• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
B2B Inbound Marketing: How to win active Prospects as Clients
 

B2B Inbound Marketing: How to win active Prospects as Clients

on

  • 6,407 views

This presentation shows the basis to develop inbound marketing strategies for a Business-to-Business company. The slides are an English summary of my E-Book "B2B Inbound Marketing: How to win active ...

This presentation shows the basis to develop inbound marketing strategies for a Business-to-Business company. The slides are an English summary of my E-Book "B2B Inbound Marketing: How to win active Prospects as Clients" (German only).

Statistics

Views

Total Views
6,407
Views on SlideShare
4,414
Embed Views
1,993

Actions

Likes
9
Downloads
211
Comments
0

8 Embeds 1,993

http://www.chainrelations.de 1942
http://www.slideshare.net 16
http://localhost 11
http://127.0.0.1 8
http://scooblr.com 7
http://translate.googleusercontent.com 4
https://scooblr.com 3
http://www.linkedin.com 2
More...

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    B2B Inbound Marketing: How to win active Prospects as Clients B2B Inbound Marketing: How to win active Prospects as Clients Presentation Transcript

    • chain relations || Torsten Herrmann || 24.07.2009 || page www.chainrelations.de B2B Inbound Marketing How to win active Prospects as Clients
    • B2B-Inbound-Marketing chain relations || Torsten Herrmann || 24.07.2009 || page www.chainrelations.de The Active Prospect I
      • According to Marketing Sherpa’s “B2B Lead Generation Handbook” 80 % of all clients found their vendors by themselves.
      • Therefore, 20 % of all clients are the result of direct marketing, tele-marketing and sales calls.
      • Which strategies do companies use to better reach this 80 %?
      • Current discussion is mostly about activities instead of strategies, mostly online-marketing on a trial-and-error-basis. A structured, strategic basis for Whitepapers, SEM or Weblogs is needed.
    • B2B-Inbound-Marketing chain relations || Torsten Herrmann || 24.07.2009 || page www.chainrelations.de The Active Prospect II
      • New situation: Active prospects search for vendors and contact vendors when they are ready.
      • This is possible because of the volume of information available from vendors, market analysts, media and other sources, mostly via internet.
      • Additionally, as corporate decision-making has gotten more and more complex, a fast ROI is mandatory and the decision-making climbs up the corporate ladder, the preparation must be right to the point.
      • Therefore, a new strategic approach is necessary:
      • B2B-Inbound-Marketing
    • B2B-Inbound-Marketing chain relations || Torsten Herrmann || 24.07.2009 || page www.chainrelations.de B2B Inbound Marketing
      • Companies exist to integrate and transfer their micro-segmented competencies into complex value propositions relevant to the needs of their clients.
      • B2B Inbound Marketing is the ability of a company to adjust their value propositions to the clients and value needs of individual clients.
      • B2B Inbound Marketing follows the processes of a client (decisions, production, SCM etc.).
      • Basics of Inbound marketing are competencies, relationships and information/content.
    • B2B-Inbound-Marketing chain relations || Torsten Herrmann || 24.07.2009 || page www.chainrelations.de B2B Inbound Marketing in Lead Generation
      • B2B inbound marketing in lead generation follows the decision processes of a client.
      • Targets:
        • Inform the prospect, so he starts the contact with the vendor
        • Demonstrate competency and ability/strengths of a solution
        • Reduce the client’s risk evaluation
        • Pre-qualify the prospect for the sales contact
      • Highly individualized communications is needed in inbound-marketing.
        • Don Peppers/Martha Rogers: “As the interactive age arrives, every enterprise has to learn to treat different customers differently”.
    • B2B-Inbound-Marketing chain relations || Torsten Herrmann || 24.07.2009 || page www.chainrelations.de Decision process I
      • Separates itself into preparing for the decision and then making it.
      • Inbound marketing focuses on the preparation:
        • Recognize and describe problems
        • Time-table for an investment
        • Develop requirements for products and suppliers
        • Choose suitable solutions and vendors
        • Research dependencies with current infrastructure
        • Research costs (investment, service, usage, maintenance etc.)
        • Define necessary process changes, market or other (dis)advantages
        • Evaluate make or buy
    • B2B-Inbound-Marketing chain relations || Torsten Herrmann || 24.07.2009 || page www.chainrelations.de Decision process II
      • The preparation (as well as the decision making) is rarely a well structured process.
      • The person responsible for the preparation can’t rely on routines. His job is very complex and he welcomes any relief.
      • The person preparing to make a decision needs to feel he can trust the vendor and their information.
    • B2B-Inbound-Marketing chain relations || Torsten Herrmann || 24.07.2009 || page www.chainrelations.de The 5 “I” of B2B Communication to build Trust
      • Developed by Kleinenkamp/Ploetner (1996)
        • Intensity: Trust can only be built long-term and in small steps. Individuality: As every prospect prefers different content and presentation forms, trust must be built on an individual basis.
        • Irradiation effects: As competence and reliability are hard to perceive in advance, prospects look for alternate information, e.g. size of vendor.
        • Intelligence: To communicate intelligently means to deliver the right, risk-reducing information to the decision maker. References are helpful.
        • Integration: Integration means that all communication activities and the prospect have to be involved.
    • B2B-Inbound-Marketing chain relations || Torsten Herrmann || 24.07.2009 || page www.chainrelations.de Content Marketing I
      • Eingine of inbound marketing is content that:
        • Focus on decision makers & show solutions from different perspectives (Individuality)
        • Meet decision maker‘s interests, i.e. are relevant (Individuality, Intelligence)
        • Help decision making/preparation because of personal/prof. reasons (Intelligence)
        • Are somewhat exclusive (Individuality)
        • Are consistent and complete (Integration)
        • Allow a long-term dialogue and a step-by-step increase in expertise (Intensity)
        • Make the competence of a vendor and the capability of a solution tangible (Irradiation effects, Intelligence)
        • Are easily available, e.g. registration for download (Integration)
    • B2B-Inbound-Marketing chain relations || Torsten Herrmann || 24.07.2009 || page www.chainrelations.de Content Marketing II
      • The vendor needs a concrete content marketing strategy. He must define
        • Who (decision maker, preparer, influencer) should receive
        • Which content (messages) in which detail
        • Because of which influencing factors
        • Via which communication channels and activities
      • The vendor needs to see himself as a publisher of high-quality content competing with other information publishers.
      • Content is released on corporate blogs, Twitter, micro sites or external web sites (e. g. whitepaper portals).
      • Holding back information like before is counter productive.
    • B2B-Inbound-Marketing chain relations || Torsten Herrmann || 24.07.2009 || page www.chainrelations.de Content Marketing III
      • Marketing has to know the person it wants to connnect with.
      • Buyer persona (David Meerman Scott): Instead of large target groups marketing should reach personalized decision makers.
      • Make buyer persona more lively with names, positions, biographies
      • A buyer persona needs to identity his needs, responsibilities and risk evaluation in marketing communications.
      • All members of a buyer center must be considered.
      • Make it easy for everyone to get hold of your content.
    • B2B-Inbound-Marketing chain relations || Torsten Herrmann || 24.07.2009 || page www.chainrelations.de Content Marketing IV
      • Risk evaluation of a buyer persona depends on:
        • Investment type
          • Product, system or plant
          • Recurring purchase, purchase with changes or first-time purchases
        • Technology diffusion along the technology adoption lifecycle ( Everett M. Rogers/ Geoffrey A. Moore)
          • Innovators
          • Early adopters
          • Early majority
          • Late majority
          • Laggards
    • B2B-Inbound-Marketing chain relations || Torsten Herrmann || 24.07.2009 || page www.chainrelations.de Micro-positioning I
      • A vendor must communicate their value propositions (capabilities) to each buyer persona = Persona propositions.
      • This general approach is reflected in the content and the level of detail.
      • All influence factors/parties have to be considered.
      • The difference to classical positioning is in the micro-orientation towards the buyer persona.
      • There are three way to get an insight into what a buyer persona wants:
        • Internal or external expertise
        • Analysis of requirement specifications
        • Qualitative, field research
    • B2B-Inbound-Marketing chain relations || Torsten Herrmann || 24.07.2009 || page www.chainrelations.de Micro-positioning II
      • Basic messages (persona propositions) are developed based on the expertise or the results of the analysis or field research:
        • per buyer persona
        • per investment type
        • per risk evaluation
    • B2B-Inbound-Marketing chain relations || Torsten Herrmann || 24.07.2009 || page www.chainrelations.de Three Steps of B2B Inbound Marketing
      • The 3-step-process to support prospects in their decision making process and to generate them as leads is:
        • Find
        • Providing information and getting contacted by prospects
        • Nurture marketing and lead qualification
      • Generally it is best, if marketing and sales define together, what a sales ready lead is. One possible way is, that marketing is responsible for these first three steps. If the (pre-qualified) prospect wants concrete information on solution, sales steps in.
    • B2B-Inbound-Marketing chain relations || Torsten Herrmann || 24.07.2009 || page www.chainrelations.de Find I
      • Prospects do not only limit their supplier search to the internet. To reduce risks they will (Enquiro Research):
        • Look for existing/certified suppliers
        • Ask colleagues inside and outside their own company
        • Ask existing suppliers with other solutions
        • Comb through general information of suppliers
      • But in most cases they will research potential suppliers online first.
      • Additionally, most information research and dialogue will happen online – especially early in the sales cycle.
    • B2B-Inbound-Marketing chain relations || Torsten Herrmann || 24.07.2009 || page www.chainrelations.de Find II
      • No separation between online & offline. Users are savvy to navigate in-between.
      • Central B2B inbound marketing activities are:
        • Search engine optimization (SEO)
        • Search engine marketing (SEM)
        • Blogs & Twitter
        • Social media
        • Public relations
        • Exhibitions
        • Public speaking
        • Industry associations
    • B2B-Inbound-Marketing chain relations || Torsten Herrmann || 24.07.2009 || page www.chainrelations.de Providing information and getting contacted by prospects
      • As soon as an evaluator starts to consider a concrete, complex solution, he needs a connection to the vendor.
      • To inform himself and to initiate he uses channels the supplier offers:
        • Websites
        • Blogs, Podcasts & Twitter
        • RSS-Feeds
        • Whitepapers
        • Webinars
        • Product tests
        • Bulletin boards
        • E-Books
        • Call-back buttons
        • Online Chats
    • B2B-Inbound-Marketing chain relations || Torsten Herrmann || 24.07.2009 || page www.chainrelations.de Nurture Marketing and Lead Qualification I
      • Vendors have to nurture the prospects until they are ready to decide. This might take months. Marketing establishes a continuous information exchange and a dialogue with the prospect.
      • The care consists mainly of materials that the prospects chooses by himself (newsletter, webinars, whitepapers).
      • In parallel the vendor tries to speed up the decision process. The buyer persona might need additional information to push the decision process internally or to see the relevance of a decision.
    • B2B-Inbound-Marketing chain relations || Torsten Herrmann || 24.07.2009 || page www.chainrelations.de Nurture Marketing and Lead Qualification II
      • Sales takes over as soon as the prospects is sales ready. Marketing and sales should decide on when it‘s the case.
      • As the prospect builds up expertise during the process, sales efforts will decrease.
      • During the process and the dialogue the vendor receives information for the lead qualification. Web analytics can be very helpful.
    • B2B-Inbound-Marketing chain relations || Torsten Herrmann || 24.07.2009 || page www.chainrelations.de chain relations Torsten Herrmann Georg-Speyer-Straße 2 D-60487 Frankfurt am Main Tel. +49/69/31 01 90 11 [email_address] http://www.chainrelations.de http://www.twitter.com/torstenherrmann http://www.linkedin.com/in/torstenherrmann https://www.xing.com/profile/Torsten_Herrmann