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Anudit Vikram
Bridging The Divide
INTEGRATING OFFLINE & ONLINE CHANNELS FOR B2B MARKETING
/un-oo-dit vik-rum/
SVP, Advanced Marketing Solutions
Data is the key which brings
your sales and marketing
programs together.
1 2 3
Defining
characteristics
of
B2B
Marketing
The Offline -
Online
Construct
Data as the
glue
B2B marketing is different
6
is more important than ever with
a projected 3.7% growth in
event marketing and advertising
F2F
Annual Advertising & Marketing Study 2016: B2B
Advertising
Outsell
67% of the buyer’s journey is
now done digitally
DIGITAL
Three Myths of the ‘67 Percent’ Statistic
Sirrius Decisions
The B2B dichotomy
BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
7
Experienced class who are now
learning the digital ways
THE DIGITAL
IMMIGRANT
Newer rank-and-file who have
grown up in the digital world
THE DIGITAL
NATIVE
The B2B dichotomy
BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
8
The B2B dichotomy
GROWTH
ENGINE
BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
Marketers need to
drive growth, not
simply generate leads
… and evolve from the
classic funnel model to
an omni-channel
engagement model
It is necessary to connect the online & offline
worlds
10
Visits Website
Attends Webinar
Visits Blog
Downloads
Case Study
Signs Up for
Newsletter
Online Research Qualification Call
Qualification Call
Personalized
Email
Event Invite
Event
Attendance
Sales Meeting Purchase
Digital Face-to-FacePhysical
Web Forms
Executive
Decision Maker
Influencer
The B2B buyers journey is complex
BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
11
The marketing stack spans the offline & the online
Anonymous
Prospect finds
brand content
Digital
presence delivers
content of interest
Merketing Automation
orchestrates ongoing
engagement
Prospect identifies
themself, requests
engagement with sales
Lead handed off to
sales closer for
qualification pursuit
Website/CMS
3 4 52 31
DMP/ BI
SEO
Marketing Automation
Retargeting
Website
CMS
CRMWeb Forms
Contact Centers
ActivityTechStack
BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
12
Inconsistent customer and
prospect knowledge results in
reduced marketing performance
INEFFECTIVE SALES
PROCESS
70% of marketers are either
unhappy or only marginally
happy with marketing
automation ROI
UNACCEPTABLE
CAMPAIGN ROI
Customers are frustrated with
generic B2B marketing programs
and irrelevant programmatic
content
IRRELEVANT
CONTENT
The disconnect between offline & online is frustrating
BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
It is necessary to connect the online & offline
worlds
Data is the glue which connects the systems
14
Data helps align tactics and technologies
Industry Intelligence
Company Triggers
Decision-Makers
Financial Health
Corporate Linkage
Purchase History
Org Chart
Industry Intelligence
Contact: Email & Phone
Influencers
Cookies
Anonymous Identifiers
Referring Domain
Firmographic
Intelligence
Contact Titles
Contact Role/Function
Visitor Intelligence
Content Interaction
GROWTH
ENGINE
BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
15
Use Data to align the offline and online journey
Anonymous
Prospect finds
brand content
Digital
presence delivers
content of interest
Merketing Automation
orchestrates ongoing
engagement
Prospect identifies
themself, requests
engagement with sales
Lead handed off to
sales closer for
qualification pursuit
Activity
Links ”anonymous”
visitor to business
identity and retrieve
business attributes
Feeds visitor profile into
Marketing Automation
RTP module to drive
personalization
Leverages profile data
to segment into
relevant nurture
streams
Validates lead form
data and enrich for
scoring and routing to
sales
Delivers accurate
account and contact
profiles to CRM
Business Identity Layer – Online/Offline Identifiers, Firmographics, Contacts,
Analytics Layer – Predictive Scores, Risk Indicators, Share of Wallet
DSP Marketing AutomationWebsite/CMS CRMWeb Forms
TechData
BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
Website/CMS
3 4 52 31
16
Generate and consistent and
holistic view of your key
performance indicators
USE THE RIGHT
TOOLS
A common identity which can be
used and is persistent across the
systems you use
ESTABLISH A
CURRENCY
Recency, Frequency,
Completeness of your company
and contact information
KNOW YOUR DATA
The keys to ‘Data-Inspired’ success
BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
Thank you
vikrama@dnb.com
www.linkedin.com/in/anudit

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Integrating Offline & Online Channels for B2B Marketing

  • 1.
  • 2. Anudit Vikram Bridging The Divide INTEGRATING OFFLINE & ONLINE CHANNELS FOR B2B MARKETING /un-oo-dit vik-rum/ SVP, Advanced Marketing Solutions
  • 3. Data is the key which brings your sales and marketing programs together.
  • 4. 1 2 3 Defining characteristics of B2B Marketing The Offline - Online Construct Data as the glue
  • 5. B2B marketing is different
  • 6. 6 is more important than ever with a projected 3.7% growth in event marketing and advertising F2F Annual Advertising & Marketing Study 2016: B2B Advertising Outsell 67% of the buyer’s journey is now done digitally DIGITAL Three Myths of the ‘67 Percent’ Statistic Sirrius Decisions The B2B dichotomy BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
  • 7. 7 Experienced class who are now learning the digital ways THE DIGITAL IMMIGRANT Newer rank-and-file who have grown up in the digital world THE DIGITAL NATIVE The B2B dichotomy BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
  • 8. 8 The B2B dichotomy GROWTH ENGINE BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING Marketers need to drive growth, not simply generate leads … and evolve from the classic funnel model to an omni-channel engagement model
  • 9. It is necessary to connect the online & offline worlds
  • 10. 10 Visits Website Attends Webinar Visits Blog Downloads Case Study Signs Up for Newsletter Online Research Qualification Call Qualification Call Personalized Email Event Invite Event Attendance Sales Meeting Purchase Digital Face-to-FacePhysical Web Forms Executive Decision Maker Influencer The B2B buyers journey is complex BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
  • 11. 11 The marketing stack spans the offline & the online Anonymous Prospect finds brand content Digital presence delivers content of interest Merketing Automation orchestrates ongoing engagement Prospect identifies themself, requests engagement with sales Lead handed off to sales closer for qualification pursuit Website/CMS 3 4 52 31 DMP/ BI SEO Marketing Automation Retargeting Website CMS CRMWeb Forms Contact Centers ActivityTechStack BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
  • 12. 12 Inconsistent customer and prospect knowledge results in reduced marketing performance INEFFECTIVE SALES PROCESS 70% of marketers are either unhappy or only marginally happy with marketing automation ROI UNACCEPTABLE CAMPAIGN ROI Customers are frustrated with generic B2B marketing programs and irrelevant programmatic content IRRELEVANT CONTENT The disconnect between offline & online is frustrating BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
  • 13. It is necessary to connect the online & offline worlds Data is the glue which connects the systems
  • 14. 14 Data helps align tactics and technologies Industry Intelligence Company Triggers Decision-Makers Financial Health Corporate Linkage Purchase History Org Chart Industry Intelligence Contact: Email & Phone Influencers Cookies Anonymous Identifiers Referring Domain Firmographic Intelligence Contact Titles Contact Role/Function Visitor Intelligence Content Interaction GROWTH ENGINE BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
  • 15. 15 Use Data to align the offline and online journey Anonymous Prospect finds brand content Digital presence delivers content of interest Merketing Automation orchestrates ongoing engagement Prospect identifies themself, requests engagement with sales Lead handed off to sales closer for qualification pursuit Activity Links ”anonymous” visitor to business identity and retrieve business attributes Feeds visitor profile into Marketing Automation RTP module to drive personalization Leverages profile data to segment into relevant nurture streams Validates lead form data and enrich for scoring and routing to sales Delivers accurate account and contact profiles to CRM Business Identity Layer – Online/Offline Identifiers, Firmographics, Contacts, Analytics Layer – Predictive Scores, Risk Indicators, Share of Wallet DSP Marketing AutomationWebsite/CMS CRMWeb Forms TechData BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING Website/CMS 3 4 52 31
  • 16. 16 Generate and consistent and holistic view of your key performance indicators USE THE RIGHT TOOLS A common identity which can be used and is persistent across the systems you use ESTABLISH A CURRENCY Recency, Frequency, Completeness of your company and contact information KNOW YOUR DATA The keys to ‘Data-Inspired’ success BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING

Editor's Notes

  1. Brad to wrap and kick it to questions
  2. Brad to wrap and kick it to questions
  3. Brad to wrap and kick it to questions