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Which Media Channels Do The Brightest B2B Marketers Use To Drive Leads?

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Smart B2B marketers use multiple platforms and channels in their strategic marketing mix to influence buyers along their journey to a purchase decision.

Start with Content you Control:
.: Optimize all online content for high search visibility.
.: Repurpose your best content on other platforms.
.: Create a lead magnet by offering something free!
.: Expand marketing efforts with paid advertising to reach new, relevant buyers.
.: Excite buyers with easy-to-consume content that you promote everywhere!

GO BENEATH THE SURFACE & DRIVE MORE LEADS
or
Contact Rosemary Brisco, ToTheWeb LLC
https://totheweb.com

Published in: Marketing
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Which Media Channels Do The Brightest B2B Marketers Use To Drive Leads?

  1. 1. Smart marketers use multiple platforms and channels in their strategic marketing mix to influence buyers along their journey to a purchase decision. WHICH MEDIA CHANNELS DO THE BRIGHTEST B2B MARKETERS USE TO DRIVE LEADS ?
  2. 2. OWNED GET STARTED Create a content-rich website, viewable across desktop and mobile devices, that meets the needs of buyers across all stages of the sales cycle. 2
  3. 3. • LinkedIn Corporate Page & Management Profiles • YouTube, Vimeo, iTunes Channels • Corporate Facebook, Twitter, Google+ Profiles • SlideShare Presentations • Email Marketing • LinkedIn Sponsored Updates • Mobile-Friendly Website • Original Content (Reports, Surveys, White Papers, eBooks, Infographics) • Corporate Blogs • On-Site Tools • Mobile Apps • Videos and Podcasts • Webinars GROWTH IN B2B BUYERS USING SMARTPHONES THROUGHOUT THE PATH TO PURCHASE OVER THE PAST TWO YEARS1 91% START WITH CONTENT YOU CONTROL 3 1Google/ Millward Brown Digital, “B2B Path to Purchase Study,” 2014
  4. 4. EFFECTIVENESS RATINGS FOR B2B SOCIAL MEDIA PLATFORMS2 Google+ Pinterest Facebook Instagram SlideShare Twitter YouTube LinkedIn 66% 55% 51% 41% 30% 22% 20% 13% 70% OF B2B ARE WATCHING VIDEOS THROUGHOUT THEIR PATH TO PURCHASE3 4 2, 32016 B2B Content Marketing Benchmarks, Budgets, and Trends Source: Content Marketing Institute and MarketingProfs
  5. 5. 42016 B2B Content Marketing Benchmarks, Budgets, and Trends Source: Content Marketing Institute and MarketingProfs 5Google/ Millward Brown Digital, “B2B Path to Purchase Study,” 2014 B2B CONTENT MARKETING TACTIC USAGE4 ALMOST 1IN 5 B2B BUYERS WATCH OVER AN HOUR OF B2B RELATED VIDEO CONTENT5 Webinars/Webcasts Online Presentations Infographics Illustrations/Photos White Papers Videos In-person Events Articles on Your Website eNewsletters Case Studies Blogs Social Media Content – other than blogs 93% 82% 81% 81% 81% 79% 79% 76% 71% 67% 66% 65% 5
  6. 6. EXCITE YOUR BUYERS WITH EASY-TO-CONSUME CONTENT THAT YOU PROMOTE EVERYWHERE. 6
  7. 7. • Press and News Articles, Written Reviews • Posts on Facebook, Quora • Twitter Retweets & Hashtag Content • Posts on Google+ • LinkedIn Groups & Recommendations • Crunchbase, ZoomInfo (business directories) Optimize all online content for high search visibility. Repurpose your best content on other platforms. Create a lead magnet by offering something free! • Search Engine Ranking • Word of Mouth, Comments, Likes, Shares • High-Quality In-Bound Links • Relationship w/ Bloggers • Wikipedia Corporate Page • User Forum Discussions EARNED ABOUT 71% OF B2B BUYERS START ON A GENERIC SEARCH QUERY6 PAGE POSITION MATTERS. THE MOST VIEWABLE POSITION FOR ADS IS RIGHT ABOVE THE FOLD, NOT AT THE TOP OF THE PAGE.7 7 6Google/ Millward Brown Digital, “B2B Path to Purchase Study,” 2014 7 Google, “The Importance of Being Seen: Viewablility Insights : Digital Marketers and Publishers” study, Nov/14
  8. 8. 76% OF B2B SEARCHES FOR TECH PRODUCTS AND SERVICES IN ENGLISH OCCUR OUTSIDE OF THE U.S. AND CANADA8 OF NON-C-SUITERS HAVE A SAY IN B2B PURCHASE DECISIONS9 81% MILLENIALS Account for almost half of all B2B buyers, an increase of 70%10 8 8Google Internal Data, Q4 2013 9, 10Google/ Millward Brown Digital, “B2B Path to Purchase Study,” 2014
  9. 9. Expand marketing efforts with paid advertising to reach new, relevant buyers. • Paid Search Advertising • YouTube Advertising • LinkedIn InMail, Display Ads & Sponsored Updates • Remarketing & Display Advertising • Content Syndication: Paid Content on 3rd Party Sites REVENUE Worldwide mobile advertising revenue will expand 3.5x its present size by 2016. 12 PAID 76% OF NON-VIEWABLE ADS WERE NEVER ON SCREEN. THEY WERE IN A BACKGROUND TAB OR NOT ON THE SCREEN AT ALL.11 9 11Google, “Are Your Video Ads Making an Impression?” study, April 2015 | 12 Yankee Group
  10. 10. Test your Title & Meta Description Visibility GO BENEATH THE SURFACE & DRIVE MORE LEADS Call ToTheWeb 650.627.8800 Sign up for our eLearning Content USE OUR FREE TOOL 10
  11. 11. San Francisco Bay Area • Tel: 650.627.8800 Success@ToTheWeb.com • www.ToTheWeb.com

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