content marketing world 2013 presentation: modern global b2b marketing
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B2B Global Marketing:
The Modern Marketer’s Guide
2
SDL: Global Customer Experience
2
Publicly traded company, long-term stability and $430M annual revenues
2,700+ employees, 70 offices, 38 countries 1,500+ enterprise customers and partners
Innovative technology and services for enriching global customer experiences
Award-winning technology and services Serving 72 of the top 100 global brands
(Source: Interbrand 2012)
72 of the Top 100 Global Brands
*Source: Interbrand, 2011
3
What Is Your Marketing Worldview?
5
WebsitesSEO
Social
Online Events
Languages
PPC
Ads
EmailDirect Mail
Offline Events
PR & AR
Inside Sales
CRM Database
CMS
Marketing Automation
Marketing Analytics
.
Global Integrated Marketing
CONTENT
Inbound
Operations
Outbound
What Is Your Marketing Culture?
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Are You Traditional?
8
Or Are You Modern and Digital?
How to Modernize Your B2B Marketing
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1. Content Strategy | Content Marketing
2. SEO
3. Social Media
4. Online Advertising/PPC
5. Marketing Automation
6. Marketing Analytics
7. CRM
Modern Marketing Must-Haves
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A. Content audit, inventory, and mapping
B. Content planning, calendar, and project management
C. Content editing (tone, voice, quality, readability)
D. Content design, presentation and optimization
E. Content translation and localization
F. Content publishing and distribution
G. Content management and curation
H. Writer resources and in-house content expertise
I. Content Strategy/Marketing
12DATASHEET
QUOTE MEME
Content Marketing – Keep Mixing It Up
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II. Search Engine Optimization
A. SEO is not just for techies
B. Embrace your SEO dork to be a better marketer
C. Do your keyword research
i. Target keyword phrases
ii. Alternate keyword phrases
iii. Competitor keyword phrases
D. SEO content creation best practices
E. Understand the technical stuff enough to validate it
F. Don’t forget the meta descriptions!
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1. Have you identified and validated a list of target keyword phrases?
2. Do you know and use alternate search phrases for primary keyword targets?
3. Where do you and your competitors currently rank for your target keyword phrases?
4. Do you know how much it would cost to run PPC on your target keywords?
5. Do you know how your competitors are using PPC?
6. Do you use PPC to strategically fill in gaps in your organic search rankings (while you continue to improve SEO)?
7. If you already rank high in SEO on a term, could you get higher conversions and maintain a favorable cost per lead if you bought the PPC term also?
8. Are you familiar with current best practices for optimizing content for search?
9. Do you optimize your titles, tags, and meta descriptions when posting content in your CMS?
10. Have you evaluated international SEO and the inbound marketing opportunities you could create if you were to translate more of your content ?
SEO and PPC: 10 Questions to Ask Yourself
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III. Online Advertising/PPC
1. Google Adwords PPC
2. LinkedIn ads and sponsored content
3. Facebook ads and sponsored content
4. Promoted tweets
5. YouTube embedded video ads
6. Ad retargeting
1. Social Influence
2. Social SEO
3. Social Media Management
4. Social Monitoring and Sentiment Analysis
5. Social Media Metrics
IV. Social Media
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VI. Marketing Automation
• Drip campaigns/lead nurturing• Lead scoring• Trigger events• Progressive registration
• Content Inventory/Mapping By:– Content Type
– Products
– Industries
– Titles/Roles/Personas
– Company Size
– Geo + Languages
– Stage in Customer Lifecycle• Awareness/Education
• Evaluation/Consideration/Solution
• Decision/Selection
• Support and Retention
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V. Marketing Analytics
1. Web Traffic
2. Conversion Rates
3. Net-New Leads
4. Cost Per Lead
5. Cost Per Acquisition
6. Marketing-Sourced Revenue
7. Marketing-Influenced Revenue
BY CHANNEL AND CAMPAIGN
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1. Sales ops + marketing ops = 1 operation
2. Data and system integration
3. Data hygiene and accuracy
4. KPI and pipeline tracking
5. Campaign structure and reporting
6. Abandoned leads
VII. CRM
Modernize Your Mindset and Skills
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WebsitesSEO
Social
Online Events
Languages
PPC
Ads
EmailDirect Mail
Offline Events
PR & AR
Inside Sales
CRM Database
CMS
Marketing Automation
Marketing Analytics
.
Global Integrated Marketing
CONTENT
Inbound
Operations
Outbound
22
What’s Your Current Skill Mix?
CONTENT
Inbound
• Content• Languages• Websites• SEO• Social Media• Online Events
Outbound
• Email• Ads• PPC• Direct Mail• Offline Events• PR & AR• Inside Sales
Operations
• CMS• Marketing
Automation• Marketing
Analytics• CRM
Database
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Thank You for Attending!
Connect with me on LinkedIn and via:
Email: cpolewarczyk@sdl.com
Twitter: @Christine_Mktg
Mobile: 617-869-6031
Copyright © 2008-2013 SDL plc. All rights reserved. All company names, brand names, trademarks, service marks,
images and logos are the property of their respective owners.
This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or
distributed except as authorised by SDL.
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