Here are my slides from my CMW 2013 Lunch & Learn session. I'll be doing a webinar version October 1 here: http://www.sdl.com/events/lt/webinars/2013-10-01_Building_Modern_B2B_Marketing_Organization.html
What is your worldview of marketing today? Do you feel confident in your digital marketing capabilities? Do you consider yourself to be part of a data-driven marketing organization? Do you have a solid understanding of what the other people in your marketing organization do and how it relates to what you do and other people on the team do?
This is my marketing worldview, how I think about integrated marketing for global and digital. The challenge as a B2B Marketing organization is to figure out the proper allocation of resources, budget and effort you dedicate in each of these areas. I would argue that many, many B2B companies are still not investing enough in the more modern components of this wheel.
You may say that you are invested in digital marketing? But is that just an emotional investment or are you putting your money where your mouth is? Just because you’re doing blogging, doing a little bit of SEO here, and trying out a bit of PPC here does not a digital strategy make. Close your eyes again. Now raise your hand if you still think your company is stuck doing more push marketing than pull marketing = more outbound than inbound?
The quickest way to tell if your still underinvested in digital is to look at how you’re currently spending your marketing budget. This is a made up chart, but shows the point that if this were your organization that you’re still heavily weighted in traditional activities, and not invested enough in modern and digital marketing. In my own jobs and consulting projects I’ve done, you can quickly tell what a company’s marketing culture is like with this one data point alone. I would argue that in the world we’re in today, this budget is grossly overweighted on activities that are harder to measure and harder to prove revenue-level ROI. You should go back to your organization and look at your budget allocation to understand what your marketing worldview/culture is based on your current spend.
Modern marketing requires a strong emphasis on being digital and data-driven. It requires a publisher approach to communicating – with the intention of communicating with an audience, not a prospect. And it requires delivering a positive customer experience wherever it’s taking place in the world.
Content strategy is the parent of content marketing and requires the strategic definition and management of a lot of different interdependent components. You need all of these in place to do content marketing well.
Keep mixing it up. Keep trying out new media and content types. Don’t just keep repeating the same formulas without adding new things to the mix on a regular basis. Stay creative, try new templates, don’t get boring.
If you’re not at least a 7.5 out of 10 for SEO knowledge, you have a huge marketing handicap. Read up on it. Understand it better. Read Search Engine Land and SEOmoz. Over 90% of online interactions start with search. It’s really important to understand search marketing in today’s world. Keyword research tools for SEO and PPC: Google Adwords, Google Trends, Keyword Discovery, WordTracker, Spyfu
If you’re not using any of these yet, it’s stuff you should be testing. Do some metrics-grounded toe dipping. Be smart about cost per lead and make sure you have really good segmentation figured out and very targeted content.
These are the five major components you need to factor into a larger social media strategy. Social influence – who internally and externallySocial SEO – social signals do and will continue to influence algorithmic search resultsSocial Media Management – same requirements as content strategy (see Slide 11 and replace word “content” with “social” for your to-do list)Social Media Monitoring and Sentiment Analysis – understand reputation, brand, product reach by region and language, important to understand your global digital footprintSocial Media Metrics – have to tie back to your CRM and Google Analytics/Omniture. Look at how you set up and measure campaigns and fix whatever is in the way of being able to track.As for the social channels/networks to focus on, yes Vine, Instragram, Pinterest and the rest are very interesting. Keep yourself up to speed on developments in the social media space. However, if you aren’t really adept yet at the ones listed here, don’t worry about the others. I have yet to engage with one B2B company yet that has truly mastered these six channels. Get organized. Get competent, then worry about getting clever. This will require someone on your team to OWN social, and not just at an execution level, someone senior enough to help create a framework, a strategy to follow that glues all of your efforts into something meaningful, cohesive and measurable.
Marketing automation is only as strong as your content strategy. If you don’t have a content strategy, Eloqua, Marketo, Hubspot, whatever you use becomes an expensive email marketing tool. You lose the lead nurturing advantage it can provide. Just make sure as you’re implementing automation that you are validating what the customer experience is on your website based on trigger events. Test different visitor scenarios to see what they experience and make sure it isn’t obnoxious or obtrusive.
Don’t market in the dark! Start here. Can work up to Customer Lifetime Value and more sophisticated metrics. Many organizations struggle to even get to these 7. That’s where next topic comes in…
Marketing is heavily reliant on a good CRM database. In fact, marketing should consider itself in a partnership with sales to co-own responsibility for the health of the CRM. Data driven means being able to measure from the “top of the funnel” all the way through to the sale and beyond. Marketing must be tied to revenue.
So back to my modern marketing mandala. Now that I’ve gone through all the modern marketing components, do you consider yourself a modern marketing organization? Has your collective skillset kept up with the rapid evolution of digital marketing? Or do you still feel under equipped?
Take a good look as a whole team and address it. Do you have all of these skills/areas of expertise covered on your existing team? Where are the gaps? Are you weighting your resources and budget appropriately and in logical proportions? Hire people, train people. Figure out what needs to happen to make sure you have all these bases covered. If you don’t, you can’t execute modern global integrated marketing.
Thank you! I hope you found this helpful.
Content Marketing World 2013 Presentation: Modern Global B2B Marketing
B2B Global Marketing:
SDL: Global Customer Experience
Publicly traded company, long-term
stability and $430M annual revenues
2,700+ employees, 70 offices, 38 countries
1,500+ enterprise customers and partners
Innovative technology and services for
enriching global customer experiences
Award-winning technology and services
Serving 72 of the top 100 global brands
(Source: Interbrand 2012)
72 of the Top 100 Global Brands
*Source: Interbrand, 2011
PR & AR
Global Integrated Marketing
1. Content Strategy | Content Marketing
3. Social Media
4. Online Advertising/PPC
5. Marketing Automation
6. Marketing Analytics
Modern Marketing Must-Haves
A. Content audit, inventory, and mapping
B. Content planning, calendar, and project management
C. Content editing (tone, voice, quality, readability)
D. Content design, presentation and optimization
E. Content translation and localization
F. Content publishing and distribution
G. Content management and curation
H. Writer resources and in-house content expertise
I. Content Strategy/Marketing
Content Marketing – Keep Mixing It Up
II. Search Engine Optimization
A. SEO is not just for techies
B. Embrace your SEO dork to be a better marketer
C. Do your keyword research
i. Target keyword phrases
ii. Alternate keyword phrases
iii. Competitor keyword phrases
D. SEO content creation best practices
E. Understand the technical stuff enough to validate it
F. Don’t forget the meta descriptions!
1. Have you identified and validated a list of target keyword phrases?
2. Do you know and use alternate search phrases for primary keyword targets?
3. Where do you and your competitors currently rank for your target keyword phrases?
4. Do you know how much it would cost to run PPC on your target keywords?
5. Do you know how your competitors are using PPC?
6. Do you use PPC to strategically fill in gaps in your organic search rankings (while you
continue to improve SEO)?
7. If you already rank high in SEO on a term, could you get higher conversions and
maintain a favorable cost per lead if you bought the PPC term also?
8. Are you familiar with current best practices for optimizing content for search?
9. Do you optimize your titles, tags, and meta descriptions when posting content in your
10. Have you evaluated international SEO and the inbound marketing opportunities you
could create if you were to translate more of your content ?
SEO and PPC: 10 Questions to Ask Yourself
III. Online Advertising/PPC
1. Google Adwords PPC
2. LinkedIn ads and sponsored content
3. Facebook ads and sponsored content
4. Promoted tweets
5. YouTube embedded video ads
6. Ad retargeting
1. Social Influence
2. Social SEO
3. Social Media Management
4. Social Monitoring and Sentiment Analysis
5. Social Media Metrics
IV. Social Media
VI. Marketing Automation
• Drip campaigns/lead nurturing
• Lead scoring
• Trigger events
• Progressive registration
• Content Inventory/Mapping By:
– Content Type
– Company Size
– Geo + Languages
– Stage in Customer Lifecycle
• Support and Retention
V. Marketing Analytics
1. Web Traffic
2. Conversion Rates
3. Net-New Leads
4. Cost Per Lead
5. Cost Per Acquisition
6. Marketing-Sourced Revenue
7. Marketing-Influenced Revenue
BY CHANNEL AND CAMPAIGN
1. Sales ops + marketing ops = 1 operation
2. Data and system integration
3. Data hygiene and accuracy
4. KPI and pipeline tracking
5. Campaign structure and reporting
6. Abandoned leads
PR & AR
Global Integrated Marketing
What’s Your Current Skill Mix?
• Social Media
• Online Events
• Direct Mail
• Offline Events
• PR & AR
• Inside Sales
Thank You for Attending!
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