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Building Your B2B Marketing Strategy in a Buyer-Empowered Era
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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?
Julien RioFollow
Marketing Expert & Keynote Speaker at JulienRio.comAdvertisement
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Building Your B2B Marketing Strategy in a Buyer-Empowered Era
- Building Your B2B Marketing Strategy in a Buyer-Empowered Era . Julien RIO, Founder of myfairtool
- What we do 2 myfairtool helps companies exhibiting at trade shows maximize their return on investment.
- SUCCESS 3 Our specialty planner budget schedule cloud card scanner leads capture instant email CRM reminder analytics
- B2B Marketer What does it mean?
- advertising strategy trade shows reporting content creation word of mouth product dev. conferences sales Marketing roles
- Marketing roles targets
- KPIs What should I track?
- 3 levels of KPIs 8 HIGH LEVEL KPIs • ROI • Revenue • CPA / CAC • …
- 3 levels of KPIs 9 ACTIONABLE KPIs • Budget • Leads captured • Conversions • …
- 3 levels of KPIs 10 CAMPAIGN KPIs • Mix of actionnable and high level KPIs • Clear targets • Different scenario Data driven decisions
- Online & Offline What should I do?
- What strategy for B2B Marketing? Vertical VS Horizontal communication 12
- Offline What can you do with offline marketing?
- 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
- 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
- Online What can you do with online marketing?
- Content creation 17 Blog Guest blogging LinkedIn articles Landing pages Whitepaper
- Xperts & influencers 18 Network + Expertise = Credibility
- Social Media 19 PARETO 80% value, 20% promotion
- Let them talk! 20 * brandKarma, SocialMention, ReviewPro, Hootsuite Testimonials LINKS Social Media / Blog COMMENTS Monitoring TOOLS*
- Leads How to generate & qualify leads?
- Sales VS Marketing 22 SALES MARKETING 1to1 personal mass impersonal
- Lead qualification 23 segmentation content needs offer funnel status action • survey • account details • activity tracking • games & contests
- 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!
- 25 Thank you! Let’s keep in touch! Julien Rio Founder & CEO Visit us: www.myfairtool.com
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