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Anudit Vikram
Bridging The Divide
INTEGRATING OFFLINE & ONLINE CHANNELS FOR B2B MARKETING
/un-oo-dit vik-rum/
SVP, Advance...
Data is the key which brings
your sales and marketing
programs together.
1 2 3
Defining
characteristics
of
B2B
Marketing
The Offline -
Online
Construct
Data as the
glue
B2B marketing is different
6
is more important than ever with
a projected 3.7% growth in
event marketing and advertising
F2F
Annual Advertising & Mar...
7
Experienced class who are now
learning the digital ways
THE DIGITAL
IMMIGRANT
Newer rank-and-file who have
grown up in t...
8
The B2B dichotomy
GROWTH
ENGINE
BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
Marketers need to
d...
It is necessary to connect the online & offline
worlds
10
Visits Website
Attends Webinar
Visits Blog
Downloads
Case Study
Signs Up for
Newsletter
Online Research Qualification C...
11
The marketing stack spans the offline & the online
Anonymous
Prospect finds
brand content
Digital
presence delivers
con...
12
Inconsistent customer and
prospect knowledge results in
reduced marketing performance
INEFFECTIVE SALES
PROCESS
70% of ...
It is necessary to connect the online & offline
worlds
Data is the glue which connects the systems
14
Data helps align tactics and technologies
Industry Intelligence
Company Triggers
Decision-Makers
Financial Health
Corpo...
15
Use Data to align the offline and online journey
Anonymous
Prospect finds
brand content
Digital
presence delivers
conte...
16
Generate and consistent and
holistic view of your key
performance indicators
USE THE RIGHT
TOOLS
A common identity whic...
Thank you
vikrama@dnb.com
www.linkedin.com/in/anudit
Integrating Offline & Online Channels for B2B Marketing
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Integrating Offline & Online Channels for B2B Marketing

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Learn how companies can use data to align the offline and online journey for their customers.

Published in: Data & Analytics
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Integrating Offline & Online Channels for B2B Marketing

  1. 1. Anudit Vikram Bridging The Divide INTEGRATING OFFLINE & ONLINE CHANNELS FOR B2B MARKETING /un-oo-dit vik-rum/ SVP, Advanced Marketing Solutions
  2. 2. Data is the key which brings your sales and marketing programs together.
  3. 3. 1 2 3 Defining characteristics of B2B Marketing The Offline - Online Construct Data as the glue
  4. 4. B2B marketing is different
  5. 5. 6 is more important than ever with a projected 3.7% growth in event marketing and advertising F2F Annual Advertising & Marketing Study 2016: B2B Advertising Outsell 67% of the buyer’s journey is now done digitally DIGITAL Three Myths of the ‘67 Percent’ Statistic Sirrius Decisions The B2B dichotomy BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
  6. 6. 7 Experienced class who are now learning the digital ways THE DIGITAL IMMIGRANT Newer rank-and-file who have grown up in the digital world THE DIGITAL NATIVE The B2B dichotomy BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
  7. 7. 8 The B2B dichotomy GROWTH ENGINE BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING Marketers need to drive growth, not simply generate leads … and evolve from the classic funnel model to an omni-channel engagement model
  8. 8. It is necessary to connect the online & offline worlds
  9. 9. 10 Visits Website Attends Webinar Visits Blog Downloads Case Study Signs Up for Newsletter Online Research Qualification Call Qualification Call Personalized Email Event Invite Event Attendance Sales Meeting Purchase Digital Face-to-FacePhysical Web Forms Executive Decision Maker Influencer The B2B buyers journey is complex BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
  10. 10. 11 The marketing stack spans the offline & the online Anonymous Prospect finds brand content Digital presence delivers content of interest Merketing Automation orchestrates ongoing engagement Prospect identifies themself, requests engagement with sales Lead handed off to sales closer for qualification pursuit Website/CMS 3 4 52 31 DMP/ BI SEO Marketing Automation Retargeting Website CMS CRMWeb Forms Contact Centers ActivityTechStack BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
  11. 11. 12 Inconsistent customer and prospect knowledge results in reduced marketing performance INEFFECTIVE SALES PROCESS 70% of marketers are either unhappy or only marginally happy with marketing automation ROI UNACCEPTABLE CAMPAIGN ROI Customers are frustrated with generic B2B marketing programs and irrelevant programmatic content IRRELEVANT CONTENT The disconnect between offline & online is frustrating BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
  12. 12. It is necessary to connect the online & offline worlds Data is the glue which connects the systems
  13. 13. 14 Data helps align tactics and technologies Industry Intelligence Company Triggers Decision-Makers Financial Health Corporate Linkage Purchase History Org Chart Industry Intelligence Contact: Email & Phone Influencers Cookies Anonymous Identifiers Referring Domain Firmographic Intelligence Contact Titles Contact Role/Function Visitor Intelligence Content Interaction GROWTH ENGINE BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
  14. 14. 15 Use Data to align the offline and online journey Anonymous Prospect finds brand content Digital presence delivers content of interest Merketing Automation orchestrates ongoing engagement Prospect identifies themself, requests engagement with sales Lead handed off to sales closer for qualification pursuit Activity Links ”anonymous” visitor to business identity and retrieve business attributes Feeds visitor profile into Marketing Automation RTP module to drive personalization Leverages profile data to segment into relevant nurture streams Validates lead form data and enrich for scoring and routing to sales Delivers accurate account and contact profiles to CRM Business Identity Layer – Online/Offline Identifiers, Firmographics, Contacts, Analytics Layer – Predictive Scores, Risk Indicators, Share of Wallet DSP Marketing AutomationWebsite/CMS CRMWeb Forms TechData BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING Website/CMS 3 4 52 31
  15. 15. 16 Generate and consistent and holistic view of your key performance indicators USE THE RIGHT TOOLS A common identity which can be used and is persistent across the systems you use ESTABLISH A CURRENCY Recency, Frequency, Completeness of your company and contact information KNOW YOUR DATA The keys to ‘Data-Inspired’ success BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
  16. 16. Thank you vikrama@dnb.com www.linkedin.com/in/anudit

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