B2B marketing is dead. Long live marketing
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Transcript of B2B marketing is dead. Long live marketing
B2B marketing is dead, long live marketing
Steve KemishMD, Cyance.Chair, IDM Digital Marketing Council
Part of the B2B Trail:
Declining down
Comments? @skemmo
The game has changed, but has the approach?
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Hang our heads in shame
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Is it like this where you work?
Single-channel marketing: It’s not big, it’s not clever
Build it and they probably won’t come… or find it, or read it, or share it, or comment
Where to start
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Step 1 of 7: Discovery• Objectives – what are they?
• Strategy – what is their current go-to-market approach?
• Offering – what is their product or service?
• Customers – what is their target audience and why?
• Behaviour – how do their customers make buying decisions?
• Collateral – do they have any marketing assets and are they fit for purpose?
• Data – is their target market well defined and do they need more or better data?
• Operations – what challenges prevent success?
• Success – how will the client measure success?
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Right message, right time
Case Study Syndrome
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You wouldn’t ask somebody to marry you after three minutes of speed dating…
Easy tiger!
Easy on the case study
Sales Ready Lead
Suspect
Prospect
Nurture
MQL
BANT
Suspect 1
CEO/MD
IT Director
CIO
Tele
Website
Suspect 2
Search
Content Audit and mappingBuying cycle Persona Content Nurturing channel
Not considering, not aware or do not see any /sufficient risk relating to business topic
1. CEO/Owner, CFO & CTO2. CMO/Head of Events
3. Professional User
1. Thought leadership – Whitepapers & EBooks
EmailSocialBlogWeb nurturing workflow
Aware of business topic, not sure if it is an issue
1. CEO/Owner, CFO & CTO2. CMO/Head of Events
3. Professional user
1. Thought Leadership – Whitepapers, Ebooks & video
As above +Telemarketing
Investigating risk and impact upon their business
1. CEO/Owner, CFO & CTO2. CMO/Head of Events
3. Professional User
1. Blog2. Video channel3. Ebooks4. Case studies
As above +
Benchmarking solutions/vendors/VAR’s in market
1. Head of IT/Security2. Head of Purchasing /
Office Manager3. Professional User
1. Blog2. solution suite3. Security solutions4. Field Mobility solutions
Pass to Telemarketing or member sales
Sourcing solution type and suppliers
1. Head of Purchasing2. Head of IT
1. Case studies2. Product/solution matrix
Web nurturing or member sales
Purchasing 1. Head of Purchasing / Owner / Office
Professional user
1. Special offers/Promos/Bundles
2. Case studies
Telemarketing qualify and generate lead
Looking to switch solution or upgrade
1. Head of IT/ Owner / Office Manager
1. Upgrade promos Email + telemarketing campaign
Comments? @skemmo
Comments? @skemmo
What about international?
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Comments? @skemmo
Comments? @skemmo
Rich-media (with a long tail)
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Lead scoring approach
House listHouse list
Strategy-led promoIntro piece to disrupt and engage – looking for form submission (Inquiry)
Webinar promotion
Benefits/case/WP
Slide deck
Data capture formData capture form
Contact details
Contact us form
Data capture formData capture form
Text explaining the CTA
Landing page
Data capture formData capture form
Text explaining the CTA
Event signup page
>25 = sales qual
10-24 = nurture via event
1-9 = promote content
Lead scoring modelContent scores
No of pages (2+) = 5No of visits (2+) = 15Time on site (3 min+) = 5
Web analytics
Case study = 8Slide deck = 5White papers = 12
MicrositeMicrosite
Non-opens/clicks
event
Case study/WP
Contact us
Further info
Useful content
Sales Sales
Social &Search
Social &Search
Prospect data
Prospect data
SalesSales
CyanceCyance
>25points?
www.cyance.com
At Cyance we live and breathe aconnected approach to buildingcustomer and channel engagementprogrammes.
From target identification all the waythrough to the sale and ongoingcustomer relationship, Cyance helpsyou with the insight andunderstanding to make your B2Bmarketing work harder.
Follow us @cyance
About us...
Read more
Multi-channel marketing in an international world
www.cyance.com/TFMA
Comments? @skemmo