B2B Digital Marketing success factors

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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.

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B2B Digital Marketing success factors

  1. 1. Fuelling Digital Marketing Success 11 practical techniques for B2B organisations Dr Dave Chaffey SmartInsights.com Downloadsmartinsights.com/t fma2014 1
  2. 2. 2
  3. 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. 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. 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. 6. Start with a plan! Key success factors  Customer insight  Marketplace review  SMART objectives  Persona creation  Digital SWOT summary 6
  7. 7. #1 Create a digital-specific plan 7
  8. 8. Source: B2B Content Marketing 2014 US 8
  9. 9. #2 Multichannel Personas Smart Insights Persona Toolkit 9
  10. 10. #3: Define Brand OVP 10
  11. 11. Using content to drive growth – B2B 11
  12. 12. The Content marketing / engagement challenge Slideshare: Doug Kessler - Crap. The Content Marketing Deluge. 12
  13. 13. Improving Reach Key success factors  Define success criteria  Select appropriate mix  Optimise most effective channels:  Search marketing  Outreach  Social media marketing 13
  14. 14. #4 Content-focused SEO/Content Marketing Define the content sweet spot AlfredJansen Communications 14
  15. 15. Use the Smart Insights Content Marketing Matrix for a Structured evaluation of relevant content 15
  16. 16. 16
  17. 17. The problem with blogging… 17
  18. 18. More what we’re looking for! 18
  19. 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. 20. LinkedIn example 20
  21. 21. 21
  22. 22. Tip: Use paid and natural Site links to explain and persuade 22
  23. 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. 24. #6. Managed journeys 24
  25. 25. 25
  26. 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. 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. 28. Increasing Conversion Key success factors  Create a CRO / optimisation process  Improve mobile platform conversion and integration 28
  29. 29. #8. CRO 29
  30. 30. B2B AB Test example Source: 37 signals 30
  31. 31. People buy people 31
  32. 32. 32
  33. 33. #9 Mobile persuasion Recommendation: Review leads, sales from different device, resolution Advanced Segments 33
  34. 34. Mobile landing pages https://www.salesforce.com/uk/form/sem/landing/sales-cloud.jsp 34
  35. 35. Improving Engagement Key success factors  Understanding the satisfaction gap  Effective sharing through social media marketing  Effective and efficient email marketing 35
  36. 36. #10 Obsess about loyalty drivers 36
  37. 37. Practical Tip – use customer feedback tools http://bit.ly/smartfeedback 37
  38. 38. #11 Social media amplification 38
  39. 39. Build in reasons to share + add 39
  40. 40. 40
  41. 41. From T-Shaped to V-Shaped 41
  42. 42. Chat with us on Stand H24! 42
  43. 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

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