Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Webinar: Leve di Marketing B2B. Ecco le più utili

1,249 views

Published on

Obiettivi del webinar:
-identificare le leve di marketing B2B
-capire le peculiarità delle singole leve
-capire quando sia meglio usarle
-contestualizzarle all'interno di un piano di marketing con degli esempi

Published in: Marketing
  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Webinar: Leve di Marketing B2B. Ecco le più utili

  1. 1. WEBINAR: LE LEVE DI MARKETING B2B. ECCO LE PIU’ UTILI. 02 dicembre 2016 ore 15. 1
  2. 2. ANDREA ZUCCA E L’IPPOGRIFO® • Specializzazione in marketing e vendite B2B; • Agenzia trasversale che opera in tutti i settori di business; • Vent’anni di esperienza operativa; • Centinaia di case history; • Agenzia affiliata ad AssoCom, Club del Marketing e della Comunicazione; • Agenzia certificata ISO:9001, Excellent SME; • Risorse Gratuite www.marketingevenditeb2b.it Andrea Zucca, CEO L’Ippogrifo https://it.linkedin.com/in/andreazucca 2
  3. 3. • Il webinar viene registrato; • Il materiale (registrazione del webinar + pdf) sarà veicolato via email ai partecipanti nei prossimi giorni; • Per chi fosse interessato è possibile richiedere il check up gratuito della propria impresa funzionale a determinare le opportunità e le potenzialità commerciali della stessa nei mercati di riferimento. MATERIALE WEBINAR E CHECK UP 3
  4. 4. • Per qualsiasi domanda che ti sorgesse spontanea durante il webinar il consiglio è quello di scriverla da subito nel box domande che trovi in basso a destra nel tuo monitor; • Al termine del webinar risponderò al maggior numero di domande possibili DOMANDE 4
  5. 5. OBIETTIVI DEL WEBINAR Il webinar ha l’obiettivo di: 1. Identificare le leve di marketing B2B 2. Capire le peculiarità delle singole leve 3. Capire quando sia meglio usarle 4. Contesutalizzarle all’interno di un piano di marketing con degli esempi 5
  6. 6. IL MARKETING OPERATIVO Il marketing operativo è quella fase di marketing che avviene a valle del marketing strategico. E’ il piano operativo che esegue le attività definite. E’ la parte esecutiva del marketing. 6
  7. 7. GLI OBIETTIVI DELLE LEVE DI MARKETING Il marketing operativo esiste per raggiungere più obiettivi (ricordiamoci che stiamo parlando del piano di una PMI italiana B2B) 1. Lead generation 2. Lead nurturing 3. Consolidamento della forza del brand 7
  8. 8. NON ESISTE IL PIANO PERFETTO Non esiste il piano di marketing giusto e quello sbagliato. Esiste il piano che funziona e quello che non funziona. Quello che conta, come unico parametro di riferimento, è il risultato generato. Ecco perché, se si parte da zero, possono servire degli esercizi (anni) per arrivare al piano di marketing “eccellente”. (che comunque sarai costretto ad ottimizzare e cambiare continuamente….). 8
  9. 9. QUALI SONO LE LEVE DI MARKETING B2B (1) PULL PUSH 9
  10. 10. QUALI SONO LE LEVE DI MARKETING B2B (2) CONTENT MARKETING blog, video, report, white paper, ebook, podcast, contenuti vari PUSH DIRECT MARKETING mailing, telemarketing NL, DEM newsletter, emailmarketing PUSH, PULL EVENTI eventi organizzati in autonomia o in co-marketing PULL FIERE fiere di settore STAMPA SPECIALIZZATA riviste di settore PORTALI DI SETTORE portali verticali ADWORDS google ppc SEO indicizzazione organica SOCIAL NETWORK uso dei social per costruzione DB, community e lead generation WEBINAR diffusione di contenuti formativi PR advertorial, ufficio stampa REFERRAL MARKETING programmi di passaparola attivo ALTRO qualsiasi altra leva che possa generare lead e che sia misurabile nei ritorni 10
  11. 11. PECULIARITA’ DELLE LEVE PUSH VANTAGGI SVANTAGGI Posso segmentare il mercato target audience Manca (possibilmente) lo stato di bisogno nel momento dell’azione di marketing; devo “nutrire” di più i lead Evito sprechi di risorse su azioni fuori target Sono io che mi propongo al mercato; l’approccio al mercato è più commerciale Posso costruire un modello con metriche obiettivo replicabili Il mercato sta tendendo a “bloccare” e “ostacolare” le leve di mkt di tipo push 11
  12. 12. PECULIARITA’ DELLE LEVE PULL VANTAGGI SVANTAGGI Il cliente potenziale esprime uno stato di bisogno quindi è più “caldo”; la fase di lead nurturing può essere inferiore Non posso segmentare (troppo) il mercato target audience L’approccio è più consulenziale; è il mercato che viene da me Potrei essere costretto ad allargare l’area di azione ed essere più “orizzontale” nella veicolazione della comunicazione Posso costruire un modello con metriche obiettivo replicabili In caso di mercato troppo piccolo le leve pull sono insufficienti e possono non raggiungere il mercato e i target audience (vedi export) 12
  13. 13. QUANDO USARE LE LEVE PUSH  Quando il target audience è identificato chiaramente;  Tanto più il mercato potenziale è identificato e piccolo;  Quando il mio prodotto / servizio non viene cercato;  Quando il mio prodotto / servizio non è noto (cerco gli “utilizzatori precoci”) 13
  14. 14. QUANDO USARE LE LEVE PULL  Quando il target audience non è chiaramente identificabile;  Quando il prodotto / servizio ha una domanda spontanea;  Quando il prodotto / servizio ha un mercato consapevole e maturo 14
  15. 15. PUNTA AD UN MIX DI LEVE Come in un investimento finanziario, l’ideale è mixare le leve per spacchettare il rischio e sfruttare i benefici delle singole leve 15
  16. 16. COSA DEVE ACCUMUNARE LE LEVE? MISURABILITA’ 16
  17. 17. PREVENTIVO E CONSUNTIVO PIANO MARKETING PREVENTIVO E KPI BUDGET TOTALE BUDGET NUMERI COSTI Q1 Q2 Q3 Q4 NR. L. NR.A. NR.O. NR.C CPL CPA CPO CPC DIRECT MARKETING € 25.000,00 € 6.250,00 € 6.250,00 € 6.250,00 € 6.250,00 250 125 25 6 € 100,00 € 200,00 € 1.000,00 € 4.000,00 SEO € 15.000,00 € 3.750,00 € 3.750,00 € 3.750,00 € 3.750,00 75 50 10 3 € 200,00 € 300,00 € 1.500,00 € 6.000,00 ADWORDS € 25.000,00 € 6.250,00 € 6.250,00 € 6.250,00 € 6.250,00 300 200 40 10 € 83,33 € 125,00 € 625,00 € 2.500,00 SOCIAL NETWORK € 25.000,00 € 6.250,00 € 6.250,00 € 6.250,00 € 6.250,00 300 60 12 3 € 83,33 € 416,67 € 2.083,33 € 8.333,33 WEBINAR € 5.000,00 € 1.250,00 € 1.250,00 € 1.250,00 € 1.250,00 1.500 75 15 4 € 3,33 € 66,67 € 333,33 € 1.333,33 FIERE € 40.000,00 € 20.000,00 € 20.000,00 300 300 60 15 € 133,33 € 133,33 € 666,67 € 2.666,67 NL, DEM € 5.000,00 € 1.250,00 € 1.250,00 € 1.250,00 € 1.250,00 100 50 10 3 € 50,00 € 100,00 € 500,00 € 2.000,00 EVENTI € 10.000,00 € 5.000,00 € 5.000,00 50 50 10 3 € 200,00 € 200,00 € 1.000,00 € 4.000,00 TOTALE € 150.000,00 € 45.000,00 € 30.000,00 € 45.000,00 € 30.000,00 2.875 910 182 46 € 52,17 € 164,84 € 824,18 € 3.296,7 Per ogni leva devi definire gli obiettivi che deve raggiungere e il budget (spending) 17
  18. 18. TEMPI E REDEMPTION REDEMPTION (tempi e performance) CONTENT MARKETING blog, video, report, white paper, ebook, podcast, contenuti vari PUSH DIRECT MARKETING mailing, telemarketing 1 - 5%; breve periodo NL, DEM newsletter, emailmarketing 1 - 5%; breve periodo (quando in possesso di DB con la giusta massa critica) PUSH, PULL EVENTI eventi organizzati in autonomia o in co-marketing medio periodo; ricorda che il 40 - 50% degli iscritti cade PULL FIERE fiere di settore breve periodo; da valutare costi / benefici STAMPA SPECIALIZZATA riviste di settore ritorni spesso scarsi e di difficile misurazione, di medio periodo PORTALI DI SETTORE portali verticali medio periodo; le redemption dipendono dal portale ADWORDS google ppc vale la regola del 1 - 5% per ogni step di conversione (impression, CTR, CR); breve periodo SEO indicizzazione organica vale la regola del 1 - 5% per ogni step di conversione (impression, CTR, CR); medio periodo SOCIAL NETWORK uso dei social per costruzione DB, community e lead generation lungo periodo per costruzione DB; breve per lead generation; metriche e redemption da testare campagna per campagna WEBINAR diffusione di contenuti formativi medio periodo; ricorda che il 40 - 50% degli iscritti “cade” PR advertorial, ufficio stampa medio periodo; difficole calcolare i ritorni economici REFERRAL MARKETING programmi di passaparola attivo breve e medio periodo; redemption non ipotizzabile ALTRO qualsiasi altra leva che possa generare lead e che sia misurabile nei ritorni 18
  19. 19. PIANIFICAZIONE NELL’ANNO gen feb mar apr mag giu lug ago set ott nov dic PUSH DIRECT MARKETING mailing, telemarketing X X X X X X X X X NL, DEM newsletter, emailmarketing X X X X X X X X X X X X PUSH, PULL EVENTI eventi organizzati in autonomia o in co-marketing X X X PULL FIERE fiere di settore X STAMPA SPECIALIZZATA riviste di settore X X X PORTALI DI SETTORE portali verticali X X X X X X ADWORDS google ppc X X X X X X X X X X X X SEO indicizzazione organica X X X X X X X X X X X X SOCIAL NETWORK uso dei social per costruzione DB, community e lead generation X X X X X X X X X X X X WEBINAR diffusione di contenuti formativi X X X X X X X X X X X X PR advertorial, ufficio stampa X X X X X REFERRAL MARKETING programmi di passaparola attivo X X X X X X X X X X X X ALTRO qualsiasi altra leva che possa generare lead e che sia misurabile nei ritorni 19
  20. 20. ALCUNI ESEMPI (1) Settore Cliente: Assicurazione del Credito Target Audience: imprese di Veneto, FVG, Lombardia, Trentino con fatturato di almeno 5 milioni, spa , srl, che esportano PULL PUSH 20
  21. 21. LE RICERCHE SU GOOGLE (PULL) 21
  22. 22. IL MERCATO DEI PROSPECT (PUSH) 22
  23. 23. ALCUNI ESEMPI (2) Settore Cliente: Quadri Elettrici industriali per bordo macchina Target Audience: imprese di Veneto, FVG, Lombardia, Trentino con fatturato di almeno 5 milioni, spa , srl, che producono macchinari industriali di vario genere PULL PUSH 23
  24. 24. LE RICERCHE SU GOOGLE (PULL) 24
  25. 25. IL MERCATO DEI PROSPECT (PUSH) 25
  26. 26. ALCUNI ESEMPI (3) Settore Cliente: Recupero crediti Target Audience: imprese italiane di qualsiasi settore e dimensione che devono recuperare dei crediti PULL PUSH 26
  27. 27. LE RICERCHE SU GOOGLE (PULL) 27
  28. 28. LE LEVE FANNO PARTE DI UN SISTEMA INTEGRATO SITO UFFICIALE WEBINAR LANDING PAGE MAILING PRESEN- TAZIONI VIDEOGALLERY DEM EVENTI CONTENUTI FORMATIVI BLOG SOCIAL 28
  29. 29. IL BUDGET DEL PIANO DI MARKETING 1. Ci deve essere un budget che deve essere e quindi una percentuale sul fatturato 2. Quale è il budget corretto?  Dal 3 al 5% del fatturato per imprese di produzione;  Dal 5 al 10% del fatturato per imprese di servizi 29
  30. 30. TIMING DEL PIANO Il piano di marketing operativo deve pianificare 12 mesi dell’anno. Solitamente, al netto di imprese che chiudono l’anno fiscale non a dicembre, il piano deve coprire l’anno solare da gennaio a dicembre. Il piano va pianificato uno e due mesi prima del suo inizio (quindi entro dicembre per l’esercizio successivo). 30
  31. 31. OTTIMIZZA LE LEVE COSTANTEMENTE Anno dopo anno integra e ottimizza le attività che fai con le singole leve di marketing. Non puoi pensare di partire subito con il piano perfetto ed ottenere il massimo dei risultati da ogni leva. 31
  32. 32. ATTENTO ALLE NORMATIVE  Legge sulla privacy  Registro delle opposizioni per azioni di telemarketing – www.registrodelleopposizioni.it Trattamento dei dati  Uso di Banche dati  Footer del sito con tutti i dati previsti da legge Normativa di riferimento: art. 2199 C.C. (obbligo di indicare il registro di iscrizione negli atti e nella corrispondenza) art. 2250 C.C. (dati obbligatori da pubblicare in atti, corrispondenza e spazi elettronici) art. 35 D.P.R. n. 633/1972 comma 1 e risoluzione n. 60 del 16/05/2006 (obbligo di indicazione della partita IVA) 32
  33. 33. PRODUCI UN DOCUMENTO SCRITTO Il piano di marketing operativo deve essere un file. Scrivi un documento di qualche pagina in cui racchiudi tutte le leve, i budget, i risultati preventivi, i budget. A consuntivo completa il file con i risultati raggiunti e le osservazioni. Ti tornerà utile per l’anno successivo. 33
  34. 34. SCRIVI UNA PROCEDURA Le leve e il piano di marketing sono funzionali anche all’area vendite. E’ opportuno che venga scritta una procedura marketing e vendite da veicolare a tutti gli attori coivolti con la descrizione dei flussi. Perché una procedura scritta? Esempi sui percorsi di risposta (email, numeri verdi, ecc.) 34
  35. 35. DOVE REGISTRO TUTTI I DATI? Per approfondimenti vedi anche il webinar dedicato che trovi qui http://www.slideshare.net/ippogrifogroup/webinar-le-metriche-di-una-strategia-di-marketing-b2b Conoscere i numeri del proprio SISTEMA MARKETING > VENDITE permette di costruire la CRESCITA dell’azienda L’Importanza di usare un CRM. 35
  36. 36. RICHIEDI IL CHECK UP DELLA TUA IMPRESA Ti serve aiuto per fare il PIANO MARKETING 2017? Approfondisci questi temi con dei professionisti. Per maggiori info richiedi il check up gratuito all’indirizzo web www.ippogrifogroup.com (home page) oppure al numero verde 800 - 123784 36
  37. 37. DEDICATO SOLO A CHI CREDE CHE IL MARKETING SIA UNO DEI PRIMI INVESTIMENTI PER IL SUCCESSO DI UN’IMPRESA DOMANDEwww.ippogrifogroup.com www.marketingevenditeb2b.it zucca@ippogrifogroup.com Collegati alle pagine L’Ippogrifo® e Marketing & Vendite B2B su Facebook e LinkedIn e riceverai tutti gli aggiornamenti GRAZIE DI AVER PARTECIPATO AL WEBINAR 37

×