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Digital Marketing
StrategyArya Rama Krishnan, Daniel Porto, Emily Potter Benjamin, Esther Zheng, Amrit Sagar, Jiayuan Wang
2
Why we are here today
Thing-It’s Current Digital Marketing
Social Media Usage
Low High
Inbound Marketing
Low High
Outbound Marketing
Low High
● Competitor benchmarks
● Insights into digital marketing
platforms & potential
● Optimization & best practices
● Lead forecasts & ROI
● Budget proposal
Designing Thing-It Marketing Strategy
Lead Generation: 150+ Leads
How we will help:
Who are the target customers?
Human Resources Team
Cost Savings: reduce cost per
new hire, reduce cost per
position
Employee Experience
Digital Knowledge
Low High
IT Project Team
Support: support other
departments by finding
technical solutions that fulfills
their needs
Digital Knowledge
Low High
Facilities and CRE Team
Cost Savings: optimize office
space cost for expansion,
downsizing or contract
renegotiation, office layout
optimization
Digital Knowledge
Low High
Getting to know the competition
Inbound Marketing Score
OutboundMarketingScore
100200300
100 200 300 400 500 600
Legend:
Direct Competition
Best Practice
# of Employees
Inbound scores are
generated using social
media presence, post
frequency, website
score
And outbound
marketing
instruments: SEA,
social media ads &
retargeting
*See Appendix A and B for full table
Customer Journey
Opportunities to increase customer touchpoints with Thing-It
Awareness / Attention Interest Desire Action
Search for
solution on
internet
Realize
they have
a problem
Click on
interesting
page or ad
Look for more information
on Thing-It and/or
competitors’ webpage, blogs
and social media
Subscribe for newsletter,
follow the company on
social media
Fill-out contact forms
requesting for more
information or for a demo or
for a quote
Thing-It digital presence
Problem 2
Capturing customers interest
and desire
Problem 3
Low Click-to-Lead
conversion
Problem 4
Ignorance to Products
Problem 1
Summary of problems and our solutions
LinkedIn Ads
Google SEA
Blogs &
Social Media
Webinars
Attention
Desire
Action
Interest
Problem 1: Ignorance to
Products
Problem 2: Lack of
Digital Presence
Problem 3: Interest and
desire instruments
Problem 4: Click to lead
conversion
LinkedIn Ads
Product & Brand Awareness
1
How do social media ads solve problem 1?
Increase Brand
Awareness
By driving up engagement
(likes, comments, shares
and reposts) (1)
Product Discovery
Over 50% of social media users
discovers new products on those
platforms (2)
01
02
03
Generate Leads and
Boost Conversions
Through links to your
website and targeting a
specific sub-audience (1)
Awareness / Attention Interest Desire Action
Solution to Problem 1: LinkedIn Ads
(1) Hubspot - Social Media Marketing (2) Hubspot - Social Media ROI Stats
Which platform to run social media ads?
Who is our
ideal
customer?
Twitter
How to reach targeted customer group?
LinkedIn
Facebook
Human Resources
Facilities & CRE
IT Projects
Match!
Demographic
Profile
Website
Behavior
Facebook
Activity
Demographic
Profile
Interest Event Conversation
Location
Industry /
Company
Job title /
Department
Solution to Problem 1: LinkedIn Ads
Only LinkedIn allows specifically targeting HR, Facilities and CRE and IT team
Why use LinkedIn Ads?
Who is our
ideal
customer?
LinkedIn
Match!
Location
Industry /
Company
Job title /
Department
Solution to Problem 1: LinkedIn Ads
Audience Targeting by job experienceTraffic numbers in
Germany:
Source: (1) Similarweb (access on 30.03.2020)
Large Reach
21 mio visits
per month(1)
Drive Traffic
7 redirections
To an external link per
LinkedIn visit(1)
Low Quantity of Post but New
Content
Each ad has a different content.
Most posts drive to a landing page
How competitors are using LinkedIn Ads
Solution to Problem 1: LinkedIn Ads
#Sponsored Posts in the past 6 months
NewContent
50
HighLow
High Quantity of Post but Old
Content
Segmentation & A/B testing purpose:
different formats, contents and CTAs
See Appendix C and D for more details on competitors
Direct
Competition
Best
Practice
# of
employees
LEGEND:
Best ways to implement LinkedIn Ads
Solution to Problem 1: LinkedIn Ads
Visits to Website
Learn More
Get Quote
Request Demo
Subscribe
Register
Join / Attend
Download
Build-in Form
Learn More
Get Quote
Subscribe
Register
Download
Key yearly results for LinkedIn campaign
Clicks / Visits
Leads
Impressions 91,600 - 422,200
414 - 1,374
33 - 117
CTR: 0.33% - 0.45% (1)
Click-to-Lead: 7.7% - 8.3% (Average)(2)
Source: (1) Data simulated with LinkedIn Campaign Manager.(2) Click-to-Lead rate for Build-in-form is given by LinkedIn and 1.95% for Visits to Website (Hubspot)
Total Cost
1.9 TEUR
to
4.3 TEUR
Return
18 TEUR
to
65 TEUR
See details on the Return (CLV) on Appendix E
See details on the costs on Appendix F
Recommendation: Run LinkedIn campaign testing the two strategies and different CTAs, 5 days per
month
Solution to Problem 1: LinkedIn Ads
ROI: 275% - 787%
Search Engine Advertising
Online Presence
2
How does SEA solve problem 2?
B2B Buyers return to research 2-
3 times (1)
Awareness / Attention Interest Desire Action
Solution to Problem 2:SEA
78%
B2B Buyers start the
purchase process with a
Google search (1)
70%
Source: (1) State of Demand Generation, Pardot 2013
INTEGRATED WORKPLACE MANAGEMENT SYSTEMOFFICE SPACE ANALYTICSOFFICE OCCUPANCY SENSOR
How competitors are performing on search engine
Main competitors are on the1st
page of Google search result
68% never scroll past the 1st page(1)
Organic (SEO) or Paid (SEA)
Solution to Problem 2: SEASource: Barry, (2010). A Study of First Click Behaviour and User Interaction on the Google SERP.
Best ways to optimize Search Engine Marketing
Personalize Ads and
Landing Pages
Clear Call to Action
Solution to Problem 2:SEA
Best ways to optimize Search Engine Marketing
SEA/SEO requires continuous effort
TEST
ANALYZEREPEAT
OPTIMIZE
Improve bidding strategy
Keywords
Ads
Landing Page
CPC Bid x Ad quality
Solution to Problem 2: SEA
Key yearly results for SEA campaign
Clicks / Visits
Leads
Impressions 44000(1) - 180000(2)
2800 - 4200
36 - 84
CTR: 5% - 7.5% (1)
Click-to-Lead: 1.5% - 2.7%(3)
Total Cost
€6500
Return6.2
to
10.2
TEUR
Solution to Problem 2: SEA
Source: (1) . Data simulated with Google Keywordplanner (2) total DACH research volume. Google keywordplanner (3) Hubspot
ROI: 610%
€350 - €550/month
Blogging
Creating Interest and Desire
3
How does creating blog content solve problem 3?
Frames your
product as the
solution.
Customizable for target
groups
Helps both SEO &
direct sales
01
02
03
Establishes Thing-It
as an authority
Awareness / Attention Interest Desire Action
Solution to Problem 3: Blogging
Stepping stone
for full social
media
marketing
Source: Hubspot Social Media
Why use blogging?
➔ 70% of marketers are
actively investing in
content marketing.
➔ Over 75% of internet
users say they read
blogs regularly (1)
Solution to Problem 3: Blogging
n=1531 (2)
Sources: (1) Hubspot Marketing Statistics (2) Hubspot Marketing Statistics, Hubspot Burnes, Digital Marketing Institute
Do your competitors blog?
No Blog
Of 7 direct competitors
assessed, 6 had a blog.
Solution to Problem 3: Blogging
Best ways to implement blogs (quantity)
Solution to Problem 3: Blogging
(1)
Sources: (1) Hubspot Marketing Statistics, Ragan (2) OrbitMedia, Hubspot (3) Hubspot Marketing Statistics
Marketers who prioritize blogging efforts are
13x more likely to see positive ROI (3)
(2)
See Appendix G for more information
Best ways to implement blogs (quality)
Personalized Calls to action Quality Content
Solution to Problem 3: Blogging
See Appendix K for Blog Optimization - Analysis & Metrics
Social Media
Creating Interest and Desire
3
How does social media solve problem 3?
Create Brand
Affinity
Increase Conversion
Opportunities
01
02
03
Encourage Interaction
Solution to Problem 3: Social Media
Awareness / Attention Interest Desire Action
How can blog content be used for social media?
Blog/
Landing
Page
Blog Content
Long-lasing articles
• FAQ
Target Audience: Tech enthusiast
Short & Sweet, Timely topic
• Company Story/ News
• Industry Trend/ Insights
Target Audience: SmartBuilding Fans
Interaction, Chats/ Discussion
• Customer Education
• Product Introduction
• Best Practice
Solution to Problem 3: Social Media
66%(1)
Source: (1) Constant Content (access on 11.10.2018)
• Company Story/ News
• Industry Trend/ Insights
• Customer Education
• Product Introduction
• Best Practice
Why use social media?
Solution to Problem 3: Social Media
Top 3 used social
media platform(1)
Source: (1) Statista
Majority of B2B companies use social media
How competitors are using social media?
Solution to Problem 3: Social Media
Hot TopicHashtag
More In-depth Content
Social Media Presence
Thing-It vs Industry Average
For more tips, see Appendix I
Option 2: Hire a Company (1)
Average Cost: €780/Month
Optimal Cost: €3140/Month
Blogs & Social Media: How much will it cost?
How Much Does Blogging Cost?
Option 1: Do it Yourself
Average Cost: 4 Hrs/Post
Optimal Cost: 6 Hrs/Post
Solution to Problem 3: Blogging + SM
What About Social Media?
Option 1: Do it Yourself
Average Cost: 6 Hrs/Week
Optimal Cost: 8 Hrs/Week
(3)
Average Cost: €2095/Month
Optimal Cost: €5360/Month
(1) Solvid (2) Clearvoice, ContentFly (3) Hubspot Vaughan(4) SocialMediaStrategiesSummit, MavSocial
Option 3: Hire A Freelance (2)
Average Cost: €1375/Month
Optimal Cost: €4400/Month
Option 2: Hire A Freelancer
Average Cost: €720/Month
Optimal Cost: €960/Month
(4)
See Appendix H for Calculations
Key yearly results for blogs & social media
Prior Leads
New
Leads
(84) 1-2 per Week
106
ROI:165%
€66.5
TEUR
Return
Total Cost
€25
TEUR
Solution to Problem 3: Blogging + SM
Webinars
Lead Generation
4
Solution to Problem 4: Webinars
How do webinars solve problem 4?
Showcase your
Product &
Services
Enhance
brand value
In person conversation increases
your product acceptability
multifold
01
02
03
Live conversation with
your potential clients
The most important step!
Every other step is in
vain if customers do
not Act
This is time for
CALL TO ACTION
Awareness / Attention Interest Desire Action
Why use webinars?
● 10x more conversion rate than any
other digital marketing tool.
● Apart from confirmed leads, it
generates equal number of follow up
leads as well.
● Immediate first impression feedback
from attendees.
Solution to Problem 4: Webinars
Do your competitors organize webinars?
5 out of the 8 competitors host webinars
Solution to Problem 4: Webinars
Best ways to implement
Record and
Replay Webinars
Connect through
Social Network
Between 30 - 45
minutes
Q&A at the end
Solution to Problem 4: Webinars
Key yearly webinar results
Clicks / Visits
Impressions
Orders
4700(1) - 13700(2)
CTR: 5% - 7,5% (1)
Click-to-Lead: 1.5%(3)
Lead to Order: 10% (assumption)
Attendees
Q & A
Registration
Leads
700-800
280-360
100- 140
60-80
CTR: 30% -33% (1)
Click-to-Lead: 30% (2)
Lead to Order: 70%(3)
Total Cost
€1000
to
€3000
Solution to Problem 4: Webinars
Sources: (1) Zoominfo (2) MarketingCharts (3)GotoMeeting
Webinar is not a standalone tool. It incorporates other digital
marketing tools to complete the journey.
Optimization and
Recommendations
What matters most: analyze data & optimize solutions
TEST
ANALYZEREPEAT
OPTIMIZE
Find your CLV
Find your ROI
Recalculate Bids
Adjust &
Retarget
A/B Test
Performance
Metrics
See Appendix J & K for more information
Solutions Summary
LinkedIn Ads
Problem 1
Product Awareness
Key Metrics
Impressions, Clicks, CTR and
Cost per Lead
Low High
Cost
Low High
ROI
Blog & Social Media
Problem 3
Interest & Desire Creation
Key Metrics
Visits, shares, engagement,
bounce rate, time on page
Low High
Cost
Low High
ROI
Google SEA
Problem 2
Online presence
Key Metrics
Impressions, Ranking, CTR and
Ad score and CPC
Low High
Cost
Low High
ROI
Low
Low
Webinars
Problem 4
Click-to-Lead Conversion
Key Metrics
Registrations, Attendees, QA
participants, leads
High
Cost
High
ROI
60 leads106 leads55 leads75 leads
Cost/Effort vs Benefit Matrix
Effort/Cost Level
PotentialBenefit
Legend:
Inbound Instruments
Outbound Instruments
Effort/Cost Scores
generated using
hours spent and
hard costs for
each tool
Potential Benefit
scores generated
from CLV uplift
Blog +
Webinars
Budget and Outcomes - Within Budget
€42Cost per Leads €118 €237 €100
Leads 37 27 53 30 148
Blogs + Webinars Total
Budget:
€20,400
Leads:
148
See Appendix L for full table
Budget and Outcomes - Recommended
€42Cost per Leads €118 €237 €50
Leads 75 55 106 60 296
Blogs + Webinars Total
Budget:
€38,000
Leads:
296
See Appendix L for full table
Problem 1
Product Awareness
Problem 3
Interest & Desire Creation
Problem 2
Online presence
Problem 4
Click-to-Lead Conversion
Blog +
Webinars
Solutions
Executive Summary
Leads Budget
296 €38,000
Inbound MarketingOutboundMarketing
Thing-It’s Digital Marketing:
Future Outlook
Q&A
Appendix
Sources - 1
Baker, K. (2019, Oct 28). Social Media Marketing: The Ultimate Guide. https://blog.hubspot.com/marketing/social-media-marketing.
Access on 2020, April 17.
Barry, M. (2010). A Study of First Click Behaviour and User Interaction on the Google SERP
State of Demand Generation, 2013. Pardot.
Bowdoin, J. (2018, May 21). How Much To Charge for Social Media Management? (Freelancers and... Retrieved April 22, 2020, from
https://blog.socialmediastrategiessummit.com/how-much-charge-social-media-management/
Burnes, R. (2017, September 5). Study Shows Business Blogging Leads to 55% More Website Visitors. Retrieved April 22, 2020, from
https://blog.hubspot.com/blog/tabid/6307/bid/5014/study-shows-business-blogging-leads-to-55-more-website-visitors.aspx
Carmicheal, K. (2019, Oct 30). The 20 Quantifiable Benefits of Social Media Marketing for Business.
https://blog.hubspot.com/marketing/social-media-roi-stats. Access on 2020, April 17.
Constant Content (access on 11.10.2018).24 Blogging Stats You Need To Know
https://www.constant-content.com/content-writing-service/2018/10/blogging-stats/
Digital Marketing Institute (2019, November 15). 3 Ways to Incorporate SEO Into Your Inbound Marketing Strategy. Retrieved April 22,
2020, from https://digitalmarketinginstitute.com/en-eu/blog/3-ways-to-incorporate-seo-into-inbound-marketing-from-the-start
Freeland, A. (2020, March 6). Freelance Writing Rates: How Much Should I Pay? [Infographic]. Retrieved April 22, 2020, from
https://www.clearvoice.com/blog/how-much-to-pay-a-freelance-writer/
Google Keyword planner.
https://ads.google.com/aw/keywordplanner Access on 2020, April 12
HubSpot. (2020). 2020 Marketing Statistics, Trends & Data - The Ultimate List of Digital Marketing Stats. Retrieved April 22, 2020, from
https://www.hubspot.com/marketing-statistics
Ideal 2018 webinar benchmark data – Learn how well your webinar funnel stacks up,Access on 2020, April 20
https://learn.demio.com/ideal-2018-webinar-benchmark-data-learn-how-well-your-webinar-funnel-stacks-up/
Kurtz, B., & Mallozzi, C. (2019, April 15). 10 Webinar Benchmarks Every Marketer Should Know - GoToWebinar. Retrieved April 22,
2020, from https://blog.gotomeeting.com/7-webinar-benchmarks-every-marketer-should-know/
Lambert, S. (2018, Jul 10). The Best B2B Lead Gen Campaigns for Every Channel. https://blog.hubspot.com/marketing/b2b-lead-
generation. Access on 2020, April 17.
Marketing Charts. (2019, April 10). 2018 Webinar Benchmarks: 6 Highlights. Retrieved April 22, 2020, from
https://www.marketingcharts.com/cross-media-and-traditional/content-marketing-108045
Mayfield, D. (2019, October 23). How Much to Charge for Social Media Management (Guide). Retrieved April 22, 2020, from
https://mavsocial.com/how-much-charge-social-media-management/
Orbit Media. (2020, January 16). [New Research] How has Blogging Changed? 5 Years of Blogging Statistics, Data and Trends. Retrieved
April 22, 2020, from https://www.orbitmedia.com/blog/blogging-statistics/
Sources - 2
Sources - 3
Semrush Analytics
https://www.semrush.com/analytics/ Access on 2020, April 12.
Social Media Examiner. (May 7, 2019). Leading social media platforms used by B2B and B2C marketers worldwide as of January 2019
https://www.statista.com/statistics/259382/social-media-platforms-used-by-b2b-and-b2c-marketers-worldwide/
Solvid. (2019, December 4). 7 Best Blog Writing Services To Get Awesome Content. Retrieved April 22, 2020, from
https://solvid.co.uk/best-blog-writing-services/
Strong, F., & Ragan. (2018, June 25). Study: The perfect blog post length-and how long it should take to write. Retrieved from
https://www.ragan.com/study-the-perfect-blog-post-length-and-how-long-it-should-take-to-write-2/
Tee, N. (2019, October 23). What's The Average Freelance Writer's Price Per Word? Retrieved from https://contentfly.co/blog/whats-
the-average-freelance-writers-price-per-word/
Volovich, K. (2016 Apr 21). Google Adwords Benchmark data
https://blog.hubspot.com/agency/google-adwords-benchmark-data Access on 2020, April 12
Vaughan, P. (n.d.). 43% of Small Businesses Spend 6 Hours Per Week in Social Media [INFOGRAPHIC]. Retrieved April 22, 2020, from
https://blog.hubspot.com/blog/tabid/6307/bid/33776/43-of-Small-Businesses-Spend-6-Hours-Per-Week-in-Social-Media-
INFOGRAPHIC.aspx
Appendix A - Competition Digital Marketing Statistics
Appendix B - Getting to know the competition
Thing Dust
Competition: Direct
Employees: 6+
Inbound Marketing
Low High
Outbound Marketing
Low High
Tools: SEA, Social Media
iotspot
Competition: Direct
Employees: 5+
Inbound Marketing
Low High
Outbound Marketing
Low High
Tools: Blogs, Social Media, SEA
Locatee
Competition: Direct
Employees: 35+
Inbound Marketing
Low High
Outbound Marketing
Low High
Tools: Blogs, Webinars &
Videos, LinkedIn Ads
Spacewell
Competition: Direct
Employees: 180+
Inbound Marketing
Low High
Outbound Marketing
Low High
Tools: Blogs, Webinars &
Videos, LinkedIn Ads
53 ads
Ads Content
Mostly Videos
(>30s). Landing
page request
contact info first
ThingDust, OpenSensors and IoT Spot did not use LinkedIn Ads in the past 6 months
14 ads
Ads Content
Demos, Case
Studies, Webinars,
Videos (5 to 10
seconds)
Appendix C - How Competitors are using LinkedIn Ads
57 ads
Ads Content
Mostly Guides,
using LinkedIn
Build-in Forms
11 ads
Ads Content
Videos (varied
length) and success
cases from
customers
Solution to Problem 1: LinkedIn Ads
84 ads
Ads Content
Several white
papers and reports
for download
Appendix D - How Competitors are using LinkedIn Ads
Solution to Problem 1: LinkedIn Ads
Appendix E - CLV Calculation
Thing-It Assumption on Retention Rate: 40%-50%
Retention Rate Research to Confirm (Source):
Campbell, P. (2020, February 8). The World's Largest Study on
SaaS Churn - Part 1. Retrieved April 22, 2020, from
https://www.profitwell.com/blog/saas-churn-benchmarks-mrr-
churn-study
Margins: Provided by Thing-It
Appendix F - LinkedIn Ads: Summary of Costs and Key Results
Build-in Form Visits to Website
HR Facilities & CRE IT HR Facilities & CRE IT
Target Audience Size 120,000+ 7,800+ 9,200+ 120,000+ 7,800+ 9,200+
30-day spend €200 - €360 €140 - €360 €160 - €360 €180 - €360 €130 - €360 €180 - €360
30-day impressions 15,000 - 66,000 2,100 - 9,100 4,200 - 19,000 15,000 - 71,000 2,300 - 11,000 7,200 - 35,000
30-day clicks 50 - 250 18- 41 14 - 70 87 - 210 13 - 31 35 - 85
CTR 0.19% - 0.43% 0.21% - 0.50% 0.18% - 0.42% 0.30% - 0.45% 0.28% - 0.42% 0.25% - 0.37%
30-day leads 10 - 36 0 - 1 4 - 15
Total 30-day spend: from 990 EUR to 2,160 EUR
Key Results:
● 30-day clicks: 135 - 326 (not necessarily will fill out the contact form from Thing-It website)
● 30-day leads: 14 to 52 leads (using LinkedIn build-in form. Does not mean it is a qualified lead)
Solution to Problem 1: LinkedIn Ads
Appendix G - Blog Optimization: # of Words per Post
Sources:
Brown, T. B. T. (2020, February 2). How Long Should a Blog Post Be for SEO? [Updated 2020].
Retrieved April 22, 2020, from https://hookagency.com/blog-length/
Orbit Media. (2020, January 16). [New Research] How has Blogging Changed? 5 Years of Blogging Statistics, Data and Trends.
Retrieved April 22, 2020, from https://www.orbitmedia.com/blog/blogging-statistics/
Blogging Companies:
To calculate the costs for I took 7 competitor freelance blogging companies from Source Solvid.
I used the average of these 7. The average cost is x average # of words per blog post and optimal cost is x optimal # of Words.
For Freelancer Calculations:
Several Tiers of Freelance Writers: Tier 3 is the appropriate tier for Start-Up Blogs. These Writers charge between $.1-.2.
To stay on the conservative side, we chose $.2. The average blog post is 1200 words and posted 1.5x a week. Bringing the average cost
to $1480/month.
The optimal number of words is 1760 and posted 3.5x a week. Bringing the optimal cost to $4800/month.
Sources:
Freeland, A. (2020, March 6). Freelance Writing Rates: How Much Should I Pay? [Infographic]. Retrieved April 22, 2020, from
https://www.clearvoice.com/blog/how-much-to-pay-a-freelance-writer/
Tee, N. (2019, October 23). What's The Average Freelance Writer's Price Per Word? Retrieved from https://contentfly.co/blog/whats-the-
average-freelance-writers-price-per-word/
Solvid. (2019, December 4). 7 Best Blog Writing Services To Get Awesome Content. Retrieved April 22, 2020, from https://solvid.co.uk/best-
blog-writing-services/
-
Social Media: Average 6 hrs/week, Optimal 8 Hrs/week
Cost for freelance €35/Hr
Sources: Bowdoin, J. (2018, May 21). How Much To Charge for Social Media Management? (Freelancers and... Retrieved April 22, 2020, from
https://blog.socialmediastrategiessummit.com/how-much-charge-social-media-management/
Mayfield, D. (2019, October 23). How Much to Charge for Social Media Management (Guide). Retrieved April 22, 2020, from
https://mavsocial.com/how-much-charge-social-media-management/
Appendix H - Blogging & Social Costs
Appendix I - Best ways to implement social media content
Solution to Problem 3: Social Media
01 Thing-It is a smart building expert, problem solver,
solution provider
Set Persona and showcase expertise
02 Consistent tone and feel in all communication
channels
03 • Ask questions to keep customer wanting, needing more
• Let people in on a secret
• Create a list of mistake people should avoid
Create attractive headlines
+10%Clicks
Source: (1) Hubspot (Access on 19.03.2015) - See Appendix
Appendix J - LinkedIn optimization
Solution to Problem 1: LinkedIn Ads
Cost per Lead
CTR(ClickThroughRate)
HighLow
Low High
# of clicksLEGEND:
Increase budget for campaigns with Low Cost per Lead and High CTR, specially those with high # of clicks.
Cross analyze performance metrics with audience characteristics to improve targeting
Campaign 1
Campaign 2
Campaign 3
Campaign 4
Campaign 5
Campaign 6
Most Important Performance Metrics:
● Impressions: the higher the better
● Clicks: the higher the better
● CTR: the higher the better
● Cost per Lead: the lower the better
● Budget Consumption
● Cost per Click
● Cost per Order
Appendix K - Blog optimization
Blogging/Social Media
Overall Success:
● # Subscribers
● Leads from the blog
● Customers from
these blog leads
Individual Post Success:
● Post visitors
● Engagement
● Leads from Post
● Shares
● Social Media Metrics
Find your CLV
Find your ROI
conversions
Shares
Subscribers
Appendix L - Budget & Outcomes Table
Option 1: Within Budget
Marketing
Instrument
Cost Leads Cost per Leads
3,150 75 42
6,500 55 118
Blogs + 25,140 106 237
Webinars 3,000 60 50
Total 37,790 296
Option 2: Recommended
Cost Leads
1,575 37
3,250 27
12,570 53
3,000 30
37,790 148

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Marketing Strategy for B2B

  • 1. Digital Marketing StrategyArya Rama Krishnan, Daniel Porto, Emily Potter Benjamin, Esther Zheng, Amrit Sagar, Jiayuan Wang
  • 2. 2 Why we are here today Thing-It’s Current Digital Marketing Social Media Usage Low High Inbound Marketing Low High Outbound Marketing Low High ● Competitor benchmarks ● Insights into digital marketing platforms & potential ● Optimization & best practices ● Lead forecasts & ROI ● Budget proposal Designing Thing-It Marketing Strategy Lead Generation: 150+ Leads How we will help:
  • 3. Who are the target customers? Human Resources Team Cost Savings: reduce cost per new hire, reduce cost per position Employee Experience Digital Knowledge Low High IT Project Team Support: support other departments by finding technical solutions that fulfills their needs Digital Knowledge Low High Facilities and CRE Team Cost Savings: optimize office space cost for expansion, downsizing or contract renegotiation, office layout optimization Digital Knowledge Low High
  • 4. Getting to know the competition Inbound Marketing Score OutboundMarketingScore 100200300 100 200 300 400 500 600 Legend: Direct Competition Best Practice # of Employees Inbound scores are generated using social media presence, post frequency, website score And outbound marketing instruments: SEA, social media ads & retargeting *See Appendix A and B for full table
  • 5. Customer Journey Opportunities to increase customer touchpoints with Thing-It Awareness / Attention Interest Desire Action Search for solution on internet Realize they have a problem Click on interesting page or ad Look for more information on Thing-It and/or competitors’ webpage, blogs and social media Subscribe for newsletter, follow the company on social media Fill-out contact forms requesting for more information or for a demo or for a quote Thing-It digital presence Problem 2 Capturing customers interest and desire Problem 3 Low Click-to-Lead conversion Problem 4 Ignorance to Products Problem 1
  • 6. Summary of problems and our solutions LinkedIn Ads Google SEA Blogs & Social Media Webinars Attention Desire Action Interest Problem 1: Ignorance to Products Problem 2: Lack of Digital Presence Problem 3: Interest and desire instruments Problem 4: Click to lead conversion
  • 7. LinkedIn Ads Product & Brand Awareness 1
  • 8. How do social media ads solve problem 1? Increase Brand Awareness By driving up engagement (likes, comments, shares and reposts) (1) Product Discovery Over 50% of social media users discovers new products on those platforms (2) 01 02 03 Generate Leads and Boost Conversions Through links to your website and targeting a specific sub-audience (1) Awareness / Attention Interest Desire Action Solution to Problem 1: LinkedIn Ads (1) Hubspot - Social Media Marketing (2) Hubspot - Social Media ROI Stats
  • 9. Which platform to run social media ads? Who is our ideal customer? Twitter How to reach targeted customer group? LinkedIn Facebook Human Resources Facilities & CRE IT Projects Match! Demographic Profile Website Behavior Facebook Activity Demographic Profile Interest Event Conversation Location Industry / Company Job title / Department Solution to Problem 1: LinkedIn Ads
  • 10. Only LinkedIn allows specifically targeting HR, Facilities and CRE and IT team Why use LinkedIn Ads? Who is our ideal customer? LinkedIn Match! Location Industry / Company Job title / Department Solution to Problem 1: LinkedIn Ads Audience Targeting by job experienceTraffic numbers in Germany: Source: (1) Similarweb (access on 30.03.2020) Large Reach 21 mio visits per month(1) Drive Traffic 7 redirections To an external link per LinkedIn visit(1)
  • 11. Low Quantity of Post but New Content Each ad has a different content. Most posts drive to a landing page How competitors are using LinkedIn Ads Solution to Problem 1: LinkedIn Ads #Sponsored Posts in the past 6 months NewContent 50 HighLow High Quantity of Post but Old Content Segmentation & A/B testing purpose: different formats, contents and CTAs See Appendix C and D for more details on competitors Direct Competition Best Practice # of employees LEGEND:
  • 12. Best ways to implement LinkedIn Ads Solution to Problem 1: LinkedIn Ads Visits to Website Learn More Get Quote Request Demo Subscribe Register Join / Attend Download Build-in Form Learn More Get Quote Subscribe Register Download
  • 13. Key yearly results for LinkedIn campaign Clicks / Visits Leads Impressions 91,600 - 422,200 414 - 1,374 33 - 117 CTR: 0.33% - 0.45% (1) Click-to-Lead: 7.7% - 8.3% (Average)(2) Source: (1) Data simulated with LinkedIn Campaign Manager.(2) Click-to-Lead rate for Build-in-form is given by LinkedIn and 1.95% for Visits to Website (Hubspot) Total Cost 1.9 TEUR to 4.3 TEUR Return 18 TEUR to 65 TEUR See details on the Return (CLV) on Appendix E See details on the costs on Appendix F Recommendation: Run LinkedIn campaign testing the two strategies and different CTAs, 5 days per month Solution to Problem 1: LinkedIn Ads ROI: 275% - 787%
  • 15. How does SEA solve problem 2? B2B Buyers return to research 2- 3 times (1) Awareness / Attention Interest Desire Action Solution to Problem 2:SEA 78% B2B Buyers start the purchase process with a Google search (1) 70% Source: (1) State of Demand Generation, Pardot 2013
  • 16. INTEGRATED WORKPLACE MANAGEMENT SYSTEMOFFICE SPACE ANALYTICSOFFICE OCCUPANCY SENSOR How competitors are performing on search engine Main competitors are on the1st page of Google search result 68% never scroll past the 1st page(1) Organic (SEO) or Paid (SEA) Solution to Problem 2: SEASource: Barry, (2010). A Study of First Click Behaviour and User Interaction on the Google SERP.
  • 17. Best ways to optimize Search Engine Marketing Personalize Ads and Landing Pages Clear Call to Action Solution to Problem 2:SEA
  • 18. Best ways to optimize Search Engine Marketing SEA/SEO requires continuous effort TEST ANALYZEREPEAT OPTIMIZE Improve bidding strategy Keywords Ads Landing Page CPC Bid x Ad quality Solution to Problem 2: SEA
  • 19. Key yearly results for SEA campaign Clicks / Visits Leads Impressions 44000(1) - 180000(2) 2800 - 4200 36 - 84 CTR: 5% - 7.5% (1) Click-to-Lead: 1.5% - 2.7%(3) Total Cost €6500 Return6.2 to 10.2 TEUR Solution to Problem 2: SEA Source: (1) . Data simulated with Google Keywordplanner (2) total DACH research volume. Google keywordplanner (3) Hubspot ROI: 610% €350 - €550/month
  • 21. How does creating blog content solve problem 3? Frames your product as the solution. Customizable for target groups Helps both SEO & direct sales 01 02 03 Establishes Thing-It as an authority Awareness / Attention Interest Desire Action Solution to Problem 3: Blogging Stepping stone for full social media marketing Source: Hubspot Social Media
  • 22. Why use blogging? ➔ 70% of marketers are actively investing in content marketing. ➔ Over 75% of internet users say they read blogs regularly (1) Solution to Problem 3: Blogging n=1531 (2) Sources: (1) Hubspot Marketing Statistics (2) Hubspot Marketing Statistics, Hubspot Burnes, Digital Marketing Institute
  • 23. Do your competitors blog? No Blog Of 7 direct competitors assessed, 6 had a blog. Solution to Problem 3: Blogging
  • 24. Best ways to implement blogs (quantity) Solution to Problem 3: Blogging (1) Sources: (1) Hubspot Marketing Statistics, Ragan (2) OrbitMedia, Hubspot (3) Hubspot Marketing Statistics Marketers who prioritize blogging efforts are 13x more likely to see positive ROI (3) (2) See Appendix G for more information
  • 25. Best ways to implement blogs (quality) Personalized Calls to action Quality Content Solution to Problem 3: Blogging See Appendix K for Blog Optimization - Analysis & Metrics
  • 27. How does social media solve problem 3? Create Brand Affinity Increase Conversion Opportunities 01 02 03 Encourage Interaction Solution to Problem 3: Social Media Awareness / Attention Interest Desire Action
  • 28. How can blog content be used for social media? Blog/ Landing Page Blog Content Long-lasing articles • FAQ Target Audience: Tech enthusiast Short & Sweet, Timely topic • Company Story/ News • Industry Trend/ Insights Target Audience: SmartBuilding Fans Interaction, Chats/ Discussion • Customer Education • Product Introduction • Best Practice Solution to Problem 3: Social Media 66%(1) Source: (1) Constant Content (access on 11.10.2018) • Company Story/ News • Industry Trend/ Insights • Customer Education • Product Introduction • Best Practice
  • 29. Why use social media? Solution to Problem 3: Social Media Top 3 used social media platform(1) Source: (1) Statista Majority of B2B companies use social media
  • 30. How competitors are using social media? Solution to Problem 3: Social Media Hot TopicHashtag More In-depth Content Social Media Presence Thing-It vs Industry Average For more tips, see Appendix I
  • 31. Option 2: Hire a Company (1) Average Cost: €780/Month Optimal Cost: €3140/Month Blogs & Social Media: How much will it cost? How Much Does Blogging Cost? Option 1: Do it Yourself Average Cost: 4 Hrs/Post Optimal Cost: 6 Hrs/Post Solution to Problem 3: Blogging + SM What About Social Media? Option 1: Do it Yourself Average Cost: 6 Hrs/Week Optimal Cost: 8 Hrs/Week (3) Average Cost: €2095/Month Optimal Cost: €5360/Month (1) Solvid (2) Clearvoice, ContentFly (3) Hubspot Vaughan(4) SocialMediaStrategiesSummit, MavSocial Option 3: Hire A Freelance (2) Average Cost: €1375/Month Optimal Cost: €4400/Month Option 2: Hire A Freelancer Average Cost: €720/Month Optimal Cost: €960/Month (4) See Appendix H for Calculations
  • 32. Key yearly results for blogs & social media Prior Leads New Leads (84) 1-2 per Week 106 ROI:165% €66.5 TEUR Return Total Cost €25 TEUR Solution to Problem 3: Blogging + SM
  • 34. Solution to Problem 4: Webinars How do webinars solve problem 4? Showcase your Product & Services Enhance brand value In person conversation increases your product acceptability multifold 01 02 03 Live conversation with your potential clients The most important step! Every other step is in vain if customers do not Act This is time for CALL TO ACTION Awareness / Attention Interest Desire Action
  • 35. Why use webinars? ● 10x more conversion rate than any other digital marketing tool. ● Apart from confirmed leads, it generates equal number of follow up leads as well. ● Immediate first impression feedback from attendees. Solution to Problem 4: Webinars
  • 36. Do your competitors organize webinars? 5 out of the 8 competitors host webinars Solution to Problem 4: Webinars
  • 37. Best ways to implement Record and Replay Webinars Connect through Social Network Between 30 - 45 minutes Q&A at the end Solution to Problem 4: Webinars
  • 38. Key yearly webinar results Clicks / Visits Impressions Orders 4700(1) - 13700(2) CTR: 5% - 7,5% (1) Click-to-Lead: 1.5%(3) Lead to Order: 10% (assumption) Attendees Q & A Registration Leads 700-800 280-360 100- 140 60-80 CTR: 30% -33% (1) Click-to-Lead: 30% (2) Lead to Order: 70%(3) Total Cost €1000 to €3000 Solution to Problem 4: Webinars Sources: (1) Zoominfo (2) MarketingCharts (3)GotoMeeting Webinar is not a standalone tool. It incorporates other digital marketing tools to complete the journey.
  • 40. What matters most: analyze data & optimize solutions TEST ANALYZEREPEAT OPTIMIZE Find your CLV Find your ROI Recalculate Bids Adjust & Retarget A/B Test Performance Metrics See Appendix J & K for more information
  • 41. Solutions Summary LinkedIn Ads Problem 1 Product Awareness Key Metrics Impressions, Clicks, CTR and Cost per Lead Low High Cost Low High ROI Blog & Social Media Problem 3 Interest & Desire Creation Key Metrics Visits, shares, engagement, bounce rate, time on page Low High Cost Low High ROI Google SEA Problem 2 Online presence Key Metrics Impressions, Ranking, CTR and Ad score and CPC Low High Cost Low High ROI Low Low Webinars Problem 4 Click-to-Lead Conversion Key Metrics Registrations, Attendees, QA participants, leads High Cost High ROI 60 leads106 leads55 leads75 leads
  • 42. Cost/Effort vs Benefit Matrix Effort/Cost Level PotentialBenefit Legend: Inbound Instruments Outbound Instruments Effort/Cost Scores generated using hours spent and hard costs for each tool Potential Benefit scores generated from CLV uplift Blog + Webinars
  • 43. Budget and Outcomes - Within Budget €42Cost per Leads €118 €237 €100 Leads 37 27 53 30 148 Blogs + Webinars Total Budget: €20,400 Leads: 148 See Appendix L for full table
  • 44. Budget and Outcomes - Recommended €42Cost per Leads €118 €237 €50 Leads 75 55 106 60 296 Blogs + Webinars Total Budget: €38,000 Leads: 296 See Appendix L for full table
  • 45. Problem 1 Product Awareness Problem 3 Interest & Desire Creation Problem 2 Online presence Problem 4 Click-to-Lead Conversion Blog + Webinars Solutions Executive Summary Leads Budget 296 €38,000 Inbound MarketingOutboundMarketing Thing-It’s Digital Marketing: Future Outlook
  • 46. Q&A
  • 48. Sources - 1 Baker, K. (2019, Oct 28). Social Media Marketing: The Ultimate Guide. https://blog.hubspot.com/marketing/social-media-marketing. Access on 2020, April 17. Barry, M. (2010). A Study of First Click Behaviour and User Interaction on the Google SERP State of Demand Generation, 2013. Pardot. Bowdoin, J. (2018, May 21). How Much To Charge for Social Media Management? (Freelancers and... Retrieved April 22, 2020, from https://blog.socialmediastrategiessummit.com/how-much-charge-social-media-management/ Burnes, R. (2017, September 5). Study Shows Business Blogging Leads to 55% More Website Visitors. Retrieved April 22, 2020, from https://blog.hubspot.com/blog/tabid/6307/bid/5014/study-shows-business-blogging-leads-to-55-more-website-visitors.aspx Carmicheal, K. (2019, Oct 30). The 20 Quantifiable Benefits of Social Media Marketing for Business. https://blog.hubspot.com/marketing/social-media-roi-stats. Access on 2020, April 17. Constant Content (access on 11.10.2018).24 Blogging Stats You Need To Know https://www.constant-content.com/content-writing-service/2018/10/blogging-stats/ Digital Marketing Institute (2019, November 15). 3 Ways to Incorporate SEO Into Your Inbound Marketing Strategy. Retrieved April 22, 2020, from https://digitalmarketinginstitute.com/en-eu/blog/3-ways-to-incorporate-seo-into-inbound-marketing-from-the-start Freeland, A. (2020, March 6). Freelance Writing Rates: How Much Should I Pay? [Infographic]. Retrieved April 22, 2020, from https://www.clearvoice.com/blog/how-much-to-pay-a-freelance-writer/
  • 49. Google Keyword planner. https://ads.google.com/aw/keywordplanner Access on 2020, April 12 HubSpot. (2020). 2020 Marketing Statistics, Trends & Data - The Ultimate List of Digital Marketing Stats. Retrieved April 22, 2020, from https://www.hubspot.com/marketing-statistics Ideal 2018 webinar benchmark data – Learn how well your webinar funnel stacks up,Access on 2020, April 20 https://learn.demio.com/ideal-2018-webinar-benchmark-data-learn-how-well-your-webinar-funnel-stacks-up/ Kurtz, B., & Mallozzi, C. (2019, April 15). 10 Webinar Benchmarks Every Marketer Should Know - GoToWebinar. Retrieved April 22, 2020, from https://blog.gotomeeting.com/7-webinar-benchmarks-every-marketer-should-know/ Lambert, S. (2018, Jul 10). The Best B2B Lead Gen Campaigns for Every Channel. https://blog.hubspot.com/marketing/b2b-lead- generation. Access on 2020, April 17. Marketing Charts. (2019, April 10). 2018 Webinar Benchmarks: 6 Highlights. Retrieved April 22, 2020, from https://www.marketingcharts.com/cross-media-and-traditional/content-marketing-108045 Mayfield, D. (2019, October 23). How Much to Charge for Social Media Management (Guide). Retrieved April 22, 2020, from https://mavsocial.com/how-much-charge-social-media-management/ Orbit Media. (2020, January 16). [New Research] How has Blogging Changed? 5 Years of Blogging Statistics, Data and Trends. Retrieved April 22, 2020, from https://www.orbitmedia.com/blog/blogging-statistics/ Sources - 2
  • 50. Sources - 3 Semrush Analytics https://www.semrush.com/analytics/ Access on 2020, April 12. Social Media Examiner. (May 7, 2019). Leading social media platforms used by B2B and B2C marketers worldwide as of January 2019 https://www.statista.com/statistics/259382/social-media-platforms-used-by-b2b-and-b2c-marketers-worldwide/ Solvid. (2019, December 4). 7 Best Blog Writing Services To Get Awesome Content. Retrieved April 22, 2020, from https://solvid.co.uk/best-blog-writing-services/ Strong, F., & Ragan. (2018, June 25). Study: The perfect blog post length-and how long it should take to write. Retrieved from https://www.ragan.com/study-the-perfect-blog-post-length-and-how-long-it-should-take-to-write-2/ Tee, N. (2019, October 23). What's The Average Freelance Writer's Price Per Word? Retrieved from https://contentfly.co/blog/whats- the-average-freelance-writers-price-per-word/ Volovich, K. (2016 Apr 21). Google Adwords Benchmark data https://blog.hubspot.com/agency/google-adwords-benchmark-data Access on 2020, April 12 Vaughan, P. (n.d.). 43% of Small Businesses Spend 6 Hours Per Week in Social Media [INFOGRAPHIC]. Retrieved April 22, 2020, from https://blog.hubspot.com/blog/tabid/6307/bid/33776/43-of-Small-Businesses-Spend-6-Hours-Per-Week-in-Social-Media- INFOGRAPHIC.aspx
  • 51. Appendix A - Competition Digital Marketing Statistics
  • 52. Appendix B - Getting to know the competition Thing Dust Competition: Direct Employees: 6+ Inbound Marketing Low High Outbound Marketing Low High Tools: SEA, Social Media iotspot Competition: Direct Employees: 5+ Inbound Marketing Low High Outbound Marketing Low High Tools: Blogs, Social Media, SEA Locatee Competition: Direct Employees: 35+ Inbound Marketing Low High Outbound Marketing Low High Tools: Blogs, Webinars & Videos, LinkedIn Ads Spacewell Competition: Direct Employees: 180+ Inbound Marketing Low High Outbound Marketing Low High Tools: Blogs, Webinars & Videos, LinkedIn Ads
  • 53. 53 ads Ads Content Mostly Videos (>30s). Landing page request contact info first ThingDust, OpenSensors and IoT Spot did not use LinkedIn Ads in the past 6 months 14 ads Ads Content Demos, Case Studies, Webinars, Videos (5 to 10 seconds) Appendix C - How Competitors are using LinkedIn Ads 57 ads Ads Content Mostly Guides, using LinkedIn Build-in Forms 11 ads Ads Content Videos (varied length) and success cases from customers Solution to Problem 1: LinkedIn Ads 84 ads Ads Content Several white papers and reports for download
  • 54. Appendix D - How Competitors are using LinkedIn Ads Solution to Problem 1: LinkedIn Ads
  • 55. Appendix E - CLV Calculation Thing-It Assumption on Retention Rate: 40%-50% Retention Rate Research to Confirm (Source): Campbell, P. (2020, February 8). The World's Largest Study on SaaS Churn - Part 1. Retrieved April 22, 2020, from https://www.profitwell.com/blog/saas-churn-benchmarks-mrr- churn-study Margins: Provided by Thing-It
  • 56. Appendix F - LinkedIn Ads: Summary of Costs and Key Results Build-in Form Visits to Website HR Facilities & CRE IT HR Facilities & CRE IT Target Audience Size 120,000+ 7,800+ 9,200+ 120,000+ 7,800+ 9,200+ 30-day spend €200 - €360 €140 - €360 €160 - €360 €180 - €360 €130 - €360 €180 - €360 30-day impressions 15,000 - 66,000 2,100 - 9,100 4,200 - 19,000 15,000 - 71,000 2,300 - 11,000 7,200 - 35,000 30-day clicks 50 - 250 18- 41 14 - 70 87 - 210 13 - 31 35 - 85 CTR 0.19% - 0.43% 0.21% - 0.50% 0.18% - 0.42% 0.30% - 0.45% 0.28% - 0.42% 0.25% - 0.37% 30-day leads 10 - 36 0 - 1 4 - 15 Total 30-day spend: from 990 EUR to 2,160 EUR Key Results: ● 30-day clicks: 135 - 326 (not necessarily will fill out the contact form from Thing-It website) ● 30-day leads: 14 to 52 leads (using LinkedIn build-in form. Does not mean it is a qualified lead) Solution to Problem 1: LinkedIn Ads
  • 57. Appendix G - Blog Optimization: # of Words per Post Sources: Brown, T. B. T. (2020, February 2). How Long Should a Blog Post Be for SEO? [Updated 2020]. Retrieved April 22, 2020, from https://hookagency.com/blog-length/ Orbit Media. (2020, January 16). [New Research] How has Blogging Changed? 5 Years of Blogging Statistics, Data and Trends. Retrieved April 22, 2020, from https://www.orbitmedia.com/blog/blogging-statistics/
  • 58. Blogging Companies: To calculate the costs for I took 7 competitor freelance blogging companies from Source Solvid. I used the average of these 7. The average cost is x average # of words per blog post and optimal cost is x optimal # of Words. For Freelancer Calculations: Several Tiers of Freelance Writers: Tier 3 is the appropriate tier for Start-Up Blogs. These Writers charge between $.1-.2. To stay on the conservative side, we chose $.2. The average blog post is 1200 words and posted 1.5x a week. Bringing the average cost to $1480/month. The optimal number of words is 1760 and posted 3.5x a week. Bringing the optimal cost to $4800/month. Sources: Freeland, A. (2020, March 6). Freelance Writing Rates: How Much Should I Pay? [Infographic]. Retrieved April 22, 2020, from https://www.clearvoice.com/blog/how-much-to-pay-a-freelance-writer/ Tee, N. (2019, October 23). What's The Average Freelance Writer's Price Per Word? Retrieved from https://contentfly.co/blog/whats-the- average-freelance-writers-price-per-word/ Solvid. (2019, December 4). 7 Best Blog Writing Services To Get Awesome Content. Retrieved April 22, 2020, from https://solvid.co.uk/best- blog-writing-services/ - Social Media: Average 6 hrs/week, Optimal 8 Hrs/week Cost for freelance €35/Hr Sources: Bowdoin, J. (2018, May 21). How Much To Charge for Social Media Management? (Freelancers and... Retrieved April 22, 2020, from https://blog.socialmediastrategiessummit.com/how-much-charge-social-media-management/ Mayfield, D. (2019, October 23). How Much to Charge for Social Media Management (Guide). Retrieved April 22, 2020, from https://mavsocial.com/how-much-charge-social-media-management/ Appendix H - Blogging & Social Costs
  • 59. Appendix I - Best ways to implement social media content Solution to Problem 3: Social Media 01 Thing-It is a smart building expert, problem solver, solution provider Set Persona and showcase expertise 02 Consistent tone and feel in all communication channels 03 • Ask questions to keep customer wanting, needing more • Let people in on a secret • Create a list of mistake people should avoid Create attractive headlines +10%Clicks Source: (1) Hubspot (Access on 19.03.2015) - See Appendix
  • 60. Appendix J - LinkedIn optimization Solution to Problem 1: LinkedIn Ads Cost per Lead CTR(ClickThroughRate) HighLow Low High # of clicksLEGEND: Increase budget for campaigns with Low Cost per Lead and High CTR, specially those with high # of clicks. Cross analyze performance metrics with audience characteristics to improve targeting Campaign 1 Campaign 2 Campaign 3 Campaign 4 Campaign 5 Campaign 6 Most Important Performance Metrics: ● Impressions: the higher the better ● Clicks: the higher the better ● CTR: the higher the better ● Cost per Lead: the lower the better ● Budget Consumption ● Cost per Click ● Cost per Order
  • 61. Appendix K - Blog optimization Blogging/Social Media Overall Success: ● # Subscribers ● Leads from the blog ● Customers from these blog leads Individual Post Success: ● Post visitors ● Engagement ● Leads from Post ● Shares ● Social Media Metrics Find your CLV Find your ROI conversions Shares Subscribers
  • 62. Appendix L - Budget & Outcomes Table Option 1: Within Budget Marketing Instrument Cost Leads Cost per Leads 3,150 75 42 6,500 55 118 Blogs + 25,140 106 237 Webinars 3,000 60 50 Total 37,790 296 Option 2: Recommended Cost Leads 1,575 37 3,250 27 12,570 53 3,000 30 37,790 148