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Lattice Engines (2010)
The document presents a marketing strategy overview for Lattice Engines, focusing on B2B marketing challenges, online and offline opportunities, and priorities. It emphasizes the distinct characteristics of B2B customers, the importance of tailored marketing approaches, and the benefits of social media and various online marketing channels. Additionally, it outlines key strategies for engaging B2B audiences, improving brand visibility, and continually enhancing marketing practices.
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Lattice Engines (2010)
- 1. Lattice EnginesMarketing Opportunities& PrioritiesPresented by Jesse KedyWednesday, May 19, 2010
- 2. ContentsB2B Marketing ChallengesOnlineOpportunitiesOffline OpportunitiesPrioritiesWednesday, May 19, 2010
- 3. Marketing Challengesin aB2B environmentB2B Marketing offers several unique challenges. B2B Customers ≠ B2C CustomersLess Emotion (Less Loyalty, Impulsiveness)RationalMethodologicalComplexExpensiveHigh RiskAnalyticalCoordinatedLonger CycleMore Factors, Varying Customer Demands, More CustomizationsForethought, PlanningLarger Purchases & Customer AcquisitionRequires more info/ proofGreater Implications for FailureMany Stakeholders, Multiple Decision-Makers & InfluencersLonger Time to Purchase
- 4. Marketing Challengesin aB2B environmentB2B Consumer Lifecycle Stages & StrategyConversationContentCommunityCustomerCouncilBRAND EVANGELISM Implementation; Support; Follow-up; Surveys; WoM; Referral Offers; Discounts; Up-Sell Live Demos; Research; Competitive Advantages; Proposals; PricingIndustry-Specific Education; Webinars; White Papers; Examples; Lead Generation; Lead Nurturing (Landing Pages, Micro Sites; E-Mails)Basic Education; Problem Identification; Broad-Based Solution; Branding (Web Ads, SEM, Viral)Joining conv. where prospects are; Less Formal (Social Media, Blogging)Wednesday, May 19, 2010
- 5. Online Marketing OpportunitiesWebsiteEmailMarketingDisplay AdvertisingSearch Engine Marketing (SEO & Paid SEM)Social Media & Buzz GenerationWednesday, May 19, 2010
- 6. Online Marketing OpportunitiesWebsiteOpportunitiesMore Personal (Inviting Website) About Us | Profile Pictures | Company History | TimelineMore Simplified (Understandable Solutions) Descriptions | Demos (w/Audio) | ExamplesMore Information White Papers | Video | Keywords | More PRMore Credibility Certifications | Badges | Partnerships | TestimonialsWednesday, May 19, 2010
- 7. Online Marketing OpportunitiesE-MailMarketingCurrent E-Mail Marketing Efforts?Current E-Mail Marketing Goals?Awareness? Cultivation? Education? Specific Action?Tailored?Buying Stage; Industry; Geography; Career LevelCurrent Reporting?Wednesday, May 19, 2010
- 8. Online Marketing OpportunitiesDisplayAdvertisingTargeted Display AdsBased on: Location/ Action (Increased Relevancy)Landing PagesRelevance: Specific (Product, Industry), Design, Copy, ActionableRich Media DisplayIncreased: Attention, Interaction, RecollectionDesign: Audio, Video (Demo), Permission-Based (higher quality)Leads: Embedded Form, Fewer Steps to Submit, Higher QualityWednesday, May 19, 2010
- 9. Online Marketing OpportunitiesSearchEngine MarketingSearch Engine Optimization (Natural/ Organic)Pay-Per-ClickPay For InclusionWednesday, May 19, 2010
- 10. Online Marketing OpportunitiesSearchEngine MarketingSEO: Top ConsiderationsOn-PageTitle Tag
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- 16. NavigationOff-PageInbound LinksNon-competing, RelatedSitesBlogsForumsSyndicated ContentWednesday, May 19, 2010
- 17. Online Marketing OpportunitiesSearchEngine MarketingSEO: www.lattice-engines.comBusiness Goals(Visibility; Branding; Traffic > Sales; Marketing Efficiency)Site Assessment(Size; Conversion Funnels; Usability; Technical Issues; Content)Benchmarks(Tracking?; Benchmark Reporting; Success Metrics?; Budget)Keyphrases(Keyphrase Research – Identify Prospect Keyphrases)Wednesday, May 19, 2010
- 18. Online Marketing OpportunitiesSearchEngine MarketingPPC: Top ConsiderationsTargetingMessage
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