Made to Measure – Tailoring Digital for B2B
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Not all B2B is the same – businesses must explore the digital marketing and communications strategies that will work best for connecting with their customers. At GE Water & Process Technologies, the marketing and communications departments are collaborating to develop, test, implement and measure the strategies that will reach the company's broad range of indusries and support both lead generation and thought leadership. LuJean Smith, Global Communications Leader, and Steven Pepe, Digital Marketing Leader, will share insights into their continuing journey toward tailoring a custom-fit digital strategy for their business. This presentation was delivered to the attendees of Godfrey's FWD:B2B conference on November 7th, 2013
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Made to Measure – Tailoring Digital for B2B
- 2. GE Power & Water Water & Process Technologies Made to Measure: Tailoring Digital for B2B FWD:B2B Conference 2013 LuJean Smith Steven Pepe
- 3. Who are we? LuJean Smith Global Communications Leader linkedin.com/in/lujeansmith Steven Pepe Digital Marketing Leader linkedin.com/in/stevenpepe 8,000 employees globally 50,000 customers in 130 countries © 2013 General Electric Company 3 Water & Process Technologies
- 4. Who owns Digital? © 2013 General Electric Company 4 Water & Process Technologies
- 5. This is B2B © 2013 General Electric Company 5 Water & Process Technologies
- 6. Not all B2B is the same This is B2B © 2013 General Electric Company 6 Water & Process Technologies
- 7. Not all B2B is the same This is B2B © 2013 General Electric Company 7 Water & Process Technologies
- 8. © 2013 General Electric Company 8 Water & Process Technologies
- 9. Business vs. Customer – Who wins? © 2013 General Electric Company 9 Water & Process Technologies
- 10. “Do they know about you?" © 2013 General Electric Company 10 Water & Process Technologies
- 11. “Do they know about you?" Digital Tactics Metrics Blogs, webcasts Unique Visitors/Mo. Unbranded search % traffic from search Native advertising Pageviews + Shares Social (curating) Followers + Engagement Market research % unaided recall © 2013 General Electric Company Technologies 11 Water & Process Technologies
- 12. “How do you stack up?” © 2013 General Electric Company 12 Water & Process Technologies
- 13. “How do you stack up?” Digital Tactics Metrics Demo videos, webinars % leads to opptys Buyer‟s guides Downloads/mo. Win/Loss analysis “is it price?” Ratings + reviews # recommendations Lead management Avg. response time © 2013 General Electric Company Technologies 13 Water & Process Technologies
- 14. “Do they understand your value?” © 2013 General Electric Company 14 Water & Process Technologies
- 15. “Do they understand your value?” Digital Tactics Metrics ROI/TCO calculators # „known‟ fillouts Online case studies Downloads, shares e-Commerce $ Rev, % cart dropouts Post-sale apps Usage, screen flow © 2013 General Electric Company Technologies 15 Water & Process Technologies
- 16. Content that is relevant and relatable © 2013 General Electric Company 16 Water & Process Technologies
- 17. Mix of platform + content Social @ GE Water News, live events Articles, tech q‟s Categorized video Not now… © 2013 General Electric Company 17 Water & Process Technologies
- 18. Awareness Hosted Event Industrial Internet • Live broadcast webinar • Social media promo earned 237 registrants – almost 50% of total • Infographics shared via Twitter & LinkedIn • 1,100 YouTube views to date © 2013 General Electric Company 18 Water & Process Technologies
- 19. Consideration Event Sponsorship WEFTEC ‘13 Mobile App • 83 signups, 500+ video views • 66% open rate (3x benchmark) • Best week on YouTube in ‘13 (3,100 min watched) © 2013 General Electric Company 19 Water & Process Technologies
- 20. Consideration & Justification Lead Management • • • • • • © 2013 General Electric Company Simpler lead forms in Marketo Lead admin to pre-qualify prospects, get more details Upload/assign in SFDC, minimize data entry for reps Measure website traffic $ closed won 54 new opportunities 100% response rate, < 24 hrs 20 Water & Process Technologies
- 21. Made to Measure: Tailoring Digital for B2B Questions? © 2013 General Electric Company 21 Water & Process Technologies
Editor's Notes
- LUJEAN
- LUJEANWhy Comms should own Digital?Reputation management, spread expertise/thought leadershipWhy Marketing should own Digital?Gathering customer insights, Nurturing leads
- STEVE(would you use the same approach for financial services vs. heavy industry vs. enterprise software)
- STEVE(would you use the same approach for financial services vs. heavy industry vs. enterprise software)
- STEVE(would you use the same approach for financial services vs. heavy industry vs. enterprise software)
- STEVEThis should be you.Don’t just put an off-the-rack solution onto every business, every department, every team. The right tailor can be the expert that takes all the measurements ahead of time. Diagnose the problem and determine what solutions will have the biggest impact. Promoted tweets might sound sexy, but if your business’s big issue is a bad online store than you’re wasting energy. Kind of like obsessing over the cuffs in your pants when the waist is 4 sizes too big.
- LUJEANSo to get started… do you go all-in on customer content marketing? Or are there other gaps that would immediately help the business? It’s not about saying yes or no to solutions necessarily, but understanding the order. Prioritizing based on impact will help win influence internally and earn you a larger runway.To help prioritize, let’s walk through the buying process and how digital can help.
- LUJEAN“Do they know about you?” Awareness.“They” = the people in your target audience (economic buyers, end users, influencers)Case in point: many of you know GE, but you likely thought light bulbs and appliances.
- LUJEANAwareness.Tactics: native advertising, unbranded search, thought leadership (blogs, webcasts), social media curator, “give it away for free”Technologies:Sharethrough, Twitter, Percolate, HootSuiteMetrics: Basic – unique visitors, follower counts, video views. Deeper – brand surveys, unaided recall (performed by 3rd parties, trade assoc, trade pubs, etc.)
- STEVE“How do you stack up?” Consideration.Good luck to our grocery friends. When faced with a thousand choices, the differentiating factor could simply be the color of your label.In B2B though, you likely have a longer period of time. As the user compares their options, are you coming out on top? How can you find out?
- STEVEConsideration.Tactics: Technologies: LinkedIn products tab, more on Marketo laterMetrics: are people reading/sharing this content? With win/loss, can you get unbiased feedback and then use it to improve the product, messaging, content?
- STEVE“Do they understand your value?” Justification.Now you’ve made it to the final test, will they say Yes? Have you correctly communicated your value and shown them ROI? Do they have enough evidence to justify the purchase?
- STEVEJustification.Tactics: Technologies: Marketo + Omniture ( a more robust alternative to Google Analytics) great for measuring activity. Shopify + Amazon Supply (a new competitor to Grainger) can help with self-purchase solutions.Metrics: 22% of apps are downloaded and used once, measure monthly usage instead.
- LUJEAN“Sharable within the industry”You have to give something of value to your audience – your customer. It needs to be something they will find helpful and relevant – something that’s relatable. Need content for each of the three stages we’ve talked about, Awareness – Consideration – Justification.Awareness: don’t be the business with the magician in the event booth. It’s hard to connect and we all have limited resources. Need to get creative in the medium and packaging. (ex. GE’s Datalandia)Consideration: demo videos of your product in action, technical papers that show your technical superiority
- LUJEANTwitter for news, announcements, live eventsLinkedIn for articles, questions, education, discussionYoutube for anything video, but categorized by educational, product, thought leadership, and case studiesFacebook: nope! Maybe someday for employee engagement (not recruitment)
- LUJEANGE has made a push toward using big data to drive the next “Industrial Revolution” … The Industrial Internet revolution. Infographics, shared as fun “snacks” (small infographics, takeaway stats, short video thoughts) to Twitter and LinkedIn audience:LinkedIn: earned 17 non-GE registrationsTwitter: earned 9 non-GE registrations The InMails sent from LinkedIn to target occupations and discussion groups, using one of DIG’s infographics in the message earned 49 non-GE registrations. Our Slideshare had 1684 views; earned 3 non-GE registrations (only ran for 1 day pre-event). http://www.slideshare.net/GeneralElectric/how-big-data-is-improving-water-reuse-and-process-management Bloggers: Two key influencers blogged post about our event, earned 14 non-GE registrations Facebook ads: image attached, targeted to chemical engineers, water process specialists, etc. Gathered 107 non-GE registrations
- STEVEKey: not just an *ad*, but something of value (daily video recaps). 83 signups, 60 non-GEGained in popularity throughout the week (last email was most opened)YouTube activity: Gained 4x more subscribers than average week, had 3.1k minutes watched (+34% avg week)
- So, in the short time we had today, we couldn’t give you all the answers. What we hope that we’ve done is give you some of the questions. Because it’s all about understanding where your business and your customers are, and where they want to go, and then using the available digital marketing and communications tools to make that happen. Ask a lot of questions – take a lot of measurements – and get a sense of where you want to go before you start. Ask – what will success look like? And then build your program to help you reach that success metric.