GutsGo eMarketing Let’s Do It Better! Engage2012, June 2012 Let’s Be At It! © GutsGo eMarketing 1

GutsGo eMarketingLet’s Do It Better!

Engage2012, June 2012Let’s Be At It!

www.gutsgo.com© GutsGo eMarketing 1

BLESSED to be #Engage2012

RatanKK – Entrepreneur & eMarketerDeployment, Research & Training

Visiting Prof for eMarketing @IIMA


BLESSED to be #Engage2012

Google – RatanKK GutsGoTwitter - @ratankk


B2B eMarketing

Ask your Questions on Twitter@RatanKK

Eager to #Engage2012!!

@ratankk #GutsGo eMarketing 4

What is eMarketing?

Reply on Twitter@RatanKK #Engage2012


eMarketing Tactics & ObjectivesTactic Objectives

Website Customer EngagementSEO Customer Acquisition & RetentionPPC AcquisitionSocial Media Branding & EngagementBanner Branding & AcquisitionContent Marketing Branding & AcquisitionEmail & Mobile Customer RetentionAffiliate Sales & BrandingORM Branding & Customer Retention


‘advertising’

socialmedia

bricks &mortar

DM / CRM

mobile

email

corporatewebsite

SEO

productsite(s)

campaignsite(s) video sharing

social networksblogs

forumspersonal pages

BOUGHT MEDIA

EARNED MEDIA

OWNED MEDIAAll media directly owned by the brand. These destinations provide a platform to drive marketing messages and tools to create Earned Media

Typical corporate media spend Drives people to Owned Media

First-person commentary and content about the brand posted and shared across a variety of venues

“Social Media” outlets also support both Bought Media (e.g., ad banners, sem/ppc, etc.) and Owned Media (e.g., widgets, apps, etc.)


Make eMarketing Customer Centric++ & Integrated! Why?

+ Seamless Access of Different Media+ Real Time Online Behavior

Be Proactive to Engage


What is Your B2B eMarketing?

4 Questions to get you started!Let’s be at it!


Seller –Producer - CostB

uyer

- C

onsu

mer

- P

rice

Type of Engagement Determines Your Business Type


Seller –Producer - CostB

uyer

- C

onsu

mer

- P

rice

Type of Engagement Determines Your Business Type


People & Personal Motivations

• Business Objectives are Business Objectives• Business Objectives are Driven by People, and

not by Processes.• People Have Professional & Personal Needs• In B2B Marketing, Professional Needs are a

Priority.


B2C in B2B eMarketing

• People Do Business with People• People LIKE People before doing business with

them!– You need to be LIKED before you advance further.

• It is B2C Approach in B2B eMarketing!


B2C in B2B eMarketing

• People Do Business with People• People LIKE People before doing business with

them!– You need to be LIKED before you advance further.

• It is B2C Approach in B2B eMarketing!– Directly Address Professional Motivations – Subtly Appeal to Personal Motivations!


B2C Personal Motivations


B2B Personal Motivations


B2C in B2B Personal Motivations


B2B Personal Motivations


B2B Vs B2C Personal Motivations

Difference is subtle!Manage it RIGHT!



1. Have you IDENTIFIED & Connected with RIGHT people?

2. Do you know their Professional & Personal Motivations?


B2B – B2C – Your Biz Objective

Get the Balance RIGHT!@ratankk #GutsGo eMarketing 21

Balance it with Right Utilization

#GutsGo eMarketing 22

Why to get the B2C- B2B – BO Balance RIGHT?

• B2B Decisions makers spend 1% of the Time Buying.

• Rest of the time Researching & Talking to each other.


Why to get the B2C- B2B – BO Balance RIGHT?

• B2B Decisions makers spend 1% of the Time Buying.

• Rest of the time Researching & Talking to each other.

• There is a Little bit of ONLINE in that B2B Buying Process.

• Most often, the online part is with Zero Human Intervention!



1. Have you IDENTIFIED & Connected with RIGHT people?


3. What are your plans to get the B2C- B2B – BO Balance RIGHT?


B2B eMarketing

Ask your Questions on Twitter@RatanKK

Eager to #Engage2012

© GutsGo eMarketing 26

Approach for B2B eMarketing

• Get a face & Feelings to your Company– Communicate in engaging, intuitive ways to

simplify understanding (EMOTIONs)




simplify understanding• Enable your Company to be DISCOVERABLE

– Your company, products and services more findable on Web. (Emphasis on SEARCH!!)




simplify understanding• Enable your Company to be DISCOVERABLE

– Your company, products and services more findable on Web. (Don’t forget SEARCH!!)

• Provide REAL Value & KISS it!– Real Value NOW (when the prospect wants)– Consistent Value >> Credibility & Influence

#GutsGo eMarketing 29@ratankk

B2B eMarketing Land Scape

• Video Sites• Blogs | PodCasts• Micro Blogs• Photo Sites• Wikis• Social Book Marking | RSS• Forums• B2B Social Networks• Social Networks• Search

????


B2B eMarketing Land Scape

• Video Sites• Blogs | PodCasts• Micro Blogs• Photo Sites• Wikis• Social Book Marking | RSS• Forums• B2B Social Networks• Social Networks• Search

Content & Input FacilitatorsContent Indexing & VotingConversationsDiscovery of Content & Conversations



1. Have you IDENTIFIED & Connected with right people?



4. Is your Approach takes advantage of B2B eMarketing landscape?



1. Have you IDENTIFIED & Connected with right people?



4. Is your Approach takes advantage of B2B eMarketing landscape?


4 Critical Questions to get you started!

On your B2B eMarketing!

Let’s be at it!

Thank You!

Ask your Questions on Twitter with@ratankk #GutsGo


Documents

GutsGo eMarketing Let’s Do It Better! Engage2012, June 2012 Let’s Be At It! © GutsGo eMarketing 1