Case studies on successful online marketing strategies by B2B organizations

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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 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

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

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