How to apply ebocube to Drive Successful Global e-CRM
“The previous generation of marketers used to say: “Half of the money I spend on advertising is wasted. The trouble is, I don’t know which half. Today, in this innovative global-information century and with the ebocube model this excuse is obsolete. Because of marketing operations and the ebocube dashboard, we all know which part of our budget is being wasted.” Emerging Business Online: Global Markets and the Power of B2B Internet Marketing.
ebocube is a demand generation, three-phase model defined with a co-worker based on tested marketing processes and results learnt from multinationals, including Cisco, Computer Associates (CA), Telefónica O2, and SMEs. Industry leaders and international marketers have described it as a best practice structure for developing B2b e-CRM campaigns. It’s underpinned by the Internet and crm data.
ebocube stands for emerging business online. Cube refers to the visual framework of the three-phase model.
It is applied through the following 3 phases:
Phase one involves implementing and using a dashboard to assess marketing and sales results and to review what is effective and what is not. The Internet and crm applications are used to facilitate this.
Offline is measured through call to actions and through capturing data. This allows for marketing professionals and CMOs to be accountable for marketing’s contribution to business results.
We need to have an in-depth and real time understanding of how we contribute to our organisations’ or clients’ revenue. A marketing dashboard is simply a graphical interface that allows you to see an overview of your entire marketing strategy – in a single view.
Dashboard reports tell a story based on granular metrics and ‘high-level’ financial results that demonstrate return on marketing investment (ROMI). This ensures marketing decisions are based on business intelligence, not instinct.
A B2B dashboard should also provide views from your company’s CRM database, the ‘datacube’.
Two: Campaigns and CRM
After you’ve analysed your dashboard, including the datacube, you should be aware of what's been effective and the ‘counts’ for your target audience.
Phase two entails setting up SMART campaign objectives using the ‘ebocube commercial cycle’ and combines the customer B2B buying and data life cycles. This cycle helps to define clear objectives and key performance indicators (KPIs) per channel.
At this stage you’ll be able to ‘cut’ the data or acquire it, define the messaging, proposition, incentive and localise content, if required. During Phase two, the budget and optimal media mix is defined and creative team briefed.
Three: Marketing Ops (MOPs)
Phase three closes the loop, ensuring execution excellence. Marketing operations (MOPS) involves setting up campaigns, tracking them and the budget for results to feed the dashboard and the database with transactional data. This enables contacts and marketing leads to be easily passed on to sales. Phase three allows for testing, learning and the refining of campaign elements.
I’ll be discussing ebocube at this year’s B2B Summit; you can read more about it in Emerging Business Online: Global Markets and the Power of B2B Internet Marketing.