This document discusses developing a strategic B2B digital marketing approach for modern marketers. It emphasizes using a full spectrum marketing approach to build cohesion across all phases of the marketing funnel and engage target audiences more effectively online. This involves redefining the digital marketing funnel, understanding customers, focusing marketing efforts on target markets, and taking a strategic approach to online visibility and performance measurement. Metrics like website traffic, social influence, engagement and conversions should be used to evaluate success.

1. B2B Digital Marketing Strategy for Modern Marketers

2. Some key takeaways
Marketing looks very different now than it was five years back. Modern marketers need to
find a new way to market to their target groups consistently and lift the organization's
marketing results to a new level. A Full Spectrum marketing approach will allow you to build
cohesion and a consistent plan to reach people and engage them more effectively online.
• Re-defining the digital marketing funnel for B2B business
• How to ensure full control on each phase of the Marketing funnel
• How to represent your brand in the modern digital world
• A Full Spectrum strategic approach to online visibility and performance
measurement

3. Winning Moves - Digital Marketing is about vision,
strategy, tactics and activity
Give your business a competitive business edge by providing an ongoing strategic vision and
ensure successful tactical implementation. Enter in the right spaces and make right
conversations with right people.

4. Focus on your target market – Evaluate the attractiveness
of market segment
The strategy will fail if you try to be everything to everybody. This segmentation help you to
aim the marketing efforts and ultimately merchandise towards.
Channel
identification
Activity
benchmarking
Act- ReactContent
responsiveness
Participation
Measure
Define your target markets - United States, Germany, Asia-Pacific etc.
Define your target verticals – Technology, BFSI, Pharma, CPG etc.

5. Who is your Customer? Getting to know your customers is
critical
Making $100 through digital marketing is awesome, but if it cost you $80 in resources to find
those deals then you are doing wrong.
• Make conversation with the right people from the start
• Define the demographics, psychographics, job functions and industry of your target
audience
For example:
Identify your buyers: C-level professionals, Marketing Heads, Customer Service Heads etc.
Identify your influencers: Bloggers, Journalists, Industry thought leaders, Partner
organizations etc.

6. Re-defining the digital marketing funnel
The primary marketing goal is to reach consumers at the moments that most influence their decisions.
Marketers need to identify the key channels of engagement at every stage of the marketing funnel.
Enabling advocates will generate authentic
WOM bringing the best new customer
prospects into the marketing funnel
ROI
Key Measures
Search engines, social networking
sites, publishers, blog
Website, social networking sites emailers,
publishers, blog
Website, social networking sites emailers,
publishers, online events
Website, blog, communities, publishers
• Fans/Followers, site
traffic, inbound links
• Fans/Followers, site
traffic, inbound links,
response rates
• Fans/Followers, traffic,
inbound links, response
rates, enquiries
• Time on website,
engagement rate, leads,
enquiries, average Order
• Repeat purchase, referral
Key Channels

7. A strategic approach to online success
The focus of the approach is that the objectives to be achieved – not the process of planning
itself. This allows to create a tailored digital marketing strategy to maximize success on the
social web.
• Brand perception
• Online presence
• Target Markets
• Customer insight
• Internal resources
• Customer acquisition targets
• website visits and stickiness
• Social influence
• No. of dialogues per month
• Efficiency gains
• Value proposition
• Governance
• Integration
• Action & control
• Brand advocacy
• Customer engagement
• Digital marketing mix
• Content flow
• Campaign schedule
• Resource allocation
• Prioritizing activities
• Outreach effectiveness
• Engagement ratio
• Inbound traffic
• Conversion ratio
• Social media influence
Relevance,
Reach,
Resonance
= ROI

8. A Full Spectrum approach towards online visibility and
performance measurement
This full spectrum approach will help marketers to determine whether they want to repeat
the campaign or not, as well the company made money as a result.

9. Integrating digital into all facets of marketing
Full Spectrum
analysis to rewire
your digital
marketing strategy
and develop channel
specific digital
metrics to measure
ROI
How to lift your
organization's marketing
results to a new level?
Improve margins by
reengineering digital marketing
efforts that can deliver better
results at lower costs
The Blueocean Social Media solution is designed to transform the enterprise business processes, driven
by Social Intelligence and an integrated Social Ecosystem, to drive sustainable customer engagement and
revenue growth.

10. Intelligence-driven marketing strategy for full-
spectrum operations
360° view of customers in social sphere
>95% accuracy in identifying issues and
uncovering opportunities and targeting your
marketing efforts
Tangible & measureable business impact
Proven experience with Fortune 500
Companies
The Blueocean Advantage

11. Discover a fresh
approach to managing
customer experience as
we transform the way
your social media
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