenue
Contacts, Accounts, Campaigns & - members, Opportunities
Leads, Campaigns & -members, Interesting Moments (Activities)Company Name, Address, Credit Scores, -Limits etc.Leads from OCCustomers, Consumers, Contracts
All Marketo data
All OC data
Contacts, Accounts
Leads
Customers, Consumers, Contracts
Customers, Consumers, Contracts, Consumption, Revenue, Rev. Recognition, Costs
Company Name, Address, Credit Scores, Credit limit, etc.
Company Name, Address, Credit Scores, Credit limit, etc.
GLC user accounts (Customers)
All ADP and SDWorkx data?
De ROI van Content Marketing
# Activated
37
# Lost
15
# Customers
8.117
# Traffic
41.420
# Complaints
141
Traffic Leads Oppty Won Act Dev Lost Service
# Leads
659
# SQLs
479
# SQLs Won
241
UitkomstenConvert
De ROI van Content Marketing
Traffic
2013 266.5722014 322.1832015 558.459
+73%
Capture
2013 12.5232014 20.8362015 33.972
+53%
Nurture
2013 11.0852014 15.6362015 29.757
+33%
Convert
2013 5382014 6162015 671
+9%
Results Key Takeaways
Lead Profiling & Scoring
Buyer Persona’s
SMarketing
Content Mapping
De ROI vanContent marketing
Contact Us
De ROI van Inbound Marketing
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