Digital Marketing for B2B.Introduction and Steps to Get Started.

Digital Marketing for B2B.Introduction and Steps to Get Started.

What we will cover today.

!1. Introduction: Trends in B2B Digital Marketing. !2. Strategy: Goal Setting, Planning, Execution and Measurement. !3. Digital Marketing Channels: Earned, Owned and Paid Media. !4. Key Out-takes: Steps to Get Started.

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01. Introduction: Trends in B2B Digital Marketing.

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Digital Marketing for B2B.01. Introduction: Trends in B2B Digital Marketing.

So where should we start?To understand B2B digital marketing we need to understand how audiences and B2B buyers are changing.

“9 out of 10 B2B buyers say when they’re ready to buy – they’ll find you – 81% of them start this process with a web search” - DemandGen Report.

We must be present and searchable

Digital Marketing for B2B.01. Introduction: Trends in B2B Digital Marketing.

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Content must be social and shareable

Digital Marketing for B2B.01. Introduction: Trends in B2B Digital Marketing.

“87% of B2B Buyers are actively using supplier-produced content & social media to speed up their purchasing decisions” - Base One Buyersphere Report.

“84% of B2B Decision Makers value peer recommendations more than any other factor in buying decisions” - Forrester Research.

Customers must become advocates

Digital Marketing for B2B.01. Introduction: Trends in B2B Digital Marketing.

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Everything must be mobile-friendly

Digital Marketing for B2B.01. Introduction: Trends in B2B Digital Marketing.

“7 out of 10 C-Level executives are using smartphones or tablets to look up product or service information” - Forbes Insight/Google.

02. Strategy: Goal Setting, Planning, Execution and Measurement.

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Three Voices: !‣ Voice of Company !‣ Voice of Industry !‣ Voice of Customer

!We need to integrate a combination of Voice of Company and Voice of Industry into our Digital activities.

A framework for digital marketing

Digital Marketing for B2B.02. Strategy: Goal Setting, Planning, Execution and Measurement.

B2B digital marketing strategy

Goal Setting Planning Execution Measurement

Digital Marketing for B2B.02. Strategy: Goal Setting, Planning, Execution and Measurement.

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Goal setting

What do we need to achieve?

!‣ Increase brand awareness

and industry thought leadership.

‣ Create customer and industry influencer advocates.

‣ Generate leads for sales teams.

‣ Reduce customer churn.

Digital Marketing for B2B.02. Strategy: Goal Setting, Planning, Execution and Measurement.

How can we achieve our goals? !‣ Resource and budgeting.

‣ Buyer definition and context.

‣ Content and formats.

‣ Digital channels.

‣ Technology.

‣ Analytics and measurement.

Planning

Digital Marketing for B2B.02. Strategy: Goal Setting, Planning, Execution and Measurement.

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Executing digital marketing plans

Implementing our plans !‣ Platform development

(websites, mobile apps).

‣ Content creation/production.

‣ Content promotion and influencer outreach.

‣ Staffing to manage customers responses and leads.

Digital Marketing for B2B.02. Strategy: Goal Setting, Planning, Execution and Measurement.

What works and what can we improve? !‣ Data and assumptions about

what our customers want.

‣ Content and content formats.

‣ Channels we have used.

‣ Technology and platforms.

‣ Staff and processes.

Measurement and optimisation

Digital Marketing for B2B.02. Strategy: Goal Setting, Planning, Execution and Measurement.

03. Digital Marketing Channels: Earned, Owned and Paid Media.

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Channels are determined by the audience we are trying to engage: !‣ Earned Media.

‣ Owned Media.

‣ Paid Media.

The B2B digital marketing landscape

Digital Marketing for B2B.03. Digital Marketing Channels: Earned, Owned and Paid Media.

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Earned media‣ Search Engine Optimisation

(SEO).

‣ Social media.

‣ Traditional PR.

‣ Parters and affiliates.

‣ Industry influencer outreach.

Digital Marketing for B2B.03. Digital Marketing Channels: Earned, Owned and Paid Media.

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Slideshare

‣ Company website/s.

‣ Mobile sites or apps.

‣ Email and other customer databases.

‣ Onsite SEO.

‣ Any other customer contact points (including direct sales person relationships).

Owned media

Digital Marketing for B2B.03. Digital Marketing Channels: Earned, Owned and Paid Media.

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Paid media‣ Traditional advertising.

‣ Banner advertising.

‣ Search advertising.

‣ Social media advertising.

Digital Marketing for B2B.03. Digital Marketing Channels: Earned, Owned and Paid Media.

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04: Key Out-Takes: Steps to Get Started.

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Be clear about what you are trying to achieve and who you need to engage with.

01. Define your objectives and target audience

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02. Create a content strategy

Develop content that will engage your customers:

‣ Your personality.

‣ Customer relevance.

‣ Customer usefulness.

‣ Content formats.

‣ Editorial plan and content frequency.

Digital Marketing for B2B.04. Key Out-takes: Steps to Get Started.

Dedicate appropriate staffing/resource to execute and achieve your objectives.

03. Resource appropriately

Digital Marketing for B2B.04. Key Out-takes: Steps to Get Started.

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04. Shareable, searchable and mobile

Ensure your website and content are mobile friendly, shareable and search engine optimised.

Digital Marketing for B2B.04. Key Out-takes: Steps to Get Started.

Experiment with different approaches - across content, technology and channels. Measure performance, and optimise your activities.

05. Think big, start small, scale fast

Digital Marketing for B2B.04. Key Out-takes: Steps to Get Started.

NorthWard Digital

e. hello@northwardcph.com w. www.northwarddigital.com