The document summarizes a presentation by Siddharth Sharma on digital marketing strategies for B2B companies. It discusses how the typical B2B buying process has changed and now involves multiple people conducting online research in a non-linear fashion. It then provides a framework for developing an inbound digital marketing strategy, covering areas like demand generation, lead generation, and retention. Specific tactics are recommended for each stage, including webinars, email marketing, paid search, social media, content marketing and website optimization. The presentation emphasizes testing multiple channels and adopting an experimentation mindset to quickly generate results.
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Digital Strategy Master Class - Siddharth Sharma, CleverTap
1. MASTERCLASS
Siddharth Sharma
HEAD - DIGITAL MARKETING
CLEVERTAP
NEW DELHI, INDIA ~ OCTOBER 16 - 17, 2019 | DIGIMARCONINDIA.IN
#DigiMarConIndia
Digital Strategy
Master Class
2. B2B + Digital Marketing = Awesome
Siddharth Sharma DigiMarCon - India
3. MARKETING
PROFESSIONAL
• 12+ years of experience
• Led multiple B2C & B2B teams
• Started my own agency
• Track record of growing
pipeline to $9+Mn
• Worked at startups, SMBs and
Enterprise companies
7. The typical buying group is comprised of six to 10 members
The average B2B buyer now makes an average of 12 online
searches before interacting with a vendor’s website
90 percent of B2B buyers loop back and forth through the funnel
In a nutshell, the new B2B buyer’s journey is now a looping,
multi-person online journey full of twists and turns as they flip
back and forth through the research and discovery stages:
15. YOUR DIGITAL STRATEGY
DEMAND GENERATION
Webinars
• Across the funnel
• Push your leads in the funnel
• Drive brand
Emails
• Identify Customer lifecycle moments
• Strategic not reactive
• Build for engagement not sales
• Separate 1-1 and 1-many emails
16. YOUR DIGITAL STRATEGY
LEAD GENERATION
PPC [Search + Display]
• Competition KW – low volume high gain
• Brand KW – if you are a market leader, do not ignore this
• Features vs Value KW
Social
• Audience Insights
• Deploy 3-4 channels
• Understand Brand vs Lead Gen
30. COMMON ERRORS
o Marketing does everything, CSR,
Brand, Lead Gen etc.
o Having a single strategy across
regions
o Strategy and Planning
BE VERY
SPECIFIC ON
YOUR GOALS
1
31. o Hire Generalists
o When you hit scale, then get
in specialists
o Generalists can help you in
your growth phase
BUILD THE TEAM
WITH
GENERALISTS
2