New Ways to Connect with Business Customers: B2B Marketing Has Changed Forever

1,870 views
1,480 views

Published on

How B2B buying has changed, and what marketers must do to change, too. A new kind of relationship marketing is required, one that focuses on identifying buying signals, launches and sustains relationships with prospects, all driven by a marketing database and new Internet tools, like social media and content. .

Published in: Marketing
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,870
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
2
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

New Ways to Connect with Business Customers: B2B Marketing Has Changed Forever

  1. 1. New Ways to Connect with Business Customers B2B marketing has changed forever Ruth P. Stevens ruth@ruthstevens.com
  2. 2. Direct marketing in B2B Database management © Ruth P. Stevens 2011 Lead generation E-commerce and mail order Customer retention 1. 4. 3. 2.
  3. 3. © Ruth P. Stevens 2011 The funnel 3
  4. 4. Buyer behavior has changed. 4
  5. 5. © Ruth P. Stevens 2011 5
  6. 6. © Ruth P. Stevens 2011 6
  7. 7. © Ruth P. Stevens 2011 7 Buyers’ top 3 sources today are online Source: Understanding the Industrial Buy Cycle, GlobalSpec 2010
  8. 8. Buying groups are growing in size 25 20 15 10 5 Members of the 'Buying Committee' for a Purchase over $25k © Ruth P. Stevens 2011 8 21.0 13.5 6.8 0 Over 1,000 employees 501 - 1,000 employees 100 - 500 employees Source: MarketingSherpa, Business Technology Buyers Survey, March 2007 Methodology: N = 478
  9. 9. What does this mean for marketers? 9
  10. 10. Direct marketing is the engine that manages this process. 10
  11. 11. A new kind of direct marketing is required. 11
  12. 12. Essential ingredients in B2B direct © Ruth P. Stevens 2011 marketing today 1. Clean, comprehensive data 2. Customer contact strategy, supported by marketing automation 3. Social media outreach 4. Superb website 5. Content strategy 12
  13. 13. 1/ Steps to clean, accurate data 1. Identify the data elements you need. 2. Append elements available from third-party suppliers. 3. Fill in the gaps with “data discovery.” – Outbound telephone to target accounts – Probing on buying roles and contact info – Fill in the blanks in your database 4. Ongoing data hygiene. © Ruth P. Stevens 2011 13
  14. 14. 2/ Contact strategy, with marketing automation Contact strategy 1. Segment inquirer base by need or value 2. Assess the ideal contact level and frequency 3. Test the contact sequence. Continuously review and refine over time. © Ruth P. Stevens 2011 Marketing automation • Software specific to campaign management, lead nurturing, triggered marketing communications. • A large variety of vendors available today. 14
  15. 15. © Ruth P. Stevens 2011 15
  16. 16. 3/Social media outreach (think PR) Wrong: "How is this supposed to make me money?" Right: "How can I use social media to get my ideal customer to choose me at any price?" © Ruth P. Stevens 2011 16
  17. 17. Case study: Maddock Douglas in conversation © Ruth P. Stevens 2011 17
  18. 18. © Ruth P. Stevens 2011 18
  19. 19. Maddock Douglas LinkedIn profile © Ruth P. Stevens 2011 19
  20. 20. B2B social media to-do list • Company profile at GetListed.org and Google Local • Buy domain names in your category • Keep your blog fresh and informative • Company profile on LinkedIn • Branded Twitter account • YouTube for product videos and customer testimonials • SlideShare for technical presentations • Offer content, drive to landing page, collect data • Invest in resources to respond, and start a dialogue20 © Ruth P. Stevens 2011
  21. 21. 4/ A superb website: Essential site characteristics today • Keyword-rich copy, tags, SEO basics • Self-identifying segmentation of content and navigation • External outreach via social media • External validation at your site: Testimonials, case studies • Plenty of rich content to educate prospects • Lead generation features – Optimization on response-oriented pages © Ruth P. Stevens 2011 21
  22. 22. Motivate visitors to provide contact info © Ruth P. Stevens 2011
  23. 23. Identify site visitors by IP address © Ruth P. Stevens 2011 23
  24. 24. 5/ Develop a deliberate content strategy • A library of content assets that can serve different needs. – Case studies – White papers – Archived webinars – Podcasts – Research reports – Blog entries • A new resource: the Content Marketing Institute © Ruth P. Stevens 2011 24
  25. 25. The growing investment in content development © Ruth P. Stevens 2011 25
  26. 26. Buying behavior is changing. Marketing behavior is changing. Direct marketing drives B2B relationships. 26
  27. 27. © Ruth P. Stevens 2011 27 Thank you. ruth@ruthstevens.com
  28. 28. © Ruth P. Stevens 2011 28 Web-based resources for B2B • MarketingProfs.com: library of articles, seminars, cases • MarketingSherpa.com: weekly case studies and research • RainToday.com: resources for marketers of professional services • CMI (ContentMarketingInstitute.com): thought leadership on content development and usage • WhichTestWon: Examples of split test results from real campaigns
  29. 29. B-to-B direct marketing reading list • The Marketing Manager’s Handbook, by Eric Gagnon • Business-to-Business Direct Marketing, by Robert W. Bly • The DMA Lead Generation Handbook, by Ruth P. © Ruth P. Stevens 2011 29 Stevens • Lead Generation for the Complex Sale, by Brian J. Carroll • Trade Show and Event Marketing, by Ruth P. Stevens • Sales & Marketing 365, by Jim Obermayer • Marketing Metrics in Action, by Laura Patterson

×