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Digital marketing and B2B


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Deck of a session I conducted for a group of companies operating in the B2B space, on the value of digital media to B2B marketers

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Digital marketing and B2B

  1. 1. The value of Digital media to a B2B marketer
  2. 2. Contents <ul><li>Introduction - The state of digital media </li></ul><ul><li>EVOLUTION | TODAY </li></ul><ul><li>The value of digital media to a B2B marketer </li></ul><ul><li>VALUE POINTS | CHANNELS | ILLUSTRATIVE EXAMPLES </li></ul><ul><li>Strategy - An integrated approach to high-value digital marketing for B2B marketers </li></ul><ul><li>Case discussion </li></ul><ul><li>Attached as .PDF documents </li></ul><ul><li>Suggested reading </li></ul>
  3. 3. Web technology EVOLUTION TODAY Web technology has evolved over three stages
  4. 4. The evolution of digital media - Devices EVOLUTION TODAY Devices used to access the internet have evolved as well Cloud technology (which connects servers across the world into one integrated entity, enables several, traditionally ‘non-digital’ devices like electronic weighing scales, TV’s etc… to be inter-connected
  5. 5. The evolution of digital media – Marketing channels EVOLUTION TODAY The possibilities and channels available for marketers have changed as well From one way communication channels like emailers and websites, Web 2.0 opened up the possibility for powerful conversational channels like social networks, blogs and forums. However, in Web 3.0, marketers will both have the means and be forced to deliver an integrated digital brand experience to their customers across digital touch-points
  6. 6. The evolution of digital media – Implications EVOLUTION TODAY Web 1.0 exposed users to a global library – information from across the world Web 2.0 meant the age of conversations – where marketers had to evolve from one-way communication to customers to engaging conversations with them Web 3.0 however, will see customers expecting marketers to continuously understand them and be relevant to them in any given context The implications for marketers have changed as well
  7. 7. Example EVOLUTION TODAY Demandbase, essentially a CRM platform, connects to external industry directories and draws lead information from industry directories. Using this information, demandbase knows exactly who has come to your website and when.
  8. 8. Today EVOLUTION TODAY We are here We are currently in the transition phase from Web 2.0 to Web 3.0.
  9. 9. Reach of the internet EVOLUTION TODAY Total internet users: 1.97 billion Penetration: 28.7% of total population Total internet users: 825 million Penetration: 21.5% of total population Total internet users: 81 million Penetration: 6.9% of total population InternetWorldStats
  10. 10. Internet access points in urban India EVOLUTION TODAY IAMAI I-Cube 2009-2010
  11. 11. Usage of the internet by urban Indians EVOLUTION TODAY IAMAI I-Cube 2009-2010
  12. 12. Usage of the internet by urban Indians EVOLUTION TODAY IAMAI I-Cube 2009-2010 Internet usage statistics in India show that email and information search remain top uses of the internet. These are the best platforms where B2B marketers can engage their customers, through search, display, social media, websites, advertising in email accounts, emailers and directories.
  13. 13. Key takeouts Evolution of the Internet | The internet today <ul><li>The web is in a state of continuous evolution </li></ul><ul><li>Cloud technology enables easy, fast and flexible collaboration in a global business environment </li></ul><ul><li>India is yet to see high internet accessibility, infrastructure being the main obstacle. </li></ul><ul><li>Mobile internet will leapfrog computer access, as the cloud and better mobile bandwidth enter India simultaneously </li></ul>
  14. 14. The value of Digital media to a B2B marketer
  15. 15. “ The value of digital marketing to a B2B marketer is about: Precision , Scale and ultimate Measurability ” Jennifer Howard; Head B2B Markets, Google
  16. 16. 3 value points that Digital offers B2B Marketers Precision Scale Measurability
  17. 17. <ul><li>Display advertising </li></ul><ul><li>Search marketing </li></ul><ul><li>Advanced lead generation </li></ul>PRECISION SCALE MEASURABILITY Precision in digital media 3 digital marketing channels can be looked at more closely to understand precision as a value point:
  18. 18. Display advertising PRECISION SCALE MEASURABILITY Display advertising is the most apparent form of digital marketing Display advertising offers marketers various formats like banners, videos, animations etc…
  19. 19. Precision in display advertising <ul><li>Media planning from page to network levels </li></ul><ul><ul><li>Marketers can place banners strategically with a highly intricate media planning approach. Eg: Banner placement can be planned both across Yahoo! and also as a placement on a very specific Yahoo! section like Yahoo! Finance </li></ul></ul><ul><li>Behavioral targeting </li></ul><ul><ul><li>Display advertising is targeted according to the internet usage behavior. Media planning platforms allow us to target those users who have shown most interest in a given product category </li></ul></ul><ul><li>Retargeting </li></ul><ul><ul><li>Retargeting is a method by which users can be targeted several times, within the same network in order to qualify them for the promoted offer. </li></ul></ul><ul><li>Cross-device and in-application </li></ul><ul><ul><li>Display advertising works within smartphone and tablet applications, with similar targeting features. </li></ul></ul>PRECISION SCALE MEASURABILITY Precision in display advertising is illustrated by the following characteristics:
  20. 20. Search marketing PRECISION SCALE MEASURABILITY <ul><li>There are two approaches to search marketing: </li></ul><ul><li>Search Engine Optimization – Also know as ‘organic search marketing’, SEO involves optimizing your website to be ranked higher in search results for a given set of keywords </li></ul><ul><li>Search Engine Marketing – Also known as ‘inorganic search marketing’, SEM involves bidding (on a budget per click basis) for the display of a search ad for a given set of keywords </li></ul>
  21. 21. Precision in search marketing <ul><li>Multiple ad groups and campaigns </li></ul><ul><ul><li>Search marketing campaigns can be segmented very finely, to run for product-specific promotions for large product ranges, multiple sales promotions, brand-building campaigns and corporate-level marketing </li></ul></ul><ul><li>Targeting by demographics and keywords </li></ul><ul><ul><li>Search marketing campaigns allow for advanced targeting. Promotions are presented to users according to their location, keywords used for search, language etc… </li></ul></ul><ul><li>Landing page optimization </li></ul><ul><ul><li>Search marketing campaigns can take users to very specific landing pages to present focused offers </li></ul></ul>PRECISION SCALE MEASURABILITY Precision in search marketing is illustrated by the following characteristics:
  22. 22. Advanced lead generation PRECISION SCALE MEASURABILITY <ul><li>Digital platforms allow for advanced, automated lead generation campaigns with high conversion probability by presenting leads with optimal information for conversion. </li></ul><ul><li>Examples are: </li></ul><ul><ul><li>Demandbase , which, as specified earlier, gathers information from industry directories to customize the experience for the user as soon as she/he arrives on the website </li></ul></ul><ul><ul><li>Audience , which tracks a user according to her/his social behavior in order to identify visits by powerful influencers (brand advocates) </li></ul></ul>
  23. 23. Precision in advanced lead generation <ul><li>Match leads to industry directories </li></ul><ul><ul><li>Such leads can be better targeted by giving them a customized experience on visiting the website or by following up with them through direct sales contact after observing the kind of information they have looked for on the website. </li></ul></ul><ul><li>Match leads to influencing potential </li></ul><ul><ul><li>Similar to the previous point, by tracking the social influencing potential of visitors to the website, marketers can observe the behavior of top influencers on the website, follow-up with them or use analytical data to improve the experience for them </li></ul></ul><ul><li>Calculate digital and social media ROI and adjust spends </li></ul><ul><ul><li>Analytics of online lead generation platforms allow marketers to track which digital marketing channel is working best for them, and accordingly adjust their online media spends. </li></ul></ul>PRECISION SCALE MEASURABILITY Precision in advanced lead generation is illustrated by the following characteristics:
  24. 24. Key takeouts – Precision in digital marketing <ul><li>Advanced segmentation and user profiling allow for precise targeting </li></ul><ul><ul><li>Online CRM systems allow marketers to segment and organize leads systematically and send highly targeted marketing material. Corporate websites themselves can be segmented to offer visitors customized experiences, in a cost-effective and rapid manner. </li></ul></ul><ul><li>Integration of digital marketing into existing CRM systems could prioritize and focus sales team efforts, as online lead generation and CRM platforms work in real-time </li></ul><ul><li>Precision in digital media is cost-effective, customizable and scalable (due to automation) </li></ul>PRECISION SCALE MEASURABILITY Precision in advanced lead generation is illustrated by the following characteristics:
  25. 25. <ul><li>Email marketing </li></ul><ul><li>Webinars </li></ul><ul><li>Directories </li></ul><ul><li>Communities </li></ul><ul><li>Social media/buzz marketing </li></ul>PRECISION SCALE MEASURABILITY Scale in digital media 5 digital marketing channels can be looked at more closely to understand precision as a value point:
  26. 26. Email marketing <ul><li>Email marketing is the oldest form of digital marketing </li></ul><ul><li>Email marketing has the advantage of being compatible across digital devices and accessible even through low speed internet connections </li></ul>PRECISION SCALE MEASURABILITY
  27. 27. Scale in email marketing <ul><li>Database segmentation </li></ul><ul><ul><li>Segmentation, communication history and specific targeting can be managed easily by software </li></ul></ul><ul><li>Email marketing metrics </li></ul><ul><ul><li>Email marketing metrics, tracked in real-time help marketers fine-tune targeting and keep a ‘clean’, updated database </li></ul></ul><ul><li>Familiar and compatible </li></ul><ul><ul><li>Email marketing is easy to conduct, viewable in all digital devices (computers, mobile phone, tablets, iPods) and a channel which is familiar to customers </li></ul></ul>PRECISION SCALE MEASURABILITY Scale in email marketing is illustrated by the following characteristics:
  28. 28. Webinars <ul><li>Webinars are an easy method to reach a specialized, global audience with a minimum setup cost. </li></ul>PRECISION SCALE MEASURABILITY
  29. 29. Scale in webinars <ul><li>Reach </li></ul><ul><ul><li>Global reach at a minimal cost </li></ul></ul><ul><li>Real-time feedback and engagement with speaker </li></ul><ul><ul><li>In-webinar chats enable interaction between the speaker and attendees and among the attendees </li></ul></ul><ul><li>Enables archiving and sharing </li></ul><ul><ul><li>Webinars and subsequent interactions provide rich inputs for the creation of content repositories </li></ul></ul>PRECISION SCALE MEASURABILITY Scale in webinars is illustrated by the following characteristics:
  30. 30. Directories <ul><li>Online directories, besides offering listings and thus an additional channel for a B2B marketer to place a brand, also have ready, specific traffic and listings of potential customers. </li></ul>PRECISION SCALE MEASURABILITY
  31. 31. Scale in directories <ul><li>Search-friendliness </li></ul><ul><ul><li>Directories, due to their rich content tend to be search-friendly and an important consideration for search engine optimization. </li></ul></ul><ul><li>Display advertising advantage </li></ul><ul><ul><li>Users of directories are very specific, and can thus be targeted very finely by Display advertising. </li></ul></ul><ul><li>Existing, diverse traffic </li></ul><ul><ul><li>This traffic could be leveraged as potential customers, partners and suppliers </li></ul></ul>PRECISION SCALE MEASURABILITY Scale in directories is illustrated by the following characteristics:
  32. 32. Communities <ul><li>Focused communities are undoubtedly one of the most powerful platforms for online B2B marketers. Creating and managing an engaged community, while being a long and tedious process, can yield rewards surpassing the combined effects of all other channels </li></ul>PRECISION SCALE MEASURABILITY
  33. 33. Scale in communities <ul><li>Diverse, creative, credible user generated content </li></ul><ul><li>Critical mass leads to self-sustenance </li></ul><ul><ul><li>Beyond a certain critical mass of users, all communities tend to be become self-sufficient and discussions continue with relatively lesser effort from the marketer </li></ul></ul><ul><li>Customer feedback and insight-mining </li></ul><ul><ul><li>Discussions which occur in such specific communities are an excellent source of ‘customer speak’ and qualitative insights </li></ul></ul><ul><li>Identifying and leveraging influencers </li></ul><ul><ul><li>Active members can be leveraged as influencers and advocates by asking for referrals or for guest posts/articles in the community. Also, segregating these ‘influencers’ further helps to target large-scale, yet relevant communication to them. </li></ul></ul>PRECISION SCALE MEASURABILITY Scale in communities is illustrated by the following characteristics:
  34. 34. PRECISION SCALE MEASURABILITY The Texas Instruments E2E community ( ) provides a space for Engineers to discuss products, seek help from each other, get product support, network with peers etc… Influencers (top contributors) are rewarded with recognition
  35. 35. PRECISION SCALE MEASURABILITY The CREE LED community ( ) promotes LED lighting as a ‘brighter’ alternative to traditional fluorescent lighting, in a fun campaign called the “Revolution”
  36. 36. PRECISION SCALE MEASURABILITY Clubdermaweb, a portal of courses, case studies, industry reports etc… is aimed at dermatologists (and has a significant user base of Indian dermatologists).
  37. 37. Social media/buzz marketing <ul><li>Social media buzz marketing involves the identification of existing communities and portals where brand-relevant content is being discussed and taking part in these discussions. </li></ul>PRECISION SCALE MEASURABILITY
  38. 38. Scale in social media/buzz marketing <ul><li>Online brand audit </li></ul><ul><ul><li>The starting point for a social media or buzz marketing is an online brand audit, which is a data mining exercise to identify mentions of a particular brand and the sentiment (positive, negative, neutral). The research is not limited by the depth of data to be covered. </li></ul></ul><ul><li>Content seeding </li></ul><ul><ul><li>On identification of mentions of a brand, content can be seeded in the various online platforms identified. Responses to the content can be tracked in real time. </li></ul></ul><ul><li>Self-sustenance (on reaching critical mass) </li></ul><ul><ul><li>As in the case of portals, a social media/buzz marketing exercise also attains self sustenance on achieving a certain reach. </li></ul></ul>PRECISION SCALE MEASURABILITY Scale in social media/buzz marketing is illustrated by the following characteristics:
  39. 39. PRECISION SCALE MEASURABILITY DuPont used a campaign on ‘science stories’ in line with their branding of ‘the miracles of science’. This was a series of videos which were created and seeded in varioud portals on how DuPont products are behind several crucial products like bulletproof vests, fire fighter’s suits etc…
  40. 40. Key takeouts – Scale in digital marketing <ul><li>All digital marketing channels tend towards self-sustenance on reaching a certain critical mass </li></ul><ul><li>The key to digital marketing success is identification and targeting of influencers. Advanced online research enables this </li></ul><ul><li>Digital marketing campaigns can be continuously adapted and fine-tuned as per the changing marketing landscape, due to their inherent measurability </li></ul>PRECISION SCALE MEASURABILITY
  41. 41. <ul><li>Analytics </li></ul><ul><ul><li>Standard digital analytics help track important information regarding the performance of a website or digital campaigns with metrics like traffic, time spent by users, user demographics, clicks etc… </li></ul></ul><ul><li>Analytical verification </li></ul><ul><ul><li>Analytical verification technology helps in both substantiation of standard metrics and in verification of data </li></ul></ul><ul><li>Online reputation management </li></ul><ul><ul><li>Digital technology allows you to track mentions of your brand or related terms in real-time across geographies and websites and respond to them immediately </li></ul></ul>PRECISION SCALE MEASURABILITY Measurability in digital media Measurability as a value point to digital marketers is illustrated by the following:
  42. 42. Analytics <ul><li>Advanced traffic data </li></ul><ul><ul><li>Metrics include number of unique visitors, repeat visitors, time spent on the website and pages etc… </li></ul></ul><ul><li>User profiling </li></ul><ul><ul><li>User profiling information like location and access devices can be gathered using analytics platforms </li></ul></ul><ul><li>KPI’s and real-time campaign modification </li></ul><ul><ul><li>Analytics platforms can track campaign performance against pre-defined KPI’s to tactically shift budget allocation to the best performing channels </li></ul></ul>PRECISION SCALE MEASURABILITY Web analytics enables tracking the following:
  43. 43. Analytical verification <ul><li>Qualitative substantiation </li></ul><ul><ul><li>Qualitative substantiation through customer queries, testimonials etc… helps in more accurate interpretation of analytical data </li></ul></ul><ul><li>Campaign testing </li></ul><ul><ul><li>Digital marketing activities can be pre-tested in several ways by limiting targeting, alternating concepts etc… </li></ul></ul><ul><li>Customer value tracking </li></ul><ul><ul><li>Similar to the technology used in Advanced lead generation, digital analytics platforms allow for prioritization of tracking according to potential customer value </li></ul></ul>PRECISION SCALE MEASURABILITY
  44. 44. Online reputation management <ul><li>Real-time profiling of brand mentions </li></ul><ul><ul><li>Mentions can immediately tracked to be positive or negative </li></ul></ul><ul><li>Immediate prioritization and response </li></ul><ul><ul><li>Depending on the type of mention and the user’s level of involvement in the topic (how much damage the user can do), responses to mentions can be prioritized </li></ul></ul><ul><li>Access to quality customer insights </li></ul><ul><ul><li>Real-time tracking of customer mentioned of brands in online platforms, if consistent, can offer rich customer insight data </li></ul></ul>PRECISION SCALE MEASURABILITY
  45. 45. Key takeouts – Measurability in digital marketing <ul><li>Activity-specific and strategic KPI’s are defined and quantified by Analytics </li></ul><ul><li>Software enables real-time tracking and tactical response to effectiveness metrics </li></ul><ul><li>While digital media becomes more and more open, monitoring tools become more and more sophisticated </li></ul>PRECISION SCALE MEASURABILITY
  46. 46. What more to watch out for <ul><li>B2B mobile applications: </li></ul><ul><li>Business applications are becoming more and more mobile, empowering sales and marketing teams to make immediate tactical decisions and closely track progress of field force. Information can also be disseminated to field staff, irrespective of their location </li></ul>
  47. 47. <ul><li>Social CRM: </li></ul><ul><li>From a conceptual point of view, in digital and social media, the traditional AIDA model is turning into the ‘loyalty loop’, as shown below </li></ul>What more to watch out for Harvard Business Review; December 2010
  48. 48. An integrated approach to high-value digital marketing for B2B marketers
  49. 49. <ul><li>  </li></ul>A basic digital marketing process flow
  50. 50. <ul><li>  </li></ul>A basic digital marketing process flow (1) Understanding the presence of the brand and its competition online (2) Behavior of the target audience (3) Selecting media. Eg: An online brand audit Getting customers to the online experience. Main channels here are search, display, email Engaging customers by offering them the best possible experience. This stage is primarily content driven Presenting a compelling offer. Typical results are conversion (the next stage) or advocacy which leads back to acquisitions
  51. 51. Suggested reading <ul><li>IAMAI I –Cube 2009 to 2010: </li></ul><ul><li>Social media B2B: </li></ul><ul><li>B to B magazine: </li></ul><ul><li>Web Strategy, Jeremiah Owyang: </li></ul><ul><li>Harvard Business Review, December 2010 </li></ul><ul><li>Clouds, big data and smart assets – McKinsey Quarterly </li></ul><ul><li>Riding Asia’s digital tiger – McKinsey quarterly </li></ul>
  52. 52. About Redigital <ul><li>Redigital focuses on the creative use of digital technology for marketing research and communication </li></ul><ul><li>Redigital works across digital platforms and offers digital solutions for marketers looking to leverage services </li></ul>