SlideShare a Scribd company logo
Strategy B2B Manufacturer
Moses V. Gomes – Digital Marketing Expert
Digital marketing for increasing
the ROI and conversion of
clients
Employee
Engagement
Customer Support and
Service
Tracking Parameters
• Leads generation, filtering
and conversion
• Subscribers for newsletters
and visitors for exhibitions
• Download of white papers
• Q & A participation on
Facebook / Linkedin /
Slideshare
• Google analytics
• Social Media Monitoring
Tools required for Implementing &
Tracking
• CRM with automation for
email marketing
• Social Media Monitoring
• Greenhorn dash board for
SEO keywords tracking
• Demand Base for IP
targeting technology
• Account of Naukri.com
• Geo fencing for exhibitions
and road shows
• Augmented Reality for
virtual exhibitions
The Strategy will focus on a mix of
SEO and SMO, with PPC during
events / exhibitions. Additionally
incorporate new elements of
technology for inbound marketing
Digital marketing for increasing
the ROI and conversion of clients
Social Media
• Youtube channel - Customer Testimonials & product demo
videos
• Slideshare – Product manuals, product profiles, etc
• Linkedin – Participation and creation of group, source target
audience email ids from Naukri portal
• Facebook, Twitter and Google + - For regular Q & A by
eminent research leaders from the field
Website & SEO
• Responsive and multilingual website.
• Different extension & language, based on target country like
Arabic – UAE, German – Germany, etc
• Identification of competitors keyword marketing strategy for
SEO
• Generic Product websites like bobin.com, Conebobin.com, etc
• Offer free websites / CRM for dealers, will help in tracking
selling trends.
• Video testimonials - Cannot use Youtube in this section, as
most corporates have blocked the site, use another paid video
streaming website or HTML5
Email Marketing
• Should focus on engagement through regular emailers
• Include survey for developing new product
• Get customers involved in the process of new product
development
• Email campaign should focus as per customer levels defined
as
– Dealer, sub - dealer
– Direct customer
– Retailer
Pay – Per – Click
• PPC strategy will focus on introducing new products and client
testimonials
• Target platforms like
– Google adwords
– Indiamart
– Tradeindia
– Linkedin
• As Indiamart and Tradeindia have huge visitor based on B2B
Buyers PPC with B2B portals would help to display product
when visitor is searching for competitor products.
Exhibitions
• Creating virtual stall with Augument Reality for post event
engagement
• Use location based geo fencing technology to send updates
during exhibition.
• Offering free wifi can give us access to their contact info,
which will be added to database for email marketing
• Engage with visitors through social media during and post
exhibition
Lead generation – Demand Base
• Use Demand base for IP marketing technology, will help
website visitors to view customized website.
• Can also help to localise PPC marketing, before cold calling the
client.
• Can also help in auto – filling of forms on landing pages, as
visitors tend to fill short forms, rest parameters would be
filled through the application tracking of IP
• Customization of newsletter, testimonials, etc based on the
visitor location and company.
White Papers
• Content writing to focus on endorsement from eminent
researchers
• Get customers to register to download the white papers
• Share on social media profiles & email marketing
• White papers should focus new energy saving techniques
Newsletters
• Initiate concept of newsletters for internal and external
customers for engagement.
• Newsletters also offer information on new developments to
all stakeholders.
• Involve customers and employees to write articles.
• Video newsletters: Using video streaming servers which are
usually not blocked by firewall or corporates, by incorporating
video in news capsule format.
Employee Engagement
Social Media Policy
• Implement social media policy
• In case of some department working on high IP (Intellectual
Property) projects, implement self destruction & encryption in
all files which are copied on CDs, Pen drives and emails. This
will help in privacy.
• Identify key employee ambassadors who will engage on social
media with external stakeholders along with social media
team. Train employees to manage and report about any
comments.
Internal Social Media Dashboard
• Launching an internal dashboard through mobile app and
desktop.
• Any employee with their employee ID can login or generated
Username / password.
• They can post their requirements, new developments, etc.
• This would help HR to gauge requirement of training and what
type of training based on queries.
• The HR can also use this tool to send regular updates
Customer Support
Involve Customers for R & D
• Using social media channels, involve customers in product
development process.
• This would be in the form of
– Q & A
– Survey forms
– Showing beta stage of the product
Social Media for Customer Support
• Though most companies
in telecom and IT have
been using social media
for offering customer
support.
• B2B companies should
also start this process.
• This would help to build
credibility amongst its
competitors, as initiator
of customer support
through social media.
Launch of Mobile App
• Create mobile app for offering information various products.
Also key customers would also have official login panel.
• Through this they can view their order status, dispatch, past
invoices, whether they want to place new order, support
tickets, product demos, etc
• Sales team and dealers can use this app to draft quotations
while in discussion with the client.
• Use this app to track DSR of the sales team with GPS.
• This app would help in identifying the trends in sales cycle.
Birthdays wishes
• Social media and Naukri.com portal can help to source list of
birthdays for most dealers, clients and employees, etc
• On occasion of Birthday, send an email message from
chairman with that person’s photo.
• This can also be shared on social media.
Case Study
• Developing case studies for products and along with how this
product helped in solving problems.
• These case studies can be in A/V format of 1 to 2 minute news
capsules. This can be posted on website and youtube.
• Can also develop case study in ppt format for slide share.
• Would help to build elearning for clients, students learning
textile technology, sales team and boost for lead generation.
I Tweet @ https://twitter.com/inspectordhola
I Blog @ http://www.mosesgomes.com/
My ppt @ http://www.slideshare.net/gomesrelations
My profile @ https://in.linkedin.com/in/mosesgomes
My Friends @ www.facebook.com/moses.gomes
I answer queries @ http://www.quora.com/Moses-Gomes
On Google+ @ https://plus.google.com/+mosesgomes
My photos @ http://instagram.com/mosesvgomez

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Digital marketing strategy for B2B sector

  • 1. Strategy B2B Manufacturer Moses V. Gomes – Digital Marketing Expert
  • 2.
  • 3. Digital marketing for increasing the ROI and conversion of clients Employee Engagement Customer Support and Service
  • 4. Tracking Parameters • Leads generation, filtering and conversion • Subscribers for newsletters and visitors for exhibitions • Download of white papers • Q & A participation on Facebook / Linkedin / Slideshare • Google analytics • Social Media Monitoring
  • 5. Tools required for Implementing & Tracking • CRM with automation for email marketing • Social Media Monitoring • Greenhorn dash board for SEO keywords tracking • Demand Base for IP targeting technology • Account of Naukri.com • Geo fencing for exhibitions and road shows • Augmented Reality for virtual exhibitions
  • 6. The Strategy will focus on a mix of SEO and SMO, with PPC during events / exhibitions. Additionally incorporate new elements of technology for inbound marketing
  • 7. Digital marketing for increasing the ROI and conversion of clients
  • 8. Social Media • Youtube channel - Customer Testimonials & product demo videos • Slideshare – Product manuals, product profiles, etc • Linkedin – Participation and creation of group, source target audience email ids from Naukri portal • Facebook, Twitter and Google + - For regular Q & A by eminent research leaders from the field
  • 9. Website & SEO • Responsive and multilingual website. • Different extension & language, based on target country like Arabic – UAE, German – Germany, etc • Identification of competitors keyword marketing strategy for SEO • Generic Product websites like bobin.com, Conebobin.com, etc • Offer free websites / CRM for dealers, will help in tracking selling trends. • Video testimonials - Cannot use Youtube in this section, as most corporates have blocked the site, use another paid video streaming website or HTML5
  • 10. Email Marketing • Should focus on engagement through regular emailers • Include survey for developing new product • Get customers involved in the process of new product development • Email campaign should focus as per customer levels defined as – Dealer, sub - dealer – Direct customer – Retailer
  • 11. Pay – Per – Click • PPC strategy will focus on introducing new products and client testimonials • Target platforms like – Google adwords – Indiamart – Tradeindia – Linkedin • As Indiamart and Tradeindia have huge visitor based on B2B Buyers PPC with B2B portals would help to display product when visitor is searching for competitor products.
  • 12. Exhibitions • Creating virtual stall with Augument Reality for post event engagement • Use location based geo fencing technology to send updates during exhibition. • Offering free wifi can give us access to their contact info, which will be added to database for email marketing • Engage with visitors through social media during and post exhibition
  • 13. Lead generation – Demand Base • Use Demand base for IP marketing technology, will help website visitors to view customized website. • Can also help to localise PPC marketing, before cold calling the client. • Can also help in auto – filling of forms on landing pages, as visitors tend to fill short forms, rest parameters would be filled through the application tracking of IP • Customization of newsletter, testimonials, etc based on the visitor location and company.
  • 14. White Papers • Content writing to focus on endorsement from eminent researchers • Get customers to register to download the white papers • Share on social media profiles & email marketing • White papers should focus new energy saving techniques
  • 15. Newsletters • Initiate concept of newsletters for internal and external customers for engagement. • Newsletters also offer information on new developments to all stakeholders. • Involve customers and employees to write articles. • Video newsletters: Using video streaming servers which are usually not blocked by firewall or corporates, by incorporating video in news capsule format.
  • 17. Social Media Policy • Implement social media policy • In case of some department working on high IP (Intellectual Property) projects, implement self destruction & encryption in all files which are copied on CDs, Pen drives and emails. This will help in privacy. • Identify key employee ambassadors who will engage on social media with external stakeholders along with social media team. Train employees to manage and report about any comments.
  • 18. Internal Social Media Dashboard • Launching an internal dashboard through mobile app and desktop. • Any employee with their employee ID can login or generated Username / password. • They can post their requirements, new developments, etc. • This would help HR to gauge requirement of training and what type of training based on queries. • The HR can also use this tool to send regular updates
  • 20. Involve Customers for R & D • Using social media channels, involve customers in product development process. • This would be in the form of – Q & A – Survey forms – Showing beta stage of the product
  • 21. Social Media for Customer Support • Though most companies in telecom and IT have been using social media for offering customer support. • B2B companies should also start this process. • This would help to build credibility amongst its competitors, as initiator of customer support through social media.
  • 22. Launch of Mobile App • Create mobile app for offering information various products. Also key customers would also have official login panel. • Through this they can view their order status, dispatch, past invoices, whether they want to place new order, support tickets, product demos, etc • Sales team and dealers can use this app to draft quotations while in discussion with the client. • Use this app to track DSR of the sales team with GPS. • This app would help in identifying the trends in sales cycle.
  • 23. Birthdays wishes • Social media and Naukri.com portal can help to source list of birthdays for most dealers, clients and employees, etc • On occasion of Birthday, send an email message from chairman with that person’s photo. • This can also be shared on social media.
  • 24. Case Study • Developing case studies for products and along with how this product helped in solving problems. • These case studies can be in A/V format of 1 to 2 minute news capsules. This can be posted on website and youtube. • Can also develop case study in ppt format for slide share. • Would help to build elearning for clients, students learning textile technology, sales team and boost for lead generation.
  • 25. I Tweet @ https://twitter.com/inspectordhola I Blog @ http://www.mosesgomes.com/ My ppt @ http://www.slideshare.net/gomesrelations My profile @ https://in.linkedin.com/in/mosesgomes My Friends @ www.facebook.com/moses.gomes I answer queries @ http://www.quora.com/Moses-Gomes On Google+ @ https://plus.google.com/+mosesgomes My photos @ http://instagram.com/mosesvgomez