Integrating Inbound & Outbound Marketing

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?

Agenda
Definitions
The role of marketing
9 Key Challenges
Summary

Definitions
Outbound?
Inbound?
Social Media
Advertising
SEO
Online PR
Email
Email sponsorship
RSS Feeds
PR
DM
Webinars
Video content

Does it really matter?
How much Inbound marketing do you really do?
Blogging?
Twitter?
Linked-In
Content marketing?
… ?

Really?
Source: B2B Barometer2009

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).

So, are we changing from …
FIND
GET
KEEP
DEVELOP

… to …
GET FOUND
CONVERT
KEEP
DEVELOP

Traditional activity in decline
Source: B2B Barometer 2009

New areas on the rise
Source: B2B Barometer 2009

Buyer 2.0
“The Hunter has become the hunted?”
In control
Better informed
Better connected
More sceptical

What do we need to do to “get found”?

User-generated content …

‘Bunny boiler’ – listen and learn

… or to …
ENGAGE
CONVERT
KEEP
DEVELOP

But engage with whom?

Time to change?
Product
Place
Price
Promotion
Participation
Customer
Communities
Contribution
Conversation
Conversion

Time to change?
Campaigns
Customer
Communities
Contribution
Conversation
Conversion

Our 9 Challenges
1
BRAND
EXPERIENCE

Customer Experience first

Our 9 Challenges
2
1
BRAND
EXPERIENCE
UNDERSTANDING
THE BUYERSPHERE

Understanding your Buyersphere

Our 9 Challenges
2
3
1
SEARCH MGT
COMMUNITY MGT
CONTENT MGT
BRAND
EXPERIENCE
UNDERSTANDING
THE BUYERSPHERE

Active Engagement

Contributing

Integrating

Our 9 Challenges
4
2
3
1
SEARCH MGT
COMMUNITY MGT
CONTENT MGT
BRAND
EXPERIENCE
WEB
OPTIMISATION
UNDERSTANDING
THE BUYERSPHERE

Optimising your web presence

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)

Our 9 Challenges
4
5
2
3
1
SEARCH MGT
COMMUNITY MGT
CONTENT MGT
BRAND
EXPERIENCE
RESPONSE
MANAGEMENT
WEB
OPTIMISATION
UNDERSTANDING
THE BUYERSPHERE

The link between marketing and sales

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

So what about Inbound and Outbound?
Inbound?
Awareness
Interest
Selection
Outbound?
Preference
Purchase

Inbound
Outbound
Inbound
Awareness
Interest
Selection
Preference
Purchase

Summary
CONVERSATIONS
CAUSE
CREATE
FEED
MONITOR
CONTINUE
MANAGE
SEARCH MGT
COMMUNITY MGT
CONTENT MGT
BRAND
EXPERIENCE
RESPONSE
MANAGEMENT
WEB
OPTIMISATION
UNDERSTANDING
THE BUYERSPHERE

Richard.bush@baseonegroup.co.uk
www.baseonegroup.co.uk/beyond