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Internet Marketing Theory Meets Machine Shop Reality - NTMA Aug 2016

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Too often it sounds good sitting in the session, but back at the office it's suddenly not so clear how the grand sounding concepts actually apply to the everyday
business of growing an advanced manufacturing business. This session will dive into practical applications of inbound marketing for SMBs in the tooling & machining space. We'll use case studies and real world examples to show
what works, and what doesn't with tools like marketing automation, blogging, social media, paid ads and more.

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Internet Marketing Theory Meets Machine Shop Reality - NTMA Aug 2016

  1. 1. Internet Marketing Theory Meets Machine Shop Reality Grow Your Business With Inbound Marketing © Top Line Results 2016
  2. 2. Everyone uses the Internet to buy [1] http://blogs.imediaconnection.com/blog/2010/10/26/how-to-use-social-media-to-generate-b2b-leads/ [2] John Lombardo, LinkedIn, http://www.mediaweek.co.uk/article/1325678/clients-need-trusted-partners-help-navigate-content-marketing Stat 1: 93% of B2B purchases start with an Internet search¹ Stat 2: 74% of buyers choose the company that is first to add value as they are defining their buying vision² © Top Line Results 2016
  3. 3. Zero moment of truth © Top Line Results 2016 [3] https://salesandmarketing.com/content/mapping-buyer%E2%80%99s-journey 0 100 Stat 3: B2B buyers are up to 70% of the way to their purchase before they speak to a sales rep³ 70
  4. 4. Develop a Strategy Why you? Why them? © Top Line Results 2016
  5. 5. Two Keys to Effective Strategy Match their buying journey Personalize © Top Line Results 2016
  6. 6. Buying Journey © Top Line Results 2016
  7. 7. Awareness - How to get found online? Great content © Top Line Results 2016
  8. 8. Awareness - Get Found Online 93% of B2B purchases start with an Internet search They ask questions, you answer them. © Top Line Results 2016
  9. 9. Awareness - Get Found Online • Site pages • Blog posts • Industry articles • Video • Ebooks/white papers • Social Media Create Publish Get Found © Top Line Results 2016
  10. 10. Awareness - Get Found Online © Top Line Results 2016
  11. 11. Consideration B2B buyers are up to 70% of the way to their purchase before they speak to a sales rep Change your focus from selling more to marketing more. Once you have helped them, then you earn the right to sell. © Top Line Results 2016
  12. 12. Consideration • Helpful offers • Landing pages • Lead nurturing © Top Line Results 2016
  13. 13. Decision Help them choose you © Top Line Results 2016 • Expertise based content • Demo/Test/Sample • Consultation • Design assistance • Quote requests • Promotional offer
  14. 14. Decision © Top Line Results 2016
  15. 15. Measure, analyze, adjust • Cost per lead • Cost of customer acquisition • Marketing tactic ROI © Top Line Results 2016
  16. 16. Why is this important? 54% more leads from inbound marketing than from paid marketing Cost of leads generated through “inbound marketing” vs. traditional advertising 61% Cheaper © Top Line Results 2016 Source: http://www.hubspot.com/marketing-statistics
  17. 17. Why is this important now? Build barriers to competition Grow your business Create value © Top Line Results 2016 Source: http://www.hubspot.com/marketing-statistics
  18. 18. 5 Action Items 1. Evaluate and invest in digital marketing 2. Create great customer focused content 3. Invest in Marketing Automation 4. Nurture those leads 5. Get expert help © Top Line Results 2016
  19. 19. todd@top-line-results.com top-line-results.com 407.406.3959 @toplineresults © Top Line Results 2016 Thank you!

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