Based on common mistakes I see and opportunities for more sophisticated. Showing examples of good practice.
Relate to different roles of attendees and to introduce
Example – qualifications, Member Skills, Member groups.
Also apply on Facebook too.
Example – target based on Skills and Endorsement. Also Groups they are members of. Age.
Potentially on job move – not a standard criteria for ads yet AFAIK – used a tailored Sponsored InMail campaign
The head of AdWords, Jerry Dischler, said "the idea of a linear customer journey is long gone" and that micro-moments have taken its place. This concept is easy to understand in a direct-to-consumer business, but many B2B marketers are having a hard time understanding how this applies to them.
John is a sales director for a manufacturing company. His company utilizes a CRM tool that isn't fulfilling his need to understand the demands of his customers and accurately predict their needs. John's journey began with trying to better understand the current CRM software and determine if there were advanced features that would fulfill his need. During this process, John spent his available time researching their software and because he is so busy, most of that time was when he was commuting to work on the train. During John's research, he stumbled across information about a different CRM product, and how it differs from his current software and provides the sophistication he needs. If you are in charge of marketing for a sophisticated CRM software that fits what John needs, you missed an opportunity during that micro-moment if your competition created the content that John found. Did John head down a journey that culminated in determining that your competition fulfilled his need and convinced his C-Levels to make the switch? Maybe not. But by not having content on your website that matched the intent of John's search query, your company missed an opportunity to enter into his customer journey. These types of micro-moments are what B2B marketers need to anticipate in order to attract customers at higher levels of the customer journey.
Browse or category search – dynamic content
Source of Content Personalization spectrum: http://www.engagio.com/account-based-marketing/
CoE relevant to Marketing Automation – new – integrating Sales and Marketing guide
B2B Marketing trends 2017
Trends 2016 - 2017
Dr. Dave Chaffey
Process : integrate
The 5 pillars of improving
What matters most in B2B – techniques aligned to funnel
About Dave Chaffey
Specialist Digital Marketing consultant, trainer and author since ‘97.
Co-founder and Editor of SmartInsights.com - a marketing advice
community with > 1 million page views per month. Expert members in
over 80 countries use our planning guides, templates and online
courses to Plan, Manage and Optimise their digital marketing.
25 = 5 X 5 Key lifecycle marketing techniques to apply
Details in Smart Insights Elearning
1. Customer behaviour –
mobile adoption the biggest trend ?
How important is mobile to B2B?
Don’t think ‘Mobile First’. Q. Is your mobile traffic > 25%?
Litmus mobile email opens
From ‘Moment Marketing’ to
Develop in-depth personas for B2B
‘Mindset marketing’ based on personal
context of business situation
On LinkedIn, members who have recently been promoted
follow 102% more companies than the average active user,
and are 54% more likely to check their inMail – the most direct
route for brands to make an approach.
They are also 45% more likely to stay up to date on industry
discussions and twice as likely to share content than the
average active member, making them an excellent set of
potential brand advocates.
B2B example – is this just
1 “What is CRM?”
2 “How is Enterprise CRM Software Different than
Medium and Small Business Software?”
3 “CRM Data Integration and What That Means for
Source: Crispin Sheridan is the Senior Director, Global Search at SAP writing on ClickZ.
Based on a If you are in charge of marketing for a sophisticated CRM software that fits what John needs, you
missed an opportunity during that micro-moment if your competition created the content that John found.
Dynamic content – role specific
How can digital media and tech
help with ABM?
According to IDC, the
average B2B deal today
involves more than eight
decision makers, a
43 percent increase from
three years ago.
Our own research at LinkedIn
shows that anywhere
from 3.1 to 4.6 additional
as information technology or
finance or human
resources—influence a B2B
What is Account-based marketing?
Does your business practice it?
ITSMA defines ABM as “more than a sales or marketing approach; it is a
collaborative strategy that engages sales, marketing, subject matter experts and
delivery professionals, as well as key executives in the chosen client account to
determine where and how to best meet the client’s unique business
challenges. With deep insight into the client’s business and key goals, this
collaborative team creates a well-orchestrated marketing and sales campaign
for a single account.”
SiriusDecisions defines ABM as “the strategic approach marketers use to support a
defined universe of accounts, including strategic accounts and named
LinkedIn Account-based marketing guide
Activity – practical opportunities
Convert to Sale
Customer comms for
advocacy and repeat
Offline (Print, Direct mail) TRADITIONAL
Paid (Display, AdWords) Display, AdWords
Owned (Social) Social
Earned (PR, SEO)
Mobile app App option
Phone call Automated call / chat
Email Automated email
SMS Automated SMS
4. Sales channel
Desktop/mobile site/app Site personalization ONLINE BOOKING
In-store TRADITIONAL TRADITIONAL
Some specific digital ABM techniques
“Lookalike targeting” (Google Customer Match, Facebook Custom and
Lookalike Audiences, LinkedIn Company/Account Targeting )
Content structured around Personas for lead-gen
Lookalike targeting inc LinkedIn Company/Account Targeting
Email nurture to encourage content sharing to DMU – ideally
customised by sales or offering webinars for accounts
Content recommendation personalisation – by business?
Remarketing and Lookalike targeting inc LinkedIn Company Targeting
Remarketing and Lookalike targeting inc LinkedIn Company Targeting
B2B AI – From rules-based lead
scoring to predictive lead scoring
Doesn’t require lead scoring rules based on interactions
Automatically identifies propensity to convert and value
Based on a training data set of historic interaction and sales
4. New Marketing Platform Trends
On the Rise trends
according to Gartner
Customer Data Platforms
Best practices to watch for in 2017
AI and chatbots e.g. Messenger and Google Allo
Updates to 200 X Google organic signals in mobile
Paid media options to boost awareness and
conversion through segmented re-marketing
Smart Insights Digital Media options cheatsheet
An example of gap analysis PPC forecasting
from ClickThrough Marketing
AdWords innovations to trial
and optimise in 2017
Expanded text ads for Mobile
Mobile Bid adjustments
Plus established nurturing techniques RLSA, Customer Match
What works for our SEO…
Keyword research –
2. Google Search
3. Content to help
our personas – 4X
day – linking to our
4. Updated evergreen
content – be lucky!
5. Internal linking
partnerships” – not
5. Integrate insight-driven marketing
plans and processes
Capability audit - Identify
Model lead targets
Review ALL touchpoints to generate ideas
Map content to lifecycle communications
Create comprehensive communications model
Identify quick wins
90 day planning
Success = People, Process, KPIs and Tools
2015 / 2016 State of B2B Marketing Automation
Do you have a (Digital) Marketing Centre of Excellence?
Do you have the CRO mindset + process?
Source: Chris Goward - WiderFunnel
UK Ecommerce example of mindset