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.

B2 b marketing - Vinay Krishna - Jigserv Digital

813 views

Published on

B2B's Digital Evolution - B2B digital marketing strategies

Published in: Marketing
  • Be the first to comment

B2 b marketing - Vinay Krishna - Jigserv Digital

  1. 1. • B2B Marketing Facts • B2B Marketing Challenges • Digital Trends leading to new Challenges & Opportunities • B2B Buyers Purchase Journey (Zero Moment of Truth) • How to integrate your marketing into the buyers Purchase Journey • Analysis of what channels work well for Online B2B Marketing • Importance of Marketing Automation and calculation of ROI • Summary
  2. 2. Source: Advertising Age – published May 19,2014 74% Percentage of B2B marketers include Content Marketing in their go-to-market strategy 66% B2B Marketing organizations are required to prove ROI on Marketing spends $24BProjected size of the CRM market in 2018 53% Percentage of B2B marketers using Marketing Automation 23.5% of b-to-b marketers expect to spend between 50% and 74% of their budgets on digital in 2014 93% Of B2B Buying decisions start with Internet Search for relevant content
  3. 3. Average B2B Buyers decision making journey is 7 Months long, how to create sustained PERSONALIZED engagement? How do I best ALLOCATE my budgets across growing number of media channels? B2B Buyers complete 57% of the DECISION MAKING journey before contacting suppliers!! How to ascertain the ROI on the Marketing Investments? How to integrate marketing to drive the core BUSINESS PRIORITIES? How to market in the increasingly DIGITIZED WORLD?
  4. 4. Personalized Experiences Multi-channel, and Socially Connected World Data driven real-time decisions Digital is now an integral part of business strategy Core Business Digital Digital Core
  5. 5. Stimulus Second Moment of Truth First Moment of Truth Supplier Contact Product / Service Experience
  6. 6. Stimulus Second Moment of Truth First Moment of Truth Supplier Contact Product / Service Experience
  7. 7. Stimulus Second Moment of Truth First Moment of Truth 93% of B2B buyers begin their buying process using Internet SEARCH SEARCH – Organic + Paid
  8. 8. Stimulus Second Moment of Truth First Moment of Truth Business buyers do not contact suppliers directly until 57% of the purchase process is complete SEARCH – Organic + Paid CONTENT MARKETING – Whitepapers, Case Studies, Demo Videos, Reviews, Testimonials, etc
  9. 9. Stimulus Second Moment of Truth First Moment of Truth CONTENT MARKETING – Whitepapers, Case Studies, Demo Videos, Reviews, Testimonials, etc SEARCH – Organic + Paid MARKETING AUTOMATION – CRM, LMS, marketing analytics 53% of B2B marketers using marketing automation
  10. 10. Stimulus Second Moment of Truth First Moment of Truth 74% of B2B marketers include content marketing in their go-to-market strategy CONTENT MARKETING – Whitepapers, Case Studies, Demo Videos, Reviews, Testimonials, etc SEARCH – Organic + Paid CONTENT MARKETING – Reviews, Testimonials, etc Which becomes the next person’s ZMOT MARKETING AUTOMATION – CRM, LMS, marketing analytics https://www.youtube.com/watch?v=mEl1fiqLCVM
  11. 11. SEARCH IS TOP TACTIC FOR ATTRACTING AND CONVERTING VISITORS Source: Marketing Sherpa 2012 Lead Generation Benchmark Survey (n=1,915) Organic Search, email marketing & Paid Search continue to be the top tactics for driving traffic Top Traffic Sources for Volume Organic Search & email marketing beat all other tactics for driving engagement (converting traffic) Total Traffic VS. Converting Traffic of Online Channels
  12. 12. CRM / LMS / MARKETING ANALYTICS Abilitytoview&analyzethefull waterfall BENCHMARKING: Demand generation waterfall IMPRESSIONS CLICKS LEADS MQLs SQLs SALES 0.5% - 1% 4% - 9% 53% - 68% 50% - 57% 23% - 31% IT Industry Average Leading B2B companies are also measuring and tracking “Marketing Contribution to Sales Pipeline(SQLs)”
  13. 13. • B2B Buying process starts with a Internet Search for relevant information – Show up • Winning the ZMOT is very important – Content is King • E-Mail is still a key channel – Personalize and Engage through relevant content • Tracking the conversion funnel is important – Automate and Optimize
  14. 14. www.jigservdigital.com VINAYKRISHNA +91-9819234691 VINAY.KRISHNA@jigserv.com THANKS!

×