Strategic B2B Marketing: Great insights for beginners and experience Marketers!!
Smart Insights #digitalimpact2014 b2b workshop Sept 2014
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Transcript of Smart Insights #digitalimpact2014 b2b workshop Sept 2014
What really matters in B2B digital marketing
B2B workshop @ Smart Insights Digital Impact Conference 2014
@renepower @bdbmarketing www.bdb.co.uk #digitalimpact2014 17 Sept ‘14
What B2B marketing needs to achieve
@renepower @bdbmarketing www.bdb.co.uk #digitalimpact2014 17 Sept ‘14
or
Your reality How many of you in the room have a digital
strategy? (30% - in line with latest research)
How many of you have an integrated, focused digital marketing plan? (40%)
How many of you are happy with how you position your business, its products, services, people? (None)
@renepower @bdbmarketing www.bdb.co.uk #digitalimpact 17 Sept ‘14
Five critical elements of b2b digital marketing
@renepower @bdbmarketing www.bdb.co.uk #digitalimpact2014 17 Sept ‘14
1. Home base: Websites The most important b2b asset – why?
Vendor’s own search is still the no 1 way buyers assess suppliers
Your website is your 100% owned way of controlling what they see, learn and how they feel about your business
All promotional routes need to lead somewhere – your website!
@renepower @bdbmarketing www.bdb.co.uk #digitalimpact2014 17 Sept ‘14
Website must haves
@renepower @bdbmarketing www.bdb.co.uk #digitalimpact2014 17 Sept ‘14
Winning with websites
http://www.tss.trelleborg.com/global/en/homepage/homepage.html
@renepower @bdbmarketing www.bdb.co.uk #digitalimpact2014 17 Sept ‘14
Bonus content
Bonus content
Install a customer focus
@renepower @bdbmarketing www.bdb.co.uk #digitalimpact2014 17 Sept ‘14
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2. Getting and staying found
On page and off page
PPC – especially in emerging markets
Language keyword research
Location based search
Link building
@renepower @bdbmarketing www.bdb.co.uk #digitalimpact2014 17 Sept ‘14
Run on-page SEO auditCheck-list for SEO
SEO restrictions with existing SharePoint module
@renepower @bdbmarketing www.bdb.co.uk #digitalimpact2014 17 Sept ‘14
Bonus content
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Trade media
Trade associations
Directories
Search engine indexes
Social media
BloggersNews sites
Main-stream press
Top Internet
sites
Discussion portalsTrade
shows
Conferences
Link building
@renepower @bdbmarketing www.bdb.co.uk #digitalimpact2014 17 Sept ‘14
3. Customer outreach with email
Offering the most important b2b touch points – why? Opted in (easy to opt out) Direct Personal Immediate Gets more attention than any other medium Transactional
@renepower @bdbmarketing www.bdb.co.uk #digitalimpact2014 17 Sept ‘14
@renepower @bdbmarketing www.bdb.co.uk #digitalimpact 17 Sept ‘14
Bonus content
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4. Content is a big deal in b2b
Source http://contentm
arketinginstitute.com/w
p-content/uploads/2013/03/UK
_Research_C
MI_2013_F
inal-3.pdf
@renepower @bdbmarketing www.bdb.co.uk #digitalimpact2014 17 Sept ‘14
A big deal in b2b
Source http://contentmarketinginstitute.com/wp-content/uploads/2013/03/UK_Research_CMI_2013_Final-3.pdf
@renepower @bdbmarketing www.bdb.co.uk #digitalimpact 17 Sept ‘14
Bonus content
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5. Social is a big deal in b2b
Source http://contentm
arketinginstitute.com/w
p-content/uploads/2013/03/UK
_Research_C
MI_2013_F
inal-3.pdf
@renepower @bdbmarketing www.bdb.co.uk #digitalimpact2014 17 Sept ‘14
Winning with social media
@renepower @bdbmarketing www.bdb.co.uk #digitalimpact 17 Sept ‘14
Bonus content
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Unconventional posts
@renepower @bdbmarketing www.bdb.co.uk #digitalimpact 17 Sept ‘14
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Going further
@renepower @bdbmarketing www.bdb.co.uk #digitalimpact 17 Sept ‘14
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Breakouts
@renepower @bdbmarketing www.bdb.co.uk #digitalimpact2014 17 Sept ‘14
Three breakouts
Demand generation with content
Engagement through landing pages
Lead nurturing with email/personalisation
@renepower @bdbmarketing www.bdb.co.uk #digitalimpact2014 17 Sept ‘14
Demand generation with content
Workshop feedback Set against high level business objectives
Understand business demand Agree buyer personas e.g.
Owners, influencers, decision makers in customer companies
Engage sales teams Uncover knowledge/insights
Use questions customers ask most to drive content
List top five customer pain points Understand triggers Focus on lapsed customers as much as prospects
@renepower @bdbmarketing www.bdb.co.uk #digitalimpact2014 17 Sept ‘14
Engagement through landing pages
Workshop feedback Set engagement objectives Determine what is most relevant to be on the
page Include dynamic content and references from
referral channels K I S S Make sure to include mobile Consider clever use of invitation only
hidden / campaign pages Test and report
Across content as well as call to actions
@renepower @bdbmarketing www.bdb.co.uk #digitalimpact2014 17 Sept ‘14
Lead nurturing with emailWorkshop feedback Consider marketing automation tools and
integration with website activity and CRM software
Consider resources – who/how Responsibility for data analysis
Map customer journey & touch points Make the case for testing and investment in
software by incremental improvements in engagement and nurture
@renepower @bdbmarketing www.bdb.co.uk #digitalimpact2014 17 Sept ‘14
Breakout summary Integration of tools works best – great
content is created, served up to recipients by email and leads to them to brilliant (and relevant) websites
Set objectives (how you will measure success) from the outset
Understand customer needs and their journey to conversion through the AIDA model
Map all comms to different stages in the model and what you want them to do
@renepower @bdbmarketing www.bdb.co.uk #digitalimpact2014 17 Sept ‘14
More great b2b content1. Go tell anyone who’ll listen about this deck!
2. Buy v1 of Brilliant B2B Digital Marketing from Amazon
3. Head to Smart Insights Expert members and access the book for free (and hundreds of other guides and resources) OR request a free copy strictly for “review purposes”. Twitter works best for speed. NB: v2 comes out soon to members.
4. Look me up on Linkedin, connect and talk to me one-to-one about your content marketing challenges
5. Start receiving my Marketing Assassin blog and event updates.
6. Head to BDB’s channel on BrightTalk
@renepower @bdbmarketing www.bdb.co.uk #digitalimpact2014 17 Sept ‘14
Bonus content
Bonus content
Thank you
@renepower @bdbmarketing www.bdb.co.uk #digitalimpact2014 17 Sept ‘14