A Clear-Cut & Effective B2B Digital Strategy: Throw Your Digital Energy In The Right Direction

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Presentation from the B2B Conference in London on 23rd october 2014. Focused on digital marketing and the shift towards inbound vs outbound marketing

Business

A Clear-Cut & Effective B2B Digital Strategy:
Throw Your Digital Energy In The Right Direction
Sarah Goodall (@sarahgoodall)
October 2014

Today…
An Example Of
A Unified Digital
Campaign
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 2

A Little About My Professional Background…
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 3

A Little About SAP….
HR SALES,
SERVICE,
MARKETING
FINANCE PROCUREMENT
Mobile Cloud Premise
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 4

Digital Technology Is Changing The Way We Buy
Those Habits Are Transferring To B2B Purchases
We naturally seek…
Research – Recommendations – Reviews
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 5

The B2B Buyer Journey Has Changed
60% - 90% Of The Journey Is Complete Before Vendor Considered
60%
Through decision
making process
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 6

The Digital Landscape In B2B
Source: The 2014 B2B Buyer Behaviour Study
40%
…Said they waited
longer than a year to
initiate contact with
a vendor
68%
…Agreed that the
number of sources
used to research
and evaluate
purchases has
increased
64%
…Said the winning
vendor’s content had
a significant impact
on their buying
decision
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 7

The Classic Funnel Has Changed
From Linear Progression…
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 8

The Classic Funnel Has Changed
…To A Complex Digital Journey
B2B buyer engage with 11.4 pieces of content before making a
purchase and will find 3 pieces of content about a vendor for
every 1 piece that marketing can publish or sales can deliver
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 9

Funnel Of Engagements
Moving Via The Digital Funnel
(TOP)
(MIDDLE)
(BOTTOM)
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 10

Marketing Has To Change
Inbound Vs Outbound – Pull Vs Push – Digital Vs Traditional
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 11

Unified Digital Strategy
Paid – Owned – Earned: Integrated Mix With Content At The Core
Paid Media Owned Media
Advertising €
Earned Media
• Paid Search
• PPC
• Banner Ads
• Sponsorships
• Contextual
Source: Daniel Goodall (Nokia)
• Employees
• Customers
• Partners
• Influencers
• Website – optimised
for mobile
• Blog
• Branded social
channels
• Direct Email
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 12

Overlaying Campaigns To The Digital Strategy
Quarterly Process Driven By Social Listening
Social
Listening
Paid Media Owned Media
Content
2
3
Earned Media Social
Listening
Amplify Out
Social
Listening
Amplify Out
Amplify Out
1
4 Measure
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 13

Employee Social Enablement & Amplification
Get Social @SAP
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 15

Digital Approach:
Basic Campaign Structure
LISTEN CONTENT AMPLIFY MEASURE
No
Relevant
CTA Offer
Identified Create
Landing
Page
Social
Listening
3x Blog
Posts
Measure
Digitally Ready
Content?
Yes
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 16

Summary
Consider
employees as
an amplification
channel
© 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 17

Thank you
Twitter: @sarahgoodall
Blog: www.sarahgoodall.com
LinkedIn: www.linkedin.com/in/sarahgoodall
© 2014 SAP AG or an SAP affiliate company. All rights reserved.

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A Clear-Cut & Effective B2B Digital Strategy: Throw Your Digital Energy In The Right Direction

1. A Clear-Cut & Effective B2B Digital Strategy: Throw Your Digital Energy In The Right Direction Sarah Goodall (@sarahgoodall) October 2014

5. Digital Technology Is Changing The Way We Buy Those Habits Are Transferring To B2B Purchases We naturally seek… Research – Recommendations – Reviews © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 5

6. The B2B Buyer Journey Has Changed 60% - 90% Of The Journey Is Complete Before Vendor Considered 60% Through decision making process © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 6

7. The Digital Landscape In B2B Source: The 2014 B2B Buyer Behaviour Study 40% …Said they waited longer than a year to initiate contact with a vendor 68% …Agreed that the number of sources used to research and evaluate purchases has increased 64% …Said the winning vendor’s content had a significant impact on their buying decision © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 7

9. The Classic Funnel Has Changed …To A Complex Digital Journey B2B buyer engage with 11.4 pieces of content before making a purchase and will find 3 pieces of content about a vendor for every 1 piece that marketing can publish or sales can deliver © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 9

12. Unified Digital Strategy Paid – Owned – Earned: Integrated Mix With Content At The Core Paid Media Owned Media Advertising € Earned Media • Paid Search • PPC • Banner Ads • Sponsorships • Contextual Source: Daniel Goodall (Nokia) • Employees • Customers • Partners • Influencers • Website – optimised for mobile • Blog • Branded social channels • Direct Email © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 12

13. Overlaying Campaigns To The Digital Strategy Quarterly Process Driven By Social Listening Social Listening Paid Media Owned Media Content 2 3 Earned Media Social Listening Amplify Out Social Listening Amplify Out Amplify Out 1 4 Measure © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 13

14. Employees As Brand Advocates The Rising Importance Of This Channel 2x An employee advocate is 2 x more trusted than a CEO. 10x Employees have 10 x more social connections than a brand does. 8x Content shared by employees receives 8 x the engagement of content shared by brand channels Source: Social Chorus © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 14

16. Digital Approach: Basic Campaign Structure LISTEN CONTENT AMPLIFY MEASURE No Relevant CTA Offer Identified Create Landing Page Social Listening 3x Blog Posts Measure Digitally Ready Content? Yes © 2014 SAP AG or an SAP affiliate company. All rights reserved. @sarahgoodall 16

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A Clear-Cut & Effective B2B Digital Strategy: Throw Your Digital Energy In The Right Direction