streetwise seminar on b2b leads and sales
DESCRIPTION
What's it about? 2013 marked a sea change in what is required for B2B lead and sales generation. Search Engine Marketing along with Social Engagement is now the pivotal combination to creating sales results. Get streetwise on how to use content marketing to serve up leads and convert opportunity, in conjunction with Search and Social. Who's it for? This seminar is designed for B2B marketers seeking to deliver best in class lead generation programmes. Particularly if you provide technology solutions or are a professional service firm, this workshop is not to be missed. What's in it for me? We'll serve you a fabulous breakfast and great coffee, while you get to: Understand how getting results from SEO, Adwords and remarketing has dramatically changed in 2013. Find out why engaging content is absolutely key to building your sales pipeline, and to convert opportunity into purchase. Learn how to implement measurable search and social demand generation, that will get results irrespective of your typeTRANSCRIPT
aamplify.co.nz
RETAIL HOLDINGS: BRAND PROPOSITION
WELCOME
#STREETWISEMARKETING
PANEL
Natalie DayCERTUS SOLUTIONS
Jonathan MayoSAYLE & NOBLE
Don BlairPARADIGM STRATEGY PARTNERS
3
TODAY’SSPEAKER
SamuelWilliams
Streetwise
500 million Google searches per day
7
2.7 billion likes per day
THREESEISMICSHIFTS
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1. IDEAS | INFORMATION | KNOWLEDGE
6 billion hours on YouTube each month
WirelessSmart Devices
Anywhere
Anytime
Anything
2015: 7 billion mobile enabled devices
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2. CONNECTING | SHARING | ENGAGING
Linkedin TwitterFacebook
Connections in the room
Quantifiable reach of 11,000
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3. BY 2015,THE MAJORITY OF THE WORKFORCE WILL BE IN THEIR 20’S.
700 millionSnapchats per day
Researcher, influencer and recommender.
Delegator, governor and mentor.
15
B2BYesterday
1616
SEARCH IN THEB2B CONTEXT
In today’s connected world, B2B buyers are on average
57%of the way through the buying process when you engage with them.
B2C TOOLSGOOGLE THINK
USA OVERALL
UK - TECHNOLOGY PURCHASE JOURNEY
GOOGLE THINK
NEXUS OFTOUCHPOINTS.
WHEREDO I START?
• Conversations had• Impressions, Touches• Reach, Reads, Reputation
• Hits, Clicks, Shares• Engagement, Followers• Inbound flow
• Qualified leads• Conversion ratio, velocity• Sales made & Rentention
DEMAND GEN ENGAGEMENT
AWARENESS
Conversation Opportunity Relationship
ProspectsInfluencers Suspects
VITAL SIGNSOF B2B MARKETING
STORIES: TRAFFIC: CONVERSION:
“Only about one third of marketers are going to the trouble of really understanding their audience”
MAPPING THE JOURNEY
USEFUL CONTENTDESIGNED TO YOUR BUYERS JOURNEY
CASE STUDY
Intent or the start of a relationship?
DESIGNEDLANDINGPAGES…
Conversion
PUBLICATIONS
70% of consumers prefer to get to know a company by reading articles rather than ads.
• Open rate for B2B APAC: 32%.
• Of those that open 22% then click through.
• Translates to 7.1% per email to landing page hit.
82% of marketers who blog see a rise in ROI
30%of NZ’ers are watching YouTube each day,
61 minutes on average
So what does a $1,000 media spend get you?
DEMAND GEN ENGAGEMENT
AWARENESS
Conversation Opportunity Relationship
Prospects25
Reach80,000
Clicks305
Downloads75
$750: Adwords and Remarketing $250 on Linkedin and Facebook
CASE STUDYTWO
SEARCH BASED ON BEHAVIOR
BUYERSGUIDES
Something for the Geeks
ONE MINUTEOF VIDEOEQUALS1.8 MILLION WORDS
Forrester Research, June 2008
VIEWERS RETAIN 95% OF THE MESSAGE IN A VIDEO
63% OF EXEC’S WILL VISIT A WEBSITE AS A RESULT OF VIEWING A VIDEO
WHAT CAN VIDEO COMMUNICATE IN60 SECONDS?
THAT CAN CHANGE YOUR PERSPECTIVE AND TEACH YOU SOMETHING NEW?
Social is here right now in the is room
2013 STUDY BY TNS
Personal Opinions Professional Ideas
LINKEDIN POSTS
20% of budgetyielding 40% of results
Cost per lead can be 50% less than Search
SEARCH
CONTENTSOCIAL
1. We don’t live in a broadcast world anymore – It’s never been cheaper to reach billions
Appropriate amplification is key.
2. Production costs have never been cheaper.
Tailor you content and tune it to your audience preferences.
3. Buyer Research is key. Your buyers should drive marketing programmes, not instinct.
Be guided by your buyers and you can show ROI.
4. Ideas are the currency of B2B.
Think like a publisher and thought leader. It is less about your product and more about adding value.
Balance Search and Social based on this.
5. Get mult-ichannel.Don’t rely on single tactics.
Orchestrate for maximum results
6. Pilot, Prove, Evolve
Agility and measurement are key.
X FACTOR
PRE-ROLL
Falling Water: Frank Lloyd-Wright
SEARCH
CONTENTSOCIAL
STORY
CONTEXT “As information and intelligence become the domain of computers, society will place more value on the one human ability that cannot be automated: emotion. Imagination, myth, ritual – the rich language of emotion – will affect everything from our purchasing decisions to how we work with others. Companies will need to understand that their products are less important than their stories.”
Rolf Jensen, Copenhagen Institute for Future Studies
“I've learned that people will forget what you said,people will forget what you did, but people will never forget how you made them feel.”
Maya Angelou
THANK YOU
#STREETWISEMARKETING