Digital Marketing for B2B:
 Introduction and Steps to Get Started.

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An introduction to digital marketing for B2B - exploring key trends, frameworks for digital marketing strategy and tips to help you get started with digital marketing, social media, SEO and content marketing.

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Digital Marketing for B2B:
 Introduction and Steps to Get Started.

  1. 1. Digital Marketing for B2B.
 IntroductionandStepstoGetStarted.
  2. 2. Digital Marketing for B2B.
 IntroductionandStepstoGetStarted. Whatwewillcovertoday. 1. Introduction: Trends in B2B Digital Marketing. 2. Strategy: Goal Setting, Planning, Execution and Measurement. 3. Digital Marketing Channels: Earned, Owned and Paid Media. 4. Key Out-takes: Steps to Get Started. 2
  3. 3. 01. Introduction: 
 Trends in B2B Digital Marketing.
 3
  4. 4. Digital Marketing for B2B.
 01. Introduction: Trends in B2B Digital Marketing. Sowhereshouldwestart? To understand B2B digital marketing we need to understand how audiences and B2B buyers are changing.
  5. 5. “9 out of 10 B2B buyers say when they’re ready to buy – they’ll find you – 81% of them start this process with a web search” 
 
 - DemandGen Report. Wemustbepresentandsearchable Digital Marketing for B2B.
 01. Introduction: Trends in B2B Digital Marketing.
  6. 6. 20.09.13 Contentmustbesocialandshareable Digital Marketing for B2B.
 01. Introduction: Trends in B2B Digital Marketing. “87% of B2B Buyers are actively using supplier- produced content & social media to speed up their purchasing decisions” 
 
 - Base One Buyersphere Report.
  7. 7. “84% of B2B Decision Makers value peer recommendations more than any other factor in buying decisions” 
 
 - Forrester Research. Customersmustbecomeadvocates Digital Marketing for B2B.
 01. Introduction: Trends in B2B Digital Marketing.
  8. 8. 20.09.13 Everythingmustbemobile-friendly Digital Marketing for B2B.
 01. Introduction: Trends in B2B Digital Marketing. “7 out of 10 C-Level executives are using smartphones or tablets to look up product or service information” 
 
 - Forbes Insight/Google.
  9. 9. 02. Strategy: Goal Setting, Planning, Execution and Measurement. 9
  10. 10. Three Voices: ‣ Voice of Company ‣ Voice of Industry ‣ Voice of Customer We need to integrate a combination of Voice of Company and Voice of Industry into our Digital activities.
 Aframeworkfordigitalmarketing Digital Marketing for B2B.
 02.Strategy:GoalSetting,Planning,ExecutionandMeasurement.
  11. 11. B2Bdigitalmarketingstrategy Goal Setting Planning Execution Measurement Digital Marketing for B2B.
 02.Strategy:GoalSetting,Planning,ExecutionandMeasurement.
  12. 12. 20.09.13 Goalsetting What do we need to achieve? ‣ Increase brand awareness and industry thought leadership. ‣ Create customer and industry influencer advocates. ‣ Generate leads for sales teams. ‣ Reduce customer churn. Digital Marketing for B2B.
 02.Strategy:GoalSetting,Planning,ExecutionandMeasurement.
  13. 13. How can we achieve our goals? ‣ Resource and budgeting. ‣ Buyer definition and context. ‣ Content and formats. ‣ Digital channels. ‣ Technology. ‣ Analytics and measurement. Planning Digital Marketing for B2B.
 02.Strategy:GoalSetting,Planning,ExecutionandMeasurement.
  14. 14. 20.09.13 Executingdigitalmarketingplans Implementing our plans ‣ Platform development (websites, mobile apps). ‣ Content creation/production. ‣ Content promotion and influencer outreach. ‣ Staffing to manage customers responses and leads. Digital Marketing for B2B.
 02.Strategy:GoalSetting,Planning,ExecutionandMeasurement.
  15. 15. What works and what can we improve? ‣ Data and assumptions about what our customers want. ‣ Content and content formats. ‣ Channels we have used. ‣ Technology and platforms. ‣ Staff and processes. Measurementandoptimisation Digital Marketing for B2B.
 02.Strategy:GoalSetting,Planning,ExecutionandMeasurement.
  16. 16. 03.Digital Marketing Channels: 
 Earned, Owned and Paid Media. 16
  17. 17. Channels are determined by the audience we are trying to engage: ‣ Earned Media. ‣ Owned Media. ‣ Paid Media. TheB2Bdigitalmarketinglandscape Digital Marketing for B2B.
 03.DigitalMarketingChannels:Earned,OwnedandPaidMedia.
  18. 18. 20.09.13 Earnedmedia ‣ Search Engine Optimisation (SEO). ‣ Social media. ‣ Traditional PR. ‣ Parters and affiliates. ‣ Industry influencer outreach. Digital Marketing for B2B.
 03.DigitalMarketingChannels:Earned,OwnedandPaidMedia. Slideshare
  19. 19. ‣ Company website/s. ‣ Mobile sites or apps. ‣ Email and other customer databases. ‣ Onsite SEO. ‣ Any other customer contact points (including direct sales person relationships). Ownedmedia Digital Marketing for B2B.
 03.DigitalMarketingChannels:Earned,OwnedandPaidMedia.
  20. 20. Paidmedia ‣ Traditional advertising. ‣ Banner advertising. ‣ Search advertising. ‣ Social media advertising. Digital Marketing for B2B.
 03.DigitalMarketingChannels:Earned,OwnedandPaidMedia.
  21. 21. 04: Key Out-Takes: Steps to Get Started. 21
  22. 22. Be clear about what you are trying to achieve and who you need to engage with. 01.Defineyourobjectivesandtargetaudience Digital Marketing for B2B.
 04.KeyOut-takes:StepstoGetStarted.
  23. 23. 20.09.13 02.Createacontentstrategy Develop content that will engage your customers:
 ‣ Your personality. ‣ Customer relevance. ‣ Customer usefulness. ‣ Content formats. ‣ Editorial plan and content frequency. Digital Marketing for B2B.
 04.KeyOut-takes:StepstoGetStarted.
  24. 24. Dedicate appropriate staffing/resource to execute and achieve your objectives. 03.Resourceappropriately Digital Marketing for B2B.
 04.KeyOut-takes:StepstoGetStarted.
  25. 25. 20.09.13 04.Shareable,searchableandmobile Ensure your website and content are mobile friendly, shareable and search engine optimised. Digital Marketing for B2B.
 04.KeyOut-takes:StepstoGetStarted.
  26. 26. Experiment with different approaches - across content, technology and channels. Measure performance, and optimise your activities. 05.Thinkbig,startsmall,scalefast Digital Marketing for B2B.
 04.KeyOut-takes:StepstoGetStarted.
  27. 27. NorthWard Digital 
 e. hello@northwardcph.com 
 w. www.northwarddigital.com

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