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The B2B Nirvana:
The always-on campaign
© DirectionGroup 2017 | directiongroup.com
Our marketing world is changing
Our world of marketing is changing (yes again, and still!)
From the funnel and ever changing buyer behaviours, to new marketing fads like
ABM, lead nurture, conversion optimisation and customer experience, we’re
really getting punch-drunk with the speed and intensity of change.
If all these things are changing, then it’s safe to say that the dynamics of the
humble marketing campaign is changing too.
Today’s discussion focuses on an emerging school of thought that brings
together multiple, fragmented techniques, tools and approaches.
© DirectionGroup 2017 | directiongroup.com
© DirectionGroup 2017 | directiongroup.com
We all know the dreaded stat that’s been doing the rounds for a few years now:
Up to 70% of the buying process is complete before a business engages with sales
Introduction
marketing sales
How do we maximise our effectiveness,
consistency and relevance here:
So it’s OUR sales team who
gets engaged here:
70% 30%
We really are entering the “age of the customer” – and if we’re to survive and thrive in this
new buyer obsessed world, we need to make some changes - and soon.
© DirectionGroup 2017 | directiongroup.com
© DirectionGroup 2017 | directiongroup.com
The 6 sins of campaign
marketing
© DirectionGroup 2017 | directiongroup.com
Often we simply don’t know enough about our audience to be
able to serve their needs properly
Campaign marketing relies too heavily on luck
 We typically don’t have the right insight about buyers and
where they are on the journey
 We’re hoping the stars align in our favour and that our buyers
are ‘in market’ at the time we’re running our campaign
1
83% of customers only want to hear
from you if you are able to be relevant
and contextual
IDC and Salesforce, 2017
© DirectionGroup 2017 | directiongroup.com
© DirectionGroup 2017 | directiongroup.com
90% of business buyers say when
they are ready to buy, they’ll find you
We’re focusing too much on outbound2
DemandGen Report,
2016
 Outbound means hoping that the timing is
right and we have the means to reach them
 B2B buyers are doing it on their terms
– self educating their way through the buyer
journey
 In fact, they’re spending more time, more
resources and taking longer to come to their
own decisions
 We’re relying too much on outbound,
disruptive marketing techniques
DemandGen Report, 2016
© DirectionGroup 2017 | directiongroup.com
© DirectionGroup 2017 | directiongroup.com
More than 60% of B2B marketers say
they run more than 15 campaigns per
year – more than one per month!
We’re creating too many campaigns3
Annuitas, 2016
 We’re wasting time and money creating too many campaigns
 Our messaging is too fragmented and inconsistent
 We’re our own worst enemy – we’re so keen to move on to
the next thing
 Even our language perpetuates the multiple campaigns that
end up being hard to manage, execute and prove value from
A DM
campaign
LinkedIn
campaign
A product
launch
campaign
© DirectionGroup 2017 | directiongroup.com
© DirectionGroup 2017 | directiongroup.com
Only 17% of business to business
(B2B) leads are sales-ready
when first generated.
We’re dropping the ball on engaged prospects4
 We’re so keen to generate engagement, often we’re not prepared to deal
with situations where the engagement doesn’t equate to a sale within our
timeframes
 Nurture is the new hot topic in B2B – but how are we planning that to be
customer focused and not just another switch-on, switch off tactic?
 Are we really considering behaviour and nurturing in a relevant way – or
are we just spamming our warmest prospects?
What happens to a top of funnel lead who engages just before we pull
the plug on a campaign?
Pardot
© DirectionGroup 2017 | directiongroup.com
© DirectionGroup 2017 | directiongroup.com
Our campaigns are shorter than the buying process5
 Our content marketing approach is designed
to allow us to engage earlier in the buying
process – but we haven’t made our
campaigns any longer to accommodate that.
 We talk about accompanying a buyer
through the journey, until they’re ready for
sales….
 But only if they move fast enough…
 Until we’re off to create the next campaign
We create 8 – 12 week campaigns – but how does that work to engage and
then convert a buyer on a 6 month buying process?
DemandGen Report, 2016
© DirectionGroup 2017 | directiongroup.com
© DirectionGroup 2017 | directiongroup.com
We’re not optimising our campaigns6
 Digital marketing techniques are iterative
and require ongoing optimisation – but
often we haven’t got time to test
sufficiently and optimise our tactics
 Content interactions and analytics (what's
working and what’s not) hold the key to
campaign improvement…
 but we’re often only coming to
conclusions or recommendations once
the campaign is over. That's too late.
We’re not learning enough from our mistakes - testing, iteration and agility
are required to maximise the return on our marketing investment
37%
30%
37%
Landing pages
Email Marketing
Social media
Content marketing
Paid media
39%
34%
% not optimising, or only some limited testing
Dave Chaffey, Smart Insights
B2B marketers are not testing and optimising
© DirectionGroup 2017 | directiongroup.com
© DirectionGroup 2017 | directiongroup.com11 | © DirectionGroup 2017 | directiongroup.com
Summary: the six sins
We’re not optimising our campaigns6
Our campaigns are shorter than the buying process5
We’re dropping the ball on engaged prospects4
We’re creating too many campaigns3
We’re focusing too much on outbound2
Campaign marketing relies too heavily on luck1
© DirectionGroup 2017 | directiongroup.com12 | © DirectionGroup 2017 | directiongroup.com
Always-on Campaigns
What’s the
answer ?
© DirectionGroup 2017 | directiongroup.com
© DirectionGroup 2017 | directiongroup.com
So what exactly is an always-on campaign?
A campaign that delivers consistent, audience-centric
messaging and content,
that generates engagement throughout the
buying process,
through a process of ongoing optimisation in content,
messaging and marketing tactics.
© DirectionGroup 2017 | directiongroup.com
Campaigns: it’s the sum of the parts
Campaigns by their very nature
should be multi-faceted.
Digital marketing has changed the game
in terms of:
 Integration of multiple tactics,
 optimising them real time,
 monitoring and responding to
buyer behaviour
 and proving the ROI from campaign
investment.
© DirectionGroup 2017 | directiongroup.com
© DirectionGroup 2017 | directiongroup.com
From Campaigns to Conversations
Small
campaign
Product
Launch
Brand
campaign
Short
burst
Year-end push
campaign
Shorter, inconsistent campaigns create a
fleeting spike in engagement.
With peaks, come troughs.
Long idea
campaign
launch
Optimisation
New
content
Product
launch
Optimisation
Smaller activities within a always-on
campaign based around a long idea
generates continuous and increasing
engagement
time time
Multiple, siloed campaigns Consistent, always-on campaigns
© DirectionGroup 2017 | directiongroup.com
© DirectionGroup 2017 | directiongroup.com
Always on success factors
Buyer
insight
Content
strategy
Long
ideas
Inbound
techniques
Learn and
Optimise
Lead
Nurture
Budget
1
2
3
4 7
5
6
© DirectionGroup 2017 | directiongroup.com
© DirectionGroup 2017 | directiongroup.com
We need to remove the guesswork and the “luck factor” and focus on real
insights that guide relevant and timely communication
Buyer insight
1. Understand the buyer journey
Consider buyer needs along the journey and our task in addressing those needs
2. Get closer to customers
Use market research, your sales teams or existing customers to gain real
insights
3. Consider third party data to help
New third party data can help in identifying the right people to speak to at the
right time. Consider the growing trend around “intent data”
1
© DirectionGroup 2017 | directiongroup.com
© DirectionGroup 2017 | directiongroup.com
What does the buyer journey look like?
Changes over
time
Recognition of
needs
Committing to
a Solution
Problem
defined
Justifying the
Decision
On boarding
Changes over
time
Recognition of
needs
Problem
defined
Exploring
Solutions
Loosening of
the Status Quo
Committing to
Change
Defining the
problem
Early stage
awareness –
seeing the problem
Awareness and early
need identification
Ensure seamless
customer on-boarding –
minimise time to value
OUR
TASK
Influence how they
define their problem
and solution
Close the sale and
maximise the value
of the deal
EDUCATION SOLUTION VENDOR SELECTION
Demonstrate we have the most
compelling proposition
Sees an
analyst blog
on trends
Downloads
vendor
solution guide
Attends
vendor
webinar
Visits a
supplier
website
Uses an
ROI
calculator
Reviews some
competitive
analysis
Receives a
“welcome
pack”
Goes to
supplier
event
Downloads
analyst
whitepaper
© DirectionGroup 2017 | directiongroup.com
The buying process varies
Depending on what’s
being purchased, the
buying process will
vary considerably in
terms of:
 Length
 Complexity
 Stakeholders
Committee
Consensus
Independent
Agreement at the
executive
leadership level
Agreement among
individuals
Agreement across
teams, or
departments
3-6 months
or more
3-6 months
Less than 8
weeks
5 or
more
3-4
1-2
6-10
(or
more)
3-5
1-2
Scenario:
Decision
orientation:
Typical
timeframe:
Buying
centres:
Peers /
colleagues:
Sirius Decisions, 2015 Buying Survey
© DirectionGroup 2017 | directiongroup.com
© DirectionGroup 2017 | directiongroup.com
We need to move away from the “big idea”- multiple times and instead focus on
many small ideas that stitch together in a coherent and consistent L-O-N-G
idea. Think of small ideas as the chapters of your long story.
And think of your brand as a storyteller.
Long ideas2
L O N Gsmall ideasmall ideasmall
idea
 Long ideas build value over time
 They deliver consistency for audiences
 They create a platform for always-on marketing
Think about the Dove “campaign for real beauty”… 17 years and counting.
© DirectionGroup 2017 | directiongroup.com
© DirectionGroup 2017 | directiongroup.com
Long idea example: Fujitsu
Long Idea: Secure Thinking
Objective: thought leadership, content based lead generation
Customer theme: Security
Sub topics / campaigns: (6)
Big Data, Compliance, Mobility, Cyber, Supply Chain and Connected
Citizens
Campaign duration: 18 months
Content volume: dedicated campaign website now hosts over 50 assets
such as blogs, videos, infographics, datasheets, opinion papers and
more
Digital tactics: Search, Social media, Display advertising, gated content,
PR, email marketing
© DirectionGroup 2017 | directiongroup.com
© DirectionGroup 2017 | directiongroup.com
We need to develop a content strategy that suits our buyers, their interests and
their journey. This is a more effective approach in an environment where the
traditional ‘push’ marketing model is broken.
Content strategy3
 It’s a move from simply pushing product information on the unengaged, to
developing an earned relationship with prospects
 It’s about being customer focused, using insight to ensure our content is:
Our content strategy needs to feed off bigger, customer-centric themes like the
Fujitsu Security example.
Relevant Compelling Timely
© DirectionGroup 2017 | directiongroup.com
© DirectionGroup 2017 | directiongroup.com
What kind of content works across the buyer journey?
IDG Customer Engagement Survey, 2016
© DirectionGroup 2017 | directiongroup.com
© DirectionGroup 2017 | directiongroup.com
“Campaigns” fit better with the old outbound-
centric way of marketing.
We need to shift our thinking from demanding attention to
creating the best possible customer experience.
 We live in an self-directed, opt-in world
– we have to earn their attention
 Customers will seek us out because of the quality of the
information on offer to help them make better decisions
 Content is the worm on the inbound hook
Inbound techniques4
Inbound Marketing
The process of creating
text, audio, video and other
online assets and
optimising them to appear
when prospective
customers are ready to pull
the trigger on a purchase.
© DirectionGroup 2017 | directiongroup.com

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DirectionGroup The B2B Nirvana: The always-on campaign- Edge presentation

  • 1. © DirectionGroup 2017 | directiongroup.com Share the love: #DGedge @Direction_grp The B2B Nirvana: The always-on campaign
  • 2. © DirectionGroup 2017 | directiongroup.com Our marketing world is changing Our world of marketing is changing (yes again, and still!) From the funnel and ever changing buyer behaviours, to new marketing fads like ABM, lead nurture, conversion optimisation and customer experience, we’re really getting punch-drunk with the speed and intensity of change. If all these things are changing, then it’s safe to say that the dynamics of the humble marketing campaign is changing too. Today’s discussion focuses on an emerging school of thought that brings together multiple, fragmented techniques, tools and approaches. © DirectionGroup 2017 | directiongroup.com
  • 3. © DirectionGroup 2017 | directiongroup.com We all know the dreaded stat that’s been doing the rounds for a few years now: Up to 70% of the buying process is complete before a business engages with sales Introduction marketing sales How do we maximise our effectiveness, consistency and relevance here: So it’s OUR sales team who gets engaged here: 70% 30% We really are entering the “age of the customer” – and if we’re to survive and thrive in this new buyer obsessed world, we need to make some changes - and soon. © DirectionGroup 2017 | directiongroup.com
  • 4. © DirectionGroup 2017 | directiongroup.com The 6 sins of campaign marketing
  • 5. © DirectionGroup 2017 | directiongroup.com Often we simply don’t know enough about our audience to be able to serve their needs properly Campaign marketing relies too heavily on luck  We typically don’t have the right insight about buyers and where they are on the journey  We’re hoping the stars align in our favour and that our buyers are ‘in market’ at the time we’re running our campaign 1 83% of customers only want to hear from you if you are able to be relevant and contextual IDC and Salesforce, 2017 © DirectionGroup 2017 | directiongroup.com
  • 6. © DirectionGroup 2017 | directiongroup.com 90% of business buyers say when they are ready to buy, they’ll find you We’re focusing too much on outbound2 DemandGen Report, 2016  Outbound means hoping that the timing is right and we have the means to reach them  B2B buyers are doing it on their terms – self educating their way through the buyer journey  In fact, they’re spending more time, more resources and taking longer to come to their own decisions  We’re relying too much on outbound, disruptive marketing techniques DemandGen Report, 2016 © DirectionGroup 2017 | directiongroup.com
  • 7. © DirectionGroup 2017 | directiongroup.com More than 60% of B2B marketers say they run more than 15 campaigns per year – more than one per month! We’re creating too many campaigns3 Annuitas, 2016  We’re wasting time and money creating too many campaigns  Our messaging is too fragmented and inconsistent  We’re our own worst enemy – we’re so keen to move on to the next thing  Even our language perpetuates the multiple campaigns that end up being hard to manage, execute and prove value from A DM campaign LinkedIn campaign A product launch campaign © DirectionGroup 2017 | directiongroup.com
  • 8. © DirectionGroup 2017 | directiongroup.com Only 17% of business to business (B2B) leads are sales-ready when first generated. We’re dropping the ball on engaged prospects4  We’re so keen to generate engagement, often we’re not prepared to deal with situations where the engagement doesn’t equate to a sale within our timeframes  Nurture is the new hot topic in B2B – but how are we planning that to be customer focused and not just another switch-on, switch off tactic?  Are we really considering behaviour and nurturing in a relevant way – or are we just spamming our warmest prospects? What happens to a top of funnel lead who engages just before we pull the plug on a campaign? Pardot © DirectionGroup 2017 | directiongroup.com
  • 9. © DirectionGroup 2017 | directiongroup.com Our campaigns are shorter than the buying process5  Our content marketing approach is designed to allow us to engage earlier in the buying process – but we haven’t made our campaigns any longer to accommodate that.  We talk about accompanying a buyer through the journey, until they’re ready for sales….  But only if they move fast enough…  Until we’re off to create the next campaign We create 8 – 12 week campaigns – but how does that work to engage and then convert a buyer on a 6 month buying process? DemandGen Report, 2016 © DirectionGroup 2017 | directiongroup.com
  • 10. © DirectionGroup 2017 | directiongroup.com We’re not optimising our campaigns6  Digital marketing techniques are iterative and require ongoing optimisation – but often we haven’t got time to test sufficiently and optimise our tactics  Content interactions and analytics (what's working and what’s not) hold the key to campaign improvement…  but we’re often only coming to conclusions or recommendations once the campaign is over. That's too late. We’re not learning enough from our mistakes - testing, iteration and agility are required to maximise the return on our marketing investment 37% 30% 37% Landing pages Email Marketing Social media Content marketing Paid media 39% 34% % not optimising, or only some limited testing Dave Chaffey, Smart Insights B2B marketers are not testing and optimising © DirectionGroup 2017 | directiongroup.com
  • 11. © DirectionGroup 2017 | directiongroup.com11 | © DirectionGroup 2017 | directiongroup.com Summary: the six sins We’re not optimising our campaigns6 Our campaigns are shorter than the buying process5 We’re dropping the ball on engaged prospects4 We’re creating too many campaigns3 We’re focusing too much on outbound2 Campaign marketing relies too heavily on luck1
  • 12. © DirectionGroup 2017 | directiongroup.com12 | © DirectionGroup 2017 | directiongroup.com Always-on Campaigns What’s the answer ? © DirectionGroup 2017 | directiongroup.com
  • 13. © DirectionGroup 2017 | directiongroup.com So what exactly is an always-on campaign? A campaign that delivers consistent, audience-centric messaging and content, that generates engagement throughout the buying process, through a process of ongoing optimisation in content, messaging and marketing tactics.
  • 14. © DirectionGroup 2017 | directiongroup.com Campaigns: it’s the sum of the parts Campaigns by their very nature should be multi-faceted. Digital marketing has changed the game in terms of:  Integration of multiple tactics,  optimising them real time,  monitoring and responding to buyer behaviour  and proving the ROI from campaign investment. © DirectionGroup 2017 | directiongroup.com
  • 15. © DirectionGroup 2017 | directiongroup.com From Campaigns to Conversations Small campaign Product Launch Brand campaign Short burst Year-end push campaign Shorter, inconsistent campaigns create a fleeting spike in engagement. With peaks, come troughs. Long idea campaign launch Optimisation New content Product launch Optimisation Smaller activities within a always-on campaign based around a long idea generates continuous and increasing engagement time time Multiple, siloed campaigns Consistent, always-on campaigns © DirectionGroup 2017 | directiongroup.com
  • 16. © DirectionGroup 2017 | directiongroup.com Always on success factors Buyer insight Content strategy Long ideas Inbound techniques Learn and Optimise Lead Nurture Budget 1 2 3 4 7 5 6 © DirectionGroup 2017 | directiongroup.com
  • 17. © DirectionGroup 2017 | directiongroup.com We need to remove the guesswork and the “luck factor” and focus on real insights that guide relevant and timely communication Buyer insight 1. Understand the buyer journey Consider buyer needs along the journey and our task in addressing those needs 2. Get closer to customers Use market research, your sales teams or existing customers to gain real insights 3. Consider third party data to help New third party data can help in identifying the right people to speak to at the right time. Consider the growing trend around “intent data” 1 © DirectionGroup 2017 | directiongroup.com
  • 18. © DirectionGroup 2017 | directiongroup.com What does the buyer journey look like? Changes over time Recognition of needs Committing to a Solution Problem defined Justifying the Decision On boarding Changes over time Recognition of needs Problem defined Exploring Solutions Loosening of the Status Quo Committing to Change Defining the problem Early stage awareness – seeing the problem Awareness and early need identification Ensure seamless customer on-boarding – minimise time to value OUR TASK Influence how they define their problem and solution Close the sale and maximise the value of the deal EDUCATION SOLUTION VENDOR SELECTION Demonstrate we have the most compelling proposition Sees an analyst blog on trends Downloads vendor solution guide Attends vendor webinar Visits a supplier website Uses an ROI calculator Reviews some competitive analysis Receives a “welcome pack” Goes to supplier event Downloads analyst whitepaper
  • 19. © DirectionGroup 2017 | directiongroup.com The buying process varies Depending on what’s being purchased, the buying process will vary considerably in terms of:  Length  Complexity  Stakeholders Committee Consensus Independent Agreement at the executive leadership level Agreement among individuals Agreement across teams, or departments 3-6 months or more 3-6 months Less than 8 weeks 5 or more 3-4 1-2 6-10 (or more) 3-5 1-2 Scenario: Decision orientation: Typical timeframe: Buying centres: Peers / colleagues: Sirius Decisions, 2015 Buying Survey © DirectionGroup 2017 | directiongroup.com
  • 20. © DirectionGroup 2017 | directiongroup.com We need to move away from the “big idea”- multiple times and instead focus on many small ideas that stitch together in a coherent and consistent L-O-N-G idea. Think of small ideas as the chapters of your long story. And think of your brand as a storyteller. Long ideas2 L O N Gsmall ideasmall ideasmall idea  Long ideas build value over time  They deliver consistency for audiences  They create a platform for always-on marketing Think about the Dove “campaign for real beauty”… 17 years and counting. © DirectionGroup 2017 | directiongroup.com
  • 21. © DirectionGroup 2017 | directiongroup.com Long idea example: Fujitsu Long Idea: Secure Thinking Objective: thought leadership, content based lead generation Customer theme: Security Sub topics / campaigns: (6) Big Data, Compliance, Mobility, Cyber, Supply Chain and Connected Citizens Campaign duration: 18 months Content volume: dedicated campaign website now hosts over 50 assets such as blogs, videos, infographics, datasheets, opinion papers and more Digital tactics: Search, Social media, Display advertising, gated content, PR, email marketing © DirectionGroup 2017 | directiongroup.com
  • 22. © DirectionGroup 2017 | directiongroup.com We need to develop a content strategy that suits our buyers, their interests and their journey. This is a more effective approach in an environment where the traditional ‘push’ marketing model is broken. Content strategy3  It’s a move from simply pushing product information on the unengaged, to developing an earned relationship with prospects  It’s about being customer focused, using insight to ensure our content is: Our content strategy needs to feed off bigger, customer-centric themes like the Fujitsu Security example. Relevant Compelling Timely © DirectionGroup 2017 | directiongroup.com
  • 23. © DirectionGroup 2017 | directiongroup.com What kind of content works across the buyer journey? IDG Customer Engagement Survey, 2016 © DirectionGroup 2017 | directiongroup.com
  • 24. © DirectionGroup 2017 | directiongroup.com “Campaigns” fit better with the old outbound- centric way of marketing. We need to shift our thinking from demanding attention to creating the best possible customer experience.  We live in an self-directed, opt-in world – we have to earn their attention  Customers will seek us out because of the quality of the information on offer to help them make better decisions  Content is the worm on the inbound hook Inbound techniques4 Inbound Marketing The process of creating text, audio, video and other online assets and optimising them to appear when prospective customers are ready to pull the trigger on a purchase. © DirectionGroup 2017 | directiongroup.com
  • 25. © DirectionGroup 2017 | directiongroup.com Inbound Vs Outbound INBOUND • Content marketing • Blogging • SEO • Social media • Public speaking OUTBOUND • Paid or rented email lists • Print or digital advertising • Social media advertising • Outbound sales calls Interrupting buyers to get our message across Being available to buyers when they’re looking for us © DirectionGroup 2017 | directiongroup.com
  • 26. © DirectionGroup 2017 | directiongroup.com © DirectionGroup 2017 | directiongroup.com To ensure we are developing content and communications that work, we need to be agile. We should iterate, test and learn as well as be responsive to what’s happening in the market. That means:  Budgeting time and money for testing and adapting  Being open to trialling something new – maybe allocating an experimentation budget  Being open to stopping or “killing” underperforming activities  Allowing small failures – it’s the only way to learn Learn and optimise5 70% 10% What’s working now Try new things, starting small, failing forward 20% Developing ideas that come from the 10%
  • 27. © DirectionGroup 2017 | directiongroup.com The learning curve Develop strategy • Plan • Create • Launch • Measur e Gather insights Develop strategy Adjust activity Continue evolving Try something else The learning curve © DirectionGroup 2017 | directiongroup.com
  • 28. © DirectionGroup 2017 | directiongroup.com For “always-on” to work, we need to be ready to take top of funnel leads and nurture them, at their pace and for a period determined by them. Lead nurture6 Lead nurturing is the process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer's journey. Marketo, 2016 Consider creating a number of automated nurture streams that are available for a lead to be dropped into based on their relevant content interactions. You’ll need: 1. Content aligned to the buying journey, bridging the gap between the topical and the selling 2. Marketing automation to ensure the nurture communications are “always on” © DirectionGroup 2017 | directiongroup.com
  • 29. © DirectionGroup 2017 | directiongroup.com “How do I budget for this kind of campaigning?” I hear you say. “We get quarterly budgets” It’s not so much about the financials themselves, as a mindset change about how you allocate those budgets. Campaigns can still be paid for quarterly, they’re just more planned, structured and consistent  The long idea and content strategy need to be done up front  Budget for ongoing optimisation may be an additional requirement, possibly quarterly Building consistency through multiple campaigns within a larger longer term programme delvers better “bang for your buck” Always-on marketing is more cost effective as it releases economies of scale Budget7 © DirectionGroup 2017 | directiongroup.com
  • 30. © DirectionGroup 2017 | directiongroup.com Problem Success factors We’re not optimising our campaigns6 Our campaigns are shorter than the buying process 5 We’re dropping the ball on engaged prospects 4 We’re creating too many campaigns3 We’re focusing too much on outbound2 Campaign marketing relies too heavily on luck 1 Content strategy 1 4 3 6 2 5 Buyer insight Long ideas Lead nurture Learn and Optimise Inbound techniques Summary © DirectionGroup 2017 | directiongroup.com
  • 31. © DirectionGroup 2017 | directiongroup.com About DirectionGroup
  • 32. © DirectionGroup 2017 | directiongroup.com DirectionGroup quick overview Dedicated to the IT & Technology marketing space for over 35 years We’re 55 people strong Working at Global, Regional and Local levels Top 50 UK B2B Marketing Agency #6 in The Drum’s Independent Agencies ELITE agency listing in the UK #8 in the Top 100 Digital Agencies League Table (2016, Wirehive) Client Satisfaction score of 81% in 2017
  • 33. © DirectionGroup 2017 | directiongroup.com Inspired thinking: leads to revenue DirectionGroup The best marketing lives at the intersection of art and science – and it falls short without input from both. At DirectionGroup, we blend the art and science of modern marketing to drive connection, action and revenue for organisations. We bring together the distributed elements of B2B marketing into a single, integrated offering © DirectionGroup 2017 | directiongroup.com
  • 34. © DirectionGroup 2017 | directiongroup.com What’s behind the promise? Digital AccountBased Marketing Sales Enablement Underpinned by 5 business capability areas: 1. Planning & strategy 2. Creative, copy & design 3. MarTech (digital marketing & media) 4. Digital production 5. Print & Production Our Planning, MarTech and digital capability is underpinned by data services © DirectionGroup 2017 | directiongroup.com
  • 35. © DirectionGroup 2017 | directiongroup.com DirectionGroup Services Content marketing Content that helps, not hypes. Inbound & Outbound Right message, right audience, right place, right time. Sales enablement Aligning marketing and sales to optimise experience. Channel marketing Engage, equip and incentivise channel partners ABM Meaningful communications to an audience of one (or few) Shopper marketing “Sofa-to-sale” programmes to reach, engage and convert.
  • 36. © DirectionGroup 2017 | directiongroup.com Some of our clients We’ve been working with our clients for an average of 8 years For many of our clients, we work at EMEA or Global levels in multiple languages
  • 37. © DirectionGroup 2017 | directiongroup.com Thank You www.directiongroup.com info@directiongroup.com Share the love: #DGedge @Direction_grp