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B2B Marketing: Kirsty Dawe at ShoreTel's Accelerating Marketing Knowledge Series

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B2B Marketing: Kirsty Dawe at ShoreTel's Accelerating Marketing Knowledge Series

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IDM B2B Council member Kirsty Dawe made an appearance at #ShoreTelAMKS8 to tell all about B2B marketing with success.

Take a look at the slides from her presentation above!

IDM B2B Council member Kirsty Dawe made an appearance at #ShoreTelAMKS8 to tell all about B2B marketing with success.

Take a look at the slides from her presentation above!

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B2B Marketing: Kirsty Dawe at ShoreTel's Accelerating Marketing Knowledge Series

  1. 1. How to create a B2B campaign with Really Purple Title – only mention Shortel metrics success on this slide - Kirsty Dawe, Director ReallyB2B
  2. 2. What’s new in B2B?
  3. 3. THE B2B BUYING PROCESS HAS CHANGED
  4. 4. Large customer head with ZMOT written in the middle - basic Not same head as ‘Pains’ slide (Front on head siluett)
  5. 5. 90% of the sales funnel is now controlled by marketing Big funnel with 90% of it being taken up by the word marketing
  6. 6. SOCIAL BECOMING MEASURABLE
  7. 7. The RIGHT content is still king
  8. 8. Helping is replacing selling HELPING IS REPLACING SELLING
  9. 9. What are the key steps in developing effective B2B campaigns?
  10. 10. BUILD A PICTURE OF THE DMU
  11. 11. TALKING TO PEOPLE NOT BUSINESSES
  12. 12. TRULY UNDERSTAND THEIR PAINS, CHALLENGES AND NEEDS
  13. 13. CREATE CONTENT THAT RESONATES AND BUILDS TRUST
  14. 14. UNDERSTANDING WHICH CHANNELS WORK BEST
  15. 15. BE CLEAR ABOUT WHAT YOU WANT THE PROSPECT TO DO NEXT
  16. 16. Continuously Nurture
  17. 17. THE OPTIMUM BLEND OF PUSH AND PULL
  18. 18. TEST MEASURE IMPROVE
  19. 19. CLOSED LOOP REPORTING
  20. 20. What is possible in terms of ROI?
  21. 21. SALES AND MARKETING NEED TO BE ALIGNED • Sales and marketing words hugging each other?
  22. 22. MARKETING NEEDS TO PROVIDE SALES READY LEADS
  23. 23. 54%/28% ATTRIBUTION IS KEY
  24. 24. What to measure • CPE, CPL, CPA, CPS • Conversion at each stage % • Return per lead/appointment • Initial sales value and lifetime value • Look at by channel, industry and sales person
  25. 25. Example of successful B2B campaigns with real ROI
  26. 26. Miele Professional • Commercial arm of Miele and leading manufacturer of professional laundry, dishwashing and sterilising equipment • Looking for a new way to connect with and nurture customer base to run alongside current advertising, PR and outbound telemarketing
  27. 27. Objectives • Increase volume of sales ready leads • Increase engagement with the Miele professional brand
  28. 28. Personas
  29. 29. Content with a cause
  30. 30. ROI
  31. 31. Tips for success • Never make assumptions about what’s important to prospects – build your personas • Talk to EVERYONE in the DMU with a message that resonates with them • If you can’t sell HELP • Combine inbound with outbound • Only give the leads to sales once they are ready • Always build in closed loop feedback
  32. 32. Learn more about successful B2B Really Purple Title – only mention Shortel marketing at: on this slide www.reallyb2b.com/b2b-resources

Editor's Notes

  •   
    How to create a B2B campaign with metrics success. Kirsty Dawe, Director, Really B2B
    ·          What is new in the B2B marketing world?
    ·          What are the key steps in developing effective B2B campaigns?
    ·          What is possible in terms of ROI with effective B2B campaigns?
    ·          Examples of Successful B2B Campaigns with real ROI
    ·          Tips for Success
  • We can use the current slide we have here but just add in the award shortlisting x
  • Selling to someone and you make a customer once, help someone and you make a customer for life
    If you can’t sell to someone now, be useful. Helping is replacing selling
  • Picture of universe – stars, planets etc
  • And platforms work best
  • Call to action
  • Word PIPELINE with a big cross through it
  • Add miele logo
  • Add miele logo
  • Add miele logo
  • Add miele logo
  •   
    How to create a B2B campaign with metrics success. Kirsty Dawe, Director, Really B2B
    ·          What is new in the B2B marketing world?
    ·          What are the key steps in developing effective B2B campaigns?
    ·          What is possible in terms of ROI with effective B2B campaigns?
    ·          Examples of Successful B2B Campaigns with real ROI
    ·          Tips for Success
  • ×