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B2B MarketingThe Fundamentals
B2B Marketing Interactive Presentation
• X3 topics• Short presentation on each topic• Round table question answering/discussion in tables• Feedback to the room• Findings and slides will be sent via email post presentation
Format for today
B2B Marketing Interactive Presentation
• Have fun• Don’t be afraid to speak out and share• Try not to interrupt• Keep to timings so we get to include everything
Rules of engagement
B2B Marketing Interactive Presentation
B2B Marketing Interactive Presentation
About your speakers
Kirsty Dawe,Managing Director
@KirstyDawe1
Ash Chandler,Head of MA & Digital
@_Ash_Chandler
Chris Manns,Planning & Insight
Director@chrismanns
Revolutionising your B2B digital marketing strategy to create leads and revenue generating opportunitiesChris Manns
B2B Marketing Interactive Presentation
B2B Marketing Interactive Presentation
B2B Marketing Interactive Presentation
Big Data
Big Data
B2B Marketing Interactive Presentation
Collecting data
Contextual
Personal interests
Job role challenges
PESTLE factors
Demographic /
FirmographicSector / SIC
Size (T/O, FTEs)
Geography
Behavioural
Social media
Progressive profiling
Content engagementand interaction
Data modelling
B2B Marketing Interactive Presentation
Personalisation
B2B Marketing Interactive Presentation
Driving you into the funnel with recommendedand relevant content
B2B Marketing Interactive Presentation
Attribution
Marketing Automation Platforms: Dedicated Attribution Software:
Attribution modelling example
Outbound Email
Nov-16
LinkedIn InMail
Jan-17 Feb-17 Mar-17
Linked In PPC
Jan-17
ResultsConversions: 500Revenue: £325,000
Whitepaper + Telemarketing
B2B Marketing Interactive Presentation
Attribution modelling example
Outbound Email
Nov-16
LinkedIn InMail
Jan-17
Whitepaper
Feb-17
Telemarketing
Feb-17
Linked In PPC
Jan-17
200 50 75150Conversions
40% 10% 15% 30%Conversion Split
5%
2500% 2067% 758% 875%ROI 190%
42.96% 10.65% 6.51% 30.07%Contribution to profit
% 9.81%
B2B Marketing Interactive PresentationResultsConversions: 500Revenue: £325,000
50% 15% 10% 20%Actual Attribution
5%
25
Question:
What are your biggest attribution challenges? How do you overcome them in your organisation?
B2B Marketing Interactive Presentation
Using digital content marketing techniques to bolster leads and enhance conversionAsh Chandler
B2B Marketing Interactive Presentation
B2B Marketing Interactive Presentation
Content shock!
10x contentB2B Marketing Interactive Presentation
B2B Marketing Interactive Presentation
• A great user experience on any device• Combination of high quality, trustworthy, useful, interesting, and
remarkable• A completely unique angle or subject and delivery method• Invoke an emotional response and connection with the buyer• Has use value and solves a problem or answers a question
10x content
B2B Marketing Interactive Presentation
10x content example (video on next slide)
B2B Marketing Interactive Presentation
The key to outstanding content – deep buyer insight
B2B Marketing Interactive Presentation
The key to outstandingcontent – lifecycle marketing
Question:
How do you decide which digital formats to use and which to lose? Are cutting edge content formats too costly and risky or do risks need to be taken to be noticed?
B2B Marketing Interactive Presentation
The role of social media inyour B2B marketing strategyto support the sales funnelKirsty Dawe
B2B Marketing Interactive Presentation
B2B Marketing Interactive Presentation
Social is essential to the sales funnel
Brand Lead generation
Influencer marketing
B2B Marketing Interactive Presentation
Your email database is decaying
B2B Marketing Interactive Presentation
It’s going to get worse…
60%of Millenials say they
are open to moving jobs
15%higher than the
previous generation
B2B Marketing Interactive Presentation
When people move their social profile remains
B2B Marketing Interactive Presentation
Does your social strategy fit with your sales KPI’s?
Right followers – building lists and
measuring followers against these
Are they engaging with your content?
What social actions are they taking as part of the nurture
process which moves them further
down the sales funnel?
B2B Marketing Interactive Presentation
Is your social strategyaligned with sales?
Question:
Where are you seeing the biggest impact from social in B2B?What strategies are you using successfully to measure this?
B2B Marketing Interactive Presentation
Thank you for your participation!