Connect + Engage + Measure + Convert in a B2B Environment

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    21-Oct-2014

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How is Digital Marketing for B2B? What are the considerations to take into account to drive sales in this market? Do we have to treat different the target market than B2C? In this presentation we will cover the 4 most important stages to drive sales on B2B with Digital Marketing, focusing on the latest trends and technologies.

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Connect+Engage+Measure+Convert in a B2B environment

Connect + Engage + Measure + Convert in a B2B environment

Maria Jose Serres@mjserres

Connect

Engage

Measure

Convert

#MktgB2B

Many interesting articles/videos/infographics

Who am I?

Maria Jose Serres

Montevideo, Uruguay

Degrees in Computer Engineering + Marketing + Digital Marketing.

First job with Internet in 1995.

Worked in B2B most of my life from development to consulting.

Im a Demand Generation Manager at PEER 1 Hosting

Involved in the latest trends & technologies related digital media.

linkedin.com/in/mjserres@mjserres

And why me being here to talk you about this? Because Ive been working in this market since 2001, Ive been seeing the change and Im part of it.

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Why?

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Why am I here talking about this? Because there is more investment on marketing for B2B, mainly digital and you need to know where to stand when you start looking for a job.

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Source: Digital Trends 2014 Adobe + Econsultancy

Which one area is the single most exciting opportunity for your organisation in 2014?

These are the areas that business are going to invest more this year, how much do you know about them?

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The game is changing and the target market shares what they like

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Are you ready?

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Definitions

B2B

Business to Business

Shift in communication but not totallyFrom building emotional connections To problem solving

Normally many points are touched before a decision is made

B2B

B2C

Markets

B2B markets are generally small vertical markets, often niche in size, comprised of a few thousand sales prospects to maybe as large as 100,000 prospects.

B2Cmarkets that are typically large broad markets of tens to thousands to millions ofsales prospects.

Sales Process

B2B sales require consultative selling (selling based on understanding a client's needs and developing a relationship of trust) sometimes from a two-step level sales organization including the sellers sales force and a distribution sales force.

B2C sales are usually direct to the consumer or involve a retailer. The sales approach is a traditional product sell of "convincing the consumer" they need the product or service being sold.

Purchase Decision

The decision to purchase in B2B sales is generally driven by need and budgets therefore; it tends to be a very rationale decision.

B2C purchase decisions tend to be made based on want more than need or a budget and therefore are triggered by more emotional decisions.

www.mymarketingdept.com/comparing-b2b-versus-b2c-marketing/#sthash.vWEz8qbP.dpuf

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But keep in mind

73% OF PEOPLE WHO READ B2B BLOGS ARE PEOPLE.Tim WasherSenior Marketing Manager Cisco

(Tweet this now, mention @timwasher)

http://www.slideshare.net/BabcockJenkins/b2-bvsb2c

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Definitions

Connect

The issue

Businesses are competing on attention to their target market

http://www.youtube.com/watch?v=S0Or1f_RxKQ

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Connect

Its about being with the right message, at the right time when the target market needs us.

There are many channels to use, identify your target market to see what they use and what is relevant for them.

Timing

linkedin.comThe survey revealed that the average customer had completed more than one half of the purchase decision-making process prior to engaging a supplier sales representative directly

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Be there. Be relevant. Be optimized.

Be there when they look for us

90% of business buyers say when theyre ready to buy, theyll find US.

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..and when they dont

80% of the traffic on your web site is not from people who will necessarily buy anything. The challenge is engaging with those visitors who are interested in your product but are still in the evaluation process.Chris Golec, Founder and CEO of Demandbase

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Be there everywhere is needed

As businesses need to reach the target market with slight different channels than B2C, each channel should be properly used, have a strategy to anticipate, to be reactive

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Be relevant with what you show

Sony Play Station: Case Study by SalesForce

Show what they need

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Be relevant. Talk their language

There are many magazine ads talking about the issues that companies have. And this is a good way to catch the attention: talk about their issues, solve their problems.

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Be optimised.

Owned Earned and Paid the key elements of strategy convergenceOwned: Website Desktop Mobile Tablet: SEO - Branded Social - Branded Content eMailEarned: Word of Mouth Blogger Outreach - Online video - Social - UGC Social - USG TwitterPaid: Video Ads - Branded Content - Display Banners - Mobile Display Sponsorship and social / social mobile has a key role to play

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Now that we have reached our target market

whats next?

Stop thinking about campaigns and start thinking engagement.

Lori Wizdo, Forrester Research

Engage

Engage

Engage is about motivation:How to motivate people to engage with us?Why they would like to engage with us?What do we have to give them in return?

Call to actions:What are the ways to engage with them?

Example 100% online, multiple channels

Measure

What to measure?

VisitsClicksCampaignsSourcesConversionsBounce rateTime on pagePages visitedFlow

ROILifecycle MetricsLead Generation Metrics

Whatever you need for your specific objectives/target market/campaigns

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What to measure?

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Example

http://demand.eloqua.com/LP=4047?elqoffer=GartnerMQ_ZO&elqchannel=google&sls=PPCSearch_Google_2013&WWMK13054108MPP002

What youll see when you measure?

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Identify the most visited pages

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Identify where your prospects are

Customer Journey

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Not only with Google Analytics

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Conversion measurement

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Convert

http://www.youtube.com/watch?v=WycoJMKzXZ4

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Conversion is about

Generate leads

Generate sales

Doing the connection and engagement well

Continue the engagement (remarketing)

When they Convert?

You define itand measure itDownloadsChatsCallsWebformsPurchasesPage ViewsVisits

Home made case

Summary

Resources

http://b2bdigital.net/ http://b2bmarketing.bizo.com/LP=55 http://blog.eloqua.com/buyer-journey-infographic http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey http://mashable.com/2013/04/01/b2b-marketing/ http://socialmediatoday.com/socialbarrel/1650226/second-largest-search-engine-infographic http://success.adobe.com/en/uk/programs/products/digitalmarketing/1401-30364-econsultancy-digital-trends.html http://wptribe.net/top-5-google-analytics-reports/ http://www.adampacitti.com/employadam.html http://www.bizible.com/blog/bid/357476/Introducing-AdWords-ROI-Reporting-for-Salesforce http://www.business2community.com/social-media/social-media-marketing-in-the-b2b-arena-still-needs-improvement-infographic-0468185 http://www.collaborativegrowthnetwork.com/blog/bid/94881/9-More-Reasons-to-Invest-in-Inbound-Marketing http://www.demandgenreport.com/industry-topics/demand-generation-strategies/2484-b2b-marketers-ramp-up-retargeting-strategies.html http://www.executiveboard.com/exbd-resources/content/digital-evolution/pdf/CEB-Mktg-B2B-Digital-Evolution.pdf http://www.iabuk.net/about/press/archive/uk-digital-adspend-up-125-to-almost-55bn http://www.localsearchmasters.com/blog/how-to-perform-a-google-analytics-audit/ http://www.make-it-rain.co.uk/google-analytics-get-dirty-data-useful-dashboards-help-analyse-data-quickly-effectively/ http://www.pardot.com/marketing-metrics/3-insightful-marketing-metrics-you-should-be-tracking/ http://www.pcworld.com/article/2051368/4-simpler-alternatives-to-google-analytics.html http://www.slideshare.net/BabcockJenkins/b2-bvsb2c http://www.thedrum.com/news/2013/01/03/unemployed-graduate-turns-traditional-advertising-hiring-london-billboard-site http://www.thedrum.com/news/2013/11/19/british-airways-unveils-digital-billboards-remind-customers-how-magical-flying-can http://www.theguardian.com/media-network/adobe-partner-zone/digital-trends-marketing-2014 http://www.youtube.com/watch?v=WycoJMKzXZ4 http://www.youtube.com/watch?v=XnHBUuG-o18

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