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B2B Inbound Marketing, Demand Generation and Lead Management

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  1. 1. B2B Online Marketing
  2. 2. Good B2B Resources <ul><li>Blog.eloqua.com </li></ul><ul><li>Blog.marketo.com </li></ul><ul><li>www.marketinginteractions.com </li></ul><ul><li>http://www.focus.com/topic/marketing/ </li></ul><ul><li>http://www.funnelholic.com/ </li></ul><ul><li>http://my.alltop.com/marketinginteractions </li></ul><ul><li>www.junta42.com </li></ul><ul><li>http://www.contentmarketinginstitute.com/blog/ </li></ul><ul><li>http://content-marketing.alltop.com/ </li></ul>
  3. 3. B2B Inbound Marketing
  4. 4. Attraction Marketing <ul><li>Inbound Marketing with intent – pull marketing versus push marketing </li></ul><ul><li>Using your content to build engagement with purpose, targeted at your specific audience </li></ul><ul><li>When you create content that pulls prospects, you are differentiating your brand </li></ul><ul><ul><li>Customers recognise the value and follow trail back to your base (website) to engage with you </li></ul></ul><ul><ul><li>To ensure this works – create contagious content </li></ul></ul><ul><li>Your content will move buyers along in their buying process to become a live sales opportunity in time </li></ul>
  5. 5. The Sales Funnel
  6. 11. The Buyer Vs Sales Conundrum
  7. 12. The Internet has disintermediated the sales process
  8. 13. The solution
  9. 14. Key Rules for Marketing Online <ul><li>Develop Buyer Personas </li></ul><ul><ul><li>Understand your prospects, based on who they are, how they behave, and where they interact in the sales cycle </li></ul></ul><ul><li>Align content with buyers </li></ul><ul><ul><li>Determine what types of information your prospects will need, based on who they are, how they behave and where they are in their buying process </li></ul></ul><ul><li>Consistency across channels </li></ul><ul><ul><li>Leverage as many channels as possible to get your message out – and keep messages consistent </li></ul></ul><ul><li>Let experts do the talking </li></ul><ul><ul><li>Solve problems – find experts & partners who can articulate and discuss problems and solutions </li></ul></ul>
  10. 15. The 7 Key Rules for Connected Marketer <ul><li>Multi-channel distributions </li></ul><ul><ul><li>Buyers have different preferences for consuming information – you need to make sure content is accessible from all these channels (Blogs, website, rss, twitter, facebook, business portals) </li></ul></ul><ul><li>Get Connected </li></ul><ul><ul><li>Make yourself a valuable resource for your prospects and connect with them on every relevant platform </li></ul></ul>
  11. 16. Buyer Cycle Intelligence
  12. 17. Buyer Cycle Intelligence <ul><li>Characteristics of best customers </li></ul><ul><ul><li>Who typically buys from you, who are least demading customers, characteristics of easily and profitable closed sales </li></ul></ul><ul><li>Understanding the “Buyer Journey” </li></ul><ul><ul><li>Where did best leads come from, how do leads advance along the funnel, which activities do your deals participate in (webinars, demos etc..) </li></ul></ul><ul><ul><li>How can you identify if a prospect has stalled </li></ul></ul><ul><li>Lead Qualification </li></ul><ul><ul><li>What are the specific characteristics of a marketing qualified lead </li></ul></ul><ul><ul><li>What MQL (marekting qualified leads) typically convert </li></ul></ul><ul><ul><li>What are the characteristics of leads that typcially need to go through a nurturing programme </li></ul></ul>
  13. 18. Engaging with Buyers – Tone and Content
  14. 19. Tone & Content <ul><li>Always provide relevant information to buyers – not huge amounts of it </li></ul><ul><ul><li>Through segmentation and testing you can target relevant information to specific personas </li></ul></ul><ul><li>Cultivate an engaging and conversation voice in all buyer related collateral </li></ul><ul><ul><li>Be frank and direct and focus content on the bottom line for buyers (get to the nub of the issue upfront and the explain) </li></ul></ul><ul><li>Converse rather than intrude with prospectives </li></ul><ul><ul><li>Provide segmented targetted information on an opt-in basis (notify prospects of upcoming webinars, new research, collaborative reports etc..) – that they will find valuable </li></ul></ul>
  15. 20. Relevant B2B Content
  16. 21. B2B Case Studies
  17. 22. Marketo
  18. 23. Eloqua
  19. 24. Genius
  20. 25. B2B Business Solutions
  21. 26. Hubspot
  22. 27. American Express
  23. 28. Altimeter Group