A Tac&cal Guide to Building Your Inbound B2B …...3 Webinar Goals 1. Learn • A step-by step...

ATac&calGuidetoBuildingYourInboundB2BMarke&ngPlan

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MeetYourModerator

LeeChapmanVicePresidentofAccountServices

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WebinarGoals

1.   Learn•  Astep-bystepapproachtobuildinganeffec&veB2Bmarke&ngplan•  Bestprac&cesfortheinboundmarke&ngac&vi&eswithinyourplan

2.   Share•  Real-worldexamplesforeverystepintheprocess•  Templatesforcrea&ngyourownplan

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Housekeeping-YourView

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Housekeeping-ControlPanel

Raise your virtual hand to ask a question at the end

Submit questions and comments via the Questions panel

Technical Issues? Email tammy@trewmarketing.com

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JenniferDawkinsSeniorMarke&ngManager

MeetYourPresenter

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Marke&ngPlanningin3Steps

Document business strategy

to inform your plan

Evaluate current state & outline desired future

state

Create an action plan to get there

Step1:DocumentBusinessStrategy

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BusinessGoals

•  GrowTop-LineRevenue10%YOY•  Diversifycustomerbaseandboostsales:expandinto2marketsoutsideofoil

andgas(aerospace&automoNve)•  GrowsoPwareadopNon15%:newseatsatnewlocaNons•  Growembeddedcontrolbusiness10%•  Maintaintoptalent:exceedindustryaverageretenNonrates,improve

corporateculture

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Growth MarketsAerospace/defenseAutomotive

Focus ApplicationsEmbedded control

2017 New MarketsAcademia/higher ed

2017 DivestmentsLife Sciences

KeyMarketsandFocusAreas

15%

26%

9%6%

44%

Revenue by Market

Aerospace/defenseIndustrial manufacturingAutomotive

Life Science

Energy

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KeyProductLaunches&EventsProject Q1 Q2 Q3 Q4

15thAnniversary January

Keythemes:InnovaNon,longevity,excellence

Audience:currentcustomers,localcommunity

CES2017 January

Keythemes:wi-fisoluNonsforconsumerIoTapplicaNons

Audience:designengineers,electronics

PT-5729HardwareRelease

April

Keythemes:Reliability,ruggeddesign

Audience:IndustrialapplicaNons,enterprise-wide

PT-8726HardwareRelease

September

Keythemes:Lowcost,highvolume

Audience:Mobile,consumerdevices,homeautomaNon

Iden&fyYourTargetAudience

Design Engineer Evan

•  AerospaceorAutomoNvetooldesigner,plusNer1and2suppliers

•  Bachelor’sdegreeinmechanicalengineering

•  Atleast10yearsofexperience•  Techsavvy/techhungry

•  MostlyMale,35-65•  Taskedwithdevelopingand/oridenNfyingthepropercomponentsthatwillsolvetheendneed

•  DesignspartsandassembliesforprototypeandproducNon

•  Whilemaynothavebudgetauthority,hehasstronginfluenceinpurchasingdecisions,usuallyrecommendingproductsbyOEMnameandpartnumber

•  USandCanada

•  Concernedwithform,fitandfuncNon,wantsthebestquality,willgooverspec,selectsreputablebrands•  NeedstobecompletelyconfidentintheabiliNesoftheproductstheyarespecifying,wantsallinformaNon

aboutaproducttomakethebestdecision

•  GetsinformaNonGoogle,companywebsites,onlinetradepublicaNons,ASME,IIE•  Tendstobemoreintroverted,wouldprefernottospeaktopeopletogatherneededinformaNon

•  Appreciateseasy-to-accessdetailedtechnicalinformaNon,quicktoprovideinformaNon/responsive

•  Focused,worksdeeplyononeproject

•  Deliver quality products, bullet-proof design•  Meet specifications/applications requirements•  Solve all functional problems of the product/project•  Solution oriented•  Create products and solutions that make them look

good

•  Getting manager buy-in on the design•  Finding true experts they can trust•  Products can be subbed out later in the process, which can impact quality and damage

relationships •  Finding the right information to vet and select the product, getting all the information they

need about the product to build it in

•  Target with product data sheets, sizing charts/dimensions, performance curves, graphs, CAD files, standards, specifications, certifications, product options/configurations, etc.

•  Lead with product specs, not price•  Be where they are getting information•  Show them that Hamilton is the solution they need when they can’t afford to fail•  Demonstrate where test data comes from, publish more technical content

Design Engineer Evan

Step2:EvaluateCurrentState&OutlineDesiredFutureState

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MarkeNng

SWOT

Weakness

Opportuni&es

Strengths

Threats

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Marke&ngAc&vi&es

Inbound Marketing

WebContent

MessagingMarketing Automation

SEOSocial Media

Outbound Marketing

Trade ShowsAdvertising/PPCPublic Relations

SeminarsDirect Mail

Cold Calling

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Poll

Whichmarke&ngac&vi&esdoyouplantoinvestinmostin2017?

•  Web•  Content•  MessagingandbrandposiNoning•  MarkeNngautomaNon•  SEO

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InboundMarke&ngAc&vi&es

Web

Content

Messaging

MarkeNngAutomaNon

SEO

SocialMedia

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InboundMarke&ngAc&vi&es

Web

Content

Messaging

MarkeNngAutomaNon

SEO

SocialMedia

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Web

Web

Content

Messaging

MarkeNngAutomaNon

SEO

SocialMedia

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Top5FocusAreasforLead-Genera&ngWebsites

1.  High-qualitycontent

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Top5FocusAreasforLead-Genera&ngWebsites

1.  High-qualitycontent2.  Calls-to-acNontoconvertvisitorsintoleads

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Top5FocusAreasforLead-Genera&ngWebsites

1.  High-qualitycontent2.  Calls-to-acNontoconvertvisitorsintoleads3.  Responsivedesign Improvesuserexperienceandincreases

engagementamongmobileviewers

Reducesbouncerate

IncreasesrankinginGooglesearchtoreachalargeraudience

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Top5FocusAreasforLead-Genera&ngWebsites

1.  High-qualitycontent2.  Calls-to-acNontoconvertvisitorsintoleads3.  Responsivedesign4.  VideoandinteracNvecontent

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Top5FocusAreasforLead-Genera&ngWebsites

1.  High-qualitycontent2.  Calls-to-acNontoconvertvisitorsintoleads3.  Responsivedesign4.  VideoandinteracNvecontent5.  OpNmizedforSEO

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SEO

Web

Content

Messaging

MarkeNngAutomaNon

SEO

SocialMedia

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EngineersGettheInfoTheyNeedthroughSearchIn thinking about high-quality content you’ve viewed online in the last six months, how did you find it?

Smart Marketing to Engineers Survey 2015, ENGINEERING.com and TREW Marketing n=506

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SEOApproach

•  OnpageSEO•  OffpageSEO• Webarchitecture

• Monitorandanalyzeresults

•  Editstrategy

•  Contentaudit•  ImplementaNonplan

•  Contentcalendar

•  Keywordanalysis&selecNon

KeywordAnalysis

SEOStrategy

Measurement Implementa&on

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Content

Web

Content

Messaging

MarkeNngAutomaNon

SEO

SocialMedia

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MapContentAlongtheBuyingFunnel

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ContentDoesn’tJustHappen:StrategicPlanningisKey

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Weakness

Opportuni&es Threats

Strengths

MarkeNng

SWOT

§  Messaging:Prospectsdon’tseedifferenNatorinworkingwithyou,andconNnuesearchingordefaulttoprice

§  Messaging:Prospectsdon’thaveaclearunderstandingofhowyouworkorevidenceofprovensuccessconNnuesearching

§  Web:BusyWebdesigncanoverwhelmvisitors§  Content:Lackofcalls-to-acNon,risklosing

leadsthatenterthefunnelbutdon’tsNck§  Web:LackofclearnavigaNon

§  ShiPmarkeNnginvestmenttoinboundapproaches

§  Messaging:Simplifyhomepagedesignsomessaging/focuscomesthroughmoreclearly

§  Messaging:DemonstratedifferenNaNon§  Web:Create“gated”content,addclearCTAsto

moveusersdownthefunnel§  SEO:OpNmizecontentandsiteforsearch§  Content:DemonstrateexperNsethroughthought

leadershipmessaging/content

§  Messaging:Lackingofcustomerfocus§  Messaging:Thoughtleadership–lackingspecific

expertsorexamples§  Content:Lackofdeliberatecontentstrategy§  Content:Lackofcontentoutsideofblog§  Web:Notresponsive§  Web:Busydesign,lackingclearnavigaNon§  SEO:Hardtofindviasearch,nokeywords§  MA:NomarkeNngautomaNontohandle

inboundleads

ü Messaging:Strongfocusonlongevityandqualityü Content:Clientlistonsitedemonstratescredibilityü Content:AcNveblog,CTAsonnearlyallpostsü Web:Lightpagesthatloadquicklyü Web:Browsercaching,noredirectsü Web:ShowsposiNvecompanycultureü MA:Strongdatabaseü Social:Strongcadenceonallchannels

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Dra`CurrentandFutureStateCurrentStateSeptember2016 DesiredFutureStateDecember2017

Messaging Exists,butneedsupdaNngandfurtherdefiniNonthatincludesdifferenNatorsandcompanyfocusareas

Corporatemessaginghasbeendevelopedandimplementedthroughoutwebsiteandcorporatecollateral

Content NostrategiccontentplanningorregularcadenceofcontentcreaNon.

CreaNngandpromoNngcontenttargetedtokeybuyerpersonasalongthemarkeNngfunneleachmonth;contentisopNmizedforsearch

Website Websiteisnotcurrentlyresponsive,usernavigaNonpathsarenotclear.Websessions:1,000/month,35%organic

WebsiteisopNmizedforSEO,usernavigaNonisclearandvisitorsareconverNngtoanextstepviacall-to-acNonsthroughoutthesiteAveragemonthlymetrics:•  Webvisits=1,200/month,<50%organic

LeadGenera&on Nolead-generaNngcontentand/orleadformsexistonthewebsiteAveragemonthlymetrics:•  LeadsfrominboundmarkeNng=nottracked

MulNplepiecesoflead-generaNngcontentexistonthewebsiteaswellasawarenesscontentdrivingtraffictolead-generaNngpiecesAveragemonthlymetrics:•  InboundmarkeNngleads=15

Marke&ngAutoma&on&CRM

NomarkeNngautomaNon,8,400contactsWordpresshostedWebsite

MarkeNngAutomaNonsoPwareisimplemented,leadscoringandsegmenNngexists,ande-mailnurturingissetupforeachpieceoflead-generaNngcontent.

Partnerships AB,Motorola,Trihedral,Emerson/Rosemount,Siemens.NoproacNveco-markeNnginplace.

•  ProacNvepartnerco-markeNnginplacewithtargetsandsuccessmetrics

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Poll:WhatareYourBiggestChallengesinMarke&ngPlanning?

•  Lackofbusinessgoals•  Leadershipdoesn’tunderstandthevalueofmarkeNng•  Notenoughbudgetinvestmentorresources•  Lackoffocus/tryingtodotoomanythings•  Lackofknowledge/don’tknowhowtogetstarted

Step3:CreateanAc&onPlantoGetThere

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Marke&ngGoals•  ImplementautomaNontoolsandredesignWebsitetoservebusinessneedsand

provideafoundaNonforgrowth•  Maintainsteadycadenceofstrategicallyplannedcontenttoatract,engage,and

converttargetaudiences•  SuccessfullylaunchnewproductstoillustrateexpandedRFcapabiliNesandpromote

currentdifferenNators•  Growbrandawarenessandengagementamongdesignengineers•  Generatedemandfromnewchannelsbymaximizingco-markeNngandlead-

generaNngopportuniNeswithpartners

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CampaignsOverview

FoundaNonal

LeadershipinIndustrialControl

NewMarketPenetraNon:EmbeddedWireless

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NewMarketPenetra&on:EmbeddedWireless

Objectives1.  Develop messaging and content targeted to RF engineers to attract and engage new contacts2.  Leverage inbound marketing activities to meet RF engineers where they are and drive them to the our Website3.  Successfully launch new products to illustrates expanded capabilities and reinforce current differentiators in the embedded wireless space

Key Tactics KPIs•  DevelopmessagingforRFengineersthatsupportskeycompanymessaging

•  CreatequarterlygatedcontentgearedtoRFengineers,opNmizeandpromote

•  DevelopnarraNvesaroundproductlaunches,incorporateintosupporNngcontentandcontributedarNclepitchestoopNmizecoverage

•  Develop2newcasestudieswithrecognizablecustomersthatillustratekeymessages,easeofworkingwithus,andbusinessbenefits

•  CreatevideoserieshighlighNngembeddedwirelessneeds/painpointsforcoreindustries/howweareaddressingthem

•  Implementpro-acNvepartnerco-markeNngstrategytoreachnewaudiencesthroughnewchannels

•  NewRFengineeringcontacts•  Productspecdownloads•  Productevaldownloads•  Whitepaperdownloads•  PresscoverageofnewproductsandacceptanceofcontributedarNcles

•  ReferraltrafficandleadsfrompartnermarkeNngacNvity

•  ContentcreaNon

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Ac&vityPlan

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Marke&ngScorecard

KeyPerformanceIndicators April May June Q1Goal Q2Actual

GrowmonthlyWeb20%from10,000to12,000 12,335 12,693 10,860 36,000 35,890

Increaseorganictrafficfrom38%to50% 41% 42% 47% 50% 43%

MaintainaverageNmeonpage>2minutes 1:48 1:51 1:50 2:00 1:50

Maintainbouncerate<60% 54% 53% 55% 10 54%

IncreaseWebleadconversion20%from1.8%to2.16% 2.13% 2.16% 2.19% 2.16% 2.16%

Growmonthlyinboundleadsby20%from208to260 262 274 237 780 777

GrowmonthlysoPwareevaluaNondownloadsby20%from50to60 58 61 60 180 179

ConsistentlyexecutetothecontentmarkeNngplan ü ü ü ü

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Marke&ngPlanningWorkbook

trewmarketing.com/planningwebinar

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Marke&ngPlanning:GebngStarted

•  Planforafull-daymeeNng•  Includeleadershipteam,markeNng,sales,andsubjectmaterexperts•  UsethemarkeNngplanningworkbooktoguidediscussionsfortheday•  Compileelementsintoacomprehensiveplanningdocument•  Trackprogressandsuccessquarterly

LetusHelp!•  Full-servicemarkeNngplanning•  FacilitatedmarkeNngplanningworkshops

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Q&A

•  SubmitquesNonsthroughQuesNonspaneincontrolpanel

LearnMore

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Visittrewmarke&ng.com/planningwebinar

•  Downloadfreetemplates:

-  MarkeNngPlanningWorkbook

-  ContentCalendarAlongtheFunnel-  MarkeNngScorecard

•  Signupforalertsaboutnewwebinars,researchandebooksfromTREW

•  Downloadthiswebinar—laterthisaPernoon

•  SignupforaMarkeNngPlanningworkshop