1. What are the key characteristics of effective
B2B digital Marketing? Please give particular
focus on email and PPC

2. MY 5 KEY CHARACTERISTICS OF DIGITAL MARKETING
Be seen – Liked by Google, keyword strategy, traffic generation
Be easy - Well designed journeys, clear CTAs
Be agile – Test and learn using analytics, act upon insight data
Be aware - What are competitors doing, what are the latest
trends
Be heard – Develop sharable content, keep updating

3. HOW B2B DIGITAL MARKETING DIFFERS
• Isn’t actually that much different – Key principles still apply
• Keyword strategy
• Selection needs to be broader to appeal to customers at
different stages of purchase cycle
• Emphasis shift
• Converting leads in single visit makes way for content and
message
• Track through the channel
• Measuring conversion has it’s own challenges

4. HOW B2B DIGITAL MARKETING DIFFERS
 Why they should I buy from you?
 Demonstrate how you have helped other similar businesses
(case studies)
 Show your influence and knowledge (white papers, media)
• All content should be easily sharable
• All content should have a CTA

5. USING PPC IN A B2B ENVIRONMENT
 Define website goals and understand who you want to attract
 Define your seed words – Highly relevant and deliver good volume
 Own the right keywords…and their synonyms
 E.g. Steel > Alloy, Gird, Brace
 Look from the customers view point
 E.g Low-cost flights Vs. Cheap flights
 “Long-tail” and “Torso” terms
 Review list & rank by relevancy
 Rank by degree of competitiveness and volume
 Benchmark where you and your competitors are today
 IMPLEMENT
 Constantly review
 People, business and the environment change

6. USING EMAIL MARKETING IN A B2B ENVIRONMENT
• Use website to harvest email addresses
• Only send relevant email
• Maintain list
• Vary content to keep people engaged
 “How to” guides
 Access to articles (relative to content accessed on site)
 Invites to events
 Polls
• Test
• Should be used as part of a multi-channel approach
• Not just for leads, use for retention

7. Thanks for your time
Hiren Surti