A look into how B2B marketers can take that extra step to be successful in their international campaigns. The slides cover research, KPIs, social media, PPC, targeting, branding and customer service. As presented at Brighton SEO 2019.

1. Why B2B Marketers must be
brave to succeed
internationally
Daiana Damacus // Webcertain
SLIDESHARE.NET/DAIANADAMACUS
in/daianadamacus/

2. How can you be brave in…
…research
…branding
…targeting
…customer focus

3. Research
Being brave is
simply doing it.

5. Define your market

6. Define your market
Geographically

7. Define your market
Geographically
Digitally

8. Define your market
Geographically
Digitally
Identify your buyer personas

9. Define your market
Geographically
Digitally
Identify your buyer personas
The resources and content

10. “Research is what I'm doing
when I don’t know what I’m
doing.” Wernher von Braun

11. “Research is what I'm doing
when I don’t know what I’m
doing.” Wernher von Braun
you should do
you
you’re

12. Setting expectations
Being brave is
telling your
boss their
expectations
are unrealistic.

13. “Marketers who set goals are 376%
more likely to report success than those
who don’t. And 70% of those successful,
goal-setting marketers achieve them.”
- Nathan Ellering

14. Align Your Goals with the
B2B Marketing Funnel and
The Customer Journey

15. Awareness
Interest
Consideration
Intent
Evaluation
Purchase
Search for information
Client examines specific product
and reviews
Client shares the research on products
and brands with other stakeholders and
decision makers
Product Demo/Site Visits
Client gets a contact proposal
- negotiation
Transaction is complete. The aftercare
process starts – opportunity of continued
relationship

16. Approach every international
campaign with the same
passion and dedication as you
do at home.

17. Branding
Being brave is changing your branding,
but also investing in it without getting
immediate leads.

18. What do you think of first when
promoting your brand?
Logo, naming system and brand style
guidelinesProducts/Services
Team
Company values

19. Brands are made of all of the
above, so only promoting one
of them is not enough.

20. Promoting your style guidelines
helps you become instantly
recognisable

21. Make sure your images all have the
correct logos, colour schemes and fonts.

22. Make sure your images all have the
correct logos, colour schemes and fonts.
Choose an angle for your imagery,
and stick to it.

24. Make sure your images all have the
correct logos, colour schemes and fonts.
Choose an angle for your imagery,
and stick to it.
Make sure this branding is consistent
across different markets.

25. Make sure your images all have the
correct logos, colour schemes and fonts.
Choose an angle for your imagery,
and stick to it.
Make sure this branding is consistent
across different markets.
Don’t overlap

26. Promoting your
products tells the
world what you do

27. Focus on the benefits they will bring
to your customers.

28. Focus on the benefits they will bring
to your customers.
Instead of ‘this is…,’ use the ‘this can
do…’ approach.

29. Focus on the benefits they will bring
to your customers.
Instead of ‘this is…,’ use the ‘this can
do…’ approach.
Don’t expect potential customers to
research you.

30. Promoting your team
members shows the face
behind the brand

31. Social media is a great tool to promote
and interact with your team members.

32. Social media is a great tool to promote
and interact with your team members.
Your customers will trust you more if
they see you have a good relationship
with your employees.

33. Social media is a great tool to promote
and interact with your team members.
Your customers will trust you more if
they see you have a good relationship
with your employees.
Your employees will appreciate being
promoted by their company on social
media.

34. Promoting your company
value is a combination of
all the things mentioned
previously

35. Targeting
Being brave is not being self-centred
with your targeting.

36. How do you set up the targeting of
your online campaigns?
Broad
Very specific

37. Your targeting should be
broad when it comes to PPC
and narrow when it comes to
social media.

38. PPC Targeting

39. One of the first mistakes: PPC
campaigns targeting specific keywords.

40. One of the first mistakes: PPC
campaigns targeting specific keywords.
If your brand is not worldwide famous,
people won’t search for your name or
your products’ name.

41. One of the first mistakes: PPC
campaigns targeting specific keywords.
If your brand is not worldwide famous,
people won’t search for your name or
your products’ name.
Target broad keywords in order to get
your products in relevant results.

42. Social Media Targeting

43. Works very differently from PPC
targeting.

44. Works very differently from PPC
targeting.
You are creating audiences and
targeting your customer personas.

45. Works very differently from PPC
targeting.
You are creating audiences and
targeting your customer personas.
You need details such as job titles,
industry, company size, interests, etc.

46. Works very differently from PPC
targeting.
You are creating audiences and
targeting your customer personas.
You need details such as job titles,
industry, company size, interests, etc.
Aim for an average of 60,000 people.

47. Customer focus
Being brave is promoting the message
your customers want to hear, not the
message you want to tell.

48. In this very competitive environment,
marketing efforts have to be
diversified connecting the great
product with the right buyer

49. Understanding
your buyer
profile

50. Never assume
you know your
ideal customer

51. Create a detail fictional persona

52. Create a detail fictional persona
Research what are their motivation
and how to solve their problem

53. Create a detail fictional persona
Research what are their motivation
and how to solve their problem
Where do they interact online?

54. Feature vs Benefits

55. VS
Storage
for
1GB of
MP3s
1,000
songs
in your
pocket

56. “The first step in exceeding
your customer’s
expectations is to know
those expectations.”
Roy H. Williams

57. Thank you