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Updated content for autumn 2013

7 steps to brilliant b2b
digital marketing
Gearing up to deliver brilliant b2b digital
ma...
About me
18 years in B2B marketing across a variety of sectors
Accomplished international (digital) marketer and business ...
About you
Who has a documented digital marketing plan with SMART objectives
assigned?
Who runs a website?
[Is it designed ...
Running before you
can walk?

Not cool.

@renepower

www.marketingassassin.co.uk

www.bdb.co.uk

14/10/13
Being seduced by
the dark side of
technology?

@renepower

www.marketingassassin.co.uk

www.bdb.co.uk

14/10/13
Not seeing
results?
You’re not
alone….
@renepower

www.marketingassassin.co.uk

www.bdb.co.uk

14/10/13
61% of respondents to Dave

Chaffey’s 2013 Smart Insights survey
said they didn’t have a digital marketing
strategy writte...
Why do b2b companies fail online?
Why do so many companies fail?
• They make assumptions
– Audiences haven’t evolved
– Hav...
Pt
PartI:I:The planning
The planning
No 1. Don’t dip your toe;
set a strategy
• Why?
– Information is the primary
driver in B2B specification
– Why? Profession...
Making a case for digital
•
•
•
•
•
•
•

Focuses activity
Sets tangible goals
Helps secure buy in at all levels
Assists fi...
SOSTAC – a framework for digital
marketing planning

http://www.smartinsights.com/wp-content/uploads/2012/07/SOSTAC.jpg
@r...
What goes into a B2B digital strategy
• Digital SWOT
• Online value
proposition
• Return on investment
measured by
–
–
–
–...
Know your audience

• Who they are
• Where they go
• What’s being asked or
discussed
• What’s missing
• Who’s helping
• Wh...
Know preferred channels and how
they are used

@renepower

www.marketingassassin.co.uk

www.bdb.co.uk

14/10/13
Create online propositions

@renepower

www.marketingassassin.co.uk

www.bdb.co.uk

14/10/13
Support channel integration

http://www.customerchampions.co.uk/customer-journey-mapping-cjm/
@renepower

www.marketingass...
Pt II: The doing
PartII: The doing
Step 2: Establishing home base
• Why?
• Your website is most likely
the first port of call

– 36% of B2B buyers look at
su...
Dell business website

@renepower

www.marketingassassin.co.uk

www.bdb.co.uk

14/10/13
BOC online b2b website

@renepower

www.marketingassassin.co.uk

www.bdb.co.uk

14/10/13
Oliver Valves b2b website

@renepower

www.marketingassassin.co.uk

www.bdb.co.uk

14/10/13
UPS b2b website

@renepower

www.marketingassassin.co.uk

www.bdb.co.uk

14/10/13
Pentair Safety Systems UK b2b
website

@renepower

www.marketingassassin.co.uk

www.bdb.co.uk

14/10/13
Step 3: Getting and staying found
• Why?
– Search is everything
– Customers browse on their
terms
– You have a great site ...
On page SEO checklist
•
•
•
•
•
•
•
•

Use Google Adword tool for keyword analysis
Set primary keyword/s per page
Assess c...
Atlas Copco optimised for search

@renepower

www.marketingassassin.co.uk

www.bdb.co.uk

14/10/13
BOC optimised for search

@renepower

www.marketingassassin.co.uk

www.bdb.co.uk

14/10/13
Off page SEO
Off page SEO

PPC

Organic

PPC
Link bait
Top
Internet
sites
Mainstream
press

Trade
media

Social
media
Conferences

Search
engine
indexes

Website

Trad...
Step 4: Driving inbound interest
• Why?
• Use content to attract
customers
• Demonstrates authority
• Builds reputation
• ...
Inbound marketing checklist
• Agree what success looks like
• Assign responsibility incl. senior level
sponsor
• Audit wha...
Content marketing mapping

@renepower

www.marketingassassin.co.uk

www.bdb.co.uk

14/10/13
Nokia Siemens inbound content

@renepower

www.marketingassassin.co.uk

www.bdb.co.uk

14/10/13
GE inbound content

@renepower

www.marketingassassin.co.uk

www.bdb.co.uk

14/10/13
Corning inbound content

@renepower

www.marketingassassin.co.uk

www.bdb.co.uk

14/10/13
Nutraingredients.com inbound
content

@renepower

www.marketingassassin.co.uk

www.bdb.co.uk

14/10/13
Step 5: Going social

Source: Being Your Brand Social Media Report 2012

@renepower

www.marketingassassin.co.uk

www.bdb....
Do you (or can you) CARE?

How do we want to be
perceived?

Who do we want to be
associated with?

What are important issu...
‘Sticky’ social media checklist

Keep it simple

Feedback
dialogue not
monologue

@renepower

Do something
different...lik...
How social affects search

@renepower

www.marketingassassin.co.uk

www.bdb.co.uk

14/10/13
Ingersoll Rand on Facebook

@renepower

www.marketingassassin.co.uk

www.bdb.co.uk

14/10/13
PWC engagement on Facebook
PWC

@renepower

www.marketingassassin.co.uk

www.bdb.co.uk

14/10/13
Step 6: Turning traffic into leads
•
•
•
•

Why?
Businesses can’t just help
They need to turn a profit
Finesse landing pag...
Achieving better conversion

@renepower

www.marketingassassin.co.uk

www.bdb.co.uk

14/10/13
Part III: The analysis and
Pt III: The analysis & improvement
improvement
Step 7: Make analytics your friend
• Why? …Really!?
– Set up goals/funnels and assign value
– Use forward and reverse path...
You can’t track what you can’t
measure – but look at all this!
buazz by time of day

Buzz by no of posts
buzz

asset popul...
Summary
•
•
•
•
•
•
•
•
•

Consider the impact of action / no action
Consider customer journey and experience
Set a strate...
And remember above all else

@renepower

www.marketingassassin.co.uk

www.bdb.co.uk

14/10/13
Brilliant B2B Digital Marketing
All content taken from “Brilliant B2B Digital Marketing” book (PDF)
Request a free review ...
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7 Steps to Brilliant B2B Digital Marketing CIM Cheshire 14 Oct 2013

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Rene's presentation to CIM Cheshire on 14 October 2013 which took the group on a whirlwind tour of the key elements required in the modern marketing toolkit. Starting with setting a digital strategy and objectives, your business website, SEO, inbound content, social media, conversion and evaluation. The presentation is a summary of Rene's ebook Brilliant B2B Digital Marketing (co-authored with Dave Chaffey) available from Amazon and also through www.smartinsights.com to Expert Members only.

Published in: Business, News & Politics
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7 Steps to Brilliant B2B Digital Marketing CIM Cheshire 14 Oct 2013

  1. 1. Updated content for autumn 2013 7 steps to brilliant b2b digital marketing Gearing up to deliver brilliant b2b digital marketing campaigns that achieve ROI objectives with René Power Digital & Business Development Director BDB @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  2. 2. About me 18 years in B2B marketing across a variety of sectors Accomplished international (digital) marketer and business developer www.bdb.co.uk Respected blogger www.marketingassassin.co.uk and www.smartinsights.com and published author In demand b2b and digital marketing speaker Passionate b2b marketer and advisor @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  3. 3. About you Who has a documented digital marketing plan with SMART objectives assigned? Who runs a website? [Is it designed around what customers want or what you want to tell them? ] Who has a focused approach to search engine optimisation? Who has access to analytics? Who uses analytics to improve what they do? Who is using content to drive engagement, data capture and interest? Are you using social media to drive brand engagement further? @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  4. 4. Running before you can walk? Not cool. @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  5. 5. Being seduced by the dark side of technology? @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  6. 6. Not seeing results? You’re not alone…. @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  7. 7. 61% of respondents to Dave Chaffey’s 2013 Smart Insights survey said they didn’t have a digital marketing strategy written down.
  8. 8. Why do b2b companies fail online? Why do so many companies fail? • They make assumptions – Audiences haven’t evolved – Haven’t moved online for information needs – Don’t have confidence with digital tools and technology • Haven’t learnt how to listen and ask the right questions • Don’t engage, advise, help, inform, entertain, develop @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  9. 9. Pt PartI:I:The planning The planning
  10. 10. No 1. Don’t dip your toe; set a strategy • Why? – Information is the primary driver in B2B specification – Why? Professional buyers seeking assurance – Browser mentality: supplier research is predominantly conducted online – You can’t measure effectiveness without goals or a benchmark @renepower www.marketingassassin.co.uk Doing things right or Doing things right or doing the right things? doing the right things? www.bdb.co.uk 14/10/13
  11. 11. Making a case for digital • • • • • • • Focuses activity Sets tangible goals Helps secure buy in at all levels Assists financial & resource investment Identifies / prioritises target audience Understand channels / how they are used Encourages use of channels => By design, likely to lead to more successful digital marketing @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  12. 12. SOSTAC – a framework for digital marketing planning http://www.smartinsights.com/wp-content/uploads/2012/07/SOSTAC.jpg @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  13. 13. What goes into a B2B digital strategy • Digital SWOT • Online value proposition • Return on investment measured by – – – – Sales Savings Attribution Customer satisfaction @renepower The organisation Strengths - S 1. Existing brand 2. Existing customer base 3. Existing distribution Weaknesses - W 1. Brand perception 2. Intermediary use 3. Technology skills 4. X-channel support Opportunities - O 1. Cross selling 2. New markets 3. New services 4. Alliance/co-branding SO strategies Leverage strengths to maximise opportunities (Attacking strategy) WO strategies Counter weaknesses through exploiting opportunities (Build strengths for attacking strategy) Threats - T 1. Customer choice 2. New entrants 3. New competitor processes 4.Channel conflicts ST strategies Leverage opportunities to minimise threats (Defensive strategy) WT strategies Counter weaknesses and threats (Build strengths and defensive strategy) www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  14. 14. Know your audience • Who they are • Where they go • What’s being asked or discussed • What’s missing • Who’s helping • Who needs help @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  15. 15. Know preferred channels and how they are used @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  16. 16. Create online propositions @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  17. 17. Support channel integration http://www.customerchampions.co.uk/customer-journey-mapping-cjm/ @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  18. 18. Pt II: The doing PartII: The doing
  19. 19. Step 2: Establishing home base • Why? • Your website is most likely the first port of call – 36% of B2B buyers look at supplier sites during problem resolution – 49% of B2B buyers look at supplier sites to shortlist – 18% of B2B buyers look at supplier sites to make final supplier selection* With over 10m .co.uk sites With over 10m .co.uk sites registered and 644m live sites registered and 644m live sites worldwide ––how do you worldwide how do you stand out? stand out? • Your website provides that crucial first impression *2012 Buyersphere survey @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  20. 20. Dell business website @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  21. 21. BOC online b2b website @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  22. 22. Oliver Valves b2b website @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  23. 23. UPS b2b website @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  24. 24. Pentair Safety Systems UK b2b website @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  25. 25. Step 3: Getting and staying found • Why? – Search is everything – Customers browse on their terms – You have a great site = don’t leave it as a great art in a dark, concealed room @renepower www.marketingassassin.co.uk Search optimised sites Search optimised sites can make or break can make or break businesses…and careers businesses…and careers www.bdb.co.uk 14/10/13
  26. 26. On page SEO checklist • • • • • • • • Use Google Adword tool for keyword analysis Set primary keyword/s per page Assess competition Meta data - First 70 and 200 words and density Meta description Page titles, h1 tags and alt tags Anchor text Calls to action @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  27. 27. Atlas Copco optimised for search @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  28. 28. BOC optimised for search @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  29. 29. Off page SEO Off page SEO PPC Organic PPC
  30. 30. Link bait Top Internet sites Mainstream press Trade media Social media Conferences Search engine indexes Website Trade associations Discussion portals Trade shows Directories News sites Bloggers
  31. 31. Step 4: Driving inbound interest • Why? • Use content to attract customers • Demonstrates authority • Builds reputation • Creates trust which leads to transaction @renepower www.marketingassassin.co.uk Deliver useful and relevant Deliver useful and relevant information to customers information to customers when they most need it when they most need it www.bdb.co.uk 14/10/13
  32. 32. Inbound marketing checklist • Agree what success looks like • Assign responsibility incl. senior level sponsor • Audit what you have • Visit watering holes • Curate • Create • Repackage and repurpose • Create a calendar • Walk before you can run @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  33. 33. Content marketing mapping @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  34. 34. Nokia Siemens inbound content @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  35. 35. GE inbound content @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  36. 36. Corning inbound content @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  37. 37. Nutraingredients.com inbound content @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  38. 38. Step 5: Going social Source: Being Your Brand Social Media Report 2012 @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  39. 39. Do you (or can you) CARE? How do we want to be perceived? Who do we want to be associated with? What are important issues to our audience? Can we measure if / how our content matters? What are we going to say, share, comment on? Who do we want to influence? How can we help, advise, add value? How are we going to measure if audiences care? How are we going to do it? Who do we want to engage? Can we do this frequently? How are we going to measure our relevance? @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  40. 40. ‘Sticky’ social media checklist Keep it simple Feedback dialogue not monologue @renepower Do something different...like help Be persuasive and credible Be personable... care www.marketingassassin.co.uk www.bdb.co.uk Engage...tell a story 14/10/13
  41. 41. How social affects search @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  42. 42. Ingersoll Rand on Facebook @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  43. 43. PWC engagement on Facebook PWC @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  44. 44. Step 6: Turning traffic into leads • • • • Why? Businesses can’t just help They need to turn a profit Finesse landing pages Always have aanext Always have next step or action that step or action that the customer is the customer is inspired to take inspired to take – Tease and tantalise – Provide sign posts to action @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  45. 45. Achieving better conversion @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  46. 46. Part III: The analysis and Pt III: The analysis & improvement improvement
  47. 47. Step 7: Make analytics your friend • Why? …Really!? – Set up goals/funnels and assign value – Use forward and reverse path analysis to indicate most popular/effective content – Use event tracking to monitor calls to action – Use content experiments to test/increase performance on key pages @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  48. 48. You can’t track what you can’t measure – but look at all this! buazz by time of day Buzz by no of posts buzz asset popularity uploads channel buzz by customer type mainstream media favourites likes comments ratings %of buzz with links recommends embeds virtual gifts tags popularity clickthroughs shift in buzz mainstream media mentions installs downloads growth rate of fans follows increase in searches views competitive buzz category/topic buzz buzz by impressions buzz by stage in DM process mentions alongs seasonal buzz friends contacts no of pass no of views/interactions polls bookmarks contest entries subscriptions leads generated page changes in search ranking type reach channel products sampled store visits trials geography volume of posts impressions time spent clicks customer acquisition & retention complaint handling contributions by bloggers chatrooms wikis online sales offline sales savings cost per click satisfaction feedback change in share AEV bounce rate open rate by time / region @renepower dwell time on site event response email cost per customer event attendance www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  49. 49. Summary • • • • • • • • • Consider the impact of action / no action Consider customer journey and experience Set a strategy Invest in your website Improve your search visibility Become useful and relevant Go social with purpose Work hard on conversion Monitor and use analytics @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  50. 50. And remember above all else @renepower www.marketingassassin.co.uk www.bdb.co.uk 14/10/13
  51. 51. Brilliant B2B Digital Marketing All content taken from “Brilliant B2B Digital Marketing” book (PDF) Request a free review copy by email / Twitter DM This and 100’s of other guides and resources are available to Smart Insights Expert members. rene@bdb.co.uk http www.bdb.co.uk @renepower blog http://marketingassassin.co.uk - sign up for new blog post alerts! Please check with Rene Power before using any images contained in this

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