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B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
B2bblast - b2b digital marketing
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B2bblast - b2b digital marketing

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Overview of digital content marketing strategy in b2b companies.

Overview of digital content marketing strategy in b2b companies.

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  • 1. MISSIONTo increase the knowledge of digitalmarketing among B2B companies #b2bblast @Pernilleanderse pernilleandersenfeedsfloor B2bsocialmedia.dk pernille@feedsfloor.com© 2013 Pernille Andersen
  • 2. THE FUN IS OVER!!! Now its time for business…
  • 3. About the donut company© 2013 Pernille Andersen
  • 4. Who am I? B2B DM Enthusiast© 2013 Pernille Andersen
  • 5. Agenda1. DILEMMAS• Executives vs. Hipsters• Organizational structures vs. People• Global vs local2. TRENDS• Kill the campaigns• What if organizations were build around buyer personas?• Big data, small data, fantastic data, data overload• Did we forget branding?• You are the expert – show itEXTRA CONTENT• Videos: Why your organization needs to become digital now !!!© 2013 Pernille Andersen
  • 6. Executives vs. Hipsters© 2013 Pernille Andersen
  • 7. Organizations vs. People Challenges • Silos • Change agents • Always on • Complex structures • Competencies • Lack of resources • Who is in charge… • Where to begin… • Openness • Non-risk taken approach • Who to blame…© 2013 Pernille Andersen
  • 8. The Agile Organization • Small companies – EASY – BUT a matter of resources • Medium companies – EASY - BUT a matter of competencies • Large companies – DIFFICULT - a matter of flexibility© 2013 Pernille Andersen
  • 9. Organizations’ Approach to Digital© 2013 Pernille Andersen
  • 10. The ad hoc digital organization The strategic digital organization The social enterprise The digital enterprise© 2013 Pernille Andersen
  • 11. The strategic digital organization The strategic digital organization The social enterprise The digital enterprise© 2013 Pernille Andersen
  • 12. The social enterprise The strategic digital organization The social enterprise The digital enterprise© 2013 Pernille Andersen
  • 13. The digital enterprise The strategic digital organization The social enterprise The digital enterprise© 2013 Pernille Andersen
  • 14. Centralized HQ – e.g. marketing Decentralized - departments Strategy Departmental Corporate KPIs Decentralized - SBUs KPIs Departmental strategies Local KPIs Policies R&D: Product Local SEO Individual employees Channel development Ownership Daily channel - e.g. Hub Add value to their network Sales: Follow management: up on leads Native Key staff blogs & SM Brand hub content, accounts engagement Drive thought Coordinator Leads leadership nuturing© 2013 Pernille Andersen
  • 15. © 2013 Pernille Andersen
  • 16. © 2013 Pernille Andersen
  • 17. Managing Digital Internationally 1) Centralize the strategies and policies and channel ownership 2) Decentralize the engagement – BUT only if competencies are existing - 5% of the total target group, then country spin off 3) Educate the organization – joint development = Amplify the global activities© 2013 Pernille Andersen
  • 18. Agenda1. DILEMMAS• Executives vs. Hipsters• Organizational structures vs. People• Global vs local2. TRENDS• Kill the campaigns• What if organizations were build around buyer personas?• Big data, small data, fantastic data, data overload• Did we forget branding?• You are the expert – show itEXTRA CONTENT• Videos: Why your organization needs to become digital now !!!© 2013 Pernille Andersen
  • 19. Purpose of company Branding strategy Customer insights Content strategy Owned Paid Earned Real time Brand Generic thought Share of voice Lead focus monitoring & building leadership analysis response Gap Value added analysis analysis© 2013 Pernille Andersen
  • 20. KILL The Campaigns • Back to company purpose – why are you here? • Think long term first - SEO, Brand building • Think short term second – lead generation • Think strategy, think educational content© 2013 Pernille Andersen
  • 21. Purpose of company Branding strategy Customer insights Content strategy Owned Paid Earned Real time Brand Generic thought Share of voice Lead focus monitoring & building leadership analysis response Gap Value added analysis analysis© 2013 Pernille Andersen
  • 22. B2B Buyer PersonasIt begins and ends with thecustomerUnderstand your customer andwhere they get their informationfromExpert vs. non-expert buyersAdd content to the buyingprocess and toward differentroles Make them visible !!© 2013 Pernille Andersen
  • 23. B2B Buyer Personas Persona 1 Persona 2 Persona 3 Persona 4 Role Attitude Knowledge Channels Thought process References Key considerations Value added content Top of mind brands Key questions at each stage of the customer journey / sales funnel© 2013 Pernille Andersen
  • 24. Purpose of company Branding strategy Customer insights Content strategy Owned Paid Earned Real time Brand Generic thought Share of voice Lead focus monitoring & building leadership analysis response Gap Value added analysis analysis© 2013 Pernille Andersen
  • 25. Content Marketing “is an umbrella term encompassing all marketing formats that involves the creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential customer bases”. ASK THE CUSTOMERS ! 2 target groups for content: customers and search engines Educate, add value, review External agencies = amplify content© 2013 Pernille Andersen Internal company = experts
  • 26. Context Marketing • Understanding future intend • What is the consumer doing? • Where is the consumer? • Which device is the consumer using? According to Martin Lindstrøm “the time is ripe for the next generation of contextual branding – the art of sending the right message, to the right audience, at the right time”.© 2013 Pernille Andersen
  • 27. Digital Mission Statement: FeedsFloor The mission of FeedsFloor’s digital content marketing activities is to increase the knowledge and usage of digital and social media marketing within b2b industries.© 2013 Pernille Andersen
  • 28. Content Strategy KPIs Content sources: - What kind of content are you already creating? - What kind of content do you need to create? Editorital / content calender Channel strategy© 2013 Pernille Andersen
  • 29. Purpose of company Branding strategy Customer insights Content strategy Owned Paid Earned Real time Brand Generic thought Share of voice Lead focus monitoring & building leadership analysis response Gap Value added analysis analysis© 2013 Pernille Andersen
  • 30. Big data, small data, fantastic data,data overload – 404 • Go back to your KPIs • Stop harrasing your customers – unless… • Customer insights • Test, review, test again • Team up with sales – this is the area where silos can be broken and a agile organisation can emmerge  - aaahhh© 2013 Pernille Andersen
  • 31. Purpose of company Branding strategy Customer insights Content strategy Owned Paid Earned Real time Brand Generic thought Share of voice Lead focus monitoring & building leadership analysis response Gap Value added analysis analysis© 2013 Pernille Andersen
  • 32. Digital Brand Management Model© 2012 Pernille Andersen
  • 33. Digital Brand Management Corporate Development Communication Implementation Stage Strategy Stage Flexibility Consumption Gap Design Gap Corporate Identity Corporate image Fit position cube Gap Consumption Zone Positioning facets Strategic Market position Dynamics Change Analysis Stage RationalValues© 2013 Pernille Andersen
  • 34. Design gap If differences exist between the ideal corporate identity and corporate strategies and what is being communicated or where it is being communicated a Design Gap appears. What is the difference between overall company strategies and actual market communication?© 2013 Pernille Andersen
  • 35. Consumption gap Brand consumption means the way consumers engage and what consumers say about the brand online (earned media). Cco-producers of a corporate or product brand (B2B prostomer). This means that stakeholders have a great influence on the brand creation process and image of a company.© 2013 Pernille Andersen
  • 36. Fit gap • Might do all the right things - but metrics still poor • Competitors positioning stronger • Compare owned, paid and earned media to revise digital efforts© 2013 Pernille Andersen
  • 37. Purpose of company Branding strategy Customer insights Content strategy Owned Paid Earned Real time Brand Generic thought Share of voice Lead focus monitoring & building leadership analysis response Gap Value added analysis analysis© 2013 Pernille Andersen
  • 38. Generic Thought Leadership “the perceived advantage an organization achieves in the minds of its stakeholders in relation to a theme or topic that is of central importance to its business. Thought leadership is a perishable perceptual grant by your stakeholders”.© 2013 Pernille Andersen Source: A company andylark.blogs.com/andylark/2010/04/what-is-thought-leadership.html
  • 39. Generic Share-of-Voice Analysis In the product category how large is your share-of-voice? - e.g. SEO rankings© 2013 Pernille Andersen
  • 40. Value Added Analysis • Quality of content • Instead of asking employees what do you think customers want? Ask the customer directly what do you want to know about? • How does your company add value to the customers decision making process • Middle management vs. Top management • Gatekeepers© 2013 Pernille Andersen
  • 41. Purpose of company Branding strategy Customer insights Content strategy Owned Paid Earned Real time Brand Generic thought Share of voice Lead focus monitoring & building leadership analysis response Gap Value added analysis analysis© 2013 Pernille Andersen
  • 42. Centralized HQ – e.g. marketing Decentralized - departments Strategy Departmental Corporate KPIs Decentralized - SBUs KPIs Departmental strategies Local KPIs Policies R&D: Product Local SEO Individual employees Channel development Ownership Daily channel - e.g. Hub Add value to their network Sales: Follow management: up on leads Native Key staff blogs & SM Brand hub content, accounts engagement Drive thought Coordinator Leads leadership nuturing© 2013 Pernille Andersen
  • 43. Examples of content: Articles Whitepapers Social media posts Case stories Blog posts Webinars Pictures Research reports Video Infographics eBooks Games Newsletters© 2013 Pernille Andersen
  • 44. Examples of channels: Website Vimeo Twitter Pinterest LinkedIn Slideshare Google+ Responsive design Facebook Mobile app FeedsFloor Industry platforms Youtube© 2013 Pernille Andersen
  • 45. http://hr-bureauet.dk/
  • 46. Now Dell has a new product

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