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Digital marketing for B2B

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Presentation for MBA students at Southampton University about what is to do Digital Marketing for B2B today...it is mainly lead generation: Connect, Engage, Monitor and Convert

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Digital marketing for B2B

  1. 1. + Digital Marketing for B2B Maria Jose Serres March 2013 @mjserres #mktB2B Connect Engage Measure Convert
  2. 2. + Who am I?  Maria Jose Serres from Montevideo, Uruguay  Degrees in Computer Engineering + Marketing + Digital Marketing.  First job with Internet in 1995.  Worked in B2B most of my life from development to consulting.  I’m a Demand Generation Manager at PEER 1 Hosting, Top 5 Hosting Worldwide  Involved in the latest trends & technologies related digital media. linkedin.com/in/mjserres @mjserres
  3. 3. + Why?
  4. 4. + Online and Mobile are Transforming B2B Commerce Research by Forrester Consulting  Overall, the “Online and Mobile are Transforming B2B Commerce” research yielded three key findings:  Selling online and on mobile devices represents a significant new opportunity for B2B companies.  B2B companies that wait too long to implement eCommerce assume a big risk.  Self-service tools are changing the way in which B2B customers interact with companies.
  5. 5. + Source: Digital Trends 2014 Adobe + Econsultancy
  6. 6. + What is the goal of content?
  7. 7. + Definitions
  8. 8. + B2B  Business to Business  Shift in communication but not totally  From building emotional connections  To problem solving  Normally many points are touched before a decision is made
  9. 9. + B2B B2C Markets B2B markets are generally small vertical markets, often niche in size, comprised of a few thousand sales prospects to maybe as large as 100,000 prospects. B2C markets that are typically large broad markets of tens to thousands to millions of sales prospects. Sales Process B2B sales require consultative selling (selling based on understanding a client's needs and developing a relationship of trust) sometimes from a two-step level sales organization including the sellers sales force and a distribution sales force. B2C sales are usually direct to the consumer or involve a retailer. The sales approach is a traditional product sell of "convincing the consumer" they need the product or service being sold. Purchase Decision The decision to purchase in B2B sales is generally driven by need and budgets therefore; it tends to be a very rationale decision. B2C purchase decisions tend to be made based on want more than need or a budget and therefore are triggered by more emotional decisions.
  10. 10. + But keep in mind… “73% OF PEOPLE WHO READ B2B BLOGS ARE PEOPLE.” Tim Washer Senior Marketing Manager Cisco (Tweet this now, mention @timwasher)
  11. 11. + Cisco’s way to engage with people
  12. 12. + Definitions Connect Reach our target market, call the attention, be relevant. Engage Allow our target market to act, give them good call to actions. Measure Stats behind everything, show our ROI, assess your activities. Convert Generate leads & sales.
  13. 13. + Connect
  14. 14. + The issue
  15. 15. + Connect  It’s about being with the right message, at the right time when the target market needs us.  There are many channels to use, identify your target market to see what they use and what is relevant for them.
  16. 16. + Timing
  17. 17. + Be there. Be relevant. Be optimized.
  18. 18. + Be there… when they look for you
  19. 19. + ..and when they don’t. “80% of the traffic on your web site is not from people who will necessarily buy anything. The challenge is engaging with those visitors who are interested in your product but are still in the evaluation process.” Chris Golec, Founder and CEO of Demandbase
  20. 20. +Bethereeverywhereisneeded
  21. 21. + Be relevant with what you show Sony Play Station: Case Study by SalesForce
  22. 22. + Be relevant. Talk their language.
  23. 23. + Be optimised.
  24. 24. + Now that we have reached our target market… …what’s next?
  25. 25. + “Stop thinking about campaigns and start thinking engagement.” Lori Wizdo, Forrester Research
  26. 26. + Engage
  27. 27. + Engage  Engage is about motivation:  How to motivate people to engage with us?  Why they would like to engage with us?  What do we have to give them in return?  Call to actions:  What are the ways to engage with them?
  28. 28. +
  29. 29. + Example 100% online, multiple channels
  30. 30. + Measure
  31. 31. + What to measure?  Visits  Clicks  Campaigns  Sources  Conversions  Bounce rate  Time on page  Pages visited  Flow  ROI  Lifecycle Metrics  Lead Generation Metrics Whatever you need for your specific objectives/target market/campaigns
  32. 32. + What to measure?
  33. 33. + Example http://demand.eloqua.com/LP=4047?elqoffer =GartnerMQ_ZO&elqchannel=google&sls=PP CSearch_Google_2013&WWMK13054108MPP 002
  34. 34. + What you’ll see when you measure?
  35. 35. + Identify the most visited pages
  36. 36. + Identify where your prospects are
  37. 37. + Customer Journey
  38. 38. + Not only with Google Analytics
  39. 39. + Conversion measurement
  40. 40. + Convert
  41. 41. +
  42. 42. + Conversion is about …  Generate leads  Generate sales  Doing the connection and engagement well  Continue the engagement (remarketing)
  43. 43. + When they Convert?  You define it…and measure it  Downloads  Chats  Calls  Webforms  Purchases  Page Views  Visits  …
  44. 44. + Home made case
  45. 45. + Summary Connect Reach our target market, call the attention, be relevant. Engage Allow our target market to act, give them good call to actions. Measure Stats behind everything, show our ROI, assess your activities. Convert Generate leads & sales.
  46. 46. + Resources http://b2bdigital.net/ http://b2bmarketing.bizo.com/LP=55 http://blog.eloqua.com/buyer-journey-infographic http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey http://mashable.com/2013/04/01/b2b-marketing/ http://socialmediatoday.com/socialbarrel/1650226/second-largest- search-engine-infographic http://success.adobe.com/en/uk/programs/products/digitalmarketing/1401-30364- econsultancy-digital-trends.html http://wptribe.net/top-5-google-analytics-reports/ http://www.adampacitti.com/employadam.html http://www.bizible.com/blog/bid/357476/Introducing-AdWords-ROI- Reporting-for-Salesforce http://www.business2community.com/social-media/social-media-marketing-in-the-b2b-arena- still-needs-improvement-infographic-0468185 http://www.collaborativegrowthnetwork.com/blog/bid/94881/9-More- Reasons-to-Invest-in-Inbound-Marketing http://www.demandgenreport.com/industry-topics/demand-generation- strategies/2484-b2b-marketers-ramp-up-retargeting-strategies.html http://www.executiveboard.com/exbd- resources/content/digital-evolution/pdf/CEB-Mktg-B2B-Digital-Evolution.pdf http://www.iabuk.net/about/press/archive/uk-digital-adspend-up-125-to-almost-55bn http://www.localsearchmasters.com/blog/how-to-perform-a-google-analytics-audit/ http://www.make-it- rain.co.uk/google-analytics-get-dirty-data-useful-dashboards-help-analyse-data-quickly-effectively/ http://www.pardot.com/marketing-metrics/3-insightful-marketing-metrics-you-should-be-tracking/ http://www.pcworld.com/article/2051368/4-simpler-alternatives-to-google-analytics.html http://www.slideshare.net/BabcockJenkins/b2-bvsb2c http://www.thedrum.com/news/2013/01/03/unemployed-graduate- turns-traditional-advertising-hiring-london-billboard-site http://www.thedrum.com/news/2013/11/19/british-airways- unveils-digital-billboards-remind-customers-how-magical-flying-can http://www.theguardian.com/media-network/adobe- partner-zone/digital-trends-marketing-2014 http://www.youtube.com/watch?v=WycoJMKzXZ4 http://www.youtube.com/watch?v=XnHBUuG-o18 http://contentmarketinginstitute.com/2014/02/process-measuring-b2b-content-marketing/ http://www.hybris.com/en/news-events/press-releases/131030-b2b-market

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