Digital Strategy Master Class - Siddharth Sharma, CleverTap
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The document summarizes a presentation by Siddharth Sharma on digital marketing strategies for B2B companies. It discusses how the typical B2B buying process has changed and now involves multiple people conducting online research in a non-linear fashion. It then provides a framework for developing an inbound digital marketing strategy, covering areas like demand generation, lead generation, and retention. Specific tactics are recommended for each stage, including webinars, email marketing, paid search, social media, content marketing and website optimization. The presentation emphasizes testing multiple channels and adopting an experimentation mindset to quickly generate results.
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Digital Strategy Master Class - Siddharth Sharma, CleverTap
- 1. MASTERCLASS Siddharth Sharma HEAD - DIGITAL MARKETING CLEVERTAP NEW DELHI, INDIA ~ OCTOBER 16 - 17, 2019 | DIGIMARCONINDIA.IN #DigiMarConIndia Digital Strategy Master Class
- 2. B2B + Digital Marketing = Awesome Siddharth Sharma DigiMarCon - India
- 3. MARKETING PROFESSIONAL • 12+ years of experience • Led multiple B2C & B2B teams • Started my own agency • Track record of growing pipeline to $9+Mn • Worked at startups, SMBs and Enterprise companies
- 4. WHY SHOULD YOU THINK ABOUT DIGITAL MARKETING IN B2B?
- 7. The typical buying group is comprised of six to 10 members The average B2B buyer now makes an average of 12 online searches before interacting with a vendor’s website 90 percent of B2B buyers loop back and forth through the funnel In a nutshell, the new B2B buyer’s journey is now a looping, multi-person online journey full of twists and turns as they flip back and forth through the research and discovery stages:
- 8. THE NEW JOURNEY AWARENESS CONSIDERATION PURCHASE POST PURCHASE EXPERIENCE
- 9. SO HOW DO YOU START?
- 10. WITH A FRAMEWORK
- 12. ADD YOUR CHANNELS TO THIS
- 13. HOW DO I BUILD WITH INBOUND?
- 14. YOUR DIGITAL STRATEGY DEMAND GENERATION LEAD GENERATION RETENTION
- 15. YOUR DIGITAL STRATEGY DEMAND GENERATION Webinars • Across the funnel • Push your leads in the funnel • Drive brand Emails • Identify Customer lifecycle moments • Strategic not reactive • Build for engagement not sales • Separate 1-1 and 1-many emails
- 16. YOUR DIGITAL STRATEGY LEAD GENERATION PPC [Search + Display] • Competition KW – low volume high gain • Brand KW – if you are a market leader, do not ignore this • Features vs Value KW Social • Audience Insights • Deploy 3-4 channels • Understand Brand vs Lead Gen
- 17. DEFINE OBJECTIVE OF INBOUND MARKETING
- 19. DEFINE YOUR TARGET AUDIENCE
- 20. BUILD CONTENT FOR USERS NOT SEARCH ENGINES
- 22. AUTOMATE + DO NOT HYPER PERSONALIZE
- 23. MEASURE, OPTIMIZE & ANALYZE YOUR WEBSITE
- 24. HOW QUICKLY CAN YOU SEE RESULTS
- 25. SEO + CONTENT MARKETING = SHORT WINS + LONG TERM GAIN
- 27. SOCIAL + CRO = QUICK WINS!
- 28. LEAD GENERATION = TRY AS MANY CHANNELS AS YOU CAN
- 29. BONUS!
- 30. COMMON ERRORS o Marketing does everything, CSR, Brand, Lead Gen etc. o Having a single strategy across regions o Strategy and Planning BE VERY SPECIFIC ON YOUR GOALS 1
- 31. o Hire Generalists o When you hit scale, then get in specialists o Generalists can help you in your growth phase BUILD THE TEAM WITH GENERALISTS 2
- 32. 3 ADOPT AN EXPERIMENTATION MINDSET If you double the number of experiments you do per year you are going to double your effectivity – Jeff Bezos