B2B Digital Best Practices Mount Royal College Emarketing Program Presented by: Sandor Kiss November 6, 2009
Background: Sandor Kiss <ul><li>Help SMB’s and start ups grow their business  </li></ul><ul><ul><li>Analysis: Help clients...
The Way I See It …. <ul><li>Most companies I know of view web/digital from the point of view of let’s market online and dr...
Overview <ul><li>The Digital Foundation Model </li></ul><ul><li>B2B Best Practices </li></ul><ul><li>Using this Informatio...
<ul><li>What I’m going to deliver today was delivered to a marketing team at Telcordia. </li></ul>This has been done once ...
B2B Digital Foundation Model <ul><li>Banner Ads </li></ul><ul><li>Email Sponsorships </li></ul><ul><li>Social Networks </l...
B2B Digital Foundation Model <ul><li>Banner Ads </li></ul><ul><li>Email Sponsorships </li></ul><ul><li>Social Networks </l...
Awareness Best Practices <ul><li>Leverage many digital channels </li></ul><ul><li>Integrated online/offline campaigns </li...
Awareness: Case Study  <ul><li>Challenge :  Limited brand awareness in a highly competitive    and saturated market </li><...
Awareness: Case Study Principle #1 – Multiple Campaigns Trade Show Campaign Blog & Podcast Series White Paper Offer Source...
Awareness: Case Study  Principle #2 – Multiple Marketing Channels Online Game Press Releases Trade Show (Booth, Sponsorshi...
Awareness: Case Study  Principle #3: Be Different <ul><li>All their magazine ads looked the same </li></ul><ul><li>They al...
Awareness: Case Study <ul><li>40,000 visitors read blog entries </li></ul><ul><ul><li>Traffic doubled quarter after quarte...
<ul><li>Let’s talk about awareness and your business. </li></ul>Group Chat.
B2B Digital Foundation Model <ul><li>Relevant Site Content </li></ul><ul><li>Webinars </li></ul><ul><li>Whitepapers </li><...
Education: Best Practices <ul><li>Design With Users in Mind </li></ul><ul><li>Usable Sites </li></ul><ul><li>Relevant Cont...
Education: Design With Users in Mind <ul><li>Build for people in a business – not for the business itself </li></ul><ul><l...
Education: Design With Users in Mind An Introduction to Personas <ul><li>Different than Segmentation </li></ul><ul><li>A V...
Source: Forrester Research Inc.
Source: Forrester Research Inc.
Education: Build Usable Sites <ul><li>Is the text legible? </li></ul><ul><li>Do the menu categories immediately expose the...
Education: Build Usable Sites Source: Forrester Research Inc.
Education: Build Usable Sites Source: Forrester Research Inc.
Education: Relevant Content & Functionality <ul><li>Content and functionality should be developed to help users achieve th...
Source: Forrester Research Inc. Helping Users Achieve Goals Education: Relevant Content & Functionality
Education: Relevant Content & Functionality Personalization
Education: Relevant Content & Functionality Personalization Help users find the right site
Help users get to the right content on the site Education: Relevant Content & Functionality Personalization
Education: Relevant Content & Functionality Personalization Deliver the right content to the user
Education: Relevant Content & Functionality Personalization
Education: Relevant Content & Functionality Personalization
Education: Relevant Content & Functionality Personalization
Education: Relevant Content & Functionality Personalization
Education: Engaging Content <ul><li>The internet allows prospects to CHOOSE YOU </li></ul><ul><li>If the content is intere...
Education: The Right Format <ul><li>Lawyers love their blackberries </li></ul><ul><li>Engineers want the research via blog...
How important are blogs? <ul><li>Credible among business and IT professionals </li></ul><ul><li>Creates  communities  of i...
Education: Implications <ul><li>Identify key individuals who influence purchase decisions for your products and services <...
<ul><li>Let’s talk about education and your business. </li></ul>Group Chat.
B2B Digital Foundation Model <ul><li>Generate and Distribute Qualified Leads </li></ul><ul><li>Ongoing E-Newsletters Throu...
Key Issue: Sales/Marketing Misalignment Leads Marketing Sales
Sales Support: Best Practices <ul><li>Integrate lead generation </li></ul><ul><ul><li>Web to sales/Sales to web </li></ul>...
Sales Support: Integrate Lead Management Firms with mature lead management processes respond more quickly (consistently), ...
Sales Support: Integrate Lead Management
Sales Support: Integrate Lead Management 1 2 3 4 Needs Assessment Meeting. Presentation Proposal Contract “ Thanks for you...
Sales Support: Implications <ul><li>Engage in discussions with sales to develop cohesive approach toward digital program <...
<ul><li>Let’s talk about sales support and your business. </li></ul>Group Chat.
B2B Digital Foundation Model <ul><li>Track Client Behavior </li></ul><ul><li>Access to Exclusive Content </li></ul><ul><li...
Client Management: Best Practices <ul><li>Make it easy for clients to do business with you </li></ul><ul><li>Clients deser...
Client Management: Great Example
Client Management: Implications <ul><li>Develop client focus groups or interviews to assess how you can use digital portal...
So What Do We Do  With This Information?
Make decisions on where to allocate your digital investment for maximum impact.  Anticipate where the digital program focu...
Awareness Educate Support Manage After completing the digital strategy, the following table can be completed to suggest re...
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Overview Of EMarketing

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This presentation was delivered to a group taking a continuing education class in Calgary, Alberta on e-marketing at Mount Royal College. It is a holistic view of creating a complete digital marketing program for your organization from Awareness -> Education -> Sales Support -> Client Management.

The main point of the presentation was to develop an effective program, it is important to not forget allocating budget across this spectrum of the prospect/customer lifecycle.

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  • http://www.marketingsherpa.com/article_find.php?key=cs736 (Feb 15, 2007) http://www.btobonline.com/apps/pbcs.dll/article?AID=/20060911/VERTICAL/609110747/1329/VERTICAL (provides an article on B2B Online that reinforces marketing sherpa article
  • Press Releases and notes to individual reporters. Invited key press to trade show. Online game featured scruffy actors who were heros. Entertaining presentations about the game were conducted at their trade show booth. The game&apos;s print ads featured a team of people (heroic virus fighters) who looked as &amp;quot;real human&amp;quot; as possible standing valiantly against a green background. Game was available at www.thesecuritygame.com. Blog : Written by researchers and developers so technical audience would feel like they were being spoken to by “Suits”. Podcasts : Avoid narrating white papers. Created dramatic 12 part podcast series of 3-4 minutes podcasts. Users who came in part way through the campaign could get access to previous podcasts. Inspired by a tv show called “24” (FBI Drama). Each episode was released each week using RSS to help users know when new episodes were launched. Trade show booths, activities, and sponsorships : Hired Actor (unshaven) to give presentation about their game, had listening stations for their podcasts, and during one trade show, they invited 40 security experts to their booth (they felt this group would be most likely to blog about what they saw and heard). Others: Postal direct mail (postcards) to key prospects Glued-in offer cards on different pages in the same magazines Email ads in trade ezines :
  • Ingersoll – We looked at ads in the herald and went with something different – a black background …..
  • Forrester: The 3 Keys to Improving B2B web site Experience, July 31, 2007
  • A report card used by Forrester to evaluate web sites B2B sites have historically lagged behind their B2C counterparts, although B2B companies are improving their online capabilities
  • 1) For example – the ability to register for webinars at the Telcordia site is probably a major impediment to have users engage and stay on your site 2) Provide multiple avenues: easy downloads, podcasts, webinars, RSS, via email subscription, etc.
  • Interesting content – going back to the Arbor Networks example, they produced a campaign that was “out of the ordinary” in a fun format. It captured attention of their target audience. While they did eventually move past the “fun format”, the example shows that content oriented around human heroes and a game can win over a technical audience. Different things to different people For example, lawyers consume and analyze a tremendous amount of information for their works. They approach research about products/services that could help their law firm in the same manner. They expect details and will critique what they read quickly and without mercy. If you are able to create detailed content that supports an argument on why a lawyer should care to engage with you, you will win out over the slick marketer who tries to write a snappy tag line and short copy on a magazine ad to capture attention
  • Lawyers http://www.marketingsherpa.com/article.html?ident=24183 (Feb 22, 2006 ) Engineers http://www.marketingsherpa.com/article.html?ident=24027 (June 8, 2005)
  • Source: Forrester, How Mature is B2B Lead Management, November 2006 Key Notes
  • Overview Of EMarketing

    1. 1. B2B Digital Best Practices Mount Royal College Emarketing Program Presented by: Sandor Kiss November 6, 2009
    2. 2. Background: Sandor Kiss <ul><li>Help SMB’s and start ups grow their business </li></ul><ul><ul><li>Analysis: Help clients understand their customers and markets </li></ul></ul><ul><ul><li>Strategy: Build effective strategies by focusing on needs </li></ul></ul><ul><ul><li>Project Management/Hands on Marketing and Sales </li></ul></ul><ul><li>Major Agency Experience: Critical Mass, Rare Method </li></ul><ul><li>Management Consultant: Framework Partners </li></ul><ul><li>Brands: AT&T, Axia Netmedia, Procter & Gamble, SAAB, WestJet </li></ul><ul><li>Calgarian: Born and raised, BComm @ U of C, Dinos Basketball </li></ul><ul><li>Speaker: Calgary Marketing Club, Renaissance Executive Forums </li></ul>
    3. 3. The Way I See It …. <ul><li>Most companies I know of view web/digital from the point of view of let’s market online and drive traffic to our web site. </li></ul><ul><li>This is like buying MS Office and only learning how to use the Word Processor. </li></ul>
    4. 4. Overview <ul><li>The Digital Foundation Model </li></ul><ul><li>B2B Best Practices </li></ul><ul><li>Using this Information </li></ul><ul><li>Goal : Next time your looking at a digital marketing budget, you will think globally when allocating your investment. </li></ul>
    5. 5. <ul><li>What I’m going to deliver today was delivered to a marketing team at Telcordia. </li></ul>This has been done once before.
    6. 6. B2B Digital Foundation Model <ul><li>Banner Ads </li></ul><ul><li>Email Sponsorships </li></ul><ul><li>Social Networks </li></ul><ul><li>Offline Marketing Drives to Web </li></ul><ul><li>Mobile Message Delivery </li></ul><ul><li>Relevant Site Content </li></ul><ul><li>Webinars </li></ul><ul><li>Whitepapers </li></ul><ul><li>Blogs </li></ul><ul><li>Online Forums </li></ul><ul><li>Podcasts </li></ul><ul><li>Video/Rich Media </li></ul><ul><li>Generate and Distribute Qualified Leads </li></ul><ul><li>Ongoing E-Newsletters Throughout Sales Cycle </li></ul><ul><li>Integrate with Sales Force Automation Tools </li></ul><ul><li>Integrate Lead Capture @ Offline Events </li></ul><ul><li>Track Client Behavior </li></ul><ul><li>Access to Exclusive Content/Events </li></ul><ul><li>Online Surveys and Customer Feedback </li></ul><ul><li>Targeted Up-selling/Cross-Selling </li></ul><ul><li>Customer Portals </li></ul><ul><li>E-Services </li></ul>Clients & Prospects Awareness Sales Support Education Client Management
    7. 7. B2B Digital Foundation Model <ul><li>Banner Ads </li></ul><ul><li>Email Sponsorships </li></ul><ul><li>Social Networks </li></ul><ul><li>Offline Marketing Drives to Web </li></ul><ul><li>Mobile Message Delivery </li></ul>Awareness Clients & Prospects
    8. 8. Awareness Best Practices <ul><li>Leverage many digital channels </li></ul><ul><li>Integrated online/offline campaigns </li></ul>
    9. 9. Awareness: Case Study <ul><li>Challenge : Limited brand awareness in a highly competitive and saturated market </li></ul><ul><li>Goal : Create an integrated campaign with a “viral” effect </li></ul><ul><li>Approach : “Wave of Coolness” Integrated Campaign </li></ul><ul><li>Principles </li></ul><ul><li>Don’t blow your budget on a single campaign </li></ul><ul><li>Don’t rely on a single marketing channel </li></ul><ul><li>Be different </li></ul>
    10. 10. Awareness: Case Study Principle #1 – Multiple Campaigns Trade Show Campaign Blog & Podcast Series White Paper Offer Source: Marketing Sherpa
    11. 11. Awareness: Case Study Principle #2 – Multiple Marketing Channels Online Game Press Releases Trade Show (Booth, Sponsorships) Blog Podcast Series & RSS Email Sponsorships Download White Paper Banner Ads Print Ads Photos Source: Marketing Sherpa
    12. 12. Awareness: Case Study Principle #3: Be Different <ul><li>All their magazine ads looked the same </li></ul><ul><li>They all used blue in their ads </li></ul><ul><li>They did not promote a “human element” </li></ul>Arbor Networks Approach <ul><li>They chose to stand out </li></ul><ul><li>They used green in their ads </li></ul><ul><li>They centered their brand around people </li></ul>The Competition Source: Marketing Sherpa
    13. 13. Awareness: Case Study <ul><li>40,000 visitors read blog entries </li></ul><ul><ul><li>Traffic doubled quarter after quarter </li></ul></ul><ul><ul><li>Many visitors came via searches on technical terms: tended to be qualified </li></ul></ul><ul><li>1 st podcast series - 24,000 downloads* </li></ul><ul><li>Tracked the origin of sales leads* </li></ul><ul><ul><li>White Paper Offers: 59% </li></ul></ul><ul><ul><li>Banner Ads: 25% </li></ul></ul><ul><ul><li>Email newsletter sponsorships: 21% </li></ul></ul><ul><ul><li>Text Links: 2% </li></ul></ul><ul><ul><li>Glued-in insert in print magazines: 2% </li></ul></ul><ul><ul><li>Print Ads: 1% </li></ul></ul><ul><li>Eventually discontinued game to move from fun to more serious message </li></ul><ul><ul><li>* The results are skewed due to varying spend in media, so this isn’t apples to apples comparison </li></ul></ul><ul><ul><li>** In B2B marketing – a few hundred downloads seen as success </li></ul></ul>Source: Marketing Sherpa
    14. 14. <ul><li>Let’s talk about awareness and your business. </li></ul>Group Chat.
    15. 15. B2B Digital Foundation Model <ul><li>Relevant Site Content </li></ul><ul><li>Webinars </li></ul><ul><li>Whitepapers </li></ul><ul><li>Blogs </li></ul><ul><li>Online Forums </li></ul><ul><li>Podcasts </li></ul><ul><li>Video/Rich Media </li></ul>Education Clients & Prospects
    16. 16. Education: Best Practices <ul><li>Design With Users in Mind </li></ul><ul><li>Usable Sites </li></ul><ul><li>Relevant Content & Functionality </li></ul><ul><li>Content Doesn’t Need to be Boring </li></ul><ul><li>Format Matters </li></ul>
    17. 17. Education: Design With Users in Mind <ul><li>Build for people in a business – not for the business itself </li></ul><ul><li>Understand user goals on your web site </li></ul><ul><ul><li>What tasks do your users want to accomplish online? </li></ul></ul>
    18. 18. Education: Design With Users in Mind An Introduction to Personas <ul><li>Different than Segmentation </li></ul><ul><li>A View of Individuals’ Goals </li></ul><ul><li>Based on Primary Research </li></ul>Source: Forrester Research Inc.
    19. 19. Source: Forrester Research Inc.
    20. 20. Source: Forrester Research Inc.
    21. 21. Education: Build Usable Sites <ul><li>Is the text legible? </li></ul><ul><li>Do the menu categories immediately expose the menu categories & sub-categories? </li></ul><ul><li>Do pages provide location cues? </li></ul><ul><li>Is task flow efficient? </li></ul><ul><li>Does the site present privacy policy and security statements in context? </li></ul><ul><li>Are category and sub-category menu names mutually exclusive? </li></ul><ul><li>Are key word search results comprehensive and concise? </li></ul><ul><li>Does the home page provide evidence that user goals can be completed? </li></ul><ul><li>Is essential functionality available where needed? </li></ul><ul><li>Is essential content located where needed? </li></ul>Source: Forrester Research Inc. Forrester Criteria to Score Sites
    22. 22. Education: Build Usable Sites Source: Forrester Research Inc.
    23. 23. Education: Build Usable Sites Source: Forrester Research Inc.
    24. 24. Education: Relevant Content & Functionality <ul><li>Content and functionality should be developed to help users achieve their goals (i.e., personas) </li></ul><ul><li>Personalization </li></ul><ul><li>Functionality needs to operate flawlessly </li></ul><ul><li>Provide the right format for users to consume information </li></ul>
    25. 25. Source: Forrester Research Inc. Helping Users Achieve Goals Education: Relevant Content & Functionality
    26. 26. Education: Relevant Content & Functionality Personalization
    27. 27. Education: Relevant Content & Functionality Personalization Help users find the right site
    28. 28. Help users get to the right content on the site Education: Relevant Content & Functionality Personalization
    29. 29. Education: Relevant Content & Functionality Personalization Deliver the right content to the user
    30. 30. Education: Relevant Content & Functionality Personalization
    31. 31. Education: Relevant Content & Functionality Personalization
    32. 32. Education: Relevant Content & Functionality Personalization
    33. 33. Education: Relevant Content & Functionality Personalization
    34. 34. Education: Engaging Content <ul><li>The internet allows prospects to CHOOSE YOU </li></ul><ul><li>If the content is interesting, prospects are more likely to engage with your brand </li></ul><ul><li>Engaging means different things to different people </li></ul>
    35. 35. Education: The Right Format <ul><li>Lawyers love their blackberries </li></ul><ul><li>Engineers want the research via blogs, forums and direct from the source </li></ul>
    36. 36. How important are blogs? <ul><li>Credible among business and IT professionals </li></ul><ul><li>Creates communities of interest – buyers more willing to listen to peers than sales reps </li></ul><ul><li>Can improve natural search results </li></ul><ul><li>Generate insights for corporations </li></ul><ul><li>Shortens sales cycles & generates leads </li></ul>57% of business and IT professionals rated blogs equally or more credible than vendor white papers, news outlets, industry associations and analyst reports. 32% of 273 decision makers said that blogs were 1 of 3 top resources to support decisions.
    37. 37. Education: Implications <ul><li>Identify key individuals who influence purchase decisions for your products and services </li></ul><ul><li>Decide who to design the site for </li></ul><ul><li>Conduct primary research to understand user needs </li></ul><ul><li>Re-architect site to provide more intuitive experience for target audience(s) </li></ul><ul><li>Conduct regular usability testing to assess site performance </li></ul><ul><li>Do not underestimate the resources and effort required to develop fresh, engaging content </li></ul>
    38. 38. <ul><li>Let’s talk about education and your business. </li></ul>Group Chat.
    39. 39. B2B Digital Foundation Model <ul><li>Generate and Distribute Qualified Leads </li></ul><ul><li>Ongoing E-Newsletters Throughout Sales Cycle </li></ul><ul><li>Integrate with Sales Force Automation Tools </li></ul><ul><li>Integrate Lead Capture @ Offline Events </li></ul>Sales Support Clients & Prospects
    40. 40. Key Issue: Sales/Marketing Misalignment Leads Marketing Sales
    41. 41. Sales Support: Best Practices <ul><li>Integrate lead generation </li></ul><ul><ul><li>Web to sales/Sales to web </li></ul></ul><ul><li>Support sales staff communications efforts with digital communications programs </li></ul><ul><li>Recognize users and utilize information about them (ex. Web site usage) to create personalized communication during sales process </li></ul>
    42. 42. Sales Support: Integrate Lead Management Firms with mature lead management processes respond more quickly (consistently), respond to more leads and have higher close rates.
    43. 43. Sales Support: Integrate Lead Management
    44. 44. Sales Support: Integrate Lead Management 1 2 3 4 Needs Assessment Meeting. Presentation Proposal Contract “ Thanks for your inquiry. Someone will get back to you shortly.” Trigger webinar invite. Trigger email to view client case studies. Trigger podcast note. Trigger customer portal invite. Sales Process First Contact to Qualify Your Prospects Online Inquiry Your Customers Agent Digital Support Communication One View of the Customer Integrated Reports 1a 2a 3a 4a
    45. 45. Sales Support: Implications <ul><li>Engage in discussions with sales to develop cohesive approach toward digital program </li></ul><ul><li>Identify common goals/metrics to define success of digital efforts </li></ul><ul><li>Create initiatives to integrate lead generation/ management efforts (systems and technology) </li></ul>
    46. 46. <ul><li>Let’s talk about sales support and your business. </li></ul>Group Chat.
    47. 47. B2B Digital Foundation Model <ul><li>Track Client Behavior </li></ul><ul><li>Access to Exclusive Content </li></ul><ul><li>Online Surveys and Customer Feedback </li></ul><ul><li>Targeted Up-selling/Cross-Selling </li></ul><ul><li>Customer Portals </li></ul><ul><li>E-Services </li></ul>Client Management Clients & Prospects
    48. 48. Client Management: Best Practices <ul><li>Make it easy for clients to do business with you </li></ul><ul><li>Clients deserve exclusive services and value add for their loyalty </li></ul><ul><li>Engage in dialog with clients to obtain feedback, understand needs and discover new opportunities </li></ul>
    49. 49. Client Management: Great Example
    50. 50. Client Management: Implications <ul><li>Develop client focus groups or interviews to assess how you can use digital portals to support the business relationship </li></ul><ul><li>Develop online tools/content/features that support day to day job functions for clients </li></ul><ul><li>Integrate master database to create single view of clients </li></ul>
    51. 51. So What Do We Do With This Information?
    52. 52. Make decisions on where to allocate your digital investment for maximum impact. Anticipate where the digital program focus (i.e., awareness vs. sales support) will shift in the future to plan future investments.
    53. 53. Awareness Educate Support Manage After completing the digital strategy, the following table can be completed to suggest relative investment toward each phase of the client lifecycle. Aligning Budget with Strategy and Digital Roadmap X% X% X% X% Year 3 X% X% X% X% Year 2 X% X% X% X% Year 1

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