An overview on how should any B2B manufacturing company can initiate planning for Digital Marketing activities. This presentation highlights some key elements which form the crux of any digital marketing campaign. From introducing strangers, converting them into visitors, then to customers and finally advocates. In case you wait for some case study in your industry it will be too late.

1. Roadmap for DIGITAL MARKETING

3. DIGITAL MARKETING ROADMAP

5. DIGITAL
BRAND
PRESENCE
Website
Content
Marketing
PHASE I

6. Key elements of great website
• Objective of website
• Navigation
• Mobile ready / Responsive
• Should have engaging content
• Contact information
• Social Media integration

7. Types of content
Video
Product
demo
Troubleshoot
Customer
Testimonials
Corporate AV
Case study
Textual
Whitepapers
Customer
Testimonials
EBooks
Research
reports
Maintenance
manuals
Blogs
Newsletter
Images
Product pics
Customer
pics
Graphic
Infographic

8. DRIVE
VISITORS
TO DIGITAL
PRESENCE
Social Media
SEO
Email
Marketing
Events &
Webinars
Online
Advertising
Contests &
Competitions
PHASE II

10. How Social Media helps B2B Industry?
• Helps to identify clients, based on profiles
• Helps to initiate initial discussion with the
client
• B2B sales process involves lot of different
stakeholders, like commercial head, QA and
purchase managers. SM helps them, to learn
more about YOU and how YOUR strengths align
with their requirements
• Average sales cycle is long and SM helps to be
in touch with stakeholders during this process
to influence their decision

11. • Cost effective medium
• Organic SEO (Search Engine
Optimization) contributes to
over 70 percent of the clicks
• Helps to build inbound
marketing
• Top ranking of website and
content
• Helps in competition analysis on
search engine
How SEO helps B2B Industry?

12. • Email is the OLDEST and most
cost-effective B2B marketing
tactics.
• Email marketing’s strength is
in building and nurturing
relationships
• With developments in
marketing automation and big
data, email marketing
continues to get more
sophisticated and effective.
How Email Marketing helps B2B Industry?

13. • Webinars should be used for
lead generation and nurturing
campaigns.
• Webinars and online events are
popularly used to present
sales/product demonstrations,
training, and online education
illustrating thought leadership
around particular topics.
• Webinars are cost-effective
when integrated across the
customer’s buying journey.
How Webinars helps B2B Industry?

14. • Targeting a Managed Site List: There are many online
websites that cater to specialized niche audiences, and
most of these are largely ad-supported.
• Targeting Based on Context: TG is likely to be
interested in reading articles online that pertain
closely to their business. Imagine being able to buy ad
space in the New York Times, but only on the page
next to an article about MACHINE TOOLS? How far in
advance can you learn which content is going to be
published? With online display advertising, it is
possible to buy ad inventory at the time the article
gets published, using contextual targeting.
• Retarget to Nurture Interest: We need to use
retargeted display advertising to stay top of mind to
viewers who are most interested in offer. Retargeting
involves using a cookie on your website to identify
your site visitors and send additional ads to them as
the surf onto other websites.
How Online Advertising helps B2B Industry?

15. • Build your email list and
generate leads.
• Increase brand awareness.
• Increase social media page /
profile engagement.
• Conduct market research
• Building Confidence
How Contests helps B2B Industry?

16. CONVERT
LEADS &
VISITORS TO
CUSTOMERS
Landing
Pages
Website Remarketing
Lead
Nurturing
PHASE III

17. • Landing pages should be designed
keeping in mind different target
audience. So landing page for
automobile should be different from
construction sector
• Helps to easily Generate Leads
• Collect Demographic Information About
Your Prospects.
• Shouldn’t have Navigation Elements
• Should be responsive, easily adaptable
across different screens
• Should load within 1.5 secs
How Landing Pages helps B2B Industry?

18. • Getting lots of visitors to website
and social media channels is great,
but need to turn them into leads
and then into customers.
• Need to be intentional about it and
help visitors be able to take action
on what they read.
• This strategy helps in generating
better ROI on digital marketing
activities
How Website helps B2B in lead generation?

19. • Remarketing will target prospects who
are already interested in your business.
• Motivating consumers.
• Target messaging for your customers as it
tracks the website visitors and show the
ad only to them
How Remarketing helps B2B?

20. • Focus on nurturing prospects to the next stage
in their decision process instead of directly to a
sale.
• Use content selection to tease prospects forward
in the sales pipeline and to give more visibility
into where they are at.
• Start with three basic nurturing pathways:
• Keep in touch (for example a regular content
blast)
• Trigger (a communications sequence
triggered by an action like a content
download or tradeshow booth visit)
• Big fish (true 1-1 nurturing using the same
content and analytics as the other pathways
but with a dedicated BD or sales rep handling
the communications personally).
How Marketing Automation helps in lead
nurturing?

21. SALES DONE
CONGRATULATION

22. Else!

23. GO REPEAT
THE PROCESS

24. CONVERT
CUSTOMERS
TO
ADVOCATES
Survey
Advocacy
Programs
Customer
Service
PHASE IV

25. • Helps to understand customer loyalty.
• Most dissatisfied customers do not
complain, survey helps to identify the
reasons behind it.
• Insights helps to work and improve on
products and support services.
• This helps in customer retention.
• Can use customer data to improve sales
and marketing process
How Customer Survey helps B2B

26. • Helps to gain customer referrals.
• Drive product development
• Test new products for acceptance
amongst select advocates.
• Helps to spread Word of mouth
• Create a community
• Higher conversion rates, more qualified
leads, and greater sales efficiency when
they involved advocates
How Advocacy Program helps B2B

27. • Social media tools can help to build
better customer support .
• Videos with instructional content
• Maintenance / trouble shooting tips.
• Provide a weekly tips email / social
media update to share solutions to the
top customer support questions
• Solutions gallery on website, including
PDFs, web-accessible content, videos and
reference links
How Customer Support channels helps B2B?

29. So Let’s start