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Integrating Inbound & Outbound Marketing

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How can B2B marketers leverage inbound marketing both to better “get found” and to improve their outbound campaigns?
Presented by Richard Bush to the IAB in October 2009. Find more about Base One and Richard at the Base One Blog - www.baseonegroup.co.uk/beyond.

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Integrating Inbound & Outbound Marketing

  1. 1.
  2. 2. INTEGRATING INBOUND AND OUTBOUND B2B BUYER DIALOGUE<br />How can B2B marketers leverage inbound marketing both to better “get found” and to improve their outbound campaigns?<br />
  3. 3. Agenda<br />Definitions<br />The role of marketing<br />9 Key Challenges<br />Summary<br />
  4. 4. Definitions<br />Outbound?<br />Inbound?<br />Social Media<br />Advertising<br />SEO<br />Online PR<br />Email<br />Email sponsorship<br />RSS Feeds<br />PR<br />DM<br />Webinars<br />Video content<br />
  5. 5. Does it really matter?<br />How much Inbound marketing do you really do?<br /> Blogging?<br /> Twitter?<br /> Linked-In<br /> Content marketing?<br /> … ?<br />
  6. 6. Really?<br />Source: B2B Barometer2009<br />
  7. 7. Definitions<br />According to Wikipedia:<br />Inbound marketing is a style of marketing that focuses on getting found by customers… <br />… In contrast to outbound marketing where they used to have to &quot;buy their way in&quot; (via paid advertisements).<br />
  8. 8. So, are we changing from …<br />FIND<br />GET<br />KEEP<br />DEVELOP<br />
  9. 9. … to …<br />GET FOUND<br />CONVERT<br />KEEP<br />DEVELOP<br />
  10. 10. Traditional activity in decline<br />Source: B2B Barometer 2009<br />
  11. 11. New areas on the rise<br />Source: B2B Barometer 2009<br />
  12. 12. Buyer 2.0<br />“The Hunter has become the hunted?”<br />In control<br />Better informed<br />Better connected<br />More sceptical<br />
  13. 13. What do we need to do to “get found”?<br />
  14. 14.
  15. 15. User-generated content …<br />
  16. 16. ‘Bunny boiler’ – listen and learn<br />
  17. 17. … or to …<br />ENGAGE<br />CONVERT<br />KEEP<br />DEVELOP<br />
  18. 18. But engage with whom?<br />
  19. 19. Time to change?<br />Product<br />Place<br />Price<br />Promotion<br />Participation<br />Customer<br />Communities<br />Contribution<br />Conversation<br />Conversion<br />
  20. 20. Time to change?<br />Campaigns<br />Customer<br />Communities<br />Contribution<br />Conversation<br />Conversion<br />
  21. 21. Our 9 Challenges<br />1<br />BRAND<br />EXPERIENCE<br />
  22. 22. Customer Experience first<br />
  23. 23. Our 9 Challenges<br />2<br />1<br />BRAND<br />EXPERIENCE<br />UNDERSTANDING<br />THE BUYERSPHERE<br />
  24. 24. Understanding your Buyersphere<br />
  25. 25. Our 9 Challenges<br />2<br />3<br />1<br />SEARCH MGT<br />COMMUNITY MGT<br />CONTENT MGT<br />BRAND<br />EXPERIENCE<br />UNDERSTANDING<br />THE BUYERSPHERE<br />
  26. 26. Active Engagement<br />
  27. 27. Active Engagement<br />
  28. 28. Contributing<br />
  29. 29. Integrating<br />
  30. 30. Our 9 Challenges<br />4<br />2<br />3<br />1<br />SEARCH MGT<br />COMMUNITY MGT<br />CONTENT MGT<br />BRAND<br />EXPERIENCE<br />WEB<br />OPTIMISATION<br />UNDERSTANDING<br />THE BUYERSPHERE<br />
  31. 31. Optimising your web presence<br />
  32. 32. Design around the user<br />User-Centered Design: <br />average improvement across Web Projects Sales / conversion rate: 100%<br />Traffic / visitor count: 150%
<br />User performance /productivity: 161%
<br />Use of specific (target) features: 202%<br />(source: useit.com)<br />
  33. 33. Our 9 Challenges<br />4<br />5<br />2<br />3<br />1<br />SEARCH MGT<br />COMMUNITY MGT<br />CONTENT MGT<br />BRAND<br />EXPERIENCE<br />RESPONSE<br />MANAGEMENT<br />WEB<br />OPTIMISATION<br />UNDERSTANDING<br />THE BUYERSPHERE<br />
  34. 34. The link between marketing and sales <br />
  35. 35. Our 9 Challenges<br />4<br />5<br />2<br />3<br />1<br />SEARCH MGT<br />COMMUNITY MGT<br />CONTENT MGT<br />BRAND<br />EXPERIENCE<br />RESPONSE<br />MANAGEMENT<br />WEB<br />OPTIMISATION<br />UNDERSTANDING<br />THE BUYERSPHERE<br />6<br />7<br />8<br />9<br />
  36. 36. So what about Inbound and Outbound?<br />Inbound?<br />Awareness<br />Interest<br />Selection<br />Outbound?<br />Preference<br />Purchase<br />
  37. 37. So what about Inbound and Outbound?<br />Inbound<br />Outbound<br />Inbound<br />Awareness<br />Interest<br />Selection<br />Preference<br />Purchase<br />
  38. 38. So what about Inbound and Outbound?<br />
  39. 39. Summary<br />CONVERSATIONS<br />CAUSE<br />CREATE<br />FEED<br />MONITOR<br />CONTINUE<br />MANAGE<br />SEARCH MGT<br />COMMUNITY MGT<br />CONTENT MGT<br />BRAND<br />EXPERIENCE<br />RESPONSE<br />MANAGEMENT<br />WEB<br />OPTIMISATION<br />UNDERSTANDING<br />THE BUYERSPHERE<br />
  40. 40. Richard.bush@baseonegroup.co.uk<br />www.baseonegroup.co.uk/beyond<br />

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