Six ways to TURBO charge your B2B marketing SmartInsights Nov 2014

19th November 2014. Brought to you by:

Six ways to turbo charge your b2b digital marketing

Raise profile, create traffic and drive engagement with six critical elements of the modern b2b marketing toolkit

19th November 2014. Brought to you by:

René Power Business Development Director, BDB

Why your B2B marketing needs to go turbo

@renepower @smartinsights #turboB2B 19 Nov ‘14

Why your B2B marketing needs to go turbo

or


Turbo charging ‘home base’

Website must haves


Website must haves


Example: Trelleborg

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


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

Turbo tip: Be customer centric


Turbo charging ‘search’

Getting and staying found On page and off

page PPC – especially in

emerging markets Language keyword

research Location based

search Link building


Trade media

Trade associations

Directories

Search engine indexes

Social media

BloggersNews sites

Main-stream press

Top Internet

sites

Discussion portalsTrade

shows

Conferences

Link building


Example: Lead Forensics Things they

consider– Google– Don’t forget – Yahoo!– Bing– Linkedin– Retargeting


Turbo tip: Keywords rule!


Check-list for SEO

Understand SEO restrictions within your CMS of choice

Turbo charging ‘email’

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

Event triggered and behaviour informed


Email in action


Turbo tip: Behaviour led email


Turbo charging ‘your story’

Content is a big deal in b2bS

ource http://content m

arketinginst itute.co

m/w

p -conten

t/uplo ads/2013/03/ UK

_Researc h_C

MI_20

13 _Final-3

.pdf


http://contentmarketinginstitute.com/wp-content/uploads/2013/03/UK_Research_CMI_2013_Final-3.pdf

And a big deal in UK b2b

Source http://contentmarketinginstitute.com/wp-content/uploads/2013/03/UK_Research_CMI_2013_Final-3.pdf


http://contentmarketinginstitute.com/wp-content/uploads/2013/03/UK_Research_CMI_2013_Final-3.pdf

Example: Flowcrete blog

http://blog.flowcrete.com/

http://blog.flowcrete.com/

Example: Atlas Copco apps


Turbo tip: Content that turbo charges b2b marketing

needs to hit those human drivers and be helpful +

COMPELLING

USEFUL

RELEVANT

EFFECTIVE


Turbo charging ‘your social’

Social is a big deal in b2bS

ource http:// contentma

rke tinginstitute. com

/wp-co

nt ent/up

loads/2 013/03/U

K_R

esearch_

CM

I_2013_F

ina l-3.pdf


What B2B customers want from social?


?

Example: Bosch


Bosch


Turbo tips: Be active


Monitor brand

Monitor brandBe activeBe active

Social advertising

Social advertising

Turbo charging ‘user and customer centrality’

UX centred design


What is your [customer’s] point of pain?

How can I [you] help / take the pain away?

What do I [you] want you [customer] to do next?

Example: UX process


Example: User journey


Turbo tip:


User goes here

Summary

Don’t get hung up on platforms, tools and

technologies until you’ve clearly

understood the what, who, where, why.

The how comes later.

Don’t get hung up on platforms, tools and

technologies until you’ve clearly

understood the what, who, where, why.

The how comes later.

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 v2 exclusively (+ hundreds of other guides and resources)

4. Look me up on Linkedin, connect and talk to me one-to-one about your b2b digital marketing challenges

5. Start receiving my Marketing Assassin blog and event updates.

6. Check out other great b2b marketing content on BrightTalk


Thanks for listening

Now, go #
