Connect + Engage + Measure + Convert
in a B2B environment
Maria Jose Serres@mjserres
ConnectEngage
MeasureConvert
#MktgB2BMany interesting articles/videos/infographics
Who am I?• Maria Jose Serres
• 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
• Involved in the latest trends & technologies related digital media.
linkedin.com/in/mjserres@mjserres
WHY?
Source: Digital Trends 2014 Adobe + Econsultancy
ARE YOU READY?
DEFINITIONS
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
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.
But keep in mind…
“73% OF PEOPLE WHO READ B2B BLOGS ARE PEOPLE.”
Tim WasherSenior Marketing Manager Cisco
(Tweet this now, mention @timwasher)
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.
CONNECT
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.
Timing
Be there. Be relevant. Be optimized.
Be there… when they look for us
..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
Be th
ere
ever
ywhe
re is
nee
ded
Be relevant with what you show
Sony Play Station: Case Study by SalesForce
Be relevant. Talk their language
Be optimised.
NOW THAT WE HAVE REACHED OUR TARGET MARKET……what’s next?
“STOP THINKING ABOUT CAMPAIGNS AND START THINKING ENGAGEMENT.”
Lori Wizdo, Forrester Research
ENGAGE
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?
Example 100% online, multiple channels
MEASURE
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
What to measure?
Example
• http://demand.eloqua.com/LP=4047?elqoffer=GartnerMQ_ZO&elqchannel=google&sls=PPCSearch_Google_2013&WWMK13054108MPP002
What you’ll see when you measure?
Identify the most visited pages
Identify where your prospects are
Customer Journey
Not only with Google Analytics
Conversion measurement
CONVERT
Conversion is about …
• Generate leads
• Generate sales
• Doing the connection and engagement well
• Continue the engagement (remarketing)
When they Convert?
• You define it…and measure it– Downloads– Chats– Calls– Webforms– Purchases– Page Views– Visits– …
HOME MADE CASE
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.
Resourceshttp://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-infographic-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-retargeting-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-site
http://www.thedrum.com/news/2013/11/19/british-airways-unveils-digital-billboards-remind-customers-how-magical-flying-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
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