Your SlideShare is downloading. ×
B2B Digital Marketing success factors
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

B2B Digital Marketing success factors

1,489

Published on

Dave Chaffey's talk on Fuelling Digital Marketing Success in B2B organisations from Technology for Marketing & Advertising. …

Dave Chaffey's talk on Fuelling Digital Marketing Success in B2B organisations from Technology for Marketing & Advertising.

One of a set of 3 seminars - this download is for B2B organisations.

Published in: Business
0 Comments
5 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,489
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
99
Comments
0
Likes
5
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Fuelling Digital Marketing Success 11 practical techniques for B2B organisations Dr Dave Chaffey SmartInsights.com Downloadsmartinsights.com/t fma2014 1
  • 2. 2
  • 3. What fuels success? Removing your profit leaks : across all touchpoints Read full article and download a free sample chapter from Watertight Marketing by Bryony Thomas 3
  • 4. 11 techniques to fuel sucess PLAN  #1 Digital-specific plan | #2 Personas | #3 OVP REACH  #4 Content focused SEO/CM | #5 Paid media targeting ACT  #6 Managed journeys | #7 Marketing Automation CONVERT  #8 CRO | #9 Mobile-optimised experiences ENGAGE  #10 Obsess about loyalty | #11. Social amplification 4
  • 5. About Dave Chaffey About Dave Chaffey • Author of 5 bestselling marketing books now working on 6th editions • Responsive for CXM at SmartInsights.com a marketing advice site with Expert members in over 50 countries • Insights Director at agency ClickThrough Marketing 5
  • 6. Start with a plan! Key success factors  Customer insight  Marketplace review  SMART objectives  Persona creation  Digital SWOT summary 6
  • 7. #1 Create a digital-specific plan 7
  • 8. Source: B2B Content Marketing 2014 US 8
  • 9. #2 Multichannel Personas Smart Insights Persona Toolkit 9
  • 10. #3: Define Brand OVP 10
  • 11. Using content to drive growth – B2B 11
  • 12. The Content marketing / engagement challenge Slideshare: Doug Kessler - Crap. The Content Marketing Deluge. 12
  • 13. Improving Reach Key success factors  Define success criteria  Select appropriate mix  Optimise most effective channels:  Search marketing  Outreach  Social media marketing 13
  • 14. #4 Content-focused SEO/Content Marketing Define the content sweet spot AlfredJansen Communications 14
  • 15. Use the Smart Insights Content Marketing Matrix for a Structured evaluation of relevant content 15
  • 16. 16
  • 17. The problem with blogging… 17
  • 18. More what we’re looking for! 18
  • 19. Investment (resource needed) #5 Paid media targeting Tip: Review Display Network and Remarketing options AdWords Generic SEO Generic Facebook custom audiences Influencer PR FBX Retargeting LinkedIn Promoted Posts Media related PR Integrated content campaigns Facebook AdWords Promoted Posts Tail AdWords AdWords PLA Remarketing SEO AdWords Social Long Tail Mobile amplification Blog (Enhanced campaigns) marketing Instagram Sponsored Tweets Effectiveness (potential sales volume) Example: Review effectiveness for your sector 19
  • 20. LinkedIn example 20
  • 21. 21
  • 22. Tip: Use paid and natural Site links to explain and persuade 22
  • 23. Increasing InterACTion Key success factors  Define key customer journeys for different platforms  Use Analytics to improve effectiveness  Select content to engage audience  Manage creation and promotion of content 23
  • 24. #6. Managed journeys 24
  • 25. 25
  • 26. #7. Marketing Automation Customers Entry level 5 - 8 triggers Medium level 17 – 30 triggers Regular marketing emails Welcome email Behavioural Cross sell Activity Non cross sell Upper level 20 – 50 triggers Nirvana 50 – 500 triggers Nursery program Not returned in 14 days Newsletter Not transacted By product Not re-purchased in 14 days Repeat abandoner X-sell programme Process abandonment By content group visited Site segmented By product Site down apology RFM Content triggers Birthday / Xmas Emails Activity flagging Lapsed Predictive Lapsed / Churn Back in stock alert Customer service emails Full marketing email program Future Release alert Site Activity program Source: 26
  • 27. Our welcome experience: 3rd welcome : 14d > 2d Open rate Before After Clickthrough rate 20.0 1.9% 18.9 – 27.4% 7.4% - 9.1% 27
  • 28. Increasing Conversion Key success factors  Create a CRO / optimisation process  Improve mobile platform conversion and integration 28
  • 29. #8. CRO 29
  • 30. B2B AB Test example Source: 37 signals 30
  • 31. People buy people 31
  • 32. 32
  • 33. #9 Mobile persuasion Recommendation: Review leads, sales from different device, resolution Advanced Segments 33
  • 34. Mobile landing pages https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp 34
  • 35. Improving Engagement Key success factors  Understanding the satisfaction gap  Effective sharing through social media marketing  Effective and efficient email marketing 35
  • 36. #10 Obsess about loyalty drivers 36
  • 37. Practical Tip – use customer feedback tools http://bit.ly/smartfeedback 37
  • 38. #11 Social media amplification 38
  • 39. Build in reasons to share + add 39
  • 40. 40
  • 41. From T-Shaped to V-Shaped 41
  • 42. Chat with us on Stand H24! 42
  • 43. Let’s Connect! Questions & discussion welcome SmartInsights.com uk.linkedin.com/in/davechaffey  Blog www.smartinsights.com/blog www.facebook.com/davechaffey  Feeds www.feedburner.com/smartinsi ghts ww.twitter.com/DaveChaffey  Email Newsletter https://plus.google.com/u/0/10625135037962 www.smartinsights.com 2013691 Download deck: SmartInsights.com/tfma2014 43

×