Made to Measure – Tailoring Digital for B2B
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“Made to Measure: Tailoring Digital for B2B” LuJean Smith & Steven Pepe November 7, 2013
description
Not all B2B is the same – businesses must explore the digital marketing and communications strategies that will work best for connecting with their customers. At GE Water & Process Technologies, the marketing and communications departments are collaborating to develop, test, implement and measure the strategies that will reach the company's broad range of indusries and support both lead generation and thought leadership. LuJean Smith, Global Communications Leader, and Steven Pepe, Digital Marketing Leader, will share insights into their continuing journey toward tailoring a custom-fit digital strategy for their business. This presentation was delivered to the attendees of Godfrey's FWD:B2B conference on November 7th, 2013
Transcript of Made to Measure – Tailoring Digital for B2B
“Made to Measure: Tailoring Digital for B2B”
LuJean Smith & Steven PepeNovember 7, 2013
FWD:B2B Conference 2013
LuJean SmithSteven Pepe
Made to Measure:Tailoring Digital for B2B
GE Power & WaterWater & Process Technologies
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Who are we?
LuJean SmithGlobal Communications Leaderlinkedin.com/in/lujeansmith
Steven PepeDigital Marketing Leaderlinkedin.com/in/stevenpepe
8,000 employees globally 50,000 customers in 130
countries
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Who owns Digital?
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This is B2B
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Not all B2B is the same
This is B2B
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Not all B2B is the same
This is B2B
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Business vs. Customer – Who wins?
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“Do they know about you?"
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“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
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“How do you stack up?”
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“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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“Do they understand your value?”
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“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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Content that is relevant and relatable
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Mix of platform + content
Social @ GE Water
News, live events Articles, tech q’s
Not now…Categorized video
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Hosted Event
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
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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)
Consideration
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• 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
Consideration & Justification
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Made to Measure:Tailoring Digital for B2B
Questions?
