Building Your B2B Marketing Strategy in a Buyer-Empowered Era
-
Upload
myfairtool -
Category
Marketing
-
view
164 -
download
0
Transcript of Building Your B2B Marketing Strategy in a Buyer-Empowered Era
Building Your B2B Marketing Strategy in a Buyer-Empowered Era .
Julien RIO, Founder of myfairtool
2
What we do
myfairtool helps companies exhibiting at trade shows maximize their return on investment.
SUCCESS
3
Our specialtyplanner
budget
schedule
cloud
card scanner
leads capture
instant email
CRM
reminder
analytics
B2B MarketerWhat does it mean?
advertising
strategy
trade shows
reporting
content creation
word of mouth
product dev.
conferences
sales
Marketing roles
Marketing roles
targets
KPIsWhat should I track?
8
3 levels of KPIs
HIGH LEVEL KPIs•ROI•Revenue•CPA / CAC•…
9
3 levels of KPIs
ACTIONABLE KPIs•Budget•Leads captured•Conversions•…
10
3 levels of KPIs
CAMPAIGN KPIs•Mix of actionnable and high level KPIs•Clear targets•Different scenario
Data driven decisions
Online & OfflineWhat should I do?
12
What strategy for B2B Marketing?Vertical VS Horizontal communication
OfflineWhat can you do with offline marketing?
14
Offline strategies
•Direct mailing•Print ads•TV / Radio•Street ads•Flyers distribution•Street booth / event•Sponsoring
•Local•Vertical•Difficult to track impact•Difficult to set specific
target
15
Business Events
•Human interaction•Visitors have time and are looking for your solution•Direct feedback•Evaluate competition
BUT
•Long organization process•High entry price
OnlineWhat can you do with online marketing?
17
Content creation
Blog
Guest blogging
LinkedIn articles
Landing pages
Whitepaper
18
Xperts & influencers
Network + Expertise = Credibility
19
Social Media
PARETO80% value, 20% promotion
20
Let them talk!
* brandKarma, SocialMention, ReviewPro, Hootsuite
Testimonials
LINKS
Social Media / Blog
COMMENTS
Monitoring
TOOLS*
LeadsHow to generate & qualify leads?
22
Sales VS Marketing
SALES MARKETING1to1
personalmass
impersonal
23
Lead qualification
segmentation
content
needs
offer
funnel status
action
• survey• account details• activity tracking• games & contests
24
Key takeaways
•Hire marketing people with clear objectives•Differentiate « High Level » & « Actionable » KPIs•Segment & qualify your leads before following-up•Let your customers talk!•Follow the PARETO rule online•CONTENT, CONTENT, CONTENT•Find experts in your field
•If you attend trade shows…don’t go without myfairtool!
25
Thank you!
Let’s keep in touch!
Julien RioFounder & CEO
Visit us: www.myfairtool.com