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B2B marketing is dead. Long live marketing

Presentation from TFM&A London in Feb 2013 - looking at why traditional b2b marketing is dead. Goodbye single-channel blast and hope, hello to multi-channel marketing, for ever!

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B2B marketing is dead, long live
   marketing

   Steve Kemish
   MD, Cyance.
   Chair, IDM Digital Marketing Council



Part of
the B2B
Trail:
Declining down




  Comments? @skemmo
The game has changed, but has
       the approach?




          Comments? @skemmo
Hang our heads in shame




       Comments? @skemmo
Is it like this where you work?
Single-channel marketing:
It’s not big, it’s not clever

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B2B marketing is dead. Long live marketing

  • 1. B2B marketing is dead, long live marketing Steve Kemish MD, Cyance. Chair, IDM Digital Marketing Council Part of the B2B Trail:
  • 2. Declining down Comments? @skemmo
  • 3. The game has changed, but has the approach? Comments? @skemmo
  • 4. Hang our heads in shame Comments? @skemmo
  • 5. Is it like this where you work?
  • 6. Single-channel marketing: It’s not big, it’s not clever
  • 7. Build it and they probably won’t come… or find it, or read it, or share it, or comment
  • 8. Where to start Comments? @skemmo
  • 9. Step 1 of 7: Discovery • Objectives – what are they? • Strategy – what is their current go-to-market approach? • Offering – what is their product or service? • Customers – what is their target audience and why? • Behaviour – how do their customers make buying decisions? • Collateral – do they have any marketing assets and are they fit for purpose? • Data – is their target market well defined and do they need more or better data? • Operations – what challenges prevent success? • Success – how will the client measure success? Comments? @skemmo
  • 10. Right message, right time Case Study Syndrome Comments? @skemmo
  • 11. Easy tiger! You wouldn’t ask somebody to marry you after three minutes of speed dating…
  • 12. Easy on the case study
  • 13. Suspect 1 Suspect 2 CEO/MD IT Director Suspect CIO Prospect Nurture Search Email MQL Tele BANT Websit e Sales Ready Lead
  • 14. Buying cycle Persona Content Nurturing channel Content Audit1.2. CEO/Owner, CFO & CTO and mapping Not considering, not aware or do not see any /sufficient risk CMO/Head of Events 1. Thought leadership – Whitepapers & EBooks Email Social relating to business topic 3. Professional User Blog Web nurturing workflow Aware of business topic, not 1. CEO/Owner, CFO & CTO 1. Thought Leadership – sure if it is an issue 2. CMO/Head of Events Whitepapers, Ebooks & As above + 3. Professional user video Telemarketing Investigating risk and impact 1. CEO/Owner, CFO & CTO 1. Blog As above + upon their business 2. CMO/Head of Events 2. Video channel 3. Professional User 3. Ebooks 4. Case studies Benchmarking 1. Head of IT/Security 1. Blog solutions/vendors/VAR’s in 2. Head of Purchasing / 2. solution suite Pass to Telemarketing or market Office Manager 3. Security solutions member sales 3. Professional User 4. Field Mobility solutions Sourcing solution type and 1. Head of Purchasing 1. Case studies Web nurturing or member suppliers 2. Head of IT 2. Product/solution matrix sales Purchasing 1. Head of Purchasing / 1. Special Telemarketing qualify and Owner / Office offers/Promos/Bundles generate lead Professional user 2. Case studies Looking to switch solution or 1. Head of IT/ Owner / 1. Upgrade promos Email + telemarketing upgrade Office Manager campaign Comments? @skemmo
  • 16. What about international? Comments? @skemmo
  • 19. Rich-media (with a long tail) Comments? @skemmo
  • 20. Lead scoring approach Event signup page Data capture form Data capture form Text explaining Sales Sales the CTA Landing page Data capture form Data capture form Strategy-led promo Useful Intro piece to disrupt and content Prospect Prospect Text engage – looking for form Microsite >25point data data Microsite event explaining Sales Sales submission (Inquiry) s? the CTA Webinar Further info Case promotion study/WP Contact us form House list House list Non- Data capture form Benefits/case/WP Contact us Data capture form opens/clicks Social & Social & Contact Cyance Slide deck Cyance Search Search details Lead scoring model Content scores >25 = sales qual Case study =8 Slide deck = 5 10-24 = nurture White papers = 12 via event Web analytics 1-9 = promote No of pages (2+) = 5 content No of visits (2+) = 15 Time on site (3 min+) = 5
  • 21. About us... At Cyance we live and breathe a connected approach to building customer and channel engagement programmes. From target identification all the way through to the sale and ongoing customer relationship, Cyance helps you with the insight and understanding to make your B2B marketing work harder. results@cyance.com www.cyance.com Follow us @cyance
  • 22. Read more Multi-channel marketing in an international world www.cyance.com/TFMA Comments? @skemmo