B2B Global Marketing:

The Modern Marketer’s Guide

2

SDL: Global Customer Experience

2

Publicly traded company, long-term stability and $430M annual revenues

2,700+ employees, 70 offices, 38 countries 1,500+ enterprise customers and partners

Innovative technology and services for enriching global customer experiences

Award-winning technology and services Serving 72 of the top 100 global brands

(Source: Interbrand 2012)

72 of the Top 100 Global Brands

*Source: Interbrand, 2011

3

What Is Your Marketing Worldview?

5

WebsitesSEO

Social

Online Events

Languages

PPC

Ads

EmailDirect Mail

Offline Events

PR & AR

Inside Sales

CRM Database

CMS

Marketing Automation

Marketing Analytics

.

Global Integrated Marketing

CONTENT

Inbound

Operations

Outbound

What Is Your Marketing Culture?

7

Are You Traditional?

8

Or Are You Modern and Digital?

How to Modernize Your B2B Marketing

10

1. Content Strategy | Content Marketing

2. SEO

3. Social Media

4. Online Advertising/PPC

5. Marketing Automation

6. Marketing Analytics

7. CRM

Modern Marketing Must-Haves

11

A. Content audit, inventory, and mapping

B. Content planning, calendar, and project management

C. Content editing (tone, voice, quality, readability)

D. Content design, presentation and optimization

E. Content translation and localization

F. Content publishing and distribution

G. Content management and curation

H. Writer resources and in-house content expertise

I. Content Strategy/Marketing

12DATASHEET

QUOTE MEME

Content Marketing – Keep Mixing It Up

13

II. Search Engine Optimization

A. SEO is not just for techies

B. Embrace your SEO dork to be a better marketer

C. Do your keyword research

i. Target keyword phrases

ii. Alternate keyword phrases

iii. Competitor keyword phrases

D. SEO content creation best practices

E. Understand the technical stuff enough to validate it

F. Don’t forget the meta descriptions!

14

1. Have you identified and validated a list of target keyword phrases?

2. Do you know and use alternate search phrases for primary keyword targets?

3. Where do you and your competitors currently rank for your target keyword phrases?

4. Do you know how much it would cost to run PPC on your target keywords?

5. Do you know how your competitors are using PPC?

6. Do you use PPC to strategically fill in gaps in your organic search rankings (while you continue to improve SEO)?

7. If you already rank high in SEO on a term, could you get higher conversions and maintain a favorable cost per lead if you bought the PPC term also?

8. Are you familiar with current best practices for optimizing content for search?

9. Do you optimize your titles, tags, and meta descriptions when posting content in your CMS?

10. Have you evaluated international SEO and the inbound marketing opportunities you could create if you were to translate more of your content ?

SEO and PPC: 10 Questions to Ask Yourself

15

III. Online Advertising/PPC

1. Google Adwords PPC

2. LinkedIn ads and sponsored content

3. Facebook ads and sponsored content

4. Promoted tweets

5. YouTube embedded video ads

6. Ad retargeting

1. Social Influence

2. Social SEO

3. Social Media Management

4. Social Monitoring and Sentiment Analysis

5. Social Media Metrics

IV. Social Media

17

VI. Marketing Automation

• Drip campaigns/lead nurturing• Lead scoring• Trigger events• Progressive registration

• Content Inventory/Mapping By:– Content Type

– Products

– Industries

– Titles/Roles/Personas

– Company Size

– Geo + Languages

– Stage in Customer Lifecycle• Awareness/Education

• Evaluation/Consideration/Solution

• Decision/Selection

• Support and Retention

18

V. Marketing Analytics

1. Web Traffic

2. Conversion Rates

3. Net-New Leads

4. Cost Per Lead

5. Cost Per Acquisition

6. Marketing-Sourced Revenue

7. Marketing-Influenced Revenue

BY CHANNEL AND CAMPAIGN

19

1. Sales ops + marketing ops = 1 operation

2. Data and system integration

3. Data hygiene and accuracy

4. KPI and pipeline tracking

5. Campaign structure and reporting

6. Abandoned leads

VII. CRM

Modernize Your Mindset and Skills

21

WebsitesSEO

Social

Online Events

Languages

PPC

Ads

EmailDirect Mail

Offline Events

PR & AR

Inside Sales

CRM Database

CMS

Marketing Automation

Marketing Analytics

.

Global Integrated Marketing

CONTENT

Inbound

Operations

Outbound

22

What’s Your Current Skill Mix?

CONTENT

Inbound

• Content• Languages• Websites• SEO• Social Media• Online Events

Outbound

• Email• Ads• PPC• Direct Mail• Offline Events• PR & AR• Inside Sales

Operations

• CMS• Marketing

Automation• Marketing

Analytics• CRM

Database

23

Thank You for Attending!

Connect with me on LinkedIn and via:

Email: cpolewarczyk@sdl.com

Twitter: @Christine_Mktg

Mobile: 617-869-6031

Copyright © 2008-2013 SDL plc. All rights reserved. All company names, brand names, trademarks, service marks,

images and logos are the property of their respective owners.

This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or

distributed except as authorised by SDL.