Building Your B2B Marketing Strategy in a Buyer-Empowered Era - presentation from Julien Rio, Founder & CEO of myfairtool, ClickZ Live Hong Kong, August 4, 2016
How to build an efficient B2B Marketing strategy in a buyer-empowered environment? How to manage trade shows, build the right online content, pick the right channel, use the right communication?
14. Offline strategies
14
• Direct mailing
• Print ads
• TV / Radio
• Street ads
• Flyers distribution
• Street booth / event
• Sponsoring
• Local
• Vertical
• Difficult to track impact
• Difficult to set specific target
15. Business Events
15
• Human interaction
• Visitors have time and are looking for your solution
• Direct feedback
• Evaluate competition
BUT
• Long organization process
• High entry price
24. Key takeaways
24
• Hire marketing people with clear objectives
• Differentiate « High Level » & « Actionable » KPIs
• Segment & qualify your leads before following-up
• Let your customers talk!
• Follow the PARETO rule online
• CONTENT, CONTENT, CONTENT
• Find experts in your field
• If you attend trade shows…
don’t go without myfairtool!