Eugenio Suñer Strategic Planning Director & Partner

eugenio@short-tall.com www.linkedin.com/in/eugeniosu/es

12 years working with leading brands in the Technology Industry in more than 20 countries

Digital Marketing Doesn’t Matter

Stop Talking About Digital MarketingBecause Digital Marketing Doesn’t Matter!

• We are here to sell, we don’t have time for digital.

• We already have someone in headquarters in charge of the web page and social media.

• We work with 4Ps, not only advertising. • If we need it, we can get an agency and invest in

SEM.• We are too busy with our lead generation goals. • Industry loves exhibitions and events. • Digital is not the only way to get the thing done.

Someone in your organization that manages your web

Stop Talking About Digital MarketingWe are at a higher level, we are strategic marketers, we have to discuss:

• Leads generation. • Integrating the activities with sales and channels. • Adding value to the business. • Generating brand value. • Investing the budget with responsibility. • Analyzing ROI and having feedback. • Researching and understanding our client. • Improving the operation.

Then…. Let´s start talking about what is happening with our clients

"What is accelerating in branding is the decline of selling. As a profession and as a function, selling is slowly sinking like the Titanic. Today, most products and services are bought, not sold. Branding greatly facilitates this process. Branding "pre-sells" the product or service to the user. Branding is simply an efficient way to sell things.“

22 Immutable Laws of BrandingRies & Ries

Situation: the game is changing

If you don’t want to catch a cold like Leonardo, start working on marketing now!

Today, relationships matter more than everAnd companies and people that inform and engage aren´t just selling. They are building relationships.Much of the face-to-face networking that took place on trade shows is happening online now.

Work is no longer a 9-5 activityConnected clients are online 24x7x365.

Situation: what is happening with our clients

Since 2007, the social web has dramatically changed the balance of power from sellers to buyers. Today, buyers are reluctant to interact with vendors until they are not ready with regard to the information they need to buy.

Cold Call is DEAD! Doesn´t work 90.9% of the times  (Harvard Business Review). Costs 60% more per lead (HubSpot, The State of Inbound Marketing). Less than 2% of cold call generates a meeting (Leap Job).

How have today’s Enterprise buyers evolved?

And how to answer to this situation? Strategic marketing trends and tools that allow

the force to be with you.

Strategic Marketing trends and tools

Smarketing

Marketing Automation

Leads Nurturing

Social Selling

Predictive Analytics

Personas and Microtargeting

Paid Amplification

Content Strategy

Mobile123456789

Mobile1• IT buyers research conducted by IDG, 61% of B2B users will watch

mobile videos related to their work, • while 57% will access work-related mobile content outside of business

hours. • In 2015 Google erased from its index the webpages that were not

mobile friendly.

But what is it that makes mobile such a convenient platform for B2B marketers?  • You can be anywhere your audience is, at any time.• Just like consumers, B2B users access brands and businesses at many

contact points through mobile technologies that are predominantly portable.

• Mobile technologies ultimately make target audiences much more accessible.

 Mobile Marketing is very much an extension of the Online Marketing process and the same principles of Online Marketing apply for Mobile in a B2B environment, with regards of the influence of time.

The barriers of time are pushed aside with Mobile Marketing, as it becomes possible for B2B users to access content at any time, adding to the overall accessibility of Mobile as a tool for B2B Marketing.

 

Bonus Point! Content.Content is a key tool, but delivering the best possible content, in an appropriate format for mobile, to deliver results, is not always a simple task.

Content Strategy2Definition: Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

Why is it important? • It’s key in IT industry, because the client needs to learn and

understand the product before buying it! • Content works as a tool that makes the target segment itself.

Trends: Documenting!When it comes to content marketing trends, documenting is one we'll see grow and blossom in 2016. In numbers brought by the Content Marketing Institute, 60% of those with a documented strategy admitted their effort to bring real effects, as opposed to a meek 32% of marketers relying only on a verbal strategy.

Bonus point!Experts claim that the use of Slideshare as a content marketing platform will increase in B2B environments.

Personas and Microtargeting3Know Your Clients!

Building personas for your core audience can help improve the way you solve problems for your customers. The process of creating personas is based in raw data and informed guesses.

Personalization and Micro-targetingUsing data and analytics to better understand their audience, brands will be able to respond in real-time with personalized content and targeted messaging that is timely and appropriate.

This will help brands create more targeted and relevant interactions with their clients.

Bonus point! Leads nurturing.Micro targeting in not only about content, it is also about time, and where each client is in the buying decision process.

Definition: Marketing automation refers to software that automates your marketing for you. The software is designed to help you prioritize and execute your marketing tasks in a more streamlined and efficient way.

• Like manufacturing processes, implementing a marketing automation system won’t make your job irrelevant, it will just make you more effective. 

• Nurture your leads through the entire buying process, delivering highly-targeted, personalized messages that address their specific barriers to purchase.

• Impact is the conversion and closure stages of this process.

FunctionalityMarketing Automation Tools (MAT) are designed to perform four key tasks:1. Development and analysis of marketing campaigns and customers.2. Management of marketing campaigns.3. Appropriate customer data organization and storage.4. Moving contacts from leads to customers.

It is typical of marketing automation platforms to offer a content management system, hosted webforms, landing pages, analytics, and email platform but you can also integrate with the offline world through seminars, offline event, offline promo codes, barcodes, telesales, etc.

Marketing Automation4

Case Study: Softline deployed a marketing automation strategy for the SMB marketing in Latam based in digital and telesales over Marketo software and became Microsoft’s #1 channel by SMB revenue.

Leads Nurturing5Definition: Lead nurturing is a marketing term for building relationships with potential clients even if they are not currently looking to buy a product or service.

Lead nurturing is intended to raise a company’s profile in the potential client’s eyes, thus making it more likely that the client will go with the company’s product or service when it is time to buy. Lead nurturing is one part of the larger marketing process.

Step by Step:

1. Starts once a company has a potential client’s contact information and can personalize communication with him or her.

2. Lead nurturing may simply be an occasional email letting the client know about updates to a product or service, changes in price and so on.

3. More complex lead nurturing campaigns involve educating the client in the advantages of a particular product or service and designing personalized pitches to encourage the client to buy sooner rather than later.

4. Lead nurturing is a traditional marketing practice, but it has taken on new meaning now that companies can create communities around their products using social media, getting information from big data and provide wider content options through the digital tools.

Demand Generation:

Improve lead quality and increase conversion.

Drive pipeline and revenue.

Brand Marketers:

Increase awareness with target audience.

Shape perception efficiently and effectively.

Things got so bad that Hubspot reported: “87% of the terms sales and marketing teams use to describe each other are negative”. - See more at: http://www.socialmediatoday.com/marketing/christinebailey99/2015-10-22/smarketing-sales-marketing-love-story#sthash.xeOKZTOo.dpuf

Smarketing6Definition: Hubspot defines the term 'smarketing' as “the alignment between your sales and marketing teams, created through frequent and direct communication”.

1. Speak a common language: It’s important to be on the same page. Ex.: 'Marketing Qualified Leads (MQL)', 'Sales Accepted Leads (SAL)', and 'Sales Qualified Leads (SQL)'. 

2. Gaze in the same direction: Marketing and sales must also share revenue goals and strategies. 

3. Communicate, communicate, communicate: Tune your operational systems to give visibility into results, and refine your processes continually. Ex.: Sales and marketing use common reporting dashboards and hold each other accountable. 

4. Now that marketing can concretely prove its value, both teams can celebrate together. This builds strong team morale.

Marketing relevance!

Better Leads: Digital tools allow marketing team to give to the sales team more qualified leads, with more information about the client and in the precise time.

Personalized content integrates from the marketing points of contacts to the sales points of contact with the same messages.

Automation tools allow integration between marketing campaigns and CRM software.

Social Selling7Social selling is the process of developing relationships as part of the sales process. Today this often takes place via social networks such as LinkedIn, Twitter, Facebook, and Pinterest, but can take place either online or offline.

Social selling techniques:

• Social prospecting involves monitoring and/or searching social networks for signs of customer interest, immediate buying intent, or qualified prospect status based on industry, role, geography, etc.

• Personal branding is the use of social media to establish an individual’s reputation and credibility. Typically this is done through the creation of compelling personal profiles that showcase a sales professional’s expertise, credibility, and integrity.

• Employee advocacy is when sales professionals or other staff leverage their own social presence to share positive news, stories, and insights about their company with their networks. This includes sharing content, responding to questions, connecting with industry leaders, and using industry- and company-related hashtags.

• Social relationship management is the use of digital networks as channels for nurturing ongoing relationships with customers. Social Relationship Management - sometimes referred to as Social CRM - is an extension of traditional relationship management that focuses on communication and feedback with customers vis-a-vis social media.o-many messages.

Case Study: In 2015 we run a program named Netsales with the top 20 Microsoft Channels in Spanish Latam and they achieved 8MM U$ in pipeline in 9 months.

Of marketers find increased market intelligence when they spend 6 hours a week on social

media.

Of marketers see leads generation benefits when they spend 6 hours a week on social

media.

Bonus Point! Differences with social marketing: 1- Is focused on sales professionals, rather than marketing professionals.2- Aims to cultivate one-on-one relationships, rather than broadcast

Predictive Analytics8It's a smart way for marketers to make the most from the behavioral data and other data points that brands have accumulated over time.

As opposed to traditional lead scoring models, predictive scoring makes use of much more data from various sources and calculates scores that are more predictive of the actual buying intent.

Using predictive analytics, B2B marketers will be able to first identify and then prioritize and close more leads than ever., rather than broadcast one-to-many messages.

Sales Early Alerts: Through understanding the sales population ratios and comparing the developments along the sales funnel, we can understand when an execution in a particular channel or territory is not working as it should be and correct it on time.

LEAN Concept:Measure: Understanding efficiency rates in every step of the sales funnel.Improve: Correcting when things don´t work.Feedback: Learning from the best and worse performances to develop “best practices”.

Bonus Point! 1: By developing predictive profiles the company can move Leads Nurturing to the next level.

Bonus Point! 2: Predictive Analytics have a huge impact in budget assignment and digital media placement optimization. messages.

Paid Amplification9In 2016, B2B marketers will spend more resources on paid placements than ever. This is a result of several changes on the social media scene.

Because you need to reach people that is not under your radar today. You need to get new DB.

More competitive environment YtoY.

• A recent update of a Facebook algorithm resulted a 44% drop in non-sponsored brand content in users' news feed. All social media offer sponsored placements and targeted ads, and their importance in B2B marketing is likely to rise.

• The video format is growing much faster than any other format.

• Mobile Advertising will be 60% of the digital ad spending by 2016 (20% of the total media ad spending).

• You can find 3x more App ads than Mobile Web Ads.

“Marketing was the last function to be industrialized, and the first function to be digitalized”.

Cisco’s CMO Karen Walker.

Conclusion:

Why doesn´t Digital marketing matter but Strategic marketing does?

All about managing, getting the right information and using the best available tools.

1. You can take more informed decisions.2. You can proof your work performance.3. You can deliver the right arguments to the right client. 4. You can stop spamming your clients. 5. You can understand your client better. 6. You can manage and understand all the sales funnel. 7. You can integrate more with the rest of the company.