A Clear-Cut & Effective B2B Digital Strategy: Throw Your Digital Energy In The Right Direction

Sarah Goodall (@sarahgoodall)October 2014

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Today…

The Shifting B2B

Buyer BehaviourThe Impact On

Marketing

An Example Of A Unified Digital

Campaign

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A Little About My Professional Background…

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A Little About SAP….

HR SALES, SERVICE,

MARKETING

FINANCE PROCUREMENT

CloudMobile Premise

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Digital Technology Is Changing The Way We BuyThose Habits Are Transferring To B2B Purchases

We naturally seek…

Research – Recommendations – Reviews

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The B2B Buyer Journey Has Changed60% - 90% Of The Journey Is Complete Before Vendor Considered

Through decision making process

60%

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The Digital Landscape In B2BSource: The 2014 B2B Buyer Behaviour Study

…Said they waited longer than a year to initiate contact with a vendor

68%…Agreed that the number of sources used to research and evaluate purchases has increased

64%…Said the winning vendor’s content had a significant impact on their buying decision

40%

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The Classic Funnel Has ChangedFrom Linear Progression…

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The Classic Funnel Has Changed…To A Complex Digital Journey

B2B buyer engage with 11.4 pieces of content before making a

purchase and will find 3 pieces of content about a vendor for

every 1 piece that marketing can publish or sales can deliver

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Funnel Of EngagementsMoving Via The Digital Funnel

(TOP)

(MIDDLE)

(BOTTOM)

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Marketing Has To ChangeInbound Vs Outbound – Pull Vs Push – Digital Vs Traditional

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Unified Digital StrategyPaid – Owned – Earned: Integrated Mix With Content At The Core

Paid Media Owned Media

Earned Media

Source: Daniel Goodall (Nokia)

• Employees• Customers• Partners• Influencers

• Website – optimised for mobile

• Blog• Branded social

channels• Direct Email

• Paid Search• PPC• Banner Ads• Sponsorships• Contextual

Advertising€

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Overlaying Campaigns To The Digital StrategyQuarterly Process Driven By Social Listening

Paid Media Owned Media

Earned Media Social Listening

Social Listening

Social Listening

Amplify Out

Amplify Out

Amplify Out

1

Content

2

3

4 Measure

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Employees As Brand AdvocatesThe Rising Importance Of This Channel

An employee advocate is 2 x more trusted than a CEO.

10xEmployees have 10 x more social connections than a brand does. 

8xContent shared by employees receives 8 x the engagement of content shared by brand channels

2x

Source: Social Chorus

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Employee Social Enablement & AmplificationGet Social @SAP

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Digital Approach:Basic Campaign Structure

Landing Page

Social Listening

3x Blog Posts

Relevant CTA Offer Identified Create

LISTEN CONTENT AMPLIFY MEASURE

Measure

Digitally Ready Content?

Yes

No

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Summary

Content &

keywords form

the heart of your

digital strategy

Integrate digital elements for best results

(Paid, Owned & Earned)

Consider employees as

an amplification channel

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Thank you

Twitter: @sarahgoodallBlog: www.sarahgoodall.comLinkedIn: www.linkedin.com/in/sarahgoodall