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

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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

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Winning with websites

http://www.tss.trelleborg.com/global/en/homepage/homepage.html

@renepower @bdbmarketing www.bdb.co.uk #digitalimpact2014 17 Sept ‘14

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Install a customer focus

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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

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Run on-page SEO auditCheck-list for SEO

SEO restrictions with existing SharePoint module

@renepower @bdbmarketing www.bdb.co.uk #digitalimpact2014 17 Sept ‘14

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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

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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

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Email

@renepower @bdbmarketing www.bdb.co.uk #digitalimpact 17 Sept ‘14

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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

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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

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Unconventional posts

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Going further

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Breakouts

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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

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Thank you

@renepower @bdbmarketing www.bdb.co.uk #digitalimpact2014 17 Sept ‘14