Inbound Marketing for B2B
Technology and Software
Companies

UK Inbound Marketing Agency specialising in B2B Technology Ma...
ABOUT AGILIS DIGITAL
We are a digital marketing agency focused on :
• The B2B technology sector
• Enterprise Software
• Sa...
60% of B2B buyers
purchase journey is
undertaken online.
Marketing Leadership Council

julian@agilisdigital.com
60% of B2B buyers
purchase journey is
undertaken online.
What does this mean?

julian@agilisdigital.com
Buyers know what their
business problems are.
They want to find
solutions for themselves.

julian@agilisdigital.com
B2B buyers want
knowledge before they
talk to your lovely
salespeople.

julian@agilisdigital.com
Because this means
they feel empowered, incontrol and can make
their precious time more
productive when they do
meet your ...
This is good for your
salespeople.

julian@agilisdigital.com
They have challenging
sales targets.

julian@agilisdigital.com
Attending customer
sales meetings costs
time and money.

julian@agilisdigital.com
Sales people want to
spend more time doing
this.

julian@agilisdigital.com
And less time doing this.

julian@agilisdigital.com
And less
time doing
this.

Attending sales meetings to educate and qualify customers is
expensive in both time and money. ...
Clients don’t like cold calls
much either. You are the
30th cold caller today and
they have work to do on the
business pro...
A great inbound marketing
strategy wins business, shortens
sales cycles, pleases customers,
increases awareness and makes
...
But this
isn’t
enough.

julian@agilisdigital.com
And neither is this.

julian@agilisdigital.com
We have to think
about this.

julian@agilisdigital.com
And put these
guys issues at
the centre of
what we do.

julian@agilisdigital.com
Marketers used
to think in terms
of.

julian@agilisdigital.com
Sales used to
think of.

julian@agilisdigital.com
And the world
looked like this.

julian@agilisdigital.com
But now the
world looks like
this.

julian@agilisdigital.com
Which is better
because this is
what our
customers want
to do.

julian@agilisdigital.com
But now we
have to think
about what
happens here.

julian@agilisdigital.com
And here.

julian@agilisdigital.com
And here.

julian@agilisdigital.com
And what our
sales people
used to do here.

julian@agilisdigital.com
And here.

julian@agilisdigital.com
The good thing
is that our
salespeople are
spending more
time making
deals here.

julian@agilisdigital.com
And here.

julian@agilisdigital.com
And here.

julian@agilisdigital.com
Which is a good thing for
them.

julian@agilisdigital.com
But we mustn’t
forget these
guys. Because
they are what it
is all about.

julian@agilisdigital.com
Because they
are with us all
the way.

julian@agilisdigital.com
And each one of them is an individual.

julian@agilisdigital.com
Bob is an individual and he works in IT.

Bob has his own questions to ask.
julian@agilisdigital.com
Sarah is an individual and she works in operations

Sarah has her own questions to ask.
julian@agilisdigital.com
Sascha is an individual and she is in charge of
marketing.

Sascha also has her own questions.

julian@agilisdigital.com
Roger is an individual and he is a project manager.

Roger has lots of questions.

julian@agilisdigital.com
They all have a lot of
questions to ask. And
all are involved in the
decision to buy your
company’s technology
solutions.
...
They all have
lots of questions
all the way
through here.

julian@agilisdigital.com
So we have
a lot of
work to do.

julian@agilisdigital.com
This work
includes

Research

julian@agilisdigital.com
This work
includes

Planning, Strategy &
Tactics
julian@agilisdigital.com
This work
includes

A lot of this.

julian@agilisdigital.com
At the
same
time, chang
e happens
at light
speed.
julian@agilisdigital.com
So this
needs to
happen
quickly.

julian@agilisdigital.com
Which is
where
Agile
Marketing
comes in.

julian@agilisdigital.com
Because
we cannot
think in
these
terms
anymore.

julian@agilisdigital.com
We have
to think
like this…

julian@agilisdigital.com
And
this…

julian@agilisdigital.com
And our
customers
may not
like
everything
that we
do.

julian@agilisdigital.com
And our
customers
may not
like
everything
that we
do.

julian@agilisdigital.com
So we need
to fix things
pretty quickly
if they aren’t
working.

julian@agilisdigital.com
Big plans are
wasteful,
expensive and
unresponsive.

julian@agilisdigital.com
Agile brings our
work to market
faster. Makes
us more
responsive and
conditions us to
improve.
Continuously.

julian@agili...
Because we are
focused on
Action,
Communication,
People, and early
value delivery.

julian@agilisdigital.com
And not
relentless
planning and
dangerous
assumptions.

julian@agilisdigital.com
And rigid
adherence to the
plan.

julian@agilisdigital.com
With an
expectation that
things might not
go quite as they
should.

julian@agilisdigital.com
And an
anticipation of

that meeting
with the finance
director.

julian@agilisdigital.com
Agile Marketing helps us to
manage, control, respond,
save money, be more
productive, be action
oriented, communicate
bett...
Agile Marketing and Inbound Marketing work
together like hand in glove.

julian@agilisdigital.com
OUR VALUE PROPOSITION GIVES YOU AND
YOUR CLIENTS BENEFITS.
CLIENTS

TECHNOLOGY VENDOR

•

Can research and develop
underst...
Construct a narrative that connects with
those individuals across the purchase
cycle.
Serve content that appeals, getting ...
By telling our story
better through
inbound
marketing, we
make everyone
happier.

julian@agilisdigital.com
We are a leading Inbound Marketing
Agency, working with B2B technology
companies to help them implement and
execute agile ...
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Agile Inbound Marketing for B2B Technology, Software and SaaS Vendors.

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A simple storyboard narrative that explains the benefits of inbound and content marketing and agile marketing for B2B software, technology and SaaS vendors.

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Transcript of "Agile Inbound Marketing for B2B Technology, Software and SaaS Vendors."

  1. 1. Inbound Marketing for B2B Technology and Software Companies UK Inbound Marketing Agency specialising in B2B Technology Marketing www.agilisdigital.com julian@agilisdigital.com
  2. 2. ABOUT AGILIS DIGITAL We are a digital marketing agency focused on : • The B2B technology sector • Enterprise Software • SaaS • Technology Consulting Firms • Capital Goods • Inbound Marketing • Agile Marketing • Design, Implementation, Execution, Training julian@agilisdigital.com
  3. 3. 60% of B2B buyers purchase journey is undertaken online. Marketing Leadership Council julian@agilisdigital.com
  4. 4. 60% of B2B buyers purchase journey is undertaken online. What does this mean? julian@agilisdigital.com
  5. 5. Buyers know what their business problems are. They want to find solutions for themselves. julian@agilisdigital.com
  6. 6. B2B buyers want knowledge before they talk to your lovely salespeople. julian@agilisdigital.com
  7. 7. Because this means they feel empowered, incontrol and can make their precious time more productive when they do meet your salespeople. julian@agilisdigital.com
  8. 8. This is good for your salespeople. julian@agilisdigital.com
  9. 9. They have challenging sales targets. julian@agilisdigital.com
  10. 10. Attending customer sales meetings costs time and money. julian@agilisdigital.com
  11. 11. Sales people want to spend more time doing this. julian@agilisdigital.com
  12. 12. And less time doing this. julian@agilisdigital.com
  13. 13. And less time doing this. Attending sales meetings to educate and qualify customers is expensive in both time and money. Time is much better spent winning qualified opportunity. julian@agilisdigital.com
  14. 14. Clients don’t like cold calls much either. You are the 30th cold caller today and they have work to do on the business problems they are trying fix. julian@agilisdigital.com
  15. 15. A great inbound marketing strategy wins business, shortens sales cycles, pleases customers, increases awareness and makes everyone us all more productive. It is a win for clients and a win for technology vendors. julian@agilisdigital.com
  16. 16. But this isn’t enough. julian@agilisdigital.com
  17. 17. And neither is this. julian@agilisdigital.com
  18. 18. We have to think about this. julian@agilisdigital.com
  19. 19. And put these guys issues at the centre of what we do. julian@agilisdigital.com
  20. 20. Marketers used to think in terms of. julian@agilisdigital.com
  21. 21. Sales used to think of. julian@agilisdigital.com
  22. 22. And the world looked like this. julian@agilisdigital.com
  23. 23. But now the world looks like this. julian@agilisdigital.com
  24. 24. Which is better because this is what our customers want to do. julian@agilisdigital.com
  25. 25. But now we have to think about what happens here. julian@agilisdigital.com
  26. 26. And here. julian@agilisdigital.com
  27. 27. And here. julian@agilisdigital.com
  28. 28. And what our sales people used to do here. julian@agilisdigital.com
  29. 29. And here. julian@agilisdigital.com
  30. 30. The good thing is that our salespeople are spending more time making deals here. julian@agilisdigital.com
  31. 31. And here. julian@agilisdigital.com
  32. 32. And here. julian@agilisdigital.com
  33. 33. Which is a good thing for them. julian@agilisdigital.com
  34. 34. But we mustn’t forget these guys. Because they are what it is all about. julian@agilisdigital.com
  35. 35. Because they are with us all the way. julian@agilisdigital.com
  36. 36. And each one of them is an individual. julian@agilisdigital.com
  37. 37. Bob is an individual and he works in IT. Bob has his own questions to ask. julian@agilisdigital.com
  38. 38. Sarah is an individual and she works in operations Sarah has her own questions to ask. julian@agilisdigital.com
  39. 39. Sascha is an individual and she is in charge of marketing. Sascha also has her own questions. julian@agilisdigital.com
  40. 40. Roger is an individual and he is a project manager. Roger has lots of questions. julian@agilisdigital.com
  41. 41. They all have a lot of questions to ask. And all are involved in the decision to buy your company’s technology solutions. julian@agilisdigital.com
  42. 42. They all have lots of questions all the way through here. julian@agilisdigital.com
  43. 43. So we have a lot of work to do. julian@agilisdigital.com
  44. 44. This work includes Research julian@agilisdigital.com
  45. 45. This work includes Planning, Strategy & Tactics julian@agilisdigital.com
  46. 46. This work includes A lot of this. julian@agilisdigital.com
  47. 47. At the same time, chang e happens at light speed. julian@agilisdigital.com
  48. 48. So this needs to happen quickly. julian@agilisdigital.com
  49. 49. Which is where Agile Marketing comes in. julian@agilisdigital.com
  50. 50. Because we cannot think in these terms anymore. julian@agilisdigital.com
  51. 51. We have to think like this… julian@agilisdigital.com
  52. 52. And this… julian@agilisdigital.com
  53. 53. And our customers may not like everything that we do. julian@agilisdigital.com
  54. 54. And our customers may not like everything that we do. julian@agilisdigital.com
  55. 55. So we need to fix things pretty quickly if they aren’t working. julian@agilisdigital.com
  56. 56. Big plans are wasteful, expensive and unresponsive. julian@agilisdigital.com
  57. 57. Agile brings our work to market faster. Makes us more responsive and conditions us to improve. Continuously. julian@agilisdigital.com
  58. 58. Because we are focused on Action, Communication, People, and early value delivery. julian@agilisdigital.com
  59. 59. And not relentless planning and dangerous assumptions. julian@agilisdigital.com
  60. 60. And rigid adherence to the plan. julian@agilisdigital.com
  61. 61. With an expectation that things might not go quite as they should. julian@agilisdigital.com
  62. 62. And an anticipation of that meeting with the finance director. julian@agilisdigital.com
  63. 63. Agile Marketing helps us to manage, control, respond, save money, be more productive, be action oriented, communicate better, perform better, satisfy our customers, get to market earlier, spend less time planning, respond to change, create more value, give visibility to our business julian@agilisdigital.com
  64. 64. Agile Marketing and Inbound Marketing work together like hand in glove. julian@agilisdigital.com
  65. 65. OUR VALUE PROPOSITION GIVES YOU AND YOUR CLIENTS BENEFITS. CLIENTS TECHNOLOGY VENDOR • Can research and develop understanding at their leisure • Clients are better educated before you connect. Shorter sales cycle • Get to understand your solution in greater depth, meaning less time is spent being educated and more time solving the business challenges • Clients have qualified themselves, you are a realistic target for them. • Dominate awareness. Lead volumes up by 67%. Conversion up from 1.7% from advertising to 14.7% for organic inbound • Build mindshre – if you are educating clients, you have relationship ownership above competitors • Sales productivity is increased. Meaning more deals. • • Have greater control over their time and the meetings they hold Better qualification means they can draw up more relevant shortlists for RFI’s RFP’s etc, saving time and money. julian@agilisdigital.com
  66. 66. Construct a narrative that connects with those individuals across the purchase cycle. Serve content that appeals, getting more in-depth over time. julian@agilisdigital.com
  67. 67. By telling our story better through inbound marketing, we make everyone happier. julian@agilisdigital.com
  68. 68. We are a leading Inbound Marketing Agency, working with B2B technology companies to help them implement and execute agile and inbound marketing strategies. Find out more at our website: www.agilisdigital.com Contact the author of this presentation: julian@agilisdigital.com @agilisdigital LONDON, UK THANK YOU!

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