Digital marketing for B2B
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Transcript of Digital marketing for B2B
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+Digital Marketing
for
B2BMaria Jose Serres
March 2013
@mjserres
#mktB2B
Connect Engage
Measure Convert
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+Who am I? Maria Jose Serres from Montevideo,
Uruguay
Degrees in Computer Engineering + Marketing + Digital Marketing.
First job with Internet in 1995.
Worked in B2B most of my life from development to consulting.
I’m a Demand Generation Manager at PEER 1 Hosting, Top 5 Hosting Worldwide
Involved in the latest trends & technologies related digital media.
linkedin.com/in/mjserres@mjserres
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+
Why?
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+Online and Mobile are Transforming B2B Commerce
Research by Forrester Consulting
Overall, the “Online and Mobile are Transforming B2B Commerce” research yielded three key findings:
Selling online and on mobile devices represents a significant new opportunity for B2B companies.
B2B companies that wait too long to implement eCommerce assume a big risk.
Self-service tools are changing the way in which B2B customers interact with companies.
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+
Source: Digital Trends 2014 Adobe + Econsultancy
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+What is the goal of content?
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+
Definitions
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+B2B
Business to Business
Shift in communication but not totally From building emotional connections To problem solving
Normally many points are touched before a decision is made
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+ B2B B2CMarkets
B2B markets are generally small vertical markets, often niche in size, comprised of a few thousand sales prospects to maybe as large as 100,000 prospects.
B2C markets that are typically large broad markets of tens to thousands to millions of sales prospects.
Sales Process
B2B sales require consultative selling (selling based on understanding a client's needs and developing a relationship of trust) sometimes from a two-step level sales organization including the sellers sales force and a distribution sales force.
B2C sales are usually direct to the consumer or involve a retailer. The sales approach is a traditional product sell of "convincing the consumer" they need the product or service being sold.
Purchase Decision
The decision to purchase in B2B sales is generally driven by need and budgets therefore; it tends to be a very rationale decision.
B2C purchase decisions tend to be made based on want more than need or a budget and therefore are triggered by more emotional decisions.
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+But keep in mind…
“73% OF PEOPLE WHO READ B2B BLOGSARE PEOPLE.”
Tim WasherSenior Marketing Manager Cisco
(Tweet this now, mention @timwasher)
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+Cisco’s way to engage with people
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+Definitions
Connect
Reach our target market, call the attention, be relevant.
Engage
Allow our target market to act, give them good call to actions.
Measure
Stats behind everything, show our ROI, assess your activities.
Convert
Generate leads & sales.
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+
Connect
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+The issue
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+Connect
It’s about being with the right message, at the right time when the target market needs us.
There are many channels to use, identify your target market to see what they use and what is relevant for them.
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+Timing
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+Be there. Be relevant. Be optimized.
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+Be there… when they look for you
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+..and when they don’t.
“80% of the traffic on your web site is not from people who will necessarily buy anything. The challenge is engaging with those visitors who are interested in your product but are still in the evaluation process.”
Chris Golec, Founder and CEO of Demandbase
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+B
e t
here
every
where
is
need
ed
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+Be relevant with what you show
Sony Play Station: Case Study by SalesForce
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+Be relevant. Talk their language.
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+Be optimised.
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+Now that we have reached our target market…
…what’s next?
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+“Stop thinking about campaigns and start thinking engagement.”
Lori Wizdo, Forrester Research
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+
Engage
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+Engage
Engage is about motivation: How to motivate people to engage with us? Why they would like to engage with us? What do we have to give them in return?
Call to actions: What are the ways to engage with them?
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+
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+
Example 100% online, multiple channels
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+
Measure
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+What to measure? Visits
Clicks
Campaigns
Sources
Conversions
Bounce rate
Time on page
Pages visited
Flow
ROI
Lifecycle Metrics
Lead Generation Metrics
Whatever you need for your specific objectives/target market/campaigns
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+What to measure?
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+Example
http://demand.eloqua.com/LP=4047?elqoffer=GartnerMQ_ZO&elqchannel=google&sls=PPCSearch_Google_2013&WWMK13054108MPP002
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+What you’ll see when you measure?
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+Identify the most visited pages
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+Identify where your prospects are
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+Customer Journey
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+Not only with Google Analytics
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+Conversion measurement
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+
Convert
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+Conversion is about …
Generate leads
Generate sales
Doing the connection and engagement well
Continue the engagement (remarketing)
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+When they Convert?
You define it…and measure it Downloads Chats Calls Webforms Purchases Page Views Visits …
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+
Home made case
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+Summary
Connect
Reach our target market, call the attention, be relevant.
Engage
Allow our target market to act, give them good call to actions.
Measure
Stats behind everything, show our ROI, assess your activities.
Convert
Generate leads & sales.
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+Resources
http://b2bdigital.net/ http://b2bmarketing.bizo.com/LP=55 http://blog.eloqua.com/buyer-journey-infographic
http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey
http://mashable.com/2013/04/01/b2b-marketing/
http://socialmediatoday.com/socialbarrel/1650226/second-largest-search-engine-infographic
http://success.adobe.com/en/uk/programs/products/digitalmarketing/1401-30364-econsultancy-digital-trends.html
http://wptribe.net/top-5-google-analytics-reports/ http://www.adampacitti.com/employadam.html
http://www.bizible.com/blog/bid/357476/Introducing-AdWords-ROI-Reporting-for-Salesforce
http://www.business2community.com/social-media/social-media-marketing-in-the-b2b-arena-still-needs-improvement-in
fographic-0468185
http://www.collaborativegrowthnetwork.com/blog/bid/94881/9-More-Reasons-to-Invest-in-Inbound-Marketing
http://www.demandgenreport.com/industry-topics/demand-generation-strategies/2484-b2b-marketers-ramp-up-retarget
ing-strategies.html
http://www.executiveboard.com/exbd-resources/content/digital-evolution/pdf/CEB-Mktg-B2B-Digital-Evolution.pdf
http://www.iabuk.net/about/press/archive/uk-digital-adspend-up-125-to-almost-55bn
http://www.localsearchmasters.com/blog/how-to-perform-a-google-analytics-audit/
http://www.make-it-rain.co.uk/google-analytics-get-dirty-data-useful-dashboards-help-analyse-data-quickly-effectively/
http://www.pardot.com/marketing-metrics/3-insightful-marketing-metrics-you-should-be-tracking/
http://www.pcworld.com/article/2051368/4-simpler-alternatives-to-google-analytics.html
http://www.slideshare.net/BabcockJenkins/b2-bvsb2c
http://www.thedrum.com/news/2013/01/03/unemployed-graduate-turns-traditional-advertising-hiring-london-billboard-si
te
http://www.thedrum.com/news/2013/11/19/british-airways-unveils-digital-billboards-remind-customers-how-magical-flyi
ng-can
http://www.theguardian.com/media-network/adobe-partner-zone/digital-trends-marketing-2014
http://www.youtube.com/watch?v=WycoJMKzXZ4 http://www.youtube.com/watch?v=XnHBUuG-o18
http://contentmarketinginstitute.com/2014/02/process-measuring-b2b-content-marketing/
http://www.hybris.com/en/news-events/press-releases/131030-b2b-market