Made to Measure: Tailoring Digital for B2B
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FWD: B2B Conference 2013 LuJean Smith Steven Pepe Made to Measure: Tailoring Digital for B2B GE Power & Water Water & Process Technologies
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LuJean Smith and I gave a talk about customizing digital strategy depending on your corner of B2B. Financial, medical, and industrial are all very different verticals and there are some simple questions you can start with to prioritize your digital investments. Thanks to Godfrey's FWD:B2B conference for the chance to first share this experience.
Transcript of Made to Measure: Tailoring Digital for B2B
FWD: B2B Conference 2013 LuJean Smith Steven Pepe
Made to Measure: Tailoring Digital for B2B
GE Power & Water Water & Process Technologies
2 Water & Process Technologies © 2013 General Electric Company
Who are we?
LuJean Smith Global Communications Leader linkedin.com/in/lujeansmith
Steven Pepe Digital Marketing Leader linkedin.com/in/stevenpepe
8,000 employees globally 50,000 customers in 130 countries
© 2013 General Electric Company 3
Water & Process Technologies
Who owns Digital?
© 2013 General Electric Company 4
Water & Process Technologies
This is B2B
© 2013 General Electric Company 5
Water & Process Technologies
This is B2B
© 2013 General Electric Company 6
Water & Process Technologies
This is B2B
© 2013 General Electric Company 7
Water & Process Technologies
This should be you
© 2013 General Electric Company 8
Water & Process Technologies
Business vs. Customer – Who wins?
© 2013 General Electric Company 9
Water & Process Technologies
“Do they know about you?”
© 2013 General Electric Company 10
Water & Process Technologies
“Do they know about you?"
Digital Tactics Metrics Technologies
Blogs, webcasts Unique Visitors/Mo.
Unbranded search % traffic from search
Native advertising Pageviews + Shares
Social (curating) Followers + Engagement
Market research % unaided recall
© 2013 General Electric Company 11
Water & Process Technologies
“How do you stack up?”
© 2013 General Electric Company 12
Water & Process Technologies
“How do you stack up?”
Digital Tactics Metrics Technologies
Demo videos, webinars % leads to opptys
Buyer’s guides Downloads/mo.
Win/Loss analysis “is it price?”
Ratings + reviews # recommendations
Lead management Avg. response time
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Water & Process Technologies
“Do they understand your value?”
© 2013 General Electric Company 14
Water & Process Technologies
“Do they understand your value?”
Digital Tactics Metrics Technologies
ROI/TCO calculators # ‘known’ fillouts
Online case studies Downloads, shares
e-Commerce $ Rev, % cart dropouts
Post-sale apps Usage, screen flow
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Water & Process Technologies
Content that is relevant and relatable
© 2013 General Electric Company 16
Water & Process Technologies
Mix of platform + content
Social @ GE Water
News, live events Articles, tech q’s
Not now… Categorized video
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Water & Process Technologies
Industrial Internet • Live broadcast webinar
• Social media promo earned 237 registrants – almost 50% of total
• Infographics shared via Twitter & LinkedIn
• 1,100 YouTube views to date
Awareness
Hosted Event
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Water & Process Technologies
Consideration
Event Sponsorship
WEFTEC ‘13 Mobile App • 83 signups, 500+ video views
• 66% open rate (3x benchmark)
• Best week on YouTube in ‘13 (3,100 min watched)
© 2013 General Electric Company 19
Water & Process Technologies
Consideration and Justification
• Simpler lead forms in Marketo
• Lead admin to pre-qualify prospects, get more details
• Upload/assign in SFDC, minimize data entry for reps
• Measure website traffic
$ closed won
• 54 new opportunities
• 100% response rate, < 24 hrs
Lead Management
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Water & Process Technologies
Made to Measure: Tailoring Digital for B2B QUESTIONS?
