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Curso Superior de Marketing en Internet




          Digital B2B Marketing
Why It’s Important for You, and for Your B2B Strategies

        An Introduction, with Key Concepts




Paul Fleming, President
BARCELONA VIRTUAL

Monday, 15 April 2013
Curso Superior de Marketing en Internet




 Nice to Meet You
   Degree in Advertising and Marketing,
    University of Washington, USA
   Ex-Marketing Manager for Russia
    & Eastern Europe, Microsoft
   Founder of Barcelona Virtual,
    Spain’s first interactive agency,
    18 years ago…
Curso Superior de Marketing en Internet



                                             WHAT WE WILL COVER TODAY
                                                Monday, 15 April 2013


     Conversation 1: What Is B2B?
     The Reality of A Small Business Owner

    Why Digital Marketing Is Key for B2B
    The State of Digitalization in Spain
    Five Keys to Success for Digital B2B Marketing



    Conversation 2: Three More Tips
    Case Studies of Interest
    The Future: Working in 2020
Photo credits: coririzzo.numismaticpro.net
Curso Superior de Marketing en Internet




      “What Exactly Is „B2B‟?”




Photo credits: andybudd.com
The Reality of A SME* Owner
                                                         Big Dreams, Small Resources




Photo credits: Rubén B. / Bernadette Szekely on sxc.hu          * SME= Small and Medium-Sized Enterprise
Curso Superior de Marketing en Internet




Redefining „Success‟
Curso Superior de Marketing en Internet



What Concerns Them Most?

SME Owners Worry About…

                           Rising Taxes
                           Managing Costs
                           Managing Pricing
                           Uncertainty
                           Failing B2B Clients
Curso Superior de Marketing en Internet



What Strategies Do They Adopt?

SME Owners Respond By…

                                 Customer Loyalty
                                 Using Technology
                                 Personalising
                                 Flexibility
                                 Sustainability
Curso Superior de Marketing en Internet



Information Saturation Is A Key Challenge

The B2B Customer · The Personal Cybersphere




 The 4 Rs of the Personal Cybersphere
 © 2001, Paul Fleming | Recognition, Response, Respect, Relationship
Curso Superior de Marketing en Internet



          Technology Is Changing User Habits

          The B2B Customer · Her 2013 Universe




Photo credits: sheknows.com
Curso Superior de Marketing en Internet



       Digital Marketing

       Why It‟s Key for B2B Marketing

                                                                             Interactive
                                                                             Personalised
                                                                             Instantaneous
                                                                         Omnipresent
                                                                             Measurable

                                                                             Social & Human


Photo credits: http://tastemakerflavor.com/blog/tag/old-school-advertising
Curso Superior de Marketing en Internet



Digital Marketing

Why It‟s Key for B2B Marketing

                                 more sales
 MORE
                                   savings
PLUS                                    roi
                                      wom
POINTS                                 r&d
Curso Superior de Marketing en Internet



            Digital Marketing

            The State of Digitalization in Spain


               70% 97% 78%
               spaniards businesses socialnets
               connected                          connected                               used daily


               45% 45% 90%
               no online                            no profile no adverts
               in their strategy                    in social media                   in SEM campaigns
SOURCES La Sociedad de la Información en España 2012, published by Fundación Telefónica
01/2013 | “Barómetro sobre la Digitalización de la PYME”, by Plenummedia (04/2013)
Photo credits: worldkentucky.org
Curso Superior de Marketing en Internet



Digital Marketing

The State of Digitalization in Spain



      Spain,
   leader in
smartphones
5 Keys
  to Success




                For Digital B2B Marketing
Curso Superior de Marketing en Internet




                                           5 Keys
    “A fundamental power shift
    is occurring. Everywhere, people
    are getting together and using
    Internet… and they are turning
    everything upside down.”
                                                                           to Success
“Ocurre un traslado
fundamental de poder.
En todas partes, la gente
se está reuniendo y,
usando Internet, están
rompiendo los esquemas
de todo...”
                                       Pierre M. Omidyay, eBay
                                       Fundador y Consejero Delegado
                                       Founder and Chairman of the Board
Curso Superior de Marketing en Internet




1
    The Old, Obsolete Paradigm
    Paradigm shift



          A                               B
Curso Superior de Marketing en Internet




1
              The New, 21st Century Paradigm
              Paradigm shift




Créditos imagen: hypnosisdevon.co.uk
Curso Superior de Marketing en Internet




  2                   The “4 F‟s” of Online Marketing



                            FLOW                         FUNCTIONALITY                          FEEDBACK                FANS




Credits: Some of the ideas behind the 4Fs gratefully come from Jim Sterne’s classic, “Worldwide Web Marketing”, 1995
Curso Superior de Marketing en Internet




3             The AIDA Model
                                                                     ATTENTION

                                                                     INTEREST

                                                                     DESIRE

                                                                     ACTION!




Créditos imagen operaadventuress.blogspot.com
Curso Superior de Marketing en Internet




4
               The Pareto Principle, The 20/80 Rule
               Your Most Profitable Client

         “ 20% of your customers
        cause 80% of your
             business‟ turnover ”


Créditos http://4lifebuga.blogspot.com
Curso Superior de Marketing en Internet




4
    Meet Wally!*
    Your Most Profitable Client

   Focus on cultivating
“Relevant Relationships”
     with your Wallys:
 they buy again & again,
    recommend you &                                 * ‘Charlie’ in France

  allow you know them                               ‘Waldo’ is a © Copyright
                                                    of his author Martin Handford
Curso Superior de Marketing en Internet




4
    The Power of “Radio RFM”
    Your Most Profitable Client

                  R            Recency



                  F            Frequency



                  M            Monetary Value
Curso Superior de Marketing en Internet




 5
                   “I See You!”
                   Oel ngati kameie


    Do you really „SEE‟
   your most important
          customers?


Créditos http://www.learnnavi.org
3 More Tips
  Conversation 2




                    Just Do It!
Curso Superior de Marketing en Internet




         Tip #1 · Discover the Power of Cluetrain

“Markets are
   Conversations”
            key concepts:
              voz adn
          Read It! www.cluetrain.com



 Créditos imagen: http://www.jewishjournal.com
Curso Superior de Marketing en Internet




   Tip #2 · Speak with the Voice of Your Customer




Think just as your
   best Clients do
Curso Superior de Marketing en Internet




Tip #3 · Digital Lifestyle




       Look for the best moment
   and digital channel for contact
Curso Superior de Marketing en Internet




            Tip #3 · Digital Lifestyle: Adieu, Keyboard!


                                                                            The Weather Report
                                                                            Jotting Down A Reminder
                                                                            Sending An E-Mail
                                                                            Checking Stock Markets
                                                                            Calling Your Mother!

Photo credits: Pinterest, http://pinterest.com/pin/357332551653960125/ and real Siri use
Curso Superior de Marketing en Internet




 Conversation 2
                      Who do you think Chris’
                      B2B “Wallys” are?

                           Why is knowing their
                           Digital Lifestyle important?
                           How can he capture their
                           Attention?

         In what ways could Chris
         express “Oel ngati kameie” to
         his most important B2B clients?
Case Studies
   of Interest




                  Digital B2B Marketing
Curso Superior de Marketing en Internet



Case Studies of Interest #1

Online Communities · Vertical Business


                                                                                       In the first year, Kinaxis saw a
                                                                                       270% increase in web traffic to
                                                                                       Kinaxis.com and a 320% increase
                                                                                       in conversions (customer leads),
                                                                                       as a direct result of introducing the
                                                                                       community. From a business
                                                                                       momentum perspective, Kinaxis
                                                                                       achieved double-digit growth in
                                                                                       its software subscription revenue.




                                        Supply Chaim Expert Community of Kinaxis
                                         https://community.kinaxis.com/welcome
                      http://mashable.com/2010/11/04/b2b-social-marketing-strategies
Curso Superior de Marketing en Internet



Case Studies of Interest #2

Lead Generation · Using Digital Video


                                                                                        The campaign increased leads to
                                                                                        Regus' Manhattan locations by
                                                                                        30%, directly resulting in a 114%
                                                                                        increase in revenue compared to
                                                                                        the same time period in the previous
                                                                                        year. Furthermore, there was a 33%
                                                                                        percent conversion rate on leads
                                                                                        generated through the New York
                                                                                        landing page.




                                                     Need A New Office? · Regus
        http://www.youtube.com/watch?feature=player_embedded&v=dC8lUnSWtfA
                       http://mashable.com/2010/11/04/b2b-social-marketing-strategies
Curso Superior de Marketing en Internet



Case Studies of Interest #3

Podcasts · Go to the Gym, Jog with Wally!

                                                                          If you know Wally, your most
                                                                          profitable 20%, you will soon realise
                                                                          that he has a life outside the office.
                                                                          Knowing his/her Digital Lifestyle
                                                                          might give you fresh ideas to help
                                                                          keep your Brand close to these
                                                                          key decision makers. The music
                                                                          playlist of clothing retailer
                                                                          Abercrombie & Fitch is legendary,
                                                                          appealing to both B2C and B2B
                                                                          customers. Digital streaming
                                                                          platforms such as Spotify could
                                                                          be perfect channels.

                              Music to My Ears · Abercrombie & Fitch
                                 http://http://eu.abercrombie.com
                                        Photo credit: emm-a-man.com
Curso Superior de Marketing en Internet



Case Studies of Interest #4

Blogging · Loyalty and SEO Rankings


                                                                                     According to Mashable.com, since
                                                                                     creating their Blog, as well as
                                                                                     Social Media channels, the E-Mail
                                                                                     Marketing provider Delivra has
                                                                                     seen a 70% increase in inbound
                                                                                     leads, as compared to the prior
                                                                                     year, and its SEO rankings for
                                                                                     major keywords have jumped over
                                                                                     20 pages in one year.




                              Tips to Make Your E-Mail Marketing Work · Delivra
                                                  http://www.delivra.com/blog
                    http://mashable.com/2010/11/04/b2b-social-marketing-strategies
Curso Superior de Marketing en Internet



Case Studies of Interest #5

Events Marketing · More Reach & Value, Online




                                                                                         Tu Fábrica de Eventos is a
                                                                                         Spanish start-up based in Madrid
                                                                                         that offers B2B customers a turn-
                                                                                         key solution for the management
                                                                                         all of their Events Marketing needs.

                        Turn-key Solutions for Creating Events · Tu Fábrica de Eventos
                                                  http://www.tufabricadeventos.com
Curso Superior de Marketing en Internet



Case Studies of Interest #6

Social Media · Twitter, the Perfect PR Channel




                                          Journalists are especially
                                          attentive to Twitter as a real-time
                                          news channel. This is perfect for
                                          SMEs with limited Marketing
                                          budgets who have the foresight to
                                          cultivate relationships with these
                                          key Opinion Leaders.

                                                      Photo credit: Hightalk.net
The Future
   working in 2020
Curso Superior de Marketing en Internet




The Future: Working in 2020




Are You Ready
for this Business
World?
http://www.youtube.com/watch?v=jZkHpNnXLB0
Curso Superior de Marketing en Internet



                      The Internet has created a new paradigm

 We’ve learned…
                       we need to keep in mind: Your Network

                      The correct focus (that produces results!)
                       is to deeply know and implicate your loyal 20%.

                      Principal obstacles are generally not technical,
                       but rather, human:
                       - Saturation – „No time‟ – Lack of relevance

                      In addition to profesional rigor and an “eye for detail”
                       I would add the slogan "People First".
                       Your job: help your customers succeed.

                       Show them you truly “see” them.
                       Successful Digital B2B Marketing will always
                       create profitable “Relevant Relationships”.
Merci bien
Curso Superior de Marketing en Internet




 Guys,
 See you on the Net!


            @pwfleming
            @pwflemingspirit
            @BVirtualTweets

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[2013] · Digital B2B Marketing: An Introduction

  • 1. Curso Superior de Marketing en Internet Digital B2B Marketing Why It’s Important for You, and for Your B2B Strategies An Introduction, with Key Concepts Paul Fleming, President BARCELONA VIRTUAL Monday, 15 April 2013
  • 2. Curso Superior de Marketing en Internet  Nice to Meet You  Degree in Advertising and Marketing, University of Washington, USA  Ex-Marketing Manager for Russia & Eastern Europe, Microsoft  Founder of Barcelona Virtual, Spain’s first interactive agency, 18 years ago…
  • 3. Curso Superior de Marketing en Internet WHAT WE WILL COVER TODAY Monday, 15 April 2013  Conversation 1: What Is B2B?  The Reality of A Small Business Owner  Why Digital Marketing Is Key for B2B  The State of Digitalization in Spain  Five Keys to Success for Digital B2B Marketing  Conversation 2: Three More Tips  Case Studies of Interest  The Future: Working in 2020 Photo credits: coririzzo.numismaticpro.net
  • 4. Curso Superior de Marketing en Internet  “What Exactly Is „B2B‟?” Photo credits: andybudd.com
  • 5. The Reality of A SME* Owner Big Dreams, Small Resources Photo credits: Rubén B. / Bernadette Szekely on sxc.hu * SME= Small and Medium-Sized Enterprise
  • 6. Curso Superior de Marketing en Internet Redefining „Success‟
  • 7. Curso Superior de Marketing en Internet What Concerns Them Most? SME Owners Worry About… Rising Taxes Managing Costs Managing Pricing Uncertainty Failing B2B Clients
  • 8. Curso Superior de Marketing en Internet What Strategies Do They Adopt? SME Owners Respond By… Customer Loyalty Using Technology Personalising Flexibility Sustainability
  • 9. Curso Superior de Marketing en Internet Information Saturation Is A Key Challenge The B2B Customer · The Personal Cybersphere The 4 Rs of the Personal Cybersphere © 2001, Paul Fleming | Recognition, Response, Respect, Relationship
  • 10. Curso Superior de Marketing en Internet Technology Is Changing User Habits The B2B Customer · Her 2013 Universe Photo credits: sheknows.com
  • 11. Curso Superior de Marketing en Internet Digital Marketing Why It‟s Key for B2B Marketing Interactive Personalised Instantaneous Omnipresent Measurable Social & Human Photo credits: http://tastemakerflavor.com/blog/tag/old-school-advertising
  • 12. Curso Superior de Marketing en Internet Digital Marketing Why It‟s Key for B2B Marketing more sales MORE savings PLUS roi wom POINTS r&d
  • 13. Curso Superior de Marketing en Internet Digital Marketing The State of Digitalization in Spain 70% 97% 78% spaniards businesses socialnets connected connected used daily 45% 45% 90% no online no profile no adverts in their strategy in social media in SEM campaigns SOURCES La Sociedad de la Información en España 2012, published by Fundación Telefónica 01/2013 | “Barómetro sobre la Digitalización de la PYME”, by Plenummedia (04/2013) Photo credits: worldkentucky.org
  • 14. Curso Superior de Marketing en Internet Digital Marketing The State of Digitalization in Spain Spain, leader in smartphones
  • 15. 5 Keys  to Success For Digital B2B Marketing
  • 16. Curso Superior de Marketing en Internet 5 Keys “A fundamental power shift is occurring. Everywhere, people are getting together and using Internet… and they are turning everything upside down.” to Success “Ocurre un traslado fundamental de poder. En todas partes, la gente se está reuniendo y, usando Internet, están rompiendo los esquemas de todo...” Pierre M. Omidyay, eBay Fundador y Consejero Delegado Founder and Chairman of the Board
  • 17. Curso Superior de Marketing en Internet 1 The Old, Obsolete Paradigm Paradigm shift A B
  • 18. Curso Superior de Marketing en Internet 1 The New, 21st Century Paradigm Paradigm shift Créditos imagen: hypnosisdevon.co.uk
  • 19. Curso Superior de Marketing en Internet 2 The “4 F‟s” of Online Marketing FLOW FUNCTIONALITY FEEDBACK FANS Credits: Some of the ideas behind the 4Fs gratefully come from Jim Sterne’s classic, “Worldwide Web Marketing”, 1995
  • 20. Curso Superior de Marketing en Internet 3 The AIDA Model ATTENTION INTEREST DESIRE ACTION! Créditos imagen operaadventuress.blogspot.com
  • 21. Curso Superior de Marketing en Internet 4 The Pareto Principle, The 20/80 Rule Your Most Profitable Client “ 20% of your customers cause 80% of your business‟ turnover ” Créditos http://4lifebuga.blogspot.com
  • 22. Curso Superior de Marketing en Internet 4 Meet Wally!* Your Most Profitable Client Focus on cultivating “Relevant Relationships” with your Wallys: they buy again & again, recommend you & * ‘Charlie’ in France allow you know them ‘Waldo’ is a © Copyright of his author Martin Handford
  • 23. Curso Superior de Marketing en Internet 4 The Power of “Radio RFM” Your Most Profitable Client R Recency F Frequency M Monetary Value
  • 24. Curso Superior de Marketing en Internet 5 “I See You!” Oel ngati kameie Do you really „SEE‟ your most important customers? Créditos http://www.learnnavi.org
  • 25. 3 More Tips  Conversation 2 Just Do It!
  • 26. Curso Superior de Marketing en Internet Tip #1 · Discover the Power of Cluetrain “Markets are Conversations” key concepts: voz adn Read It! www.cluetrain.com Créditos imagen: http://www.jewishjournal.com
  • 27. Curso Superior de Marketing en Internet Tip #2 · Speak with the Voice of Your Customer Think just as your best Clients do
  • 28. Curso Superior de Marketing en Internet Tip #3 · Digital Lifestyle Look for the best moment and digital channel for contact
  • 29. Curso Superior de Marketing en Internet Tip #3 · Digital Lifestyle: Adieu, Keyboard! The Weather Report Jotting Down A Reminder Sending An E-Mail Checking Stock Markets Calling Your Mother! Photo credits: Pinterest, http://pinterest.com/pin/357332551653960125/ and real Siri use
  • 30. Curso Superior de Marketing en Internet  Conversation 2 Who do you think Chris’ B2B “Wallys” are? Why is knowing their Digital Lifestyle important? How can he capture their Attention? In what ways could Chris express “Oel ngati kameie” to his most important B2B clients?
  • 31. Case Studies  of Interest Digital B2B Marketing
  • 32. Curso Superior de Marketing en Internet Case Studies of Interest #1 Online Communities · Vertical Business In the first year, Kinaxis saw a 270% increase in web traffic to Kinaxis.com and a 320% increase in conversions (customer leads), as a direct result of introducing the community. From a business momentum perspective, Kinaxis achieved double-digit growth in its software subscription revenue. Supply Chaim Expert Community of Kinaxis https://community.kinaxis.com/welcome http://mashable.com/2010/11/04/b2b-social-marketing-strategies
  • 33. Curso Superior de Marketing en Internet Case Studies of Interest #2 Lead Generation · Using Digital Video The campaign increased leads to Regus' Manhattan locations by 30%, directly resulting in a 114% increase in revenue compared to the same time period in the previous year. Furthermore, there was a 33% percent conversion rate on leads generated through the New York landing page. Need A New Office? · Regus http://www.youtube.com/watch?feature=player_embedded&v=dC8lUnSWtfA http://mashable.com/2010/11/04/b2b-social-marketing-strategies
  • 34. Curso Superior de Marketing en Internet Case Studies of Interest #3 Podcasts · Go to the Gym, Jog with Wally! If you know Wally, your most profitable 20%, you will soon realise that he has a life outside the office. Knowing his/her Digital Lifestyle might give you fresh ideas to help keep your Brand close to these key decision makers. The music playlist of clothing retailer Abercrombie & Fitch is legendary, appealing to both B2C and B2B customers. Digital streaming platforms such as Spotify could be perfect channels. Music to My Ears · Abercrombie & Fitch http://http://eu.abercrombie.com Photo credit: emm-a-man.com
  • 35. Curso Superior de Marketing en Internet Case Studies of Interest #4 Blogging · Loyalty and SEO Rankings According to Mashable.com, since creating their Blog, as well as Social Media channels, the E-Mail Marketing provider Delivra has seen a 70% increase in inbound leads, as compared to the prior year, and its SEO rankings for major keywords have jumped over 20 pages in one year. Tips to Make Your E-Mail Marketing Work · Delivra http://www.delivra.com/blog http://mashable.com/2010/11/04/b2b-social-marketing-strategies
  • 36. Curso Superior de Marketing en Internet Case Studies of Interest #5 Events Marketing · More Reach & Value, Online Tu Fábrica de Eventos is a Spanish start-up based in Madrid that offers B2B customers a turn- key solution for the management all of their Events Marketing needs. Turn-key Solutions for Creating Events · Tu Fábrica de Eventos http://www.tufabricadeventos.com
  • 37. Curso Superior de Marketing en Internet Case Studies of Interest #6 Social Media · Twitter, the Perfect PR Channel Journalists are especially attentive to Twitter as a real-time news channel. This is perfect for SMEs with limited Marketing budgets who have the foresight to cultivate relationships with these key Opinion Leaders. Photo credit: Hightalk.net
  • 38. The Future  working in 2020
  • 39. Curso Superior de Marketing en Internet The Future: Working in 2020 Are You Ready for this Business World? http://www.youtube.com/watch?v=jZkHpNnXLB0
  • 40. Curso Superior de Marketing en Internet  The Internet has created a new paradigm  We’ve learned… we need to keep in mind: Your Network  The correct focus (that produces results!) is to deeply know and implicate your loyal 20%.  Principal obstacles are generally not technical, but rather, human: - Saturation – „No time‟ – Lack of relevance  In addition to profesional rigor and an “eye for detail” I would add the slogan "People First". Your job: help your customers succeed. Show them you truly “see” them. Successful Digital B2B Marketing will always create profitable “Relevant Relationships”.
  • 42. Curso Superior de Marketing en Internet Guys, See you on the Net! @pwfleming @pwflemingspirit @BVirtualTweets