Keys to Online Engagement in B2B

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Keys to Online engagement in B2B

Segment your audience.
Personalise your message for a mass market.
Increase brand recognition by using multiple content formats - videos, websites, emails, etc. - which add personality and improve recall among your targets.
Launch your campaign in your markets quickly, and in their language.
Take advantage of social media to properly build a conversation around your key messages.

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Keys to Online Engagement in B2B

  1. 1. B2B Marketing forum Webinar Series Presented by: Hosted By:Nicola Meinders Shimon Ben Ayoun SDL spotONvision
  2. 2. 5 steps to online engagement 1. Segment your audience 2. Personalise your message 3. Brand acceptance: maximise recall 4. Agility: Launch your campaign quickly and clearly 5. Leverage social media to start a conversation around all your key messages2
  3. 3. Why should we invest in online engagement? Financially: • Customer experience and loyalty are linked. • Better customer experience can be worth millions in annual revenue* • Developing brand equity, • Source = The business impact of customer expierence 2011. Forrester Research Inc. Logically: • Accessibility • Visibility • Time poverty • Claim your territory and expertise • Add value to your audience • Generate ideas and feedback3
  4. 4. 1: Segmentation Challenge Where to start? • Profitable persona segments • Time & research needed • e.g. Complexity of messaging Message credibility • Fake. • Message stretch • Frequency and tone Unsubscribe / disinterest4
  5. 5. 1: Segmentation Opportunity Start with personas needs Classify your prospects by potential value Automate wherever possible Draw a crowd with great content and a clear call to action.5
  6. 6. 1 : Segmentation Best practice & practical steps : • 1 message x 5 languages x 3 target audiences (at different stages in lifecycle) x2 a month ≈ 30 • 1 public webinars x invite (Week Before) x reminder (Day Before) x 5 languages = 10 • 1 customer newsletter = 1 • 1 partner newsletter = 1 • 2 partner education webinars x invite x reminder = 4 • + 1 Nurture Ad-Hoc Email in up to 5 languages • + testing subject lines etc • = 51 variations of emails sent a month on average6
  7. 7. 2: Personalize your message to a mass market Challenge WHERE TO START? Content required (research & cost effectively create) One home page but 20 messages? Traditional – one email to landing page => Now social media pull, they find you = unpredictable Plethora of content Multiple content sources Local market => global market7
  8. 8. 2: Personalize your message to a mass market Opportunity Metrics Upfront One Touch Campaigns Plan Ideal Customer Journey Review Lead History Right time – understand stage in sales cycle8
  9. 9. Best Practice & practical stepsMore than personalization technology – customer examples… Localization & Translation like HP… Purpose-driven Multichannel Experiences like the Mandarin Oriental Hotel Group or Scania… TargetGroup driven Branding like the 888 Holdings Group
  10. 10. 3:Brand acceptance : maximise personality and recall Challenge WHERE TO START? Budget? Local or global use? Social media – control your branding Reposition your branding?10
  11. 11. 3:Brand acceptance : maximise personality and recall Opportunity What is your branding strategy? Define your metrics? Start small or dive in? Which platforms work best?11
  12. 12. Brand acceptance : maximise personality and recall Best Practice & practical steps • Brand Personality • http://youtu.be/4-lGe5MnBlY • Understanding what you do & Recall. • http://www.sdl.com/en/wcm/solutions/global_wcm.asp • Personality & Recall • http://youtu.be/qg1ckCkm8YI12
  13. 13. 4: Agility : Launch your campaign in your markets quickly and clearly Challenge How to manage multiple messages, to multiple audiences, in multiple languages on multiple channels... How to align internally? Fewer staff, tighter budgets, shorter deadlines, increasing targets.13
  14. 14. 4: Agility : Launch your campaign in your markets quickly and clearly Opportunity & Best Practise Use a campaign template Agree deliverables well in advance Agree languages, channels, tools, Agree theme Draft a thorough brief Store message in one central point, which is re-used for all channels Flowchart your campaign Trust lasts longer than a quick sale.14
  15. 15. 5: Leverage social media to start a conversation around all your key messages Challenge Twitter – time poverty? ROI? Slideshare – competition? Confidence for Blogs Stalking? Irritating your friends? Trust lasts longer than a quick sale.15
  16. 16. 5: Leverage social media to start a conversation around all your key messages Best Practices & practical steps Listen and encourage communication Respond timely Leverage your email signature Foster a community of social media users Set simple & clear groundrules16
  17. 17. 5: Leverage social media to start a conversation around all your key messages Best Practice & practical steps – Old Spice response case study – http://youtu.be/fD1WqPGn5Ag – Tippex – http://youtu.be/4ba1BqJ4S2M – Mini Getaway Stockholm – http://youtu.be/UrMtpzynL6I17
  18. 18. Nicola Meinders:, EMEA APAC Marketing Director,You Tube: SDL TridionTwitter: @SDLTridionFacebook: SDL Tridion www.sdl.com/wcm Solutions tab – 6 videos SDL.com – customers tab : HP, LG... Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brand names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or distributed except as authorised by SDL.
  19. 19. B2B Marketing Forums is on March 20th, 2012. The theme ‘Stop YourMarketing & Start Engaging’ is about the changing role of marketing, the do’sand don’ts of engaging, and the importance of content.The event will takeplace in the Westergasfabriek, a 15-20 min. walk from Central Station.Many of the presentations will be held in Dutch and English. Don’t let thelanguage be a barrier; there is a full programme to follow for English speakingparticipants!If you’re time stricken there is the opportunity to listen to all the key speakers,present the highlights of their presentations, live in under 10 mins. Theseinterviews will all be held in English, and as they are live you can ask your ownquestions via twitter. It’s free to attend the live streaming of the event.Register here: http://www.b2bmarketingforum.nl/en/cmo-talks-2/

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