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1
Practical B2B Marketing:
Trends and techniques
Dr Dave Chaffey, co-founder and
Content Director, Smart Insights
ExCeL London, March 27th and 28th 2019
Download : www.slideshare.net/smart-insights
2
Digital Marketing consultant, trainer and author
since ‘97
Co-founder and content director of
SmartInsights.com - a marketing advice
community with > ½ million uniques/month.
Premium members in over 120 countries use our
planning guides, templates and online courses
to Plan, Manage and Optimize their digital
marketing.
About Dave Chaffey and Smart Insights
3
B2BOmnichannel
4
PLAN
Creating an integrated digital marketing strategy
for ‘always-on’ and campaign activities
5
Q. Do you have a defined digital marketing strategy?
Source: Free Managing Digital Marketing 2019 report
6
Source: Customer lifecycle guide
Customer lifecycle omnichannel touchpoint review –
filling gaps and optimisation needed!
B2BOmnichannel
7
Customer lifecycle touchpoint review –
filling gaps and optimisation needed!
B2BOmnichannel
8
Why B2B needs omnichannel?
“Multichannel is an operational view – how you allow the customer to
complete transactions in each channel.
Omnichannel, however, is viewing the experience through the eyes of your
customer, orchestrating the customer experience across all channels so that it
is seamless, integrated, and consistent.
Omnichannel anticipates that customers may start in one channel and move
to another as they progress to a resolution. Making these complex ‘hand-
offs’ between channels must be fluid for the customer. Simply put, omni-
channel is multi-channel done right!”
John Bowden, Senior VP of Customer Care at Time Warner Cable
9
B2B optimization – Google Data Studio
B2BTransformation
10
REACH
Increasing awareness and demand generation
11
Account-based
advertising
12 ways to target
using account-based
advertising
12
New audience insight and targeting
techniques in LinkedIn
Details of update
13
Integrating Martech, data and insight
Download: http://bit.ly/smartdigitaltools
14
SEO - dig deep with improved insights
Mine Google Analytics and
Google Search Console
HubSpot :
“Historical optimization”
Protect your top 10,-100
landing pages
Optimize by
• Country
• Mobile (AMP)
B2BSearchmarketing
15
ACT
Encouraging digital interaction and leads
16
B2BContentmarketing
Define your
range of
ToFu
MoFu
BoFu
RoFu
17
18
Next-best content
with Brightinfo, Evergage and Google
19
B2B: Next Best Content example
Melinda Cormier, Sr. Director of Digital
Marketing & Brand Strategy, and the
Nuxeo team use Evergage to regularly
test an algorithmic recipe that
recommends additional blog posts,
personalized at the one-to-one level for
each blog reader.
As a result, the team saw a 34%
lift in blog engagement (measured as
views of 2+ blog posts) and a 2.4%
decrease in bounce rate.
20
High Potential Top
Performers
Low Potential,
Low Performance
Consistent
Performers
Conversion rate (or Page Value for non ecommerce sites)
or conversion rate variance compared to average
Pageorproductpopularity(views)
orpageviewvariancecomparedtoaverage
Use the
Content
Marketing
Optimization
matrix to improve
results
Source: Content marketing optimization matrix
21
Using APIs to improve insights
on content engagement
22
Convert
Generating offline sales using digital techniques
23
B2BAutomation
24
B2BAutomation
25
Automation 1 Welcome Sequence
B2BAutomation
26
Automation 2. Targeted welcome sequence
Open rate Clickthrough rate
Before 20.0% 1.9%
After 18.9 – 27.4% 7.5% -
20.6%
B2BAutomation
27
Automation 4. Use a layered targeting
email system with dynamic content
Email 'Type' Customer Lifecycle Segmentation
Prospects Nursery Development Lapsing Lapsed
Lifecycle P2C programme Nursery programme Spot the winners Prevent Lapsing programme Lapsed programme
Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme)
Newsletter Sent wk. 1 each month to all contacts with personalised content
Feature Email Sent wk. 2 each month to all contacts
Offers and Deals Sent wk. 3 each month to all contacts
NPI Sent wk. 4 each month to all contacts
Source: Harriet Mitchell Smart Insights Digital Impact conference
28
Hero banner
Customised content: (Customer Profile)
• EDE (Electronic Design Engineers)
• Non-EDE (Electronic Design Engineers)
• Promo Excluded (Key and Corporates)
CLC Module
Customised content: (Customer Lifecycle)
• Nursery
• Development
• Acquisition
BEH Module
Customised content: (Behavioural data)
• Abandoned Baskets
• Browsed Not Bought
• Propensity to Buy (A recommendations model)
• Top Sellers
Product modules can vary in number and format.
Maximum of 8 modules per email.
Product Modules
29
Automation 3. B2B conversational site messaging
B2BAutomation
30
AI-based follow-up with NLG from Conversica
31
Engage
Using online marketing to engage your audience
and advocacy using email marketing and social media
32
B2C Optimization Example
Elisabeth Forsup –
Group Head of CRM
MyOptique
View example
B2BOptimisation
33
Example of content module test
Elisabeth Forsup –
Group Head of CRM
MyOptique
View example
B2BOptimisation
34
Have you reviewed your capability gap?
Free benchmark templates: smartinsights.com/guides/digital-marketing-benchmarking-templates
35
Let’s Connect – Questions and discussion welcome!
https://www.linkedin.com/in/davechaffey
Download : www.slideshare.net/smart-insights

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B2B Expo Practical B2B digital marketing trends and techniques

  • 1. 1 Practical B2B Marketing: Trends and techniques Dr Dave Chaffey, co-founder and Content Director, Smart Insights ExCeL London, March 27th and 28th 2019 Download : www.slideshare.net/smart-insights
  • 2. 2 Digital Marketing consultant, trainer and author since ‘97 Co-founder and content director of SmartInsights.com - a marketing advice community with > ½ million uniques/month. Premium members in over 120 countries use our planning guides, templates and online courses to Plan, Manage and Optimize their digital marketing. About Dave Chaffey and Smart Insights
  • 4. 4 PLAN Creating an integrated digital marketing strategy for ‘always-on’ and campaign activities
  • 5. 5 Q. Do you have a defined digital marketing strategy? Source: Free Managing Digital Marketing 2019 report
  • 6. 6 Source: Customer lifecycle guide Customer lifecycle omnichannel touchpoint review – filling gaps and optimisation needed! B2BOmnichannel
  • 7. 7 Customer lifecycle touchpoint review – filling gaps and optimisation needed! B2BOmnichannel
  • 8. 8 Why B2B needs omnichannel? “Multichannel is an operational view – how you allow the customer to complete transactions in each channel. Omnichannel, however, is viewing the experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated, and consistent. Omnichannel anticipates that customers may start in one channel and move to another as they progress to a resolution. Making these complex ‘hand- offs’ between channels must be fluid for the customer. Simply put, omni- channel is multi-channel done right!” John Bowden, Senior VP of Customer Care at Time Warner Cable
  • 9. 9 B2B optimization – Google Data Studio B2BTransformation
  • 11. 11 Account-based advertising 12 ways to target using account-based advertising
  • 12. 12 New audience insight and targeting techniques in LinkedIn Details of update
  • 13. 13 Integrating Martech, data and insight Download: http://bit.ly/smartdigitaltools
  • 14. 14 SEO - dig deep with improved insights Mine Google Analytics and Google Search Console HubSpot : “Historical optimization” Protect your top 10,-100 landing pages Optimize by • Country • Mobile (AMP) B2BSearchmarketing
  • 17. 17
  • 19. 19 B2B: Next Best Content example Melinda Cormier, Sr. Director of Digital Marketing & Brand Strategy, and the Nuxeo team use Evergage to regularly test an algorithmic recipe that recommends additional blog posts, personalized at the one-to-one level for each blog reader. As a result, the team saw a 34% lift in blog engagement (measured as views of 2+ blog posts) and a 2.4% decrease in bounce rate.
  • 20. 20 High Potential Top Performers Low Potential, Low Performance Consistent Performers Conversion rate (or Page Value for non ecommerce sites) or conversion rate variance compared to average Pageorproductpopularity(views) orpageviewvariancecomparedtoaverage Use the Content Marketing Optimization matrix to improve results Source: Content marketing optimization matrix
  • 21. 21 Using APIs to improve insights on content engagement
  • 22. 22 Convert Generating offline sales using digital techniques
  • 25. 25 Automation 1 Welcome Sequence B2BAutomation
  • 26. 26 Automation 2. Targeted welcome sequence Open rate Clickthrough rate Before 20.0% 1.9% After 18.9 – 27.4% 7.5% - 20.6% B2BAutomation
  • 27. 27 Automation 4. Use a layered targeting email system with dynamic content Email 'Type' Customer Lifecycle Segmentation Prospects Nursery Development Lapsing Lapsed Lifecycle P2C programme Nursery programme Spot the winners Prevent Lapsing programme Lapsed programme Behavioural Triggered by customer behaviour: ABBA, BnB, Accessories etc (max.1 email per week for each programme) Newsletter Sent wk. 1 each month to all contacts with personalised content Feature Email Sent wk. 2 each month to all contacts Offers and Deals Sent wk. 3 each month to all contacts NPI Sent wk. 4 each month to all contacts Source: Harriet Mitchell Smart Insights Digital Impact conference
  • 28. 28 Hero banner Customised content: (Customer Profile) • EDE (Electronic Design Engineers) • Non-EDE (Electronic Design Engineers) • Promo Excluded (Key and Corporates) CLC Module Customised content: (Customer Lifecycle) • Nursery • Development • Acquisition BEH Module Customised content: (Behavioural data) • Abandoned Baskets • Browsed Not Bought • Propensity to Buy (A recommendations model) • Top Sellers Product modules can vary in number and format. Maximum of 8 modules per email. Product Modules
  • 29. 29 Automation 3. B2B conversational site messaging B2BAutomation
  • 30. 30 AI-based follow-up with NLG from Conversica
  • 31. 31 Engage Using online marketing to engage your audience and advocacy using email marketing and social media
  • 32. 32 B2C Optimization Example Elisabeth Forsup – Group Head of CRM MyOptique View example B2BOptimisation
  • 33. 33 Example of content module test Elisabeth Forsup – Group Head of CRM MyOptique View example B2BOptimisation
  • 34. 34 Have you reviewed your capability gap? Free benchmark templates: smartinsights.com/guides/digital-marketing-benchmarking-templates
  • 35. 35 Let’s Connect – Questions and discussion welcome! https://www.linkedin.com/in/davechaffey Download : www.slideshare.net/smart-insights

Editor's Notes

  1. Showing the need to integrate web experiences with other paid, owned, earned channels
  2. Operational platforms AND insight tools
  3. Personalisation tech like Evergage ultimately increases lead generation