Multichannel marketing

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B2B buyers are increasingly influenced by social, mobile, and other digital channels. This presentation shows why B2B companies should adopt digital strategies in order to nurture leads along the buyer path and enable dialogue for their sales teams.

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Multichannel marketing

  1. 1. MULTI-CHANNEL MARKETING BUILD YOUR CUSTOMER NETWORK WITH ONE CUSTOMER EXPERIENCE Web. Email. Social. Mobile.
  2. 2. “B2B buyers are increasingly influenced by social media, mobile and online video in making purchase decisions.” INTERNATIONAL DATA GROUP, JANUARY 2013
  3. 3. Multi-Channel Marketing creates communication challenges for B2Bs THE MULTI-CHANNEL COMMUNICATION CHALLENGE… ★
  4. 4. B2B CONTENT MARKETING USAGE SOURCE: 2014 B2B Content Marketing Trends – North America: Content Marketing Institute/MarketingProfs
  5. 5. IT’S OVERWHELMING! MULTI-CHANNEL CAN BE A MULTI-CHALLENGE.
  6. 6. DEVELOPING B2B CONTENT AND CONNECTIONS IS A TEAM SPORT.
  7. 7. ONE PERSON, ONE DEPARTMENT, CAN’T DO IT ALL. SILOS AREN’T SOCIAL.
  8. 8. INSIGHT DEPENDS ON GOOD NETWORK CONNECTIONS.
  9. 9. THE BETTER YOUR NETWORK THE BETTER YOUR INSIGHTS.
  10. 10. WHY? BECAUSE YOUR CUSTOMERS ARE SOCIAL AND MOBILE.
  11. 11. SOCIAL BUSINESS IS NOT JUST BROADCASTING. IT’S ALSO LISTENING, LEARNING, & SHARING…
  12. 12. SHARING USEFUL CONTENT THAT BUILDS YOUR NETWORK CONNECTIONS.
  13. 13. USEFUL CONTENT NURTURES LEADS ON ANY DEVICE… SOURCE: Google/Ipsos/Sterling, 2012
  14. 14. AND ENABLES DIALOGUE WITH SALES.
  15. 15. SO WHERE DO YOU START? WHAT’S THE RIGHT DIRECTION? HOW DO YOU MEASURE PROGRESS?
  16. 16. FIRST KNOW WHERE YOU ARE HEADED. THEN MOVE TOWARD A DIGITAL STRATEGY IN 3 STEPS… FASHIONISTAS*   * © CapGemini Digital Maturity Model DIGERATI*   CONSERVATIVES*  
  17. 17. 01. BENCHMARK YOUR COMPANY’S MULTI-CHANNEL COMMUNICATION CAPABILITIES. (See the last slide if you need help benchmarking your business.)
  18. 18. 02. CHOOSE THE RIGHT STRATEGY TO BUILD YOUR NETWORK.
  19. 19. 03. BUILD A CONTENT ECOSYSTEM TAILORED FOR YOUR NETWORK.
  20. 20. B2B BUYERS WANT: MULTI-CHANNEL ACCESS TO CONTENT, ANYTIME, ANYWHERE, ON ANY DEVICE.
  21. 21. B2B COMPANIES NEED TO PROVIDE: TRANSPARENCY AND USEFUL CONTENT TO HELP NURTURE LEADS ALONG THE BUYER PATH.
  22. 22. THANK YOU! If your company needs help benchmarking its multi-channel communications, you can take our free Multi-Channel Marketing Survey. We’ll also provide a free 1-hour consultation to review the multiple benchmarks of your results to help measure and guide your future success. STERLINGKLOR.COM | INTEGRATED MARKETING FOR B2B | 1 855 845 3333 GET STRATEGIC. GET CREATIVE. GET RESULTS.

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