20min guide on how to run B2B digital marketing

@KcChano
KC Chan
20min guide on
B2B Digital Marketing

@KcChano
KC Chan
@KcChano
If you want to a copy of the slides other presentation, email me at
kc.chan@glodon.com or connect me on the above channel.

@KcChano
Agenda
• Traditional v Digital Marketing
• Persona & User Journey
• Marketing Funnel - Know your TOFU!
• Campaign Examples

@KcChano
Traditional v Digital Marketing
Brand Awareness

@KcChano
State of B2B Digital Marketing Today
75%
Business User use
social media
93%
B2B buying
process begin with
Search
80%
Business buyer
expects real time
response
Source: “State of the connected Customer”: McKinsey Digital Labs

@KcChano
Traditional Marketing
Advantages
• Reach: You can reach a group of specific
consumers that do not necessarily utilize
internet browsing.
• Face to Face Contact: Personalized marketing
is considered to be one of the best strategies
and the most efficient method to gain
recognition as a brand and product.
• Product Testing: Depending on the product,
traditional marketing can offer product testing
and through this method, prove its quality.
Disadvantages
• Expensive: Doing trade event, or printed ads
tends to be pricey and random.
• Inefficiency: Unlike Online Marketing, it is quite
difficult to measure the conversion rate of your
ads through traditional marketing, which makes
it difficult to have a good understanding of the
efficiency of your ads and the results they offer.
• Forced Strategy: This type of marketing strategy
is known to be a forced method of selling a
product, since the consumer is not necessarily
seeking your product in the first place.

@KcChano
https://secure.sfdcstatic.com/assets/pdf/misc/socc-2016.pdf

@KcChano
Persona & User Journey
Brand Awareness

@KcChano
1. Young Estimator
Age: 25-35
Family: Single / No kid
Education: Diploma
Traits: Diligence & Analytical
Roles: working from 9-5, preparing
tenders.
About them
• Utilize Social Media e.g. LinkedIn
• Excited and open to changes
• They are used to computers &
software
• WANTED to be appreciated
Challenge
• Quality of information + Time
• Glass ceiling – Hard to stand out and
move up the business
• DOING THE SAME OLD SH*T
• Find new technologies to help.
Goal
• Be “accurate” about their estimating
task
• Get the job done on time
• Be promoted
“Yani”

@KcChano
1. Young Estimators – Car Choice
• Renault Clio

@KcChano
In general, Digital Marketing
has 3 simple elements
* Content
* Channel
* Timing

@KcChano
The Anatomy of Tomorrow's
Inbound Marketing Strategy
Today
• Conversion Rate Optimization (CRO)

@KcChano
TOFU – Top of the Funnel
*Awareness Stage*
Objective
The goal with ToFu content should be to educate your audience on a specific
question, need or pain point that they're looking to address, but without a sales tie-
in.

@KcChano
TOFU – Pay Search / Organic Search
• Google ppc
• Social Media
• Best Practice Guide

@KcChano
Social Media (Organic/ Paid)

@KcChano
Content / Video
https://vimeo.com/209287633

@KcChano
Others “email” earning idea

Top of the Funnel (TOFU)
Objective
The goal with ToFu content should be to educate your audience on a specific question, need or pain point that
they're looking to address, but without a sales tie-in.
Toolkit Example Metric
Glodon Blogs • What is your new year resolution • View
• Subscribe
Tips Sheet –
encourage leads to trade their contact
information for the helpful content inside.
• 10 tips on how to use measurement tools effectively in
my Estimating/QS practice
• View
• Subscribe
eBook / guide • Top 5 Estimating Challenges – How to use technology to
counter them
• View
• Download
• Share
Check List • A Construction Contractor's Contract Checklist
• e.g http://bit.ly/2eNRz7h
• View
• Download
• Share
Glodon News • View
Recent Win • Welcome to xxx into the Cubicost Community • View
High Level Intro Video • 2min illustrated guide on TAS • View
Others • Quiz

@KcChano
MOFU – Middle of the Funnel
*Consideration*
Objective
Continue to be educate but also start the process of positioning Cubicost
as the solution to the lead’s needs & challenge

@KcChano
Webinar
https://vimeo.com/214071971
https://register.gotowebinar.com/regist
er/5320365626072802817

@KcChano
ROI Calculator
https://www.salesforce.com/form/conf/gated-roi-calculator.jsp

@KcChano
ReTargeting is an effective way to generate impression & attract traffic – cost per click (for example)
can be under USD$4 & cost per 1000 impression is under USD$2

Middle of the Funnel - MOFU
Objective: Continue to be educate but also start the process of positioning CubiCost as the solution to the lead’s
needs & challenge
Advance eBook – C-Suite Focus • 10 steps guide on how construction company approach Digital Transformation
• How C-Suite should approach technologies procurement in 2017/18
• Download
Case Studies • Success Stories of Mace – its challenge, its solution and its result. • Download
• View
Technical Video / Masterclass • Masterclass video playlist • View
FAQ Sheets/ Top 10 asked Q • View
Spec Sheets • BOQ Spec Sheet • View
Reviews/ Testimonials /
Competitor comparison
• Reviews on G2Crowd, Software Review
• Comparison between Cubicost & CostX
• View
Webinars (not technical) • An audience with Head of RICS • Signed Up
Buyers Guide & Success Kits • Buyer Guide:
• Success Kits: how to use Cubicost achieve your goals (onboarding roadmap)
• View
• Download
Survey: The research & the result • May links to the Advance eBook • Participate /
Download

@KcChano
BOFU – Bottom of the Funnel
*Comparison/ Conversion *
Objective
BOFU content is the crucial piece that transform your inbound marketing
leads into clients, so ensure your final offers are enticing enough to draw
leads in the final stage of your sales cycle into customers.

@KcChano
zzz… Get A Demo ads

@KcChano
Let our advocates blow the Glodon trumpets

@KcChano
Nurture the currency of Trust… & milk it

@KcChano
Success Roadmap with onboarding Metric

Success Roadmap with onboarding Metric

Bottom of the Funnel - BOFU
Objective
BOFu content is the crucial piece that transform your inbound marketing leads into clients, so ensure your final
offers are enticing enough to draw leads in the final stage of your sales cycle into customers.
Free Assessment / Digital Clinic • 1 day Digital lab
• How C-Suite should approach technologies procurement in 2017
• Get a session
• Click through
Get a Demo • Personalized email offering a free demo
• ReTargeting Ads of Demo
• Download
• View
Discount Code • Cubicost Black Friday • Click Through
Interactive Infographics • How Cubicost have transform your peers • View
Interactive Calculators • BOQ ROI Calculator • View
• Access
Drip Email Campaigns • An automated email campaign on the advantage of joining the
digital revolution (5 parts)
• BOQ Trial campaign
• View
• Access
Help Desk Articles And Super Specific
Blog Posts
• a step-by-step article about integrating causeway software into a
Salesforce CRM… whoever view this page will signal great buying
intent
• View
Others

@KcChano
Campaign Example
Social Media Post / PR Article / SEO
6 ways to improve your M&E
takeoff
Construction Sentiment Survey
Report
5 steps guide on how to purchase
Takeoff Software
Webinar with light touch
product demo
Roundtable event with
”champion” clients & Prospect
Success roadmap template /
Black Friday campaign
Glodon Masterclass (clients) Glodon Summit

@KcChano
multiple contents via
multiple channels at
multiple time

@KcChano
KC Chan
@KcChano
If you want to a copy of the slides, email me at kc.chan@glodon.com or
connect me on the above channel.

20min guide on how to run B2B digital marketing

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20min guide on how to run B2B digital marketing