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Integrating Inbound & Outbound Marketing

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How can B2B marketers leverage inbound marketing both to better “get found” and to improve their outbound campaigns? …

How can B2B marketers leverage inbound marketing both to better “get found” and to improve their outbound campaigns?
Presented by Richard Bush to the IAB in October 2009. Find more about Base One and Richard at the Base One Blog - www.baseonegroup.co.uk/beyond.

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  • 1.
  • 2. INTEGRATING INBOUND AND OUTBOUND B2B BUYER DIALOGUE
    How can B2B marketers leverage inbound marketing both to better “get found” and to improve their outbound campaigns?
  • 3. Agenda
    Definitions
    The role of marketing
    9 Key Challenges
    Summary
  • 4. Definitions
    Outbound?
    Inbound?
    Social Media
    Advertising
    SEO
    Online PR
    Email
    Email sponsorship
    RSS Feeds
    PR
    DM
    Webinars
    Video content
  • 5. Does it really matter?
    How much Inbound marketing do you really do?
    Blogging?
    Twitter?
    Linked-In
    Content marketing?
    … ?
  • 6. Really?
    Source: B2B Barometer2009
  • 7. Definitions
    According to Wikipedia:
    Inbound marketing is a style of marketing that focuses on getting found by customers…
    … In contrast to outbound marketing where they used to have to "buy their way in" (via paid advertisements).
  • 8. So, are we changing from …
    FIND
    GET
    KEEP
    DEVELOP
  • 9. … to …
    GET FOUND
    CONVERT
    KEEP
    DEVELOP
  • 10. Traditional activity in decline
    Source: B2B Barometer 2009
  • 11. New areas on the rise
    Source: B2B Barometer 2009
  • 12. Buyer 2.0
    “The Hunter has become the hunted?”
    In control
    Better informed
    Better connected
    More sceptical
  • 13. What do we need to do to “get found”?
  • 14.
  • 15. User-generated content …
  • 16. ‘Bunny boiler’ – listen and learn
  • 17. … or to …
    ENGAGE
    CONVERT
    KEEP
    DEVELOP
  • 18. But engage with whom?
  • 19. Time to change?
    Product
    Place
    Price
    Promotion
    Participation
    Customer
    Communities
    Contribution
    Conversation
    Conversion
  • 20. Time to change?
    Campaigns
    Customer
    Communities
    Contribution
    Conversation
    Conversion
  • 21. Our 9 Challenges
    1
    BRAND
    EXPERIENCE
  • 22. Customer Experience first
  • 23. Our 9 Challenges
    2
    1
    BRAND
    EXPERIENCE
    UNDERSTANDING
    THE BUYERSPHERE
  • 24. Understanding your Buyersphere
  • 25. Our 9 Challenges
    2
    3
    1
    SEARCH MGT
    COMMUNITY MGT
    CONTENT MGT
    BRAND
    EXPERIENCE
    UNDERSTANDING
    THE BUYERSPHERE
  • 26. Active Engagement
  • 27. Active Engagement
  • 28. Contributing
  • 29. Integrating
  • 30. Our 9 Challenges
    4
    2
    3
    1
    SEARCH MGT
    COMMUNITY MGT
    CONTENT MGT
    BRAND
    EXPERIENCE
    WEB
    OPTIMISATION
    UNDERSTANDING
    THE BUYERSPHERE
  • 31. Optimising your web presence
  • 32. Design around the user
    User-Centered Design:
    average improvement across Web Projects Sales / conversion rate: 100%
    Traffic / visitor count: 150%

    User performance /productivity: 161%

    Use of specific (target) features: 202%
    (source: useit.com)
  • 33. Our 9 Challenges
    4
    5
    2
    3
    1
    SEARCH MGT
    COMMUNITY MGT
    CONTENT MGT
    BRAND
    EXPERIENCE
    RESPONSE
    MANAGEMENT
    WEB
    OPTIMISATION
    UNDERSTANDING
    THE BUYERSPHERE
  • 34. The link between marketing and sales
  • 35. Our 9 Challenges
    4
    5
    2
    3
    1
    SEARCH MGT
    COMMUNITY MGT
    CONTENT MGT
    BRAND
    EXPERIENCE
    RESPONSE
    MANAGEMENT
    WEB
    OPTIMISATION
    UNDERSTANDING
    THE BUYERSPHERE
    6
    7
    8
    9
  • 36. So what about Inbound and Outbound?
    Inbound?
    Awareness
    Interest
    Selection
    Outbound?
    Preference
    Purchase
  • 37. So what about Inbound and Outbound?
    Inbound
    Outbound
    Inbound
    Awareness
    Interest
    Selection
    Preference
    Purchase
  • 38. So what about Inbound and Outbound?
  • 39. Summary
    CONVERSATIONS
    CAUSE
    CREATE
    FEED
    MONITOR
    CONTINUE
    MANAGE
    SEARCH MGT
    COMMUNITY MGT
    CONTENT MGT
    BRAND
    EXPERIENCE
    RESPONSE
    MANAGEMENT
    WEB
    OPTIMISATION
    UNDERSTANDING
    THE BUYERSPHERE
  • 40. Richard.bush@baseonegroup.co.uk
    www.baseonegroup.co.uk/beyond