A keynote by Dave Chaffey of Smart Insights covering trends within our RACE planning framework

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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

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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

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B2BOmnichannel

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PLAN
Creating an integrated digital marketing strategy
for ‘always-on’ and campaign activities

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Q. Do you have a defined digital marketing strategy?
Source: Free Managing Digital Marketing 2019 report

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Source: Customer lifecycle guide
Customer lifecycle omnichannel touchpoint review –
filling gaps and optimisation needed!
B2BOmnichannel

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Customer lifecycle touchpoint review –
filling gaps and optimisation needed!
B2BOmnichannel

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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

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B2B optimization – Google Data Studio
B2BTransformation

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REACH
Increasing awareness and demand generation

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Account-based
advertising
12 ways to target
using account-based
advertising

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New audience insight and targeting
techniques in LinkedIn
Details of update

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Integrating Martech, data and insight
Download: http://bit.ly/smartdigitaltools

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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

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ACT
Encouraging digital interaction and leads

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B2BContentmarketing
Define your
range of
ToFu
MoFu
BoFu
RoFu

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Next-best content
with Brightinfo, Evergage and Google

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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.

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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

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Using APIs to improve insights
on content engagement

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Convert
Generating offline sales using digital techniques

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B2BAutomation

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B2BAutomation

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Automation 1 Welcome Sequence
B2BAutomation

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Automation 2. Targeted welcome sequence
Open rate Clickthrough rate
Before 20.0% 1.9%
After 18.9 – 27.4% 7.5% -
20.6%
B2BAutomation

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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

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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

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Automation 3. B2B conversational site messaging
B2BAutomation

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AI-based follow-up with NLG from Conversica

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Engage
Using online marketing to engage your audience
and advocacy using email marketing and social media

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B2C Optimization Example
Elisabeth Forsup –
Group Head of CRM
MyOptique
View example
B2BOptimisation

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Example of content module test
Elisabeth Forsup –
Group Head of CRM
MyOptique
View example
B2BOptimisation

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Have you reviewed your capability gap?
Free benchmark templates: smartinsights.com/guides/digital-marketing-benchmarking-templates

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Let’s Connect – Questions and discussion welcome!
https://www.linkedin.com/in/davechaffey
Download : www.slideshare.net/smart-insights