En B2B todo el marketing es marketing directo

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Presentación de Ruth Stevens en AMDIA INTEGRA 2010

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En B2B todo el marketing es marketing directo

  1. 1. 1 En B2B todo el marketing es marketing directo Business marketing has changed forever g Nov. 3, 2010 Ruth P. Stevens ruth@ruthstevens.com Direct marketing in B2B 1 In the last decade, business buying changed dramatically.  With enormous shifts in corporate purchasing patterns and the extraordi In this dynamic keynote talk, Ruth P. Stevens will outline the transformation in business buying behavior, and explain how multi‐t Database management Lead generation1. 2. © Ruth P. Stevens 2010 E-commerce and mail order Customer retention 4. 3.
  2. 2. 2 The funnel © Ruth P. Stevens 2010 3 B b h i h h dBuyer behavior has changed 4
  3. 3. 3 © Ruth P. Stevens 2010 5 © Ruth P. Stevens 2010 6
  4. 4. 4 What does this mean for marketers? 7 Direct marketing is the engineg g that manages this process 8
  5. 5. 5 A new kind of direct marketingg is required 9 Essential ingredients in B2B direct marketing today 1 Clean comprehensi e data1. Clean, comprehensive data 2. Customer contact strategy, supported by marketing automation 3. Social media outreach 4 Superb website © Ruth P. Stevens 2010 4. Superb website 5. Content strategy 10
  6. 6. 6 1/ Steps to clean, accurate data 1. Identify the data elements you need. 2 A d l t il bl f thi d t2. Append elements available from third-party suppliers. 3. Fill in the gaps with “data discovery.” – Outbound telephone to target accounts © Ruth P. Stevens 2010 – Probing on buying roles and contact info – Fill in the blanks in your database 4. Ongoing data hygiene. 11 2/ Contact strategy, with marketing automation Contact strategy Marketing automationContact strategy 1. Segment inquirer base by need or value 2. Assess the ideal contact level and frequency 3 T t th t t Marketing automation • Software specific to campaign management, lead nurturing, triggered marketing communications. • A large variety of vendors © Ruth P. Stevens 2010 3. Test the contact sequence. Continuously review and refine over time. • A large variety of vendors available today. 12
  7. 7. 7 © Ruth P. Stevens 2010 13 3/Social media outreach (think PR) Wrong: "How is this supposed to make meWrong: "How is this supposed to make me money?" Right: "How can I use social media to get my ideal customer to choose me at any price?" © Ruth P. Stevens 2010 ideal customer to choose me at any price? 14
  8. 8. 8 Social media to-do list • Company profile at GetListed.org and Google Local • Buy domain names in your category• Buy domain names in your category • Keep your blog fresh and informative • Company profile on LinkedIn • Branded Twitter account Y T b f d t id d t t ti i l © Ruth P. Stevens 2010 • YouTube for product videos and customer testimonials • SlideShare for technical presentations • Invest in resources to respond, and start a dialogue 15 4/ A superb website: Essential site characteristics today • Keyword-rich copy, tags, SEO basics • Self-identifying segmentation of content and navigation • Lead generation features – Optimization on response-oriented pages • External outreach via social media © Ruth P. Stevens 2010 • External validation at your site: Testimonials, case studies • Plenty of rich content to educate prospects 16
  9. 9. 9 Motivate visitors to provide contact info © Ruth P. Stevens 2010 Identify site visitors by IP address © Ruth P. Stevens 2010 18
  10. 10. 10 5/ Develop a deliberate content strategy • A library of content assets that can serve different needsneeds. – Case studies – White papers – Archived webinars – Podcasts © Ruth P. Stevens 2010 – Research reports – Blog entries • A new resource: the Content Marketing Institute 19 The growing investment in content development © Ruth P. Stevens 2010 20
  11. 11. 11 Buying behavior is changing En B2B todo el marketing es Marketing behavior is changing marketing directo 21 Thank you. © Ruth P. Stevens 2010 22 ruth@ruthstevens.com
  12. 12. 12 Web-based resources for B2B • MarketingProfs.com: library of articles, seminars, cases • MarketingSherpa.com: weekly case studies and research • RainToday.com: resources for marketers of professional services • CMI (ContentMarketingInstitute.com): thought leadership on content development and usage © Ruth P. Stevens 2010 23 • WhichTestWon: Examples of split test results from real campaigns B-to-B direct marketing reading list • The Marketing Manager’s Handbook, by Eric Gagnon • Business to Business Direct Marketing by Robert W Bly• Business-to-Business Direct Marketing, by Robert W. Bly • The DMA Lead Generation Handbook, by Ruth P. Stevens • Lead Generation for the Complex Sale, by Brian J. Carroll • Trade Show and Event Marketing, by Ruth P. Stevens • Sales & Marketing 365 by Jim Obermayer © Ruth P. Stevens 2010 24 • Sales & Marketing 365, by Jim Obermayer • Marketing Metrics in Action, by Laura Patterson

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