Thanks for attending our workshop at The Next Web. We were happy with the enthusastic response from our crowd and, admittedly, didn't expect so many questions! That's why we've made this post to address all the questions that we didn’t get the time to answer. So, enough with the formalities. For those who sent in the questions: “can I get your number?”, “what time does the bar open?” and “could you stop walking around?” then: 020 820 3740, 4pm and Yes. Sorry about that. I get a bit fidgety on stage.
Marketing & Lead Gen Questions:
The most comprehensive tools we use are: Hubspot, Bynder, Salesforce. Please check here for more niche options.
The trick is measurement and tracking. Testing is key. Try something out and then see if it leads to the expected outcome; just make sure to keep track of your changes so you can see what works. You can also use bid management tools such as Adstage. It will give you real-time alerts, so you can immediately take action when something goes wrong.
Many people won’t become a lead directly from social media or YouTube sources, but a strong social media presence creates a buzz around your brand. In the online marketing industry people expect snappy results and quick outcomes, but can forget that ads can also indirectly lead to a positive outcome and increase brand awareness.
We use various attribution models. Our CRM has a first-click-attribution, whereas our advertising channels usually have a last-click-attribution. This sometimes leads to very different statistics, but it illustrates the importance of a source, especially when they have a view-through-conversion measurement, which social has.
This solves the problem a little bit, but there’s a grey area. A YouTube clip is like a TV ad . Nobody runs to the supermarket after seeing a beer commercial, but it might lead to a brand preference as soon as they are shopping. You do have attribution software as well, but they are generally very expensive, so mostly relevant to enterprises.
We track our lead sources and apply first touch attribution, but we track the influence of other channels through multiple Salesforce campaigns. So, when we enter leads into our CRM, we make sure the initial source is always linked to the contact. When a lead becomes an opportunity and eventually closes, we can backtrack where it came from and we can see what other campaigns this lead is a “member” of. This means we are tracking micro conversions.
As mentioned before, we don’t expect people to buy our product straight after seeing an ad. But we do have micro conversions, which are followed up after an action. This could include trial signups, white paper downloads, or contact requests.
Even so, it’s still difficult to measure the impact of an ad, as there are many aspects that we cannot measure.
The highest CTR we’ve ever seen is 200%. This meant that one person saw our ad once and clicked twice. They must have been really enthusiastic. Or, like Google suggests, they were comparing different companies (but that’s not really a fun answer). This obviously isn’t realistic for other ads. The CTR varies between all channels. The CTR on Google Search for example is a lot higher than social and banner ads. People are searching for something, if you have the right answer to their search query, they will click.
For branded search queries this means you can expect a CTR between 30% and 50%. With non-branded this would be a lot lower, but if you do well you can still achieve somewhere between 10% to 15%. With our most important non-branded keyword we have a CTR of 35%. On LinkedIn you usually see the lowest CTR that varies between 0.2 and 0.5%. We have seen ads from us though that had a 1.1% CTR there for an entire month. Considering the fact these people are not even looking for you and they might not even know you, this is very surprising.
Yes it does!
Yes we can, check out our own techstack below, or click here for a full sized view:
Martech accounts for about 5% of our marketing budget. We do not have a strategic approach to prove ROI from the tooling we use. We make a business case, consisting out of different use cases we encounter in our daily work. The vendor has to solve our use cases and illustrate the time saved or efficiency gained versus the costs of the tool.
HootSuite and Hubspot for ‘social listening’.
We do. Even though it is primarily focused on sales automation, a lot of the input comes from marketing. We sync data from hubspot to salesforce; with salesforce we make dashboards and monitor the journey of our leads. The information we get out of our sales enablement tools helps us improve our approach for lead generation and nurture.
You have to start somewhere. Research niche communities, relevant blogs and other well-known platforms. Write a guest blog, post your content in different groups and grow your brand’s online presence. If you have a little to invest, well-executed paid advertising doesn’t have to be expensive; just a little bit of promotion can have a huge impact on your reach. You’ll definitely see effects from 100 euro per week—or even per month—depending on how much you can spend.
Next to showbusiness, we are primarily a SaaS Digital Asset management platform ;)
All the companies you find on Google when you type in “Digital asset management”.
Or if you’d like to go a little deeper on the DAM technicalities, download our free DAM for Dummies guide for more information.
All of the tools mentioned above are social media management tools. Bynder is a digital asset management tool. The biggest difference is that Bynder is a place where you can find, create and use all your digital files. You can download the image derivatives in the right size so they always look good on social media, but Bynder isn’t a tool for posting or managing your content on your social media channels. With Bynder you can feed your social media tools with content you want to post. We are always developing integrations with essential martech tools, many of them are already in place (Drupal, Adobe CC, Shutterstock, etc).
Check out our marketplace to learn more about Bynder integrations.
Sure you can! Shoot me an email at email@example.com and I’ll hook you up with one of our consultants! Or if you’d prefer to test it out, you can sign up for a free trial.
Bynder works with a monthly fee; which is currently based on number users, and the amount of modules and integrations desired.
We use most of the ones you can think of. We predominantly use LinkedIn, since we are a B2B company. But we're also present on Google, Bing, Facebook, YouTube and actively update our Twitter and Instagram accounts. Also, don't forget the power of SEO, email marketing and campaigning. Did I mention tradeshows, networking, third-party-, and internal events?
This all depends on the usage rights you give to an asset. You can allow or restrict people from uploading new version of a particular asset. By default the person who uploaded the asset can control the version, but this can be altered in the user permissions menu.
When an inhouse creative team has shared some previous assets, like logos or presentations, the external designer or freelancer can upload their work to Bynder, where their files will be placed in 'the waiting' room until they are checked and approved.
The following video provides a useful explanation of how this works:
Bynder is our only product for now! But, if you want, you can check the power of your brand using our OnBrand Grader, which evaluates your brand messaging, consistency, usability and accessibility.
If you are looking to get inspired by the latest trends and experiences from the world's biggest brands, then we invite you join us at OnBrand '17. All attendees of the TNW Workshop received a special discount in their goodiebag. Hope to see you there!
Obviously, the biggest downside of Bynder is not having it. But seriously, Bynder offers the ability to manage and distribute documents, images, videos and other digital media efficiently. It helps teams find the most up-to-date assets to share with colleagues and external stakeholders, such as agencies. Bynder also integrates with best-of-breed e-Commerce platforms, content management systems and project collaboration tools, allowing you to place your assets across many channels.
With Bynder you will gain:
For more information, please join our slack group "StackSlackers"; here you can find the slides of our presentation, answer more questions, and discuss the latest trends and news on marketing technology. Send me a request at firstname.lastname@example.org and I'll send you a personal invite.