Learn by doing

2. Agenda
Virginia Sharma,
Director, India
LinkedIn Marketing Solutions
Get Ready Module
3:00pm - 4:20pm
Get Set Module
4:30pm - 5:45pm
Dr. Kaustubh Nande
Head Marketing
ANSYS Inc.
Katrina Too
Marketing Manager, APAC
HubSpot
Showing Impact Module
6:105pm- 7:00pm
Daniel Hochuli
APAC Content Marketing Manager,
LinkedIn
10 Minutes Break
20 Minutes Tea/Coffee Break
Abeer Basu
Asia Pacific GMC Marketing Leader,
IBM

3. Dr. Kaustubh Nande
Head Marketing
ANSYS Inc.
Best Practices
in Content Marketing:
Get Set

6. We crave for meaningful
non intrusive engagement

7. Provided it is
at the right time,
at the right place
https://www.youtube.com/watch?v=VSzSXBlyHkk

8. Content marketing
is naturally no
different
whether
B2C
B2B
…

9. You are thinking…
Is B2B Marketing relevant
for my business size?

10. However, it is more
relevant and important
than ever before
Due to the ability for people to have a mass
conversation with you without them actually contacting
you.

11. http://www.mantran.in/blog/b2b-lead-generation-through-social-media-marketing-india/
B2B buyers are
placing higher
trust on brands
which have
extensive social
presence &
content

12. Hence, SMB or growth companies should
invest in content marketing
The world is online
Inbound marketing
is one of the most
effective techniques
Longer Shelf life
Content is yours
forever – Facebook
Ads are gone within
minutes
Brand Implication
You need to increase
loyalty and brand
awareness and build
a community
Costs less
Needs relatively less
upfront marketing
investments; getting
started is relatively
easy
Competition
Your competitors
are spending more
on content
marketing
Drives Sales
People are likely to
buy from you
Differentiation
Position your
business expertise in
the Field
http://www.eggmarketingpr.com/blog/why-small-businesses-should-invest-in-content-marketing-in-2017/ , https://www.searchenginejournal.com/10-reasons-small-businesses-invest-content-marketing/126283/

13. But is this
resulting in
business
impact?
Is there any
evidence?

14. Yes! B2B Content Marketing is seeing
success
• Deskaway established effective market reach in a
highly cost effective way
• iYogi could garner engagement with the key decision
makers from its huge target market
• TCS positioned itself as “doing leaders” and garnered
engagement rates over and above LinkedIn
benchmark
• Suzlon launched a viral social cause campaign to get
the youth working towards cleaner air and thus build
an emotional connect with the masses
http://www.mantran.in/blog/b2b-lead-generation-through-social-media-marketing-india/

15. B2B- Example Campaign

16. • Business Objective- Position ANSYS as helping it’s customer (CXO’s) ‘Make in India’
• Execution- 18 month campaign plan, online/content/social heavy…
• Positives- Sizable reach, executive connect, first mover, call to action
• Scope for Improvement- Messaging, Follow up, Duration
• Conclusion- Executive connect improved, directly impacted closed business
ANSYS- Make in India

17. Built out the ‘Persona’ Profile of the main buyer for
ANSYS solutions
Role Title: MD/VP of
Engineering
Typical Demographics
▪Age: 40-55
▪Academics: M.Tech/MBA/ Ph.D.
▪Skills/Experience: Advanced Product Development
Knowledge, 18+ years of experience
Organizational Dynamics
▪Allies: IT Department
▪Blocker: Finance
Top Focus Areas
1 Cut down product development time and bring more innovation into existing product
lines under ‘India Research Centers’
2 Stay ahead of competition by bringing newer products to markets faster, i.e create
radical new products (IoT enabled, Digital, etc.)
Associated Concerns
1 How do I make my existing flagship products more innovative, i.e. say embedding
sensors in them for IoT, etc
2. How do I find the experts in the relevant technical area
3 What is competition doing?

18. Selected one Focus Area and build out
your Elevator Message to allay his/her Concern
Focus Area: Cut down product development time and bring more
innovation into existing product lines under ‘India Research Centers’
Associated Concern: How do I find the experts in the relevant
technical area
Solution/Portfolio: Multiphysics Story
Elevator Message (Differentiated/Relevant/Convincing/Enduring)
ANSYS a leader in engineering simulation helps you ‘Make in India’
and ‘Design in India’ better faster with it’s Multiphysics story

19. Make in India Campaign
• 65,000+ web visitors to campaign page over a 18month period
• 2000+ whitepaper downloads (gated)
• Heavy online ‘push’ and ‘pull’ marketing​
• 40% of India customer account base watched the video!
• 32+ executive meetings
• Sizable business closed linked directly to the campaign

20. Content helps Sales
• Content Marketing positively influences 30% of deal value
• Content assets most helpful for field sales
• More localized content assets for mid market customers work better
• Feeds social activity
• 10 case studies,
• 4 Magazine articles,
• 10+ video testimonies
• Several blogs

21. Group Exercise
• Select one person from the group
• Select one company from the group
• Identify a recently concluded B2B
focused campaign
• Break it down by Objective, Execution,
Positives, Scope for Improvement,
Conclusion
• Two min summary by select groups

22. Remember and Thank you
LeeOdden,Toprank
Marketing