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Streetwise Seminar on B2B Leads and Sales

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What's it about? 
2013 marked a sea change in what is required for B2B lead and sales generation. Search Engine Marketing along with Social Engagement is now the pivotal combination to creating sales results. Get streetwise on how to use content marketing to serve up leads and convert opportunity, in conjunction with Search and Social.
Who's it for? 
This seminar is designed for B2B marketers seeking to deliver best in class lead generation programmes. Particularly if you provide technology solutions or are a professional service firm, this workshop is not to be missed.
What's in it for me?
We'll serve you a fabulous breakfast and great coffee, while you get to:
Understand how getting results from SEO, Adwords and remarketing has dramatically changed in 2013.
Find out why engaging content is absolutely key to building your sales pipeline, and to convert opportunity into purchase.
Learn how to implement measurable search and social demand generation, that will get results irrespective of your type

Published in: Marketing
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Streetwise Seminar on B2B Leads and Sales

  1. 1. RETAIL HOLDINGS: BRAND PROPOSITION aamplify.co.nz
  2. 2. PANEL Natalie Day CERTUS SOLUTIONS Jonathan Mayo SAYLE & NOBLE Don Blair PARADIGM STRATEGY PARTNERS
  3. 3. 3 TODAY’S SPEAKER Samuel Williams
  4. 4. Streetwise
  5. 5. 500 million Google searches per day
  6. 6. 7 2.7 billion likes per day
  7. 7. THREE SEISMIC SHIFTS
  8. 8. 6 billion hours on YouTube each month aamplify.co.nz 9
  9. 9. Wireless Smart Devices Anything Anywhere Anytime 2015: 7 billion mobile enabled devices
  10. 10. Linkedin Facebook Twitter 2. CONNECTING | SHARING | ENGAGING aamplify.co.nz 11
  11. 11. Connections in the room Quantifiable reach of 11,000
  12. 12. 3. BY 2015, THE MAJORITY OF THE WORKFORCE WILL BE IN THEIR 20’S. 700 million Snapchats per day aamplify.co.nz 13
  13. 13. Researcher, influencer and recommender. Delegator, governor and mentor.
  14. 14. 15 B2B Yesterday
  15. 15. SEARCH IN THE B2B CONTEXT 16 16
  16. 16. In today’s connected world, B2B buyers are on average 57% of the way through the buying process when you engage with them.
  17. 17. B2C TOOLS GOOGLE THINK USA OVERALL
  18. 18. UK - TECHNOLOGY PURCHASE JOURNEY GOOGLE THINK
  19. 19. NEXUS OF TOUCHPOINTS.
  20. 20. WHERE DO I START?
  21. 21. Conversation Opportunity Relationship • Conversations had • Impressions, Touches • Reach, Reads, Reputation DEMAND GEN ENGAGEMEN • Hits, Clicks, Shares • Engagement, Followers • Inbound flow T • Qualified leads • Conversion ratio, velocity • Sales made & Rentention AWARENESS Influencers Suspects Prospects VITAL SIGNS OF B2B MARKETING STORIES: TRAFFIC: CONVERSION:
  22. 22. “Only about one third of marketers are going to the trouble of really understanding their audience”
  23. 23. MAPPING THE JOURNEY
  24. 24. USEFUL CONTENT DESIGNED TO YOUR BUYERS JOURNEY
  25. 25. CASE STUDY
  26. 26. Intent or the start of a relationship?
  27. 27. DESIGNED LANDING PAGES… Conversion
  28. 28. PUBLICATIONS 70% of consumers prefer to get to know a company by reading articles rather than ads.
  29. 29. EMAIL • Open rate for B2B APAC: 32%. • Of those that open 22% then click through. • Translates to 7.1% per email to landing page hit.
  30. 30. 82% of marketers who blog see a rise in ROI
  31. 31. 30% of NZ’ers are watching YouTube each day, 61 minutes on average
  32. 32. So what does a $1,000 media spend get you? Conversation Opportunity Relationship DEMAND GEN ENGAGEMEN T AWARENESS Prospects 25 Reach 80,000 Clicks 305 Downloads 75 $750: Adwords and Remarketing $250 on Linkedin and Facebook
  33. 33. CASE STUDY TWO
  34. 34. SEARCH BASED ON BEHAVIOR
  35. 35. BUYERS GUIDES
  36. 36. Something for the Geeks
  37. 37. Forrester Research, June 2008 ONE MINUTE OF VIDEO EQUALS 1.8 MILLION WORDS VIEWERS RETAIN 95% OF THE MESSAGE IN A VIDEO 63% OF EXEC’S WILL VISIT A WEBSITE AS A RESULT OF VIEWING A VIDEO
  38. 38. WHAT CAN VIDEO COMMUNICATE IN 60 SECONDS? THAT CAN CHANGE YOUR PERSPECTIVE AND TEACH YOU SOMETHING NEW?
  39. 39. Social is here right now in the is room
  40. 40. 2013 STUDY BY TNS
  41. 41. Personal Opinions Professional Ideas
  42. 42. LINKEDIN POSTS 20% of budget yielding 40% of results
  43. 43. FACEBOOK Cost per lead can be 50% less than Search
  44. 44. TWITTER
  45. 45. SEARCH SOCIAL CONTENT
  46. 46. 1. We don’t live in a broadcast world anymore – It’s never been cheaper to reach billions Appropriate amplification is key.
  47. 47. 2. Production costs have never been cheaper. Tailor you content and tune it to your audience preferences.
  48. 48. 3. Buyer Research is key. Your buyers should drive marketing programmes, not instinct. Be guided by your buyers and you can show ROI.
  49. 49. 4. Ideas are the currency of B2B. Think like a publisher and thought leader. It is less about your product and more about adding value. Balance Search and Social based on this.
  50. 50. 5. Get mult-ichannel. Don’t rely on single tactics. Orchestrate for maximum results
  51. 51. 6. Pilot, Prove, Evolve Agility and measurement are key.
  52. 52. X FACTOR
  53. 53. PRE-ROLL
  54. 54. Falling Water: Frank Lloyd-Wright
  55. 55. SEARCH SOCIAL CONTENT STORY
  56. 56. CONTEXT “As information and intelligence become the domain of computers, society will place more value on the one human ability that cannot be automated: emotion. Imagination, myth, ritual – the rich language of emotion – will affect everything from our purchasing decisions to how we work with others. Companies will need to understand that their products are less important than their stories.”
  57. 57. “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou
  58. 58. #STREETWISEMARKETING THANK YOU

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