marketing week live 2017 - "b2b marketing, the fundamentals" by really b2b

B2B MarketingThe Fundamentals

B2B Marketing Interactive Presentation

• X3 topics• Short presentation on each topic• Round table question answering/discussion in tables• Feedback to the room• Findings and slides will be sent via email post presentation

Format for today

B2B Marketing Interactive Presentation

• Have fun• Don’t be afraid to speak out and share• Try not to interrupt• Keep to timings so we get to include everything

Rules of engagement

B2B Marketing Interactive Presentation

B2B Marketing Interactive Presentation

About your speakers

Kirsty Dawe,Managing Director

@KirstyDawe1

Ash Chandler,Head of MA & Digital

@_Ash_Chandler

Chris Manns,Planning & Insight

Director@chrismanns

Revolutionising your B2B digital marketing strategy to create leads and revenue generating opportunitiesChris Manns

B2B Marketing Interactive Presentation

B2B Marketing Interactive Presentation

B2B Marketing Interactive Presentation

Big Data

Big Data

B2B Marketing Interactive Presentation

Collecting data

Contextual

Personal interests

Job role challenges

PESTLE factors

Demographic /

FirmographicSector / SIC

Size (T/O, FTEs)

Geography

Behavioural

Social media

Progressive profiling

Content engagementand interaction

Data modelling

B2B Marketing Interactive Presentation

Personalisation

B2B Marketing Interactive Presentation

Driving you into the funnel with recommendedand relevant content

B2B Marketing Interactive Presentation

Attribution

Marketing Automation Platforms: Dedicated Attribution Software:

Attribution modelling example

Outbound Email

Nov-16

LinkedIn InMail

Jan-17 Feb-17 Mar-17

Linked In PPC

Jan-17

ResultsConversions: 500Revenue: £325,000

Whitepaper + Telemarketing

B2B Marketing Interactive Presentation

Attribution modelling example

Outbound Email

Nov-16

LinkedIn InMail

Jan-17

Whitepaper

Feb-17

Telemarketing

Feb-17

Linked In PPC

Jan-17

200 50 75150Conversions

40% 10% 15% 30%Conversion Split

5%

2500% 2067% 758% 875%ROI 190%

42.96% 10.65% 6.51% 30.07%Contribution to profit

% 9.81%

B2B Marketing Interactive PresentationResultsConversions: 500Revenue: £325,000

50% 15% 10% 20%Actual Attribution

5%

25

Question:

What are your biggest attribution challenges? How do you overcome them in your organisation?

B2B Marketing Interactive Presentation

Using digital content marketing techniques to bolster leads and enhance conversionAsh Chandler

B2B Marketing Interactive Presentation

B2B Marketing Interactive Presentation

Content shock!

10x contentB2B Marketing Interactive Presentation

B2B Marketing Interactive Presentation

• A great user experience on any device• Combination of high quality, trustworthy, useful, interesting, and

remarkable• A completely unique angle or subject and delivery method• Invoke an emotional response and connection with the buyer• Has use value and solves a problem or answers a question

10x content

B2B Marketing Interactive Presentation

10x content example (video on next slide)

B2B Marketing Interactive Presentation

The key to outstanding content – deep buyer insight

B2B Marketing Interactive Presentation

The key to outstandingcontent – lifecycle marketing

Question:

How do you decide which digital formats to use and which to lose? Are cutting edge content formats too costly and risky or do risks need to be taken to be noticed?

B2B Marketing Interactive Presentation

The role of social media inyour B2B marketing strategyto support the sales funnelKirsty Dawe

B2B Marketing Interactive Presentation

B2B Marketing Interactive Presentation

Social is essential to the sales funnel

Brand Lead generation

Influencer marketing

B2B Marketing Interactive Presentation

Your email database is decaying

B2B Marketing Interactive Presentation

It’s going to get worse…

60%of Millenials say they

are open to moving jobs

15%higher than the

previous generation

B2B Marketing Interactive Presentation

When people move their social profile remains

B2B Marketing Interactive Presentation

Does your social strategy fit with your sales KPI’s?

Right followers – building lists and

measuring followers against these

Are they engaging with your content?

What social actions are they taking as part of the nurture

process which moves them further

down the sales funnel?

B2B Marketing Interactive Presentation

Is your social strategyaligned with sales?

Question:

Where are you seeing the biggest impact from social in B2B?What strategies are you using successfully to measure this?

B2B Marketing Interactive Presentation

Thank you for your participation!