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Six ways to turbo charge your B2B marketing

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Practical ways to improve your B2B Marketing from Rene Power, author of Brilliant B2B Digital Marketing, available via Smart Insights.

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Six ways to turbo charge your B2B marketing

  1. 1. Six ways to turbo charge your b2b digital marketing Raise profile, create traffic and drive engagement with six critical elements of the modern b2b marketing toolkit René Power Business Development Director, BDB 19th November 2014. Brought to you by: 19th November 2014. Brought to you by:
  2. 2. About Smart Insights • Smart Insights publishes actionable digital marketing advice aimed at improving marketing ROI • See our Hub page for free downloads and Rene Power’s book Brilliant B2B Digital Marketing: http://www.smartinsights.com/b2b-digital-marketing
  3. 3. Why your B2B marketing needs to go turbo @renepower @smartinsights #turboB2B 19 Nov ‘14
  4. 4. Why your B2B marketing needs to go turbo or @renepower @smartinsights #turboB2B 19 Nov ‘14
  5. 5. Turbo charging ‘home base’
  6. 6. Website must haves @renepower @smartinsights #turboB2B 19 Nov ‘14
  7. 7. Website must haves @renepower @smartinsights #turboB2B 19 Nov ‘14
  8. 8. Example: Trelleborg http://www.tss.trelleborg.com/global/en/homepage/homepage.html @renepower @smartinsights #turboB2B 19 Nov ‘14
  9. 9. Turbo tip: Be customer centric @renepower @smartinsights #turboB2B 19 Nov ‘14
  10. 10. Turbo charging ‘search’
  11. 11. Getting and staying found  On page and off page  PPC – especially in emerging markets  Language keyword research  Location based search  Link building @renepower @smartinsights #turboB2B 19 Nov ‘14
  12. 12. Link building Trade media Trade associations Directories Search engine indexes Social media Bloggers News sites Main-stream press Top Internet sites Conferences Discussion Trade portals shows @renepower @smartinsights #turboB2B 19 Nov ‘14
  13. 13. Example: Lead Forensics  Things they consider – Google – Don’t forget – Yahoo! – Bing – Linkedin – Retargeting @renepower @smartinsights #turboB2B 19 Nov ‘14
  14. 14. Turbo tip: Keywords rule! Check-list for SEO Understand SEO restrictions within your CMS of choice @renepower @smartinsights #turboB2B 19 Nov ‘14
  15. 15. Turbo charging ‘email’
  16. 16. Customer outreach with email  Offering the most important b2b touch points – why?  Opted in (easy to opt out)  Direct  Personal  Immediate  Gets more attention than any other medium  Transactional  Event triggered and behaviour informed @renepower @smartinsights #turboB2B 19 Nov ‘14
  17. 17. Email in action @renepower @smartinsights #turboB2B 19 Nov ‘14
  18. 18. Turbo tip: Behaviour led email @renepower @smartinsights #turboB2B 19 Nov ‘14
  19. 19. Turbo charging ‘your story’
  20. 20. Content is a big deal in b2b Source http://contentmarketinginstitute.com/wp-content/uploads/2013/03/UK_Research_CMI_2013_Final-3.pdf @renepower @smartinsights #turboB2B 19 Nov ‘14
  21. 21. And a big deal in UK b2b Source http://contentmarketinginstitute.com/wp-content/uploads/2013/03/UK_Research_CMI_2013_Final-3.pdf @renepower @smartinsights #turboB2B 19 Nov ‘14
  22. 22. Example: Flowcrete blog http://blog.flowcrete.com/
  23. 23. Example: Atlas Copco apps @renepower @smartinsights #turboB2B 19 Nov ‘14
  24. 24. Turbo tip:  Content that turbo charges b2b marketing needs to hit those human drivers and be helpful + COMPELLING USEFUL RELEVANT EFFECTIVE @renepower @smartinsights #turboB2B 19 Nov ‘14
  25. 25. Turbo charging ‘your social’
  26. 26. Social is a big deal in b2b Source http://contentmarketinginstitute.com/wp-content/uploads/2013/03/UK_Research_CMI_2013_Final-3.pdf @renepower @smartinsights #turboB2B 19 Nov ‘14
  27. 27. What B2B customers want from social? ? @renepower @smartinsights #turboB2B 19 Nov ‘14
  28. 28. Example: Bosch @renepower @smartinsights #turboB2B 19 Nov ‘14
  29. 29. Bosch @renepower @smartinsights #turboB2B 19 Nov ‘14
  30. 30. Turbo tips: Monitor Monitor brand BBee a accttivivee brand Social advertising Social advertising @renepower @smartinsights #turboB2B 19 Nov ‘14
  31. 31. Turbo charging ‘user and customer centrality’
  32. 32. UX centred design What is your [customer’s] point of pain? How can I [you] help / take the pain away? What do I [you] want you [customer] to do next? @renepower @smartinsights #turboB2B 19 Nov ‘14
  33. 33. Example: UX process @renepower @smartinsights #turboB2B 19 Nov ‘14
  34. 34. Example: User journey @renepower @smartinsights #turboB2B 19 Nov ‘14
  35. 35. Turbo tip: User goes here @renepower @smartinsights #turboB2B 19 Nov ‘14
  36. 36. Summary Don’t get hung up on platforms, tools and technologies until Don’t get hung up on platforms, tools and technologies until you’ve clearly you’ve clearly understood the what, who, where, why. understood the what, who, where, why. The how comes later. The how comes later.
  37. 37. More great b2b content 1. Go tell anyone who’ll listen about this deck! 2. Buy v1 of Brilliant B2B Digital Marketing from Amazon 3. Head to Smart Insights Expert members and access v2 exclusively (+ hundreds of other guides and resources) 4. Look me up on Linkedin, connect and talk to me one-to-one about your b2b digital marketing challenges 5. Start receiving my Marketing Assassin blog and event updates. 6. Check out other great b2b marketing content on BrightTalk @renepower @smartinsights #turboB2B 19 Nov ‘14
  38. 38. Thanks for listening Now, go # @renepower @smartinsights #turboB2B 19 Nov ‘14

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