SlideShare a Scribd company logo
© DirectionGroup 2015 | directiongroup.com
Get better at digital
marketing and avoid
“random acts of marketing”
Share the love:
#DGedge @Direction_grp
© DirectionGroup 2015 | directiongroup.com
B2B demand generation has almost completely
reinvented itself over the last decade
Inbound, content marketing, lead nurturing, automation,
analytics, email, search, social...it’s now an increasingly
data-driven science
So how do we now approach, plan and optimise
our digital marketing effort to avoid random acts
of marketing and poor ROI?
Let’s cut through
the buzz terms
and use digital for
what it’s good for.
© DirectionGroup 2015 | directiongroup.com
Getting closer to the new
B2B buyer(s)
© DirectionGroup 2015 | directiongroup.com
Marketing: from traditional to digital
“65% of B2B buyers already know
what they want to buy before they
get in touch with a sales rep.”
“Successful brands investing in digital,
especially digital content... Just to make
sure they’re offering the right educational
content for customers.”
“Marketing and in particular digital
marketing is going to have to take
much of the load in winning new
customers”
That means its only a minority of
buyers that sales can guide
through the buying process
That means our digital marketing
needs to be integrated – not
random and unplanned
That means we need content that
keeps customers with us or they’ll
find it from our competition
This is happening already and is only going to get worse.
IDC, 2015
© DirectionGroup 2015 | directiongroup.com
▪ More research taking place
▪ More content consumed
▪ More time spent evaluating solutions
▪ Peer recommendations more important
▪ Social media engagement and one-to-
one dialogue
The B2B buyer is changing
The 2015 B2B Buyer’s Survey Report, DemandGen Report
© DirectionGroup 2015 | directiongroup.com
The buyer journey
Changes over
time
Recognition of needs
Committing to a
Solution
Problem defined
Justifying the
Decision
On boarding
Changes over
time
Recognition of needs Problem defined
Exploring Possible
Solutions
Loosening of the
Status Quo
Committing to
Change
Defining the
problem
Early stage awareness Awareness and early need
identification
Ensure seamless customer
on-boarding –
minimise time to value
OURTASK
Influence how they
define their problem
and solution
Close the sale and
maximise the value of
the deal.
EDUCATION SOLUTION VENDOR SELECTION
Demonstrate we have the most
compelling proposition
Sees an
analyst blog
on trends
Downloads
vendor
solution guide
Attends
vendor
webinar
Visits a
supplier
website
Uses an ROI
calculator
Reviews some
competitive
analysis
Receives a
“welcome
pack”
Goes to
supplier
event
Downloads
analyst
whitepaper
© DirectionGroup 2015 | directiongroup.com
Marketing as “wing-man”
© DirectionGroup 2015 | directiongroup.com
We’re effectively starting a conversation for sales.
We use digital marketing techniques to find
the right people,
then nurture them through marketing
automation,
and integrate and collaborate with sales to
close sale and maximise value.
Creating a customer
centric digital strategy
© DirectionGroup 2015 | directiongroup.com
KICK start your digital marketing
*DirectionGroup adaptation of the RACE framework (Dave Chaffey for Smart Insights)
Know
Interact
Convert
Keep
the audience, marketplace and our own strengths and weaknesses
with the right people, in a meaningful and engaging way
engagement into action and sales
customers and make them advocates and repeat purchasers
Using the KICK framework will help develop a coherent,
customer focused digital strategy. We consider it as a process flow:
© DirectionGroup 2015 | directiongroup.com
KICK framework overview
KNOW
audience & marketplace
1. This stage is about
gathering and
analysing data
2. Use all existing data or
commission necessary
research to understand
your audience
3. Analyse your
marketplace to
understand market
position and challenges
INTERACT
reach out to generate
awareness & interaction
1. Choose the right tactics
to reach out and make
yourself worth
interacting with
2. Make sure your content
is relevant to the
conversation
3. Take the time to
optimise your digital
footprint
CONVERT
to lead or sale
1. Use optimisation,
automation and re-
marketing to convert
interest into leads
2. Use technology to scale
and personalise your
message and
experience you’re
providing
3. Consider incremental
trust building
KEEP
your customers, make
them advocates
1. Consider a long-term
plan to increase
customer satisfaction
and lifetime value
2. Keep customer
interested to build
loyalty and advocacy
3. Develop and test
tactics & programmes
© DirectionGroup 2015 | directiongroup.com
Buyer personas
64% of
marketing
material is only
geared towards
one role
Technology Marketing Research, Kingpin
Buyer personas are aggregate representations of the
actual buyers influencing or making decisions
about your solutions and are based on real people,
insights, and experiences.
And yes, they’re necessary.
2015 Demand Gen Report Benchmark Study, DemandGen Report
27% 31%
Said their personas
were well documented
and aligned to their
messaging
Said they do not have
personas, but plan to
put them in place in
the coming year
© DirectionGroup 2015 | directiongroup.com
How do you get close to customers?
Social listening Audience insight
research
Voice of
customer
research
Sales team
insights
Understanding your buyers at a deeper level is absolutely vital to creating quality
content that engages your buyers and raises your voice in the market.
Cost:
Value:
Richness:
Full insight:
Cost:
Value:
Richness:
Full insight:
Cost:
Value:
Richness:
Full insight:
Cost:
Value:
Richness:
Full insight:
© DirectionGroup 2015 | directiongroup.com
Persona template
© DirectionGroup 2015 | directiongroup.com
Digital marketing
depends on the right
content
© DirectionGroup 2015 | directiongroup.com
Content marketing is the darling of the B2B
marketing world. Its coming out of our ears.
So keen to create more and more content to satisfy our
need to create more and more campaigns, we’re stuck in
a hamster wheel.
No more content for content’s sake
We need to STOP creating any old content, and start
creating the right content.
Our content needs to help, not hype.
We all jumped on the bandwagon, didn’t we?
There are
27,000,000 pieces
of content shared
every day
Hubspot, 2014
© DirectionGroup 2015 | directiongroup.com
Challenges IT decision-makers face with content
Hesitant to
download
because I don’t
want the sales
follow-up
38%
Incomplete or
inconsistent
technical
information
31%
Lack of truly
independent,
unbiased
information
40%
Too much
marketing
hype/empty
buzzwords
41%
Information is
too general
31%
Customer engagement Study, IDG 2015
TOP TIPS:
▪ Keep it simple and unbiased – there’s a place for vendor owned “unbiased content”
▪ Don’t follow-up too soon, unnecessarily or without permission
▪ Be specific, consider adding a relevant vertical slant or message
© DirectionGroup 2015 | directiongroup.com
17 | © DirectionGroup 2015 | directiongroup.com
Moving prospects along the journey with content
1
Analyst research
(IDC, Gartner,
Forrester)2
Feature articles
about
technologies3
Technology news
4
Product testing /
reviews / opinions1
Product
demo/product
literature
2
Analyst research
(IDC, Gartner,
Forrester)3
How-to content /
information4
Product demo /
product literature1
Product testing /
reviews / opinions2
Case studies3
4
Analyst research
(IDC, Gartner,
Forrester)
1
Product testing /
reviews / opinions2
Product demo /
product literature3
4
Product testing /
reviews / opinions1
Case studies &
ROI tools &
Product demos
2
Feature articles
about trends /
strategies
3
4
ROI calculator or
other assessment
tools
1
Product demo /
product literature2
Vendor
directories3
4
Feature articles
about trends /
strategies
Loosening
status quo
Committing
to change
Exploring
solutions
Committing
to a solution
Justifying
the decision
Making the
selection
© DirectionGroup 2015 | directiongroup.com
But that’s a lot of content, right?
18 | © DirectionGroup 2015 | directiongroup.com
You don’t have to create new content
every single time
▪ Quality “hero content” should be atomized
▪ Repurpose content to deliver a new,
interesting, more helpful point of view
▪ Remember that different people prefer content
in different formats: audio, diagrams, videos,
text etc.
HERO
CONTENT
Blog
article
Podcast
eBook
Webinar
SlideShare
LinkedIn
Post
Infographic
Press
release
Content atomisation example: Nuance
© DirectionGroup 2015 | directiongroup.com
Know what you’ve got and how it helps
If we’re to use content to help buyers through their
journey we need to have the right content
Before running off to create yet more content,
reviewing what you currently have is a good starting
point:
▪ Create an inventory of available content
▪ Map it to the buyer journey: at what stage would it
be most useful?
▪ Create a gap analysis to identify where you
REALLY need to create new content.
Before creating any new
content ask yourself:
▪ Who is this content for?
▪ How will it help them?
▪ What is the content trying
to get the buyer to do?
© DirectionGroup 2015 | directiongroup.com
Content audit example: Business Centric Data Centre
Education Solution Vendor selection
Loosening the
status quo
Committing to
change
Defining the
problem
Exploring possible
solutions
Committing to a
solution
Justifying the
decision
On-boarding
A great deal of “solution stage” content – focusing
primarily on product and technical specifications.
▪ This content is useful once the prospect has
understood their challenges and explored the
marketplace for potential solutions.
▪ Here they become aware of the Fujitsu offerings, and
investigate specific capability.
Very little content to support the early “education
phase of the buyer journey
▪ Here the prospect is self educating about new ways
of solving business problems, leveraging new
technology or creating competitive advantage by
being innovative.
Very little content to support the “on boarding”
phase of the buyer journey
▪ This content is about maximising the benefit the
customer derives from buying a Fujitsu solution.
A
B
C
AB C
© DirectionGroup 2015 | directiongroup.com
What’s the most effective
lead generation tactics?
Email rossh@diretiongroup.com for
more information
© DirectionGroup 2015 | directiongroup.com
About DirectionGroup
© DirectionGroup 2015 | directiongroup.com
© DirectionGroup 2015 | directiongroup.com
DirectionGroup overview
DG is an integrated marketing communications agency
for both the business and consumer markets
We have been dedicated to the IT & Technology
marketing space for over 35 years.
We offer a marketing for tech as well as a tech for
marketing approach.
Average client retention rate of >8 years, client
Customer Satisfaction rate of 91% and NPS score 75%.
Top 40 UK B2B Marketing Agency
#6 in the Drum’s Independent Agencies ELITE agency
listing in the UK
Ranked # 7 in the 2015 Wirehive 100 Digital Agencies
League Table
© DirectionGroup 2015 | directiongroup.com
Services geared to B2B marketing
6 principle service offerings:
1. Content Marketing
2. Lead Generation – Inbound/Outbound
3. MarTech and Marketing automation
4. Account based marketing
5. Sales enablement
6. Channel Marketing
Underpinned by core competencies:
▪ Planning
▪ Creative
▪ Digital
▪ Project Management
Delivering:
Tactical Execution: design, copywriting, digital production,
video, content creation, event planning and management,
print production etc...
© DirectionGroup 2015 | directiongroup.com
Consult and advise on digital best practice
and plan, implement and test marketing
technology programmes, initiatives and tools:
▪ Marketing automation programmes
▪ Email marketing
▪ Digital display advertising
▪ Search (PPC and SEO)
▪ Data and analytics services
▪ Social media (paid, organic, influencer and
analytics
MarTech and Digital Production Teams
Marketing Technology Digital Production
Plan, technically scope and create digital
assets for use through integrated campaigns:
▪ HTML emails
▪ Campaign landing pages
▪ Corporate websites
▪ Web applications
▪ Native applications
▪ GIF and HTML display advertising
© DirectionGroup 2015 | directiongroup.com
Inbound
▪ Paid Social Media
▪ Social listening
▪ Content amplification
▪ Speaking opportunities
▪ SEO / PPC
▪ Influencer engagement
Marketing Qualification
▪ Marketing automation
▪ Lead nurturing
▪ 3rd Party MQL buying
▪ Dynamic content
▪ Web / hub / community sites
Sales Qualification
▪ Sales enablement hubs
▪ In-person sales tools
▪ Sales content and tools
Multi-touch demand generation services and support
Outbound
▪ Email marketing
▪ Display advertising
▪ Direct Marketing
▪ Events
Telemarketing services
▪ Tele-lead nurturing
▪ Tele-qualification
▪ Tele-prospecting
▪ Account intelligence
After sales
▪ Post-sale community
▪ User groups
▪ Post sales content
SiriusDecisions Demand Waterfall
Won Business
INBOUND OUTBOUND
Tele Prospecting
Qualified Leads
(TQL)
Tele Prospecting
Generated Leads
(TGL)
Sales (& Partner)
Accepted Leads
(SAL)
Sales Generated
Leads (SGL)
Tele Prospecting Accepted Leads (TAL)
Automation Qualified Leads (AQL)
Sales Qualified Leads (SQL)
© DirectionGroup 2015 | directiongroup.com
© DirectionGroup 2015 | directiongroup.com
Thank You
www.directiongroup.com
info@directiongroup.com
Share the love:
#DGedge @Direction_grp
© DirectionGroup 2015 | directiongroup.com

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DirectionGroup Digital Marketing - Edge Presentation

  • 1. © DirectionGroup 2015 | directiongroup.com Get better at digital marketing and avoid “random acts of marketing” Share the love: #DGedge @Direction_grp © DirectionGroup 2015 | directiongroup.com
  • 2. B2B demand generation has almost completely reinvented itself over the last decade Inbound, content marketing, lead nurturing, automation, analytics, email, search, social...it’s now an increasingly data-driven science So how do we now approach, plan and optimise our digital marketing effort to avoid random acts of marketing and poor ROI? Let’s cut through the buzz terms and use digital for what it’s good for. © DirectionGroup 2015 | directiongroup.com
  • 3. Getting closer to the new B2B buyer(s) © DirectionGroup 2015 | directiongroup.com
  • 4. Marketing: from traditional to digital “65% of B2B buyers already know what they want to buy before they get in touch with a sales rep.” “Successful brands investing in digital, especially digital content... Just to make sure they’re offering the right educational content for customers.” “Marketing and in particular digital marketing is going to have to take much of the load in winning new customers” That means its only a minority of buyers that sales can guide through the buying process That means our digital marketing needs to be integrated – not random and unplanned That means we need content that keeps customers with us or they’ll find it from our competition This is happening already and is only going to get worse. IDC, 2015 © DirectionGroup 2015 | directiongroup.com
  • 5. ▪ More research taking place ▪ More content consumed ▪ More time spent evaluating solutions ▪ Peer recommendations more important ▪ Social media engagement and one-to- one dialogue The B2B buyer is changing The 2015 B2B Buyer’s Survey Report, DemandGen Report © DirectionGroup 2015 | directiongroup.com
  • 6. The buyer journey Changes over time Recognition of needs Committing to a Solution Problem defined Justifying the Decision On boarding Changes over time Recognition of needs Problem defined Exploring Possible Solutions Loosening of the Status Quo Committing to Change Defining the problem Early stage awareness Awareness and early need identification Ensure seamless customer on-boarding – minimise time to value OURTASK Influence how they define their problem and solution Close the sale and maximise the value of the deal. EDUCATION SOLUTION VENDOR SELECTION Demonstrate we have the most compelling proposition Sees an analyst blog on trends Downloads vendor solution guide Attends vendor webinar Visits a supplier website Uses an ROI calculator Reviews some competitive analysis Receives a “welcome pack” Goes to supplier event Downloads analyst whitepaper © DirectionGroup 2015 | directiongroup.com
  • 7. Marketing as “wing-man” © DirectionGroup 2015 | directiongroup.com We’re effectively starting a conversation for sales. We use digital marketing techniques to find the right people, then nurture them through marketing automation, and integrate and collaborate with sales to close sale and maximise value.
  • 8. Creating a customer centric digital strategy © DirectionGroup 2015 | directiongroup.com
  • 9. KICK start your digital marketing *DirectionGroup adaptation of the RACE framework (Dave Chaffey for Smart Insights) Know Interact Convert Keep the audience, marketplace and our own strengths and weaknesses with the right people, in a meaningful and engaging way engagement into action and sales customers and make them advocates and repeat purchasers Using the KICK framework will help develop a coherent, customer focused digital strategy. We consider it as a process flow: © DirectionGroup 2015 | directiongroup.com
  • 10. KICK framework overview KNOW audience & marketplace 1. This stage is about gathering and analysing data 2. Use all existing data or commission necessary research to understand your audience 3. Analyse your marketplace to understand market position and challenges INTERACT reach out to generate awareness & interaction 1. Choose the right tactics to reach out and make yourself worth interacting with 2. Make sure your content is relevant to the conversation 3. Take the time to optimise your digital footprint CONVERT to lead or sale 1. Use optimisation, automation and re- marketing to convert interest into leads 2. Use technology to scale and personalise your message and experience you’re providing 3. Consider incremental trust building KEEP your customers, make them advocates 1. Consider a long-term plan to increase customer satisfaction and lifetime value 2. Keep customer interested to build loyalty and advocacy 3. Develop and test tactics & programmes © DirectionGroup 2015 | directiongroup.com
  • 11. Buyer personas 64% of marketing material is only geared towards one role Technology Marketing Research, Kingpin Buyer personas are aggregate representations of the actual buyers influencing or making decisions about your solutions and are based on real people, insights, and experiences. And yes, they’re necessary. 2015 Demand Gen Report Benchmark Study, DemandGen Report 27% 31% Said their personas were well documented and aligned to their messaging Said they do not have personas, but plan to put them in place in the coming year © DirectionGroup 2015 | directiongroup.com
  • 12. How do you get close to customers? Social listening Audience insight research Voice of customer research Sales team insights Understanding your buyers at a deeper level is absolutely vital to creating quality content that engages your buyers and raises your voice in the market. Cost: Value: Richness: Full insight: Cost: Value: Richness: Full insight: Cost: Value: Richness: Full insight: Cost: Value: Richness: Full insight: © DirectionGroup 2015 | directiongroup.com
  • 13. Persona template © DirectionGroup 2015 | directiongroup.com
  • 14. Digital marketing depends on the right content © DirectionGroup 2015 | directiongroup.com
  • 15. Content marketing is the darling of the B2B marketing world. Its coming out of our ears. So keen to create more and more content to satisfy our need to create more and more campaigns, we’re stuck in a hamster wheel. No more content for content’s sake We need to STOP creating any old content, and start creating the right content. Our content needs to help, not hype. We all jumped on the bandwagon, didn’t we? There are 27,000,000 pieces of content shared every day Hubspot, 2014 © DirectionGroup 2015 | directiongroup.com
  • 16. Challenges IT decision-makers face with content Hesitant to download because I don’t want the sales follow-up 38% Incomplete or inconsistent technical information 31% Lack of truly independent, unbiased information 40% Too much marketing hype/empty buzzwords 41% Information is too general 31% Customer engagement Study, IDG 2015 TOP TIPS: ▪ Keep it simple and unbiased – there’s a place for vendor owned “unbiased content” ▪ Don’t follow-up too soon, unnecessarily or without permission ▪ Be specific, consider adding a relevant vertical slant or message © DirectionGroup 2015 | directiongroup.com
  • 17. 17 | © DirectionGroup 2015 | directiongroup.com Moving prospects along the journey with content 1 Analyst research (IDC, Gartner, Forrester)2 Feature articles about technologies3 Technology news 4 Product testing / reviews / opinions1 Product demo/product literature 2 Analyst research (IDC, Gartner, Forrester)3 How-to content / information4 Product demo / product literature1 Product testing / reviews / opinions2 Case studies3 4 Analyst research (IDC, Gartner, Forrester) 1 Product testing / reviews / opinions2 Product demo / product literature3 4 Product testing / reviews / opinions1 Case studies & ROI tools & Product demos 2 Feature articles about trends / strategies 3 4 ROI calculator or other assessment tools 1 Product demo / product literature2 Vendor directories3 4 Feature articles about trends / strategies Loosening status quo Committing to change Exploring solutions Committing to a solution Justifying the decision Making the selection © DirectionGroup 2015 | directiongroup.com
  • 18. But that’s a lot of content, right? 18 | © DirectionGroup 2015 | directiongroup.com You don’t have to create new content every single time ▪ Quality “hero content” should be atomized ▪ Repurpose content to deliver a new, interesting, more helpful point of view ▪ Remember that different people prefer content in different formats: audio, diagrams, videos, text etc. HERO CONTENT Blog article Podcast eBook Webinar SlideShare LinkedIn Post Infographic Press release
  • 19. Content atomisation example: Nuance © DirectionGroup 2015 | directiongroup.com
  • 20. Know what you’ve got and how it helps If we’re to use content to help buyers through their journey we need to have the right content Before running off to create yet more content, reviewing what you currently have is a good starting point: ▪ Create an inventory of available content ▪ Map it to the buyer journey: at what stage would it be most useful? ▪ Create a gap analysis to identify where you REALLY need to create new content. Before creating any new content ask yourself: ▪ Who is this content for? ▪ How will it help them? ▪ What is the content trying to get the buyer to do? © DirectionGroup 2015 | directiongroup.com
  • 21. Content audit example: Business Centric Data Centre Education Solution Vendor selection Loosening the status quo Committing to change Defining the problem Exploring possible solutions Committing to a solution Justifying the decision On-boarding A great deal of “solution stage” content – focusing primarily on product and technical specifications. ▪ This content is useful once the prospect has understood their challenges and explored the marketplace for potential solutions. ▪ Here they become aware of the Fujitsu offerings, and investigate specific capability. Very little content to support the early “education phase of the buyer journey ▪ Here the prospect is self educating about new ways of solving business problems, leveraging new technology or creating competitive advantage by being innovative. Very little content to support the “on boarding” phase of the buyer journey ▪ This content is about maximising the benefit the customer derives from buying a Fujitsu solution. A B C AB C © DirectionGroup 2015 | directiongroup.com
  • 22. What’s the most effective lead generation tactics? Email rossh@diretiongroup.com for more information © DirectionGroup 2015 | directiongroup.com
  • 23. About DirectionGroup © DirectionGroup 2015 | directiongroup.com
  • 24. © DirectionGroup 2015 | directiongroup.com DirectionGroup overview DG is an integrated marketing communications agency for both the business and consumer markets We have been dedicated to the IT & Technology marketing space for over 35 years. We offer a marketing for tech as well as a tech for marketing approach. Average client retention rate of >8 years, client Customer Satisfaction rate of 91% and NPS score 75%. Top 40 UK B2B Marketing Agency #6 in the Drum’s Independent Agencies ELITE agency listing in the UK Ranked # 7 in the 2015 Wirehive 100 Digital Agencies League Table © DirectionGroup 2015 | directiongroup.com
  • 25. Services geared to B2B marketing 6 principle service offerings: 1. Content Marketing 2. Lead Generation – Inbound/Outbound 3. MarTech and Marketing automation 4. Account based marketing 5. Sales enablement 6. Channel Marketing Underpinned by core competencies: ▪ Planning ▪ Creative ▪ Digital ▪ Project Management Delivering: Tactical Execution: design, copywriting, digital production, video, content creation, event planning and management, print production etc... © DirectionGroup 2015 | directiongroup.com
  • 26. Consult and advise on digital best practice and plan, implement and test marketing technology programmes, initiatives and tools: ▪ Marketing automation programmes ▪ Email marketing ▪ Digital display advertising ▪ Search (PPC and SEO) ▪ Data and analytics services ▪ Social media (paid, organic, influencer and analytics MarTech and Digital Production Teams Marketing Technology Digital Production Plan, technically scope and create digital assets for use through integrated campaigns: ▪ HTML emails ▪ Campaign landing pages ▪ Corporate websites ▪ Web applications ▪ Native applications ▪ GIF and HTML display advertising © DirectionGroup 2015 | directiongroup.com
  • 27. Inbound ▪ Paid Social Media ▪ Social listening ▪ Content amplification ▪ Speaking opportunities ▪ SEO / PPC ▪ Influencer engagement Marketing Qualification ▪ Marketing automation ▪ Lead nurturing ▪ 3rd Party MQL buying ▪ Dynamic content ▪ Web / hub / community sites Sales Qualification ▪ Sales enablement hubs ▪ In-person sales tools ▪ Sales content and tools Multi-touch demand generation services and support Outbound ▪ Email marketing ▪ Display advertising ▪ Direct Marketing ▪ Events Telemarketing services ▪ Tele-lead nurturing ▪ Tele-qualification ▪ Tele-prospecting ▪ Account intelligence After sales ▪ Post-sale community ▪ User groups ▪ Post sales content SiriusDecisions Demand Waterfall Won Business INBOUND OUTBOUND Tele Prospecting Qualified Leads (TQL) Tele Prospecting Generated Leads (TGL) Sales (& Partner) Accepted Leads (SAL) Sales Generated Leads (SGL) Tele Prospecting Accepted Leads (TAL) Automation Qualified Leads (AQL) Sales Qualified Leads (SQL) © DirectionGroup 2015 | directiongroup.com
  • 28. © DirectionGroup 2015 | directiongroup.com Thank You www.directiongroup.com info@directiongroup.com Share the love: #DGedge @Direction_grp © DirectionGroup 2015 | directiongroup.com