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Presentation given by Marc Keating, Head of Digital, IAS B2B Marketing at the 2011 How-Do B2B digital marketing forum. The presentation explores the future of B2B marketing, the impact of the digital native and the importance of content marketing as part of an integrated social and digital strategy.
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B2B DIGITAL FORUMWELCOME TO THE ENTERTAINMENT BUSINESSBy Marc Keating
@marckeating
the rules have changed forever
THE OLD WAY ISN’T WORKING
// THE WORLD OF THE B2B DIGITAL NATIVE
Source / Enquiro B2B report / The rise of the digital native
// 54% of iPad owners are over 45 and 71% use it between 7pm and 9pm
Source / Seven / YouGov / How to engage with the iPad generation
THE NATIVE GAP
where’s your tipping point?
// BY 2014, SOCIAL NETWORKING SERVICES WILL REPLACE E-MAIL AS THE PRIMARY VEHICLE FOR INTERPERSONAL COMMUNICATIONS FOR 20 PERCENT OF BUSINESS USERS.
Source / Gartner / Five Social Software Predictions for 2010 and Beyond
FOLLOWERSFRIENDSMEMBERSThe contact database of the future!
Rembrandt / The Nightwatch
PUSH / PULL
PUSH / PULL
// THE RISE IN INBOUND MARKETING
Source / Google Insights / 2011
Inbound searches Outbound searches
stalking
talking
// THE NEW BRAND DIALOGUE MODEL
Source / IAS
Q1 Q2 Q3 Q4
High impact campaigns (Paid)
Push
Social conversations (Earned)
Pull
the hunter has become the hunted
93% OF B2B BUYERS USE SEARCH TO BEGIN THE BUYING PROCESS AND 37% POST QUESTIONS ON SOCIAL NETWORKING SITES WHEN LOOKING FOR SUGGESTIONS.
B2B PROSPECTS WANT:INSIGHTSKNOWLEDGESUPPORTIDEASHELP
content
// CONTENT MARKETING IS ABOUT USING CONTENT TO CAPTURE, ENGAGE & NURTURE PROSPECTS, THROUGH THOUGHT LEADERSHIP WITHIN YOUR BRAND CATEGORY.
// INBOUND USER JOURNEY
Source / IAS
New outlets EnablersNeed states
Initial discovery
Research and validation
Receiving information
Search
Communities
Social feeds
SOCIALCHANNELS CONTENT
Engagement
Brand and marketing contact strategy
WELCOME TO THE ENTERTAINMENT BUSINESS
Rembrandt / The Nightwatch
// WE ARE NOT IN THE BUSINESS OF SUPPORTING A MEDIA INDUSTRY, WE ARE IN THE BUSINESS OF CONNECTING WITH CUSTOMERS
Trevor Edwards / Vice President, Global Brand and Category Management / Nike
tell a great story
// MAPPING THE PURCHASING TIMELINE
Source / IAS
Aware InterestedUnaware Need identification
Content marketing > Web integration > Sales enablement
Build awareness of brand/campaign and drive traffic to Landing pages
Encourage users to interact with content and functionality
Conversion of Web traffic in the form of leads, sales, registrations
Supporting information to nurture the prospects to become a customer
Tweets
Blogs
Articles
Whitepaper
E-book
Podcast
Webinar
Case studies
Product demonstration
ROI calculators
Datasheets
Q&A
//
CONTENT ASSETS
MULTIDIMENSIONAL CONTENT DISTRIBUTION
Source / IAS
Blog TweetsGroup topic
Audiopodcast
VideoInfo
graphicWhite-paper
SMPR Slides
CONTENT THEME
Images
IAS WEB SITE
Off-line channel integration
// GOOGLE THEN AND NOW
Static Web page results
Social media results
Content distributed and shared
to branded channels/profiles
Visitor behaviour tracking and campaign measurement
XML feed
Support2.0
Forums
Blogs Web TV
Googlenews
RSS feeds
Branded widgets
Page view
Content pages tagged with relevant meta-data
Profilemanager
Registration
Industrynews
User profile
Ask a question (live chat)
Download
Brochure request
Marketing
Real-time profiling
E-mailD-mail
Events
Outdoor
MicroBlogs
Socialnetworks
Photosites
Video Web sites
File sharing
Displayads
HomepageSegmented pages
Behavioralads
Mobile(SMS)
Ads(print)
DirectURL
Landingzones
PodcastsSocial
Media PR
BlogsSocial
networksSocial
ads
CRM
TriggeredE-mails
ClientCRM
User goal reporting and page tracking
Enquiry(Lead)
Businessapps
CRMdashboard
Profilemanager
Activitydashboard
Campaignreporting
Live synchronisation
Organic search
Blog
In-textads
PPC TriggeredE-mails
TriggeredE-mails
Nurture
Convert
Up sell
EngagementWeb 2.0 and UGC
Mobileads
Digital PR
PR
Cu
stom
con
ten
t
Live c
on
ten
t fe
ed
s
Seg
men
ted
jo
urn
eys Sales
Customersupport
Landingpages
E-mail alerts
Careers Products
Office locator
FAQs
Pull content
Articlevoting
Ask theexpert
InformationWeb 2.0 and UGC
Augmented reality
3D modelling
Search optimisation
On-linesales
RSS feeds On-linesales
SocialNetwork
Extranets
Contacts
Subscriptions
Review and optimise
URLs
Mu
ltiv
ari
ate
test
ing
Dynamic No generation
// OUR OWN EXPERIENCE
58 Flickr favourites, 4 comments
6,405 Flickr views
2,133 YouTube views
8 Blog reviews
2,103 Blog views
Google page 1 rankings
// KEY TAKEAWAYS
The customer and channels have changed
Embrace social within your business
Engage with content and experiences
Think multi search, channel and device
Start today to own the new inbox
Link to paper: http://www.b2bmarketing.net/resources/whitepaper-developing-content-marketing-strategy
// Marketing in the future is like sex. Only the losers will have to pay for it!
Source / Jon Bond / Kirshenbaum Bond
thank youE-mail: [email protected]: iasb2b.comLinkedIn: http://uk.linkedin.com/in/marckeating
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