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Reaching The Ideal B2B Prospect

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So much of marketing is geared toward B2C, but we all know that B2B is different. Learn how to change your thinking to better target B2B prospects. PPC Hero Conference LA.

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Reaching The Ideal B2B Prospect

  1. 1. Reaching The Ideal B2B Prospect Julie Friedman Bacchini President, Neptune Moon LLC
  2. 2. • Founder of Neptune Moon LLC • Working in marketing for over 20 years, in digital since the beginning • Particular experience in and passion for B2B
  3. 3. • How to better define B2B audiences • Where to put your ads to most effectively reach these audiences • Prioritizing the allocation of resources
  4. 4. • Nearly all of the PPC platforms are skewed for B2C • Almost all of the “conventional wisdom” or “best practices” are aimed at B2C • B2B is not the same as B2C – particularly when it comes to audiences & how you define them • Since the process is different, the approach needs to be as well
  5. 5. B2C sales is generally a one to one interaction
  6. 6. B2B selling is generally a one to many (more than one) interaction
  7. 7. • Even though decisions are generally not made by an individual in a vacuum, we still need to target individuals • Understand the process a target company uses to find products or services and ultimately purchase one of them
  8. 8. • Many B2B campaigns will focus on the person who has approval or purchasing authority (a carry over from classic B2C thinking) • Might not be the best approach (or the most cost effective) • Cultivating brand champions within target organizations should be your goal
  9. 9. • Tons of advice out there for creating super detailed audience personas for B2C • Often really, really detailed about customer targets • B2B needs personas, but not quite that detailed
  10. 10. • Gender • Age • Profession/Job/Industry • Job stability & satisfaction • Marital status • Education level • Income level • Health or medical status • Interests • Philosophy • Political affiliation(s) • Religion • Pet Owner • Parent • Caregiver • Geographic location • Metropolitan/Suburban/Rural • Traveler • Foodie • Credit score level • Comfort with risk • Social media use • Willingness to splurge • Own a car • Values experiences or things • Responsibility threshold • Charitable donations • Buys insurance
  11. 11. • Identify potential brand champion candidates • Identify most likely hurdles you’ll encounter during their internal process • Identify places you can put your ads to specifically target these people
  12. 12. • Industry • Job title/position within organization • Role in purchasing process (research and/or purchase authority) • Gender (either if it skews or what split typically is) • Age or level of technical comfort • Where do they seek information • Do they belong to any professional or industry groups • Typical roadblocks encountered
  13. 13. • C-Suite • Managers • End Users
  14. 14. • A lot of advice still recommends targeting upper management • Might be ultimate decision maker, but not generally ones bringing options to the table • The right hyper targeted campaign can be impactful
  15. 15. • Probably under pressure about something to save time or money for the company • Very busy and not necessarily doing their own research • More sway than an end user for actual purchasing
  16. 16. • Probably the most overlooked segment • Often the ones frustrated by something and looking for a solution • Will hound their superiors if they find something they want • BONUS - They do actual searches for stuff
  17. 17. This is page one of search results on Reddit for “Project Management Software”
  18. 18. This is page one search results for “Project Management Software” on Quora
  19. 19. • Search for your client/company and competitors • Create offers and ads that address top issues • Strike where competition is weakest • Know what potential customers will see about you and fix any problems • Fastest method – search for company/product + reviews
  20. 20. Sticking with the Project Management Software theme – if you search for Basecamp Software Reviews the results are incredibly enlightening.
  21. 21. • Especially effective when targeting end users • Top of funnel or beginning of the process terms are most trafficked • Comparison or “reviews” are also generally popular types of searches at this stage – this is where the Quora, Reddit & Review info is awesome
  22. 22. • Due to longer sales cycle, using remarketing to stay in front of prospects just makes sense • SEGMENT it though – use ads that are appropriate to how far they got down the funnel and by audience type
  23. 23. I still see this ad, despite being a LIFETIME MEMBER
  24. 24. This is actually very easy inside AdWords. I like to use the full conversion path in my criteria to help weed out visits that don’t really represent conversions. Use the description field to add notes about the segment you’re creating
  25. 25. • The whole point of segmented remarketing is to put the appropriate message in front of users based on their progress toward conversion. • Don’t throttle the placements for this (but do use common sense on no- brainer exclusions).
  26. 26. • Google Display Network (GDN) managed placements can be amazing • Find industry related and industry adjacent sites to advertise on where your targets would be • Remember those review sites? You can target many of them
  27. 27. I love the Ghostery browser extension for this! Super easy to use – click on its icon from any page you’re visiting and see ALL the tags for all the things!
  28. 28. • Search for your competitors’ citations (organic listings) using a tool like WhiteSpark or Bright Local • Advertise where they have listings or citations • Make sure you are listed or cited there too
  29. 29. Plug competitor citation URLs (example below gathered from citation reporting tool) into GDN and add available and applicable ones as managed placements
  30. 30. Hotfrog.com for example
  31. 31. • What role does search play in the typical purchasing process for your target industry? • Does this role differ by target audience or industry? • Ask existing clients this question • Satisfaction is largely a product of expectation – understand what exactly 100% success can be
  32. 32. • Take a hard look at your ideas about your target audience(s) • Start building remarketing lists even if you’re not actively using it yet • Get friendly with GTM so you can segment your remarketing • Put yourself where competitors are listed • Challenge your assumptions and try something a little weird or crazy every once in a while
  33. 33. You can find me on Twitter @NeptuneMoon – I tweet a lot… Blog: www.neptunemoon.net Web site: www.neptunemoon.com LinkedIn: Julie Friedman Bacchini

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