B2B Digital Marketing Roadmap

of 29/29
Roadmap for DIGITAL MARKETING

Embed Size (px)

Transcript of B2B Digital Marketing Roadmap

PowerPoint Presentation

Roadmap for DIGITAL MARKETING

Forrester Research states that buyers may be anywhere from two-thirds to 90 percent of the way through their journey before they ever reach out to the vendor.

DIGITAL MARKETING ROADMAP

PHASE I

Key elements of great website

Objective of websiteNavigationMobile ready / ResponsiveShould have engaging contentContact informationSocial Media integration

PHASE II

How Social Media helps B2B Industry?Helps to identify clients, based on profilesHelps to initiate initial discussion with the clientB2B sales process involves lot of different stakeholders, like commercial head, QA and purchase managers. SM helps them, to learn more about YOU and how YOUR strengths align with their requirementsAverage sales cycle is long and SM helps to be in touch with stakeholders during this process to influence their decision

Cost effective mediumOrganic SEO (Search Engine Optimization) contributes to over 70 percent of the clicksHelps to build inbound marketing Top ranking of website and contentHelps in competition analysis on search engine

How SEO helps B2B Industry?

Email is the OLDEST and most cost-effective B2B marketing tactics.Email marketings strength is in building and nurturing relationshipsWith developments in marketing automation and big data, email marketing continues to get more sophisticated and effective.

How Email Marketing helps B2B Industry?

Webinars should be used for lead generation and nurturing campaigns.Webinars and online events are popularly used to present sales/product demonstrations, training, and online education illustrating thought leadership around particular topics.Webinars are cost-effective when integrated across the customers buying journey.

How Webinars helps B2B Industry?

Targeting a Managed Site List: There are many online websites that cater to specialized niche audiences, and most of these are largely ad-supported.

Targeting Based on Context: TG is likely to be interested in reading articles online that pertain closely to their business. Imagine being able to buy ad space in the New York Times, but only on the page next to an article about MACHINE TOOLS? How far in advance can you learn which content is going to be published? With online display advertising, it is possible to buy ad inventory at the time the article gets published, using contextual targeting.

Retarget to Nurture Interest: We need to use retargeted display advertising to stay top of mind to viewers who are most interested in offer. Retargeting involves using a cookie on your website to identify your site visitors and send additional ads to them as the surf onto other websites.

How Online Advertising helps B2B Industry?

Build your email list and generate leads.Increase brand awareness.Increase social media page / profile engagement.Conduct market researchBuilding Confidence

How Contests helps B2B Industry?

PHASE III

Landing pages should be designed keeping in mind different target audience. So landing page for automobile should be different from construction sector Helps to easily Generate LeadsCollect Demographic Information About Your Prospects.Shouldnt have Navigation ElementsShould be responsive, easily adaptable across different screensShould load within 1.5 secs

How Landing Pages helps B2B Industry?

Getting lots of visitors to website and social media channels is great, but need to turn them into leads and then into customers. Need to be intentional about it and help visitors be able to take action on what they read. This strategy helps in generating better ROI on digital marketing activities

How Website helps B2B in lead generation?

Remarketing will target prospects who are already interested in your business. Motivating consumers. Target messaging for your customers as it tracks the website visitors and show the ad only to them

How Remarketing helps B2B?

Focus on nurturing prospects to the next stage in their decision process instead of directly to a sale. Use content selection to tease prospects forward in the sales pipeline and to give more visibility into where they are at.Start with three basic nurturing pathways: Keep in touch (for example a regular content blast)Trigger (a communications sequence triggered by an action like a content download or tradeshow booth visit)Big fish (true 1-1 nurturing using the same content and analytics as the other pathways but with a dedicated BD or sales rep handling the communications personally).

How Marketing Automation helps in lead nurturing?

SALES DONECONGRATULATION

Else!

GO REPEAT THE PROCESS

PHASE IV

Helps to understand customer loyalty. Most dissatisfied customers do not complain, survey helps to identify the reasons behind it. Insights helps to work and improve on products and support services.This helps in customer retention.Can use customer data to improve sales and marketing process

How Customer Survey helps B2B

Helps to gain customer referrals. Drive product developmentTest new products for acceptance amongst select advocates. Helps to spread Word of mouthCreate a communityHigher conversion rates, more qualified leads, and greater sales efficiency when they involved advocates

How Advocacy Program helps B2B

Social media tools can help to build better customer support . Videos with instructional contentMaintenance / trouble shooting tips. Provide a weekly tips email / social media update to share solutions to the top customer support questionsSolutions gallery on website, including PDFs, web-accessible content, videos and reference links

How Customer Support channels helps B2B?

So Lets start