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.

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

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Overview Of EMarketing

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