+Digital Marketing

for

B2BMaria Jose Serres

March 2013

@mjserres

#mktB2B

Connect Engage

Measure Convert

+Who am I? Maria Jose Serres from 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.

I’m a Demand Generation Manager at PEER 1 Hosting, Top 5 Hosting Worldwide

Involved in the latest trends & technologies related digital media.

linkedin.com/in/mjserres@mjserres

+

Why?

+Online and Mobile are Transforming B2B Commerce

Research by Forrester Consulting

Overall, the “Online and Mobile are Transforming B2B Commerce” research yielded three key findings:

Selling online and on mobile devices represents a significant new opportunity for B2B companies.

B2B companies that wait too long to implement eCommerce assume a big risk.

Self-service tools are changing the way in which B2B customers interact with companies.

+

Source: Digital Trends 2014 Adobe + Econsultancy

+What is the goal of content?

+

Definitions

+B2B

Business to Business

Shift in communication but not totally From building emotional connections To problem solving

Normally many points are touched before a decision is made

+ B2B B2CMarkets

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.

B2C markets that are typically large broad markets of tens to thousands to millions of sales 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.

+But keep in mind…

“73% OF PEOPLE WHO READ B2B BLOGSARE PEOPLE.”

Tim WasherSenior Marketing Manager Cisco

(Tweet this now, mention @timwasher)

+Cisco’s way to engage with people

+Definitions

Connect

Reach our target market, call the attention, be relevant.

Engage

Allow our target market to act, give them good call to actions.

Measure

Stats behind everything, show our ROI, assess your activities.

Convert

Generate leads & sales.

+

Connect

+The issue

+Connect

It’s 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

+Be there. Be relevant. Be optimized.

+Be there… when they look for you

+..and when they don’t.

“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

+B

e t

here

every

where

is

need

ed

+Be relevant with what you show

Sony Play Station: Case Study by SalesForce

+Be relevant. Talk their language.

+Be optimised.

+Now that we have reached our target market…

…what’s 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? Visits

Clicks

Campaigns

Sources

Conversions

Bounce rate

Time on page

Pages visited

Flow

ROI

Lifecycle Metrics

Lead Generation Metrics

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

+What to measure?

+Example

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

+What you’ll see when you measure?

+Identify the most visited pages

+Identify where your prospects are

+Customer Journey

+Not only with Google Analytics

+Conversion measurement

+

Convert

+

+Conversion is about …

Generate leads

Generate sales

Doing the connection and engagement well

Continue the engagement (remarketing)

+When they Convert?

You define it…and measure it Downloads Chats Calls Webforms Purchases Page Views Visits …

+

Home made case

+Summary

Connect

Reach our target market, call the attention, be relevant.

Engage

Allow our target market to act, give them good call to actions.

Measure

Stats behind everything, show our ROI, assess your activities.

Convert

Generate leads & sales.

+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-in

fographic-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-retarget

ing-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-si

te

http://www.thedrum.com/news/2013/11/19/british-airways-unveils-digital-billboards-remind-customers-how-magical-flyi

ng-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

http://contentmarketinginstitute.com/2014/02/process-measuring-b2b-content-marketing/

http://www.hybris.com/en/news-events/press-releases/131030-b2b-market