The Top 5 B2B Online Marketing Tips


Published on

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

The Top 5 B2B Online Marketing Tips

  1. 1.   Top B2B Online Marketing Tips: Five Ways to Align and Improve Your Online Marketing Efforts ©2012 ParkerWhite Brand Interactive, Reproduction Prohibited
  2. 2.  TOP B2B ONLINE MARKETING TIPSFive Tips to Align and Improve Your Marketing EffortsCritical Components Drive Successful CampaignsOur goal at ParkerWhite is to empower you with tools to intelligently engage your customers andbuild brand value. The B2B industry has been slow in implementing digital technologies toeffectively reach their target markets. Studies show that an increasing number of companies areturning to their computers to find possible vendors or partners to fit their needs. ParkerWhiteBrand Interactive develops solutions that maximize growth in a multi-channel world.Today’s brands must: • Match the product or service with the best response channel • Select the right channels from the vast array of new media channels • Incorporate technology to maximize efficiency and increase value • Evaluate your efforts based on the right metrics • Tap into the mindset of the evolved customerBottom line: Understanding the technology best suited for your company’s needs can create hugereturns down the road.With the sophistication of marketing tools increasing tenfold during the past decade, the difficultyof keeping customers engaged has also increased. Reaching qualified prospects at the right time,and through the right channel, remains an obstacle, as the volume of marketing messages bothonline and off-line continues to increase year over year.A ParkerWhite Brand Interactive survey revealed the prevalence of these opinions. Whenrespondents were asked about top challenges during the coming 12 months, developing newtargeting tactics was second only to e-mail delivery issues. However, a key barrier companies faceis productively embracing critical marketing components for successful campaigns.Begin building campaigns by using the following essential marketing tactics: 1. Gathering and building robust target customer profiles 2. Develop customer segmentation that will evolve as the sophistication of your customer data increase 3. Coordinate campaigns for multichannel marketing media and add a Social Media plan 4. Tailor offers through personalization and media, Optimize and analyze 5. Find a strong marketing partnerThis paper provides an overview of how to efficiently and effectively deploy these critical marketingtactics, allowing your organization to focus on driving results. Additionally, this paper providesinsight into the benefits of employing these critical marketing tactics. ©2012 ParkerWhite Inc, Reproduction Prohibited
  3. 3.  Let’s Start by Assessing your KPIsIntegrated Marketing Is Not Yet Mainstream Despite investments in marketing automation and CRM technology, service, sales, and marketing systems and organizations are still extremely disjointed. For example, only 15 percent of companies use customer data as a customer segmentation attribute in their marketing segmentations, with the majority continually marketing to their customers while ignoring their rich customer behavior and attitudes. Only 12 percent of companies leverage multichannel customer data in their marketing segmentations.Marketing Technology Is Becoming More AccessibleE-mail will remain the primary interactive advertising/marketing medium to communicate withcustomers. In 2009, 61 percent of b2b marketers embraced e-mail marketing to existingcustomers as an outgoing model of marketing to offset cost of direct mail. Since 2009 overallspending on e-mail marketing has increased, outpacing spending on other online advertisingtactics, such as paid search.During the next 12 months, 32 percent of these companies plan to add interactive websites, videoand social media to their marketing mix. Ultimately, these additional deployments across business-to-business sectors will increase marketing clutter vying for customers’ attention, furtherunderscoring the need to send highly relevant customer communications.The volume of e-mail messages b2b professionals receive is up both at work and in the home.Because your customers are wading through increasing e-mail, marketers must make every effortto ensure messages are contextually relevant to their customers. Despite the clutter, online andoff-line marketing continue to be effective, with 50 percent of b2b professionals saying they havetaken action on ads.The key to building successful and enduring customer relationships lies in understanding how yourcustomers interact with and react to different media, enabling you to anticipate and address thoseneeds at key points in their experience.At ParkerWhite Brand Interactive, we call it the “Informed Customer Model.”We have a proven track record of helping leading-edge, global marketers define the role of online,data warehousing and digital direct marketing within their overall communications mix, andsuccessfully optimize their programs through a well-honed blend of strategic insight and analyticsubstantiation.Let ParkerWhite Brand Interactive ’s team answer your questions about our marketing programsthat maximize the effectiveness of your customer communications and brand growth. ©2012 ParkerWhite Inc, Reproduction Prohibited
  4. 4.  Now Start Implementing the Critical 5 B2B Marketing TipsCritical Marketing Tip One: Have A Strategy Before Implementing Tactics. Many businesses and agencies are still hanging onto the old “outbound” way of doing business. Place an ad — get a sale. Build a new website — increase traffic. Launch an email campaign — get a click-through. With the addition of new technology and web-based services, there are many new opportunities for marketers. Social media, search and mobile marketing are just a few of the new tools available. While we are all excited to put these new tactics to work for our clients, we have to keep in mind that buyer behavior has also changed significantly as a result of new technology.You need to create a marketing strategy that matches the new buyer behavior and uses the newlyavailable tools and tactics to take that strategy to market. By creating a strategy that focuses onidentifying target markets, uncovering prospect pains, creating aligned client solutions anddelivering remarkable client experiences.Developing successful marketing campaigns requires decent customer data that not only depictthe value of your customers, but can also be used proactively to move prospects through a salespipeline, or send service alerts—instead of marketing campaigns—to customer segments mostsensitive to support.Simply having more data is not necessarily an ingredient for success, however, having reliable andready access to multichannel customer data is. Use of a mechanism for marketers to easily accessa variety of customer data assets without the intervention of IT is a critical element in buildingsuccessful campaigns.Creating an e-marketing strategy to reach, attract and engage buyers through digital content andcommunication is critical to building trust with today’s buyer. 70% of B2B buyers use searchengines at the start of the B2B buying process. If you aren’t capturing the attention of yourprospects through digital content, chances are, they won’t find you. Once you have their attention,you need to make sure it is relevant to their needs. Pushing out content just to grab someone’sattention won’t work for gaining new business. Personalize your content by better understandingyour prospects. ©2012 ParkerWhite Inc, Reproduction Prohibited
  5. 5.  Critical Marketing Tip Two: Create a Customer Segmentation Strategy and InitiatePersonalization OpportunitiesOne of the many benefits of customer profiles is easy access to various customer attributes todevelop customer segments. Such segments can be used to target customers with comparativelymeaningful and relevant content. However, many marketers fail to embrace even the most basicsegmentation tactics. Challenged by disparate customer data sources, less than one-third (31 percent) of marketers use click-through information from previous e-mail campaigns for audience segmentation. Only 17 percent of marketers sending promotional offers use multichannel data, and just 16 percent use customer service interaction data. A great competitive advantage exists for marketers that make the extra effort to improve their targeting tactics with these infrequently used data. Marketers using segmentation are nearly twice as likely to attain conversion rates of more than seven percent, compared with marketers not using segmentation. For example, the greatest number of marketers reporting average unique conversion ratesof more than three percent employ attitudinal segmentation (49 percent), compared with less thanone-quarter (23 percent) of marketers that do not use any segmentation and attain the same levelof results.Although a lofty and perhaps ill-conceived goal, personalized one-to-one marketing is still largely amyth, as it applies to digital marketing. Marketers are generally doing little to make e-mailmessages personally relevant to their subscribers. Salutation personalization can be easilyachieved through common mail-merge functionality, but less than one-half of marketers take theirpersonalization efforts beyond it.Despite the prevalence of CRM deployments, the market generally clings to a broadcast mentalitythat treats all customers the same. At the very least on a segment level, personalizing messageswith content that is relevant to these customers is a huge competitive advantage. Marketers thatemploy personalization in their e-mail marketing efforts are 40 percent more likely to have averageunique conversion rates of more than seven percent, compared with those that do not. Forty-twopercent of marketers using personalization report average unique conversion rates of more thanthree percent, compared with 30 percent of marketers that do not employ personalization. Clearly,improving campaign relevancy through the use of personalization can have a dramatic impact oncampaign results. ©2012 ParkerWhite Inc, Reproduction Prohibited
  6. 6.  Critical Marketing Tip Three: Incorporate Multichannel Marketing and add a SocialMedia Plan.Currently, 38 percent of b2b marketers implement coordinated online and off-line campaigns, suchas sending e-mail before or after an off-line mailing. This coordinated effort can be effective, withnearly one-half (46 percent) reporting improved click-through rates for these types of campaigns.Streamlining campaign elements into a multichannel marketing approach allows for increasinglyeffective and efficient campaign management. This approach ensures customers or prospects are getting the right message at the right time and through the right channel. Using triggering capabilities to coordinate messages across channels is a good place to start. One simple triggered message is sending postcards to customers when their e-mail addresses go bad (i.e., bounce).Across b2b industries, the use of social media tools and Web 2.0 collaborative technologies haverisen to play a prominent role in the marketing of products and services. For those companiespromoting themselves or products in the b2b space the urge to enter the social media/Web 2.0marketing fray has been growing exponentially. Using Facebook, LinkedIn and Twitter to expand abrand and/or business is becoming commonplace in the B2B industry.The more time our prospects or customers spend with your brand and products, the more likelythey are to buy. Engaging customers or prospects in social media channels increases brand/time.Offering multiple engagement channels allows for self-selection of preferred channels. Being in theright social media channels based on your market increases channel interaction. This is the newmultichannel marketing model for the 21st century. Social media creates brand advocates andturns peers into your best salespeople.Social media increases your search engine rankings and, when combined with your website, drivesadditional traffic via organic search. Social media puts a human face on the faceless corporateentity. Social media’s biggest opportunity is to allow people to connect with your employees aspeers.Whether you like it or not, your customers and prospective customers are talking about yourbrand. Social media is the great neutralizer. It allows you to seek out negatives and turn them intopositives via reputation management and communications.In order to make their prospects feel safe, you need to position your clients’ businesses as themost knowledgeable and trusted experts in their field or industry. To accomplish this, provideresources relevant to your clients’ prospects in exchange for contact information. Whitepapers,webinars and other educational content allow consumers to become familiar your clients’companies without the pressure of a sales situation. ©2012 ParkerWhite Inc, Reproduction Prohibited
  7. 7.   Critical Marketing Tip Four: Testing Is a Critical Part of Improving Your Marketing Performance. Omniture 2010 Online Marketing report stated these top key web analytics challenges include: • Difficulty finding and training top talent • Determining what actions to take based on their data • Maximizing marketing ROI through full funnel measurement and automatic multi- channel integration. Marketers know which metrics are important tomeasure, however they are not capturing all the metrics they need to achieve their goals. Eighty-two percent of survey responders believe ROI is somewhat to very important to measure, but only30 percent of marketers can effectively measure marketing ROI! Additionally, 86 percent ofrespondents think conversion rate is somewhat or very important to measure, yet 27 percent ofmarketers cannot effectively measure conversion rates.Improving campaign performance requires a marketing application capable of performing not onlyrigorous testing, but also effortless testing. About 20 percent of marketers employ e-mail testingstrategies on a regular basis (i.e., at least every other mailing). Without testing, segmentation ortargeting through personalization is a futile exercise that wastes resources. In fact, a ParkerWhiteBrand Interactive executive survey found marketers that test on a regular basis are more likely tohave e-mail conversion rates that exceed industry averages of ten percent to twelve percent,compared with marketers that do not test.Employing these critical marketing tactics, along with a commitment to continuously improve andoptimize your campaigns through testing, will surely have a positive impact on your marketingorganization. Developing customer segmentation schemes, applying personalization, andperforming regular testing have all proven to increase campaign performance. Although allmarketing tactics must be refined over time, developing successful campaigns begins with astrong foundation built on the aforementioned important marketing tip. ©2012 ParkerWhite Inc, Reproduction Prohibited
  8. 8.  Critical Marketing Tip Five: Select a Strong Digital Marketing Partner. Theorizing about marketing strategies that may resonate with customers and prospects is easy. However, turning these theories into reality is much more difficult. As sophistication of the marketing industry increases, successful companies will have one element in common: a strong marketing partner. A competent digital marketing technology partner that can extend into the service and sales realm will have more success. They will be much more familiar with the challenges and opportunities that an end-to-end marketing campaign presents. The following are key attributes that marketers should look forwhen selecting a marketing partner:The Right Experience:Some companies have a history of bad experiences with marketing. Unfortunately, they haveexperienced a failed strategy or didn’t get the necessary return on investment to justify themarketing expenditure. A good marketing partner will seek to understand what a company hasdone in the past, what has worked and what hasn’t.Longevity:Consider how long your marketing partner has been in business. The industry is prone marketingfirms that come and go. Only those that serve clients well and deliver on promises will becomelong-term players in the industry.Breadth of services:Ask what components of marketing a potential partner intends to employ to obtain strongmarketing results for your company. Make sure the firm you select has expertise in many onlinemarketing components and can pull out the right tool at the right time..Understanding your business and your market:Make sure the partner you choose takes the time to understand your business, your target marketand your objectives. Because results from a well-executed marketing strategy only get better overtime, it’s likely you’ll be working with the company you select for a long time. Make sure it’s a firmwith whom you can build a long-term relationship.Their references:While it may sound obvious, don’t overlook the importance of checking references. You won’tlikely be able to see specific ROIs they’ve obtained for their clients, as this would be protectedunder a confidentiality agreement; however, you should be able to see ranking results and similarbenchmarks.Belief in ROI:Inspect reporting and analysis capabilities. Reporting and measurement are central elements ofany campaign management program. However, too few quantify the impact of your marketingprograms on other areas of the business. Viewing customer data through consolidated profilesand tracking effectiveness of campaigns from marketing execution to sales are important. Althoughthis approach may require customized reporting, seek out partners that are built around thisphilosophy and make these reports standard offerings. ©2012 ParkerWhite Inc, Reproduction Prohibited
  9. 9.  About ParkerWhiteParkerWhite Brand Interactive brings a depth of experience in building both business-to-business and consumer brands for companies in the fitness, health, medical device andconsumer products industries. So whether it’s establishing brand positioning, creating anintegrated product launch campaign or developing a website with a targeted social mediaand online communications strategy, we offer our clients new ideas and strategiesbacked by solid insights to deliver brand experiences that engage customers. In short,your brand becomes a thriving entity, hence our motto: we give brands life.Click here to receive a website analysis for better lead generation!Keith WhiteBrand Strategist760.783.2020 ext ©2012 ParkerWhite Inc, Reproduction Prohibited