Digital marketing is playing an increasingly large role in B2B sales. Here's what you need to know in order to kickstart your digital marketing program. | Originally presented as a MasterClass in Bristol, U.K.

1. The Growing
Role of Digital
Marketing in B2B Sales
Mr B. & Friends | Noble Studios MasterClass 2019

3. Confidential. Intellectual property of Noble Studios.
CEO & Co-founder of Noble Studios
About Me

4. 4
16
Years in
Business
4
Offices in
US and UK
60+
Team
Members
About Noble Studios

5. 5
Inbound
Blogging
Email marketing
Social media
SEO
Online videos
Podcasts
Webinars
eBooks
Outbound
Telemarketing
Cold-calling
Direct mail
Trade shows
Seminars
TV commercials
Radio

6. Let’s Get on
The Same Page

7. Confidential. Intellectual property of Noble Studios. 7
B2C B2B
B2C vs. B2B Marketing & Sales Funnel

8. Confidential. Intellectual property of Noble Studios. 8
POST-PURCHASE
EXPERIENCE
AWARENESS
PURCHASE
CONSIDERATION
RESEARCH &
DISCOVERY
LOOP
LOYALTY
LOOP
The Buyer’s Journey is
More Complex Than Ever

9. Here’s
Our Challenge

10. Confidential. Intellectual property of Noble Studios. 10
In an era of Facetime, Amazon Prime and Google, B2B
buyer’s are no longer restricted by:
ChoicesLocation Information & Education
B2B Buyers
Don’t Have Limits

11. We’re Going
to Debunk a Few Myths

12. People only buy from people.
Myth 1
12

13. 13
Most B2B buyers perform 8-12 online searches
before interacting with a vendor’s website and are
already 57% of the way through the buying process
before they speak with a sales representative.
[Accenture]

14. Confidential. Intellectual property of Noble Studios.
Generate feedback on your website’s
performance, just like you would for a
salesman, through surveys and data
tools like Google Analytics, Hotjar,
Optimizely, etc (and then optimize it).
Craft SEO-driven content that
solves problems and helps B2B
buyer’s at all stages of the
journey.
Create a personalization program
that updates your website based
on data like geolocation, browsing
history, etc.
14
Reality: Treat Your Website
Like a Salesperson

15. Email marketing is old school.
Myth 2
15

16. 16
Marketers see an average of 760% increase in revenue
from customized, segmented email campaigns.
[Campaign Monitor]

17. Confidential. Intellectual property of Noble Studios.
Take leads from lukewarm to flaming hot by
meeting their expectation for personalized
experiences through list segmentation.
Drive interaction by peppering in calls to action
to download assets, read blog posts and
watch webinars based on your segment’s
interests and position in the funnel.
Start a drip campaign to keep prospective
customers engaged.
Once they’ve shown intent to buy, you can
move them into your account-based
marketing (ABM) funnel.
17
Reality: Companies That
Use Email Capture More Leads

18. Social media doesn’t work for B2B
(except for LinkedIn).
Myth 3
18

19. 19
75% of B2B buyers use social media to
support their purchase decision.
[HubSpot]

20. Confidential. Intellectual property of Noble Studios.
Reality: LinkedIn is Great, But Don’t
Ignore Other Opportunities.
Be helpful and human—answering questions
and providing useful information.
Implement a channel strategy for each
social media platform you use--LinkedIn,
Twitter, Instagram or otherwise.
Engage customers with lead-generating
content 24 hours a day.
Utilize paid opportunities like remarketing, so
you can get in front of customers who have
already shown an interest in your product.
20

21. 5 Steps to Launch
Your B2B Digital Strategy

22. Set Aside a Budget
and Get Executive Buy-in.
Step 1
Blogging
Email marketing
Social media
SEO
Online videos
Podcasts
Webinars
eBooks
Telemarketing
Cold-calling
Direct mail
Trade shows
Seminars
TV commercials
Radio
22

23. Align on Goals
and Establish KPIs.
Step 2
23

24. Expand and Establish Your Buyer’s Persona.
Step 3
Marketing Mary
BACKGROUND
Title: Marketing manager or director
Organization size: 25-200 employees
Industry: Tech/Retail/Finance
JOB ROLE
Reports to: CEO
Team: Small team (3)
Responsibilities: Generating leads
for the sales team, managing brand
communications
LEARNING
Favorite Blogs/Publications:
HubSpot blog and Moz
Social Networks / Associations:
Member of Digital Doughnuts,
Twitter user
JOB MEASUREMENT
Leads, MQLs, Traffic, Subscribers,
Awareness
CHALLENGES
Too much to do, too little time, not
enough resources, channel mess
TOOLS
CRM, wordpress, social
networks, GA, Swiftpage
GOALS
X leads/month, x traffic/month
QUESTIONS
How can I attract new customers with
social media?
Does email still work for B2B sales?
SEARCHES
Best B2B marketing agencies
B2B marketing agencies social media

25. Choose an Attribution Model
You Can Stand by.
Step 4
25
Last click Position-based First click
Conservative Growth-oriented

26. Get a MarTech Stack
That Enables You to do All of This.
Step 5
INBOUNDOUTBOUND
26

27. Integrated
Search Strategy
Marshall Strategy
Goal: Grow qualified leads from digital marketing channels
and increase website traffic.
Leveraging our topic cluster methodology, we reached highly
qualified audiences across organic search while using a
complementary paid search strategy to increase qualified
leads and website traffic.
300%
Paid Media ROAS
43%
CPA
160%
Organic Traffic
$900k
New Business

28. Thank you!
/company/noble-studios
@noblestudios
/noblestudios