Digital marketing for B2B

Remi van Beekum – Chief Innovation Officer – 23-04-2015

About us

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Integrated digital marketing

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From strategy to operation

PartnersSamenwerkingen

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Table of contentsDigital marketing for business to business

Challenges of a B2B campaign

Conversions and measurement

Digital marketing channels & tips for B2B

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Challenges of a B2B campaign

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What makes B2B different?Business to business campaigns are different

Complexity of decisions More stake holders Longer decision making processes

Conversions are not real sales (usually) Conversions are often leads Sometimes e-mail, telephone or even offline

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Revenue Higher ordervalues Higher margins Higher lifetime values

People Business people are people too

Challenges of a B2B campaignBusiness to business campaigns are different

Challenges

Harder to measure ROAS/ROI

Less insights in performance of campaigns and therefore less data to optimize

Difficult to target the right people

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Conversions and measuremement

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How a B2C webshop measures campaignsHow ROAS/ ROI is calculated

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Visitor

How return on ad spend (ROAS) is calculatedB2C

B2C campaigns Short decision making process (usually) High volumes of conversions so a lot of data Measure conversions, sales, revenue Rapid optimization of campaigns based on data

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B2B campaigns Calls (no cookie) Different people (no cookie) Leads (a cookie, but no data about a sale or revenue) Cookies have a lifetime of 30 days by default in most

adplatforms but decision making processes tend to be longer, so measurements are broken

Conclusion Digital marketing will have a hard time claiming

success in a B2B environment. Budget might shift to offline. Difficult to optimize campaigns.

B2B

Advise to gain insightsHow to measure impact

Tips to gain insights to optimize campaigns

Use a lead management tool to track leads and measure sales and quality of leads

Replace forms by call-button on mobile devices

Use a call conversion tool to track calls for every digital channel

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AdcallsExample

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AdcallsExample

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AdcallsExample

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Digital marketing channels & tips for business to business

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Digital media channels suitable for B2B Digital marketing for b2b

Choice of channels Target very specifically or abandon the channel

Use soft conversions Whitepapers, events, newsletters to differentiate high value visitors from consumers Use this data for retargeting Use e-mail addresses for email marketing and social advertising

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Digital media channels suitable for B2B Digital marketing for b2b

Search (SEO and Search advertising) Keyword research : Try to figure out what ‘business keywords’ are and focus on these with Adwords Use ad copy to make clear this is a business website (less clicks) Use RLSA to increase bids for keywords that are not profitable enough normally Write great content around longtail and keywords that might attract too many consumers

Remarketing Use display remarketing to reengage people RLSA (search) Facebook Website Custom Audiences

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Digital media channels suitable for B2B Digital marketing for b2b

Social media Start with great social content. Provide information and help people with their business challenges. Be the

expert! Start with Facebook ads. Even in B2B Facebook usually performs better than LinkedIn and Twitter Layer campaigns. E.g. Facebook video audience retargeting

Display advertising RTB: use whitelisting and channels Keyword targeting and selected keywords Managed buys: buy directly from the right publishers

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Thank you!

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