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Top B-to-B Strategies for Marketing During Tough Economy
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Top B-to-B Strategies for Marketing During Tough Economy


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Learn Top B-to-B Strategies for Marketing During Tough Times

Learn Top B-to-B Strategies for Marketing During Tough Times

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  • Most companies do a fairly good job of lead generation but the trouble is that many of those leads are not ready to buy. Leads get lost, ignored, and possibly snatched up by your competitors.
  • Transcript

    • 1. Effective B-to-B Marketing Strategies for Today’s Economy Looking Glass MarketingSeptember 2009
    • 2. What’s Happening Today?
      Where are marketers spending budgets?
      Marketers are investing more in online tactics (14% increase) than traditional methods (3% increase)
      Less expensive
      Easier to measure ROI
    • 3. Online Spending Focus
      Spending more on online tactics including:
      Social networking
    • 4. Some Recovery
      More budget cuts seen earlier in 2009 with some starting to see budget increases now
      Marketing budget reductions are getting smaller
      Fewer respondents were planning cuts greater than 20%
      More marketers said they anticipated lesser cuts, especially reductions of 1% to 5%
      Source: eMarketer Inc.,
    • 5. When Will Things Improve?
      Most marketers – in small and large businesses – look at first half of 2010 as the year the recession begins fading away and we see significant growth
      Based on history, average length of a recession is 8 - 16 months
    • 6. Recommended Focus
      Mix of online marketing and traditional tactics:
      Online/Inbound marketing
      Social networking
      Nurture marketing
      Referral marketing (referral sources and existing customers)
    • 7. Online Marketing
    • 8. Online/Inbound Marketing
      Inbound marketing defined – attracting people to your business
      Focus on your website
      Social networking
      Content is key
    • 9. Inbound Marketing
      “Inbound” marketing (using the web to help drive qualified prospects) can be much more cost effective
      Attracting prospects who are interested in your products/services, offers/content, and company
      Higher number of leads are going to be qualified because they are seeking you out
      Average cost-per-lead is significantly less than what it would cost for leads generated through traditional outbound marketing techniques
    • 10. Website
      Content on website consumed differently than on paper:
      79% of users scan the page instead of reading word-for-word
      Reading from computer screens is 25% slower than from paper
      Web content should have 50% of the word count of its paper equivalent
      Clear, concise, easy to view—and repeated in several ways, on several pages—and easily searched
      Put yourself in shoes of the visitor - Include content that your visitors are interested in
      Offers and Calls to action:
      Have compelling offers (white papers, events, podcasts, case studies, articles, demos, etc.)
      Use Action Words - “Learn more.” “Find out why.” “Buy.” “Contact Us.” Visitors appreciate it when you clearly tell them what to do. And why. For example, “Click here to get your free six-step guide to hiring your next IT consultant.”
    • 11. Website
      Landing pages:
      Build dedicated landing pages
      Don’t send prospects to your home page – make it easy for visitors to obtain information
      Dedicated web landing pages can nearly double the conversion rates of potential prospects responding to your marketing programs and offers
      Website Grader ( that measures and scores the marketing effectiveness of a website
      Looks at website traffic, SEO, social popularity and other technical factors and provides some basic advice on how you can improve your website from a marketing perspective
    • 12. Search Engine Optimization
      Optimizing your site so search engines can find you
      SEO is one of the least expensive forms of marketing with strong ROI
      According to a Gartner and Forbes study,
      86% of C-level executives use search engines to find information on products and services
      According to HubSpot:
      25% of SEO is on the actual pages of site (content, titles, headers, keywords)
      75% of SEO is off page – outside of your site (how people are finding you)
    • 13. Search Engine Optimization
      On page – Building a foundation
      Page text, Page titles, URL, Tags -
      Check out the Microsoft Partner Network - Marketing Pointers
      Keywords - finding the best keywords through research tools
      Google keyword tool -
      Off page – Links that point to site and search engines pick up
      The more incoming links, the higher your page will rank
      You can easily pull up a list of sites that link to yours. In Google's search box, simply type Link:yoursitename
      Get the links by creating great content through blogging, podcasts, videos, press releases, etc.
    • 14. Why Blog?
      In Google, Fresher Content = Better WebsiteSites that get crawled more often have more frequent updates and more authority. Blogging consistently ensures there will be fresh content on your site.
      Every Blog Article is an SEO Opportunity - You can’t realistically optimize your site for every search term, but you can certainly write blog posts targeting niche keyword phrases that are likely to draw highly qualified prospects.
      Blogs Are Link Bait – Blogging can be powerful from a linking standpoint. People welcome linking in blogs so more links back to your site, means better search engine rankings.
      Gain Visibility as a Thought Leader - demonstration of your thought leadership, and professional insights.
      Source: HubSpot -
    • 15. Getting Started with Blogs
      Search out and begin commenting on other people’s
      Search for relevant Blogs
      Share an example
      Add a point
      Add a useful link
      Ask a question
    • 16. Company Blogging
      Writing – Topic Ideas
      List of 5 ideas, trends or thoughts
      Publish a list of links
      Take a recent experience and share it
      Answer questions you received recently
      Turn a press release into a blog article
      Just starting out? Here is a list of free links in blog directories that you can get for your blog with no-reciprocal link requirement:
      Monitor and measure your own blog –
      Helps analyze and report on the daily activity of your blog
      Who’s responding and linking to blog
      Trends in blog activity
      What blogs are similar to yours
    • 17. Social Networking
      Social networking involves 2-way communication and the conversation
      Social media is a platform that gives businesses a chance to establish a more personal relationship with existing and potential customers
      Forrester Research study showed 92% of B2B technology buyers consider themselves engaging in some form of social media
    • 18. How Marketer’s View Social Media
      Do you agree or disagree that Social Media will…
      Compliment other tactics
      Standard tactic
      Budget for it
    • 19. Social Networking
      Getting started:
      Check out – seek out social networking sites
      Get an account set-up and build profiles
      Face Book
      Look for Q&A and Discussions to participate in
    • 20. Nurture Marketing
    • 21. Nurture Marketing Defined
      Drip marketing
      Relationship marketing
      Initiating a conversation with prospects and customers over period of time
      Growing relationships by sending unique and valued messages to prospects and customers on a regular basis
      Leave a positive imprint in theirmind until they're ready to buy!
    • 22. Why is Nurturing Important?
      Longer sales cycles, increased competition, ever-changing business climate – need to be there when they are ready to buy
      Forget about the one-off effort! According to the Direct Marketing Association, a prospect will need to see/hear your message 3 times to recognize you and a minimum of 9 times to make a sale
      Nurture marketing process leads to:
      Better qualified leads
      Higher close ratios
      Stronger sales pipeline
      Shorter-than-average sales cycles
    • 23. Planning
      Creating consistency
      Messaging based on who targeting
      Value-based offers
      Setting the rhythm:
      Plan should include:
      Target List
      Messaging and Content
      Frequency and Execution
    • 24. Target List
      Understand and profile who you want to nurture:
      What makes up a good customer for your company?
      What are the characteristics?
      Industry focus, company size, geography, revenue, etc.
      What problems does my prospect need to overcome each day?
      What is the prospect’s top priority right now?
      Build a list of Prospects, Leads, Customers
      Prospect = no formal communication or has not responded to your company in the past
      Lead = Prospective customer who has responded to your communication in past and/or is someone in pipeline
      Customer = existing or former customers who have done business with your company
    • 25. Segmenting the List
      Segment your list into A, B and C prospects and customers
      Deliver communication and offers applicable to each
    • 26. Message Creation
      Know your audience and ask yourself
      How can we build credibility?
      How can we show that our products/services will help them achieve goals?
      How can we differentiate ourselves?
      How can we become a trusted advisor/expert to prospects and customers?
      Integrate “pains” messaging:
      Getting More Organized to Save Time and Money: Do more with reduced time, people, and finances; improve teamwork and collaboration; and stay connected to the business while away from the office.
      Managing Cash Flow: Make your finance, operations, and other business processes more efficient. Gain better insight into what drives revenues and expenses, so you can improve your financial position and make more informed decisions about where to best invest resources.
      Finding and Retaining Customers: Find customers more cost-effectively, close deals faster, and improve customer satisfaction.
      Reducing IT Costs and Risks: Stay focused on running the business—not wasting time and money dealing with network disruptions or fighting fires.
    • 27. Delivering the Message
      We all consume media differently
      Email, telemarketing, direct mail
      Need to stand-out
      Use a common theme to break through the clutter and get your message across
      Choose a theme that’s:
    • 28. Executing the Plan
      Execution includes:
      Following a plan
      Resources and funding to keep momentum
      Multiple tactics (direct mail, email, phone)
      Multiple offers to move your audience along in the sales cycle
    • 29. Prospect Nurturing Schedule
      Setting the rhythm…move prospects along
    • 30. Monitor and Analyze
      Monitor and analyze
      Track each phase of plan and response – can’t improve what you don’t measure!
      # of responses and qualified leads
      # of closes
      Number of downloads by offer
      Number of appointments made
      Track your web traffic
      Measure ROI
      Be flexible and make changes as necessary
      Ensure continued support and funding to continue nurturing
    • 31. Nurture Marketing Checklist
      • Think long-term – anything worthwhile takes hard work and persistence
      • 32. Know who you want to target and what they are interested in
      • 33. Build relationships that are personal and respectful
      • 34. Offer information that is educational
      • 35. Consistency and follow-up is key
      • 36. Measure and track
    • Referral Marketing
    • 37. Scenario
      Does this sound familiar?
      "Two business owners meet at a networking event. Their businesses compliment each other so they touch base after the event and they talk about how they could refer business to one another. But, after they put the phone down, they never talk again."
    • 38. Feedback
      What are you doing from a referral perspective?
      Do you get referrals?
      Do you provide referrals?
      Informal? Formal program?
    • 39. Importance of Referrals
      The act of being referred is a validation of your value and credibility
      Potential customer has already been pre-sold
      Have a high return-on-investment – small efforts that don’t cost a lot of $$
      Generate high quality customers and business for the company
      Referrals allow you work with people you like and perform services that you enjoy
    • 40. Referral Sources
      Concept is pretty simple – “People will do business with, and refer business to, those they know, like and trust”
      So, why don’t we do it more?
      Good referral sources are also elusive and can be hard to define/identify
      No plan or strategy to get referrals
    • 41. Why Don’t We Get More Referrals?
      What hurts our ability to get referrals?
      Referral source is not educated on our products/services
      Thinks you may be too busy
      Questions your ability to deliver
      Does not feel comfortable putting his/her reputation on the line
      Referral source is unsure of what he/she will get out of it
      Don’t actively seek and communicate with referral sources – no consistency
    • 42. Possible Referral Sources
      Customers and their contacts
      Industry association leaders/members
      Centers of Influence
    • 43. Getting Started
      Develop list of key referral sources – start small
      Develop plan and calendar to make regular contact
      Set yourself apart – what makes you different, focus on messaging, offers and theme
    • 44. Ongoing Communication
      “Out of sight means out of mind”
      • Mailings
      Topical articles
      Thank you notes
      • Meetings
      Personal, one-on-one meetings
      Receptions, dinners, events
      Association activities
      • Email
      Forward items of interest
      Quick notes, etc.
      • Phone
    • Monitor and Track
      • Number of referrals received/given
      • 45. Types of referrals
      • 46. Frequency of contact and type of activity
      • 47. Follow-up efforts
      • 48. Close ratio
    • Referral Marketing Checklist
      • Can’t afford not to be integrating referrals into your marketing efforts
      • 49. Start small - develop list of top possible referral sources
      • 50. Develop plan to communicate
      • 51. Offer information that is educational
      • 52. Consistency and follow-up is key
      • 53. Measure and track
    • Final Thoughts
      • Keep marketing and be smart about budgets
      • 54. Online marketing – make greater investment and try new tactics
      Tune-up your website and SEO
      Subscribe to top blogs and follow
      Produce and publish content
      Get Social
      Traditional marketing – focus on nurture and referral marketing
      • Track and measure – make sure your marketing $$ are working for you
    • Looking Glass Marketing
      Marketing consulting group focused on helping small to mid-market companies grow their business through effective marketing strategies. Services include:
      Marketing planning and budgeting
      Campaign development and execution
      Outsourced marketing management
      Direct marketing
      Collateral creation
      Success stories
      Website development and strategy
      Event planning
      Press releases
      Contact Jennifer Culbertson
    • 55. Thank You for Attending!