Building Your B2B Marketing Strategy in a Buyer-Empowered Era .

Julien RIO, Founder of myfairtool

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What we do

myfairtool helps companies exhibiting at trade shows maximize their return on investment.

SUCCESS

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Our specialtyplanner

budget

schedule

cloud

card scanner

leads capture

instant email

CRM

reminder

analytics

B2B MarketerWhat does it mean?

advertising

strategy

trade shows

reporting

content creation

word of mouth

product dev.

conferences

sales

Marketing roles

Marketing roles

targets

KPIsWhat should I track?

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3 levels of KPIs

HIGH LEVEL KPIs•ROI•Revenue•CPA / CAC•…

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3 levels of KPIs

ACTIONABLE KPIs•Budget•Leads captured•Conversions•…

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3 levels of KPIs

CAMPAIGN KPIs•Mix of actionnable and high level KPIs•Clear targets•Different scenario

Data driven decisions

Online & OfflineWhat should I do?

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What strategy for B2B Marketing?Vertical VS Horizontal communication

OfflineWhat can you do with offline marketing?

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Offline strategies

•Direct mailing•Print ads•TV / Radio•Street ads•Flyers distribution•Street booth / event•Sponsoring

•Local•Vertical•Difficult to track impact•Difficult to set specific

target

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Business Events

•Human interaction•Visitors have time and are looking for your solution•Direct feedback•Evaluate competition

BUT

•Long organization process•High entry price

OnlineWhat can you do with online marketing?

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Content creation

Blog

Guest blogging

LinkedIn articles

Landing pages

Whitepaper

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Xperts & influencers

Network + Expertise = Credibility

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Social Media

PARETO80% value, 20% promotion

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Let them talk!

* brandKarma, SocialMention, ReviewPro, Hootsuite

Testimonials

LINKS

Social Media / Blog

COMMENTS

Monitoring

TOOLS*

LeadsHow to generate & qualify leads?

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Sales VS Marketing

SALES MARKETING1to1

personalmass

impersonal

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Lead qualification

segmentation

content

needs

offer

funnel status

action

• survey• account details• activity tracking• games & contests

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Key takeaways

•Hire marketing people with clear objectives•Differentiate « High Level » & « Actionable » KPIs•Segment & qualify your leads before following-up•Let your customers talk!•Follow the PARETO rule online•CONTENT, CONTENT, CONTENT•Find experts in your field

•If you attend trade shows…don’t go without myfairtool!

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Thank you!

Let’s keep in touch!

Julien RioFounder & CEO

Visit us: www.myfairtool.com