Overview Of EMarketing

B2B Digital Best Practices Mount Royal College Emarketing Program Presented by: Sandor Kiss November 6, 2009

Background: Sandor Kiss

Help SMB’s and start ups grow their business

Analysis: Help clients understand their customers and markets

Strategy: Build effective strategies by focusing on needs

Project Management/Hands on Marketing and Sales

Major Agency Experience: Critical Mass, Rare Method

Management Consultant: Framework Partners

Brands: AT&T, Axia Netmedia, Procter & Gamble, SAAB, WestJet

Calgarian: Born and raised, BComm @ U of C, Dinos Basketball

Speaker: Calgary Marketing Club, Renaissance Executive Forums

The Way I See It ….

Most companies I know of view web/digital from the point of view of let’s market online and drive traffic to our web site.

This is like buying MS Office and only learning how to use the Word Processor.

Overview

The Digital Foundation Model

B2B Best Practices

Using this Information

Goal : Next time your looking at a digital marketing budget, you will think globally when allocating your investment.

What I’m going to deliver today was delivered to a marketing team at Telcordia.

This has been done once before.

B2B Digital Foundation Model

Banner Ads

Email Sponsorships

Social Networks

Offline Marketing Drives to Web

Mobile Message Delivery

Relevant Site Content

Webinars

Whitepapers

Blogs

Online Forums

Podcasts

Video/Rich Media

Generate and Distribute Qualified Leads

Ongoing E-Newsletters Throughout Sales Cycle

Integrate with Sales Force Automation Tools

Integrate Lead Capture @ Offline Events

Track Client Behavior

Access to Exclusive Content/Events

Online Surveys and Customer Feedback

Targeted Up-selling/Cross-Selling

Customer Portals

E-Services

Clients & Prospects Awareness Sales Support Education Client Management

Banner Ads

Email Sponsorships

Social Networks

Offline Marketing Drives to Web

Mobile Message Delivery

Awareness Clients & Prospects

Awareness Best Practices

Leverage many digital channels

Integrated online/offline campaigns

Awareness: Case Study

Challenge : Limited brand awareness in a highly competitive and saturated market

Goal : Create an integrated campaign with a “viral” effect

Approach : “Wave of Coolness” Integrated Campaign

Principles

Don’t blow your budget on a single campaign

Don’t rely on a single marketing channel

Be different

Awareness: Case Study Principle #1 – Multiple Campaigns Trade Show Campaign Blog & Podcast Series White Paper Offer Source: Marketing Sherpa

Awareness: Case Study Principle #2 – Multiple Marketing Channels Online Game Press Releases Trade Show (Booth, Sponsorships) Blog Podcast Series & RSS Email Sponsorships Download White Paper Banner Ads Print Ads Photos Source: Marketing Sherpa

Awareness: Case Study Principle #3: Be Different

All their magazine ads looked the same

They all used blue in their ads

They did not promote a “human element”

Arbor Networks Approach

They chose to stand out

They used green in their ads

They centered their brand around people

The Competition Source: Marketing Sherpa

Awareness: Case Study

40,000 visitors read blog entries

Traffic doubled quarter after quarter

Many visitors came via searches on technical terms: tended to be qualified

1 st podcast series - 24,000 downloads*

Tracked the origin of sales leads*

White Paper Offers: 59%

Banner Ads: 25%

Email newsletter sponsorships: 21%

Text Links: 2%

Glued-in insert in print magazines: 2%

Print Ads: 1%

Eventually discontinued game to move from fun to more serious message

* The results are skewed due to varying spend in media, so this isn’t apples to apples comparison

** In B2B marketing – a few hundred downloads seen as success

Source: Marketing Sherpa

Let’s talk about awareness and your business.

Group Chat.

Relevant Site Content

Webinars

Whitepapers

Blogs

Online Forums

Podcasts

Video/Rich Media

Education Clients & Prospects

Education: Best Practices

Design With Users in Mind

Usable Sites

Relevant Content & Functionality

Content Doesn’t Need to be Boring

Format Matters

Education: Design With Users in Mind

Build for people in a business – not for the business itself

Understand user goals on your web site

What tasks do your users want to accomplish online?

Education: Design With Users in Mind An Introduction to Personas

Different than Segmentation

A View of Individuals’ Goals

Based on Primary Research

Source: Forrester Research Inc.

Education: Build Usable Sites

Is the text legible?

Do the menu categories immediately expose the menu categories & sub-categories?

Do pages provide location cues?

Is task flow efficient?

Does the site present privacy policy and security statements in context?

Are category and sub-category menu names mutually exclusive?

Are key word search results comprehensive and concise?

Does the home page provide evidence that user goals can be completed?

Is essential functionality available where needed?

Is essential content located where needed?

Source: Forrester Research Inc. Forrester Criteria to Score Sites

Education: Build Usable Sites Source: Forrester Research Inc.

Education: Relevant Content & Functionality

Content and functionality should be developed to help users achieve their goals (i.e., personas)

Personalization

Functionality needs to operate flawlessly

Provide the right format for users to consume information

Source: Forrester Research Inc. Helping Users Achieve Goals Education: Relevant Content & Functionality

Education: Relevant Content & Functionality Personalization

Education: Relevant Content & Functionality Personalization Help users find the right site

Help users get to the right content on the site Education: Relevant Content & Functionality Personalization

Education: Relevant Content & Functionality Personalization Deliver the right content to the user

Education: Relevant Content & Functionality Personalization

Education: Engaging Content

The internet allows prospects to CHOOSE YOU

If the content is interesting, prospects are more likely to engage with your brand

Engaging means different things to different people

Education: The Right Format

Lawyers love their blackberries

Engineers want the research via blogs, forums and direct from the source

How important are blogs?

Credible among business and IT professionals

Creates communities of interest – buyers more willing to listen to peers than sales reps

Can improve natural search results

Generate insights for corporations

Shortens sales cycles & generates leads

57% of business and IT professionals rated blogs equally or more credible than vendor white papers, news outlets, industry associations and analyst reports. 32% of 273 decision makers said that blogs were 1 of 3 top resources to support decisions.

Education: Implications

Identify key individuals who influence purchase decisions for your products and services

Decide who to design the site for

Conduct primary research to understand user needs

Re-architect site to provide more intuitive experience for target audience(s)

Conduct regular usability testing to assess site performance

Do not underestimate the resources and effort required to develop fresh, engaging content

Let’s talk about education and your business.

Group Chat.

Generate and Distribute Qualified Leads

Ongoing E-Newsletters Throughout Sales Cycle

Integrate with Sales Force Automation Tools

Integrate Lead Capture @ Offline Events

Sales Support Clients & Prospects

Key Issue: Sales/Marketing Misalignment Leads Marketing Sales

Sales Support: Best Practices

Integrate lead generation

Web to sales/Sales to web

Support sales staff communications efforts with digital communications programs

Recognize users and utilize information about them (ex. Web site usage) to create personalized communication during sales process

Sales Support: Integrate Lead Management Firms with mature lead management processes respond more quickly (consistently), respond to more leads and have higher close rates.

Sales Support: Integrate Lead Management

Sales Support: Integrate Lead Management 1 2 3 4 Needs Assessment Meeting. Presentation Proposal Contract “ Thanks for your inquiry. Someone will get back to you shortly.” Trigger webinar invite. Trigger email to view client case studies. Trigger podcast note. Trigger customer portal invite. Sales Process First Contact to Qualify Your Prospects Online Inquiry Your Customers Agent Digital Support Communication One View of the Customer Integrated Reports 1a 2a 3a 4a

Sales Support: Implications

Engage in discussions with sales to develop cohesive approach toward digital program

Identify common goals/metrics to define success of digital efforts

Create initiatives to integrate lead generation/ management efforts (systems and technology)

Let’s talk about sales support and your business.

Group Chat.

Track Client Behavior

Access to Exclusive Content

Online Surveys and Customer Feedback

Targeted Up-selling/Cross-Selling

Customer Portals

E-Services

Client Management Clients & Prospects

Client Management: Best Practices

Make it easy for clients to do business with you

Clients deserve exclusive services and value add for their loyalty

Engage in dialog with clients to obtain feedback, understand needs and discover new opportunities

Client Management: Great Example

Client Management: Implications

Develop client focus groups or interviews to assess how you can use digital portals to support the business relationship

Develop online tools/content/features that support day to day job functions for clients

Integrate master database to create single view of clients

So What Do We Do With This Information?

Make decisions on where to allocate your digital investment for maximum impact. Anticipate where the digital program focus (i.e., awareness vs. sales support) will shift in the future to plan future investments.

Awareness Educate Support Manage After completing the digital strategy, the following table can be completed to suggest relative investment toward each phase of the client lifecycle. Aligning Budget with Strategy and Digital Roadmap X% X% X% X% Year 3 X% X% X% X% Year 2 X% X% X% X% Year 1