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This presentation talks about the aspects of online marketing, and tries to illustrate the best way to implement your online marketing strategy using two case studies. The first example is of an ...

This presentation talks about the aspects of online marketing, and tries to illustrate the best way to implement your online marketing strategy using two case studies. The first example is of an enterprise organization with a large marketing budget. The second example is of a startup with a limited budget for marketing.

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  • Including calls to action on many pages so viewers are continually thinking about what your company can do for them.
  • Including calls to action on many pages so viewers are continually thinking about what your company can do for them.
  • , 25 percent of mobile Web users never or infrequently use the desktop to search the web. - http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobile-only
  •  companies that blog get 55% more visitors to their websites than companies that don’t blog - Hubspot
  •  companies that blog get 55% more visitors to their websites than companies that don’t blog - Hubspot
  •  ties in with the look and feel of your website
  •  ties in with the look and feel of your website
  •  ties in with the look and feel of your website
  •  ties in with the look and feel of your website
  •  ties in with the look and feel of your website
  • Provide an opportunity to create a community around your company through interaction with the people who are interested in you.
  • Help you remain on people’s radars by posting status updates, media, blog posts, and information about your company regularly.
  • E.g. superbowl ads
  • Bid smart
  • Bid smart
  • Bid smart
  • Bid smart
  • Website: Site visitors, page views, pages per visit, average time on the site, bounce rate, top landing and exit pages, top content, leads & conversions.Blog: Subscribers, views / visitors, conversions, comments, clicks, rank, inbound links, social media shares.SEO: Page rank, # of indexed pages, # of inbound links, # of keywords sending traffic to your site, long-tail keyword rank & opportunities.Email Marketing: # sent, bounces, spam reports, opt-outs, opens, clicks, forwards.Social Media: # of likes, followers, connections, etc., growth, engagement, momentum, results.
  • Website: Site visitors, page views, pages per visit, average time on the site, bounce rate, top landing and exit pages, top content, leads & conversions.Blog: Subscribers, views / visitors, conversions, comments, clicks, rank, inbound links, social media shares.SEO: Page rank, # of indexed pages, # of inbound links, # of keywords sending traffic to your site, long-tail keyword rank & opportunities.Email Marketing: # sent, bounces, spam reports, opt-outs, opens, clicks, forwards.Social Media: # of likes, followers, connections, etc., growth, engagement, momentum, results.
  • http://www.seomoz.org/blog/socialsuccess-an-inbound-marketing-case-study-for-b2b
  • http://www.seomoz.org/blog/socialsuccess-an-inbound-marketing-case-study-for-b2b
  • http://www.seomoz.org/blog/socialsuccess-an-inbound-marketing-case-study-for-b2b
  • http://www.seomoz.org/blog/socialsuccess-an-inbound-marketing-case-study-for-b2b
  • http://outspokenmedia.com/seo/content-based-outreach-for-link-building/
  • http://outspokenmedia.com/seo/content-based-outreach-for-link-building/
  • http://outspokenmedia.com/seo/content-based-outreach-for-link-building/
  • http://outspokenmedia.com/seo/content-based-outreach-for-link-building/
  • http://outspokenmedia.com/seo/content-based-outreach-for-link-building/
  • http://outspokenmedia.com/seo/content-based-outreach-for-link-building/
  • http://outspokenmedia.com/seo/content-based-outreach-for-link-building/
  • Original content that was created from scratch
  • Original content that was created from scratch
  • Original content that was created from scratch
  • Original content that was created from scratch
  •  These are round-up style posts.
  •  These are round-up style posts.
  •  These are round-up style posts.
  •  These are round-up style posts.
  •  These are round-up style posts.
  •  These are round-up style posts.
  • Launched in Jan 2012
  • Typical traffic – 1M visits per day
  • http://www.marketingsherpa.com/article/case-study/6-steps-to-fill-up
  • http://www.marketingsherpa.com/article/case-study/6-steps-to-fill-up
  • http://www.marketingsherpa.com/article/case-study/6-steps-to-fill-up
  • http://www.marketingsherpa.com/article/case-study/6-steps-to-fill-up
  • http://www.marketingsherpa.com/article/case-study/6-steps-to-fill-up
  • http://www.marketingsherpa.com/article/case-study/6-steps-to-fill-up
  • http://www.marketingsherpa.com/article/case-study/6-steps-to-fill-up
  • http://www.marketingsherpa.com/article/case-study/6-steps-to-fill-up
  • http://www.marketingsherpa.com/article/case-study/6-steps-to-fill-up
  • http://www.marketingsherpa.com/article/case-study/6-steps-to-fill-up

Case studies on successful online marketing strategies by B2B organizations Presentation Transcript

  • 1. ONLINEMARKETING FORB2B COMPANIESWITH SELECTED CASE STUDIES ON SUCCESS AND FAILURE- ADITYA SANYAL Aditya Sanyal
  • 2. FLOW Objective Online marketing components Success stories What not to do Metrics to track
  • 3. WHAT SHOULD THE TAKE-AWAY BE?LET’S CONSIDEROUR OBJECTIVES
  • 4. AT THE END OF THISPRESENTATION…… you should be able toUnderstand what online marketing is all aboutKnow the benchmarks to aim forKnow the metrics to measure success of your onlinemarketing plan
  • 5. GET TO KNOW VARIOUS ASPECTS OF ONLINEMARKETINGLET’S GET THEBASICS RIGHT
  • 6. COMPONENTS OFONLINE MARKETING Website Analytics Blog Online Marketing SMM / SEO SEM Email Mktg
  • 7. COMPONENTS OFONLINE MARKETING Website Analytics Blog • Call to action Online MarketingWebsite • Responsive design SMM / SEO design SEM • Incorporate relevant keywords Email Mktg
  • 8. COMPONENTS OFONLINE MARKETING Website Analytics Blog • Call to action Online MarketingWebsite • Responsive design SMM / SEO design SEM • Incorporate relevant keywords Email Mktg
  • 9. COMPONENTS OFONLINE MARKETING Website Analytics Blog • Call to action Online MarketingWebsite • Responsive design SMM / SEO design SEM • Incorporate relevant keywords Email Mktg
  • 10. COMPONENTS OFONLINE MARKETING Website Analytics Blog • Call to action Online MarketingWebsite • Responsive design SMM / SEO design SEM • Incorporate relevant keywords Email Mktg
  • 11. COMPONENTS OFONLINE MARKETING Website Analytics Blog • Easy to subscribe Online Marketing Blog • Easy to share SMM / SEM SEO • Easy to interact via comments Email Mktg
  • 12. COMPONENTS OFONLINE MARKETING Website Analytics Blog • Easy to subscribe Online Marketing Blog • Easy to share SMM / SEM SEO • Easy to interact via comments Email Mktg
  • 13. COMPONENTS OFONLINE MARKETING Website Analytics Blog • Easy to subscribe Online Marketing Blog • Easy to share SMM / SEM SEO • Easy to interact via comments Email Mktg
  • 14. COMPONENTS OFONLINE MARKETING Website Analytics Blog • Easy to subscribe Online Marketing Blog • Easy to share SMM / SEM SEO • Easy to interact via comments Email Mktg
  • 15. COMPONENTS OFONLINE MARKETING Website Analytics Blog • Optimize each page Online Marketing SEO • Research keywords SMM / SEM SEO • Use in social media Email Mktg
  • 16. COMPONENTS OFONLINE MARKETING Website Analytics Blog • Optimize each page Online Marketing SEO • Research keywords SMM / SEM SEO • Use in social media Email Mktg
  • 17. COMPONENTS OFONLINE MARKETING Website Analytics Blog • Optimize each page Online Marketing SEO • Research keywords SMM / SEM SEO • Use in social media Email Mktg
  • 18. COMPONENTS OFONLINE MARKETING Website Analytics Blog • Optimize each page Online Marketing SEO • Research keywords SMM / SEM SEO • Use in social media Email Mktg
  • 19. COMPONENTS OFONLINE MARKETING Website Analytics Blog • Email template Online Marketing Email • Drip campaigns SMM / SEOMarketing SEM • Newsletters Email Mktg
  • 20. COMPONENTS OFONLINE MARKETING Website Analytics Blog • Email template Online Marketing Email • Drip campaigns SMM / SEOMarketing SEM • Newsletters Email Mktg
  • 21. COMPONENTS OFONLINE MARKETING Website Analytics Blog • Email template Online Marketing Email • Drip campaigns SMM / SEOMarketing SEM • Newsletters Email Mktg
  • 22. COMPONENTS OFONLINE MARKETING Website Analytics Blog • Email template Online Marketing Email • Drip campaigns SMM / SEOMarketing SEM • Newsletters Email Mktg
  • 23. COMPONENTS OFONLINE MARKETING Website Analytics Blog • Create a community Online Marketing SMM • Regular updates SMM / SEM SEO • Viral nature Email Mktg
  • 24. COMPONENTS OFONLINE MARKETING Website Analytics Blog • Create a community Online Marketing SMM • Regular updates SMM / SEM SEO • Viral nature Email Mktg
  • 25. COMPONENTS OFONLINE MARKETING Website Analytics Blog • Create a community Online Marketing SMM • Regular updates SMM / SEM SEO • Viral nature Email Mktg
  • 26. COMPONENTS OFONLINE MARKETING Website Analytics Blog • Create a community Online Marketing SMM • Regular updates SMM / SEM SEO • Go Viral Email Mktg
  • 27. COMPONENTS OFONLINE MARKETING Website Analytics Blog • Research keywords Online Marketing SEM • Creative copy SMM / SEM SEO • Landing pages Email Mktg
  • 28. COMPONENTS OFONLINE MARKETING Website Analytics Blog • Research keywords Online Marketing SEM • Creative copy SMM / SEM SEO • Landing pages Email Mktg
  • 29. COMPONENTS OFONLINE MARKETING Website Analytics Blog • Research keywords Online Marketing SEM • Creative copy SMM / SEM SEO • Landing pages Email Mktg
  • 30. COMPONENTS OFONLINE MARKETING Website Analytics Blog • Research keywords Online Marketing SEM • Creative copy SMM / SEM SEO • Landing pages Email Mktg
  • 31. COMPONENTS OFONLINE MARKETING Website Analytics Blog • Measure results Online MarketingAnalytics • Website, blog, SEO, Email SMM / SEM SEO marketing, SMM, SEM Email Mktg
  • 32. COMPONENTS OFONLINE MARKETING Website Analytics Blog • Measure results across Online MarketingAnalytics website, blog, SEO, Email SMM / SEM SEO marketing, SMM, SEM Email Mktg
  • 33. IN AN ENTERPRISE B2B CONTEXTSUCCESSSTORY #1
  • 34. SALESFORCE.COMFast Facts• Enterprise cloud computing company started in 1999 by ex- Oracle exec Marc Benioff
  • 35. SALESFORCE.COMFast Facts• Best known for its on demand CRM solutions
  • 36. SALESFORCE.COMFast Facts• Pioneer in developing enterprise platforms through • AppExchange directory of on- demand applications
  • 37. SALESFORCE.COMFast Facts• Pioneer in developing enterprise platforms through • AppExchange directory of on- demand applications • Force.com “Platform as a Service” (PaaS) API for extending Salesforce
  • 38. SALESFORCE.COMBusiness Challenge―Grow traffic and leads inthe UK‖
  • 39. SALESFORCE.COMResearch findingsB2B purchase journey• Search: 78% of Internet users conduct product research online (Pew Internet & American Life Project, May 2010)
  • 40. SALESFORCE.COMResearch findingsB2B purchase journey• Social: 24% of adults have posted comments or reviews online about the things they buy (Pew Internet & American Life Project, Sep 2010)
  • 41. SALESFORCE.COMResearch findingsB2B purchase journey• Buyer controlled: People can now choose where and when to engage with your brand, plus what content they would like to consume
  • 42. SALESFORCE.COM―Get found‖• Leverage expertise in content and hit the sweet spot in the B2B purchase journey
  • 43. SALESFORCE.COMSolution―Content Rich Microsite‖
  • 44. SALESFORCE.COMSolution―Content Rich Microsite‖Who would this site be for?• Personas were identified and segmented
  • 45. SALESFORCE.COMSolution―Content Rich Microsite‖Set the content theme• ―The Social-Powered Business‖ – via social research
  • 46. SALESFORCE.COMSolution―Content Rich Microsite‖Topics• Sales, customer service, collaboration and marketing
  • 47. SALESFORCE.COMSolution―Content Rich Microsite‖How would content begenerated?• Used collaboration tool Chatter to collaborate – 56 people team
  • 48. SALESFORCE.COMSolution―Content Rich Microsite‖Measuring success• Identified metrics to measure the outcome of this strategy
  • 49. SALESFORCE.COMSolution―Content Rich Microsite‖Launched in 12 weeks with32 pieces of content
  • 50. SALESFORCE.COM CREATED CURATED COLLABORATIVE LEGACY How? ContentProduct messaging Promoting Point to the best online resource on that topicOutbound marketing Thought leaders Identify a topic
  • 51. SALESFORCE.COM CREATED CURATED COLLABORATIVE LEGACY How? ContentProduct messaging PromotingOutbound marketing Thought leaders Identify, reach out to thought leaders around identified topics
  • 52. SALESFORCE.COM CREATED CURATED COLLABORATIVE LEGACY How? ContentProduct messaging PromotingOutbound marketing Thought leaders Repurpose legacy content
  • 53. SALESFORCE.COM 10% How? Content Non ProductProduct messaging Product PromotingOutbound marketing Thought leaders 90% Product references were used where they made sense, but only on a limited basis
  • 54. SALESFORCE.COM How? ContentProduct messaging PromotingOutbound marketing Thought leaders Promoting the microsite via various channels
  • 55. SALESFORCE.COM How? ContentProduct messaging PromotingOutbound marketing Thought leaders Sponsored tweets
  • 56. SALESFORCE.COM How? ContentProduct messaging PromotingOutbound marketing Thought leaders LinkedIn banner ads / Google display network
  • 57. SALESFORCE.COM How? ContentProduct messaging PromotingOutbound marketing Thought leaders
  • 58. SALESFORCE.COMResults 80% more website traffic
  • 59. SALESFORCE.COMResults Social Referral Traffic up by 2500%
  • 60. SALESFORCE.COMResults 6500 new signups
  • 61. SALESFORCE.COMResults 10,000 new leads
  • 62. IN A STARTUP B2B CONTEXTSUCCESSSTORY #2
  • 63. BREAKINGPOINTSYSTEMSFast Facts• IT security systems founded in 2005 (acquired in 2012)• Measured the resiliency— performance, security and stability—of network and data center infrastructures
  • 64. BREAKINGPOINTSYSTEMSChallenges• Limited budget• Target audience of security and QA professionals hated typical marketing tactics• Had to get qualified website visits as part of demand generation strategy
  • 65. BREAKINGPOINTSYSTEMSSolutionBlog• Review online sources for topics of interest
  • 66. BREAKINGPOINTSYSTEMSSolutionBlog• Comment on third party blog posts that were identified and provide a link to their own blog
  • 67. BREAKINGPOINTSYSTEMSSolutionBlog• Publish posts that were aligned to industry interests, which went viral
  • 68. BREAKINGPOINTSYSTEMSSolutionTwitter• Participate in relevant conversations• Retweeted relevant industry news
  • 69. BREAKINGPOINTSYSTEMSSolutionCreated LinkedIn Groups• Open industry group• Discussions did not cover their company or product• Team acted as hosts, kept members engaged
  • 70. BREAKINGPOINTSYSTEMSSolutionPR Strategy• Began to target bloggers, shifted PR release time to noon to accommodate West Coast bloggers• Publish PR to social media
  • 71. BREAKINGPOINTSYSTEMSSolutionPromote Social Media• Links to blog, Twitter, LinkedIn in email signature• Website contained updates from Twitter
  • 72. BREAKINGPOINTSYSTEMSResults• 155% increase in web visits• Website traffic is major contributor to leads• SEO – generating ―non brand‖ search clicks
  • 73. THINGS TO WATCH OUT FORREDFLAGS
  • 74. REMEMBER…Don’t go for Black Hat SEO
  • 75. REMEMBER…Monitor your PPC campaigns
  • 76. REMEMBER…Bad customer experiences can go viral
  • 77. REMEMBER…Watch what you say in social media
  • 78. REMEMBER…… to pay attention!
  • 79. REMEMBER…Don’t spam 
  • 80. A FEW THINGS TO BE MEASUREDONLINEMARKETINGMETRICS
  • 81. METRIC 1Conversion rate, goalcompletionSet up Google Analytics totrack conversionsAnalyse conversion sources
  • 82. METRIC 2Cost per conversionGoogle analytics allows youto drill down to eachclick, by source
  • 83. METRIC 3Bounce rateBlog posts will have higherbounce ratesPages should have lowerbounce ratesIdentify pages that needimprovement in content
  • 84. METRIC 4Reach / AmplificationThis is the number ofpotential people who maysee your content
  • 85. THAT’S ALL, FOLKS!THANKS FOR YOURTIME!