B2b digital marketing strategies

G o T o M a r k e t S t r a t e g y & P l a n
Engage Asia. Go Digital.
B2B (GO TO) Market Strategies

P R O F E S S I O N A L
• Worked across Netherland, Singapore, Indonesia & Malaysia
• For European FMCG companies Royal Friesland Campina in Marketing in Malaysia,
Danone in Netherlands, Danone Dumex in Singapore
• 10+ years experience in Business & Marketing Strategies for Fortune 500 companies &
Start Ups
• Marketing Trainer At General Assembly
• Regional Managing Director 2Stallions Digital Marketing Agency
Intro Daniël HEERKENS

A regional AGENCY
with GLOBAL reach
APAC Offices
• Singapore
• India
• Indonesia
• Philippines
• Malaysia (Q3)

We create AWARD
WINNING campaigns
G l o b a l B r a n d E x c e l l e n c e A wa r d s - W o r l d B r an d C o n g r e ss ‘ 1 9
M ar k e t i n g M ag az i n e ' s M ar k e t i n g E x c e l l e n c e A war d s’ 1 9
M ar k e t i n g M ag az i n e ' s A si a e C o m m e r c e A war d s’ 1 9
A si a ' s B e st B r a n d A wa r d s b y C M O A si a ‘ 1 9
S M E s A si a A wa r d 2 0 1 5 / 2 0 1 6
S i n g ap o r e B u si n e ss A wa r d s ‘ 2 0

1. How Brands Grow Part 2: Emerging
Markets, Services, Durables, New
and Luxury Brands
2. Elon Musk: Tesla, SpaceX, and the
Quest for a Fantastic Future
3. The Lean Startup: How Constant
Innovation Creates Radically
Successful Businesses
4. Give Take Helping Others Success-
Adam Grant
Recommended Marketing/Business books

B r a n d S t r a t e g y W o r k s h o p

1. Understanding the Digital Landscape & Changing Customer Journey
2. Go To Market (GTM) Strategy (inc SEO & strategy planning)
3. Successful Asian B2B case study
4. Covid-19 B2B Marketing impact
5. Questions (15m)
If time permits……..
• Marketing Automation B2B
• How to create b2b customer personas?
Todays OUTLINE

1.Understanding the Digital
Landscape & Changing B2B
Customer Journey

Company
Website,
Video & Mobile
News-
paper
Direct Mail
TV
Email
WEBRadio
PPC
Outdoor
SEO
WEB
2005-2009 | Web-centric Marketing
Company
News-
paper
Direct
Mail
TV
WEB
Radio
Outdoor
1995-2004 | Traditional Marketing + Web
Full disruption to everyday life. “Push Marketing” was key &
ads from different mediums were forcefully pushing
customers to buy
Google’s rise brought along Search Engine Optimization (SEO). Instead of forcing your
business in front of people, you let people who are interested find your business
instead. Also known as “pull marketing”
10
THE MARKETING Story So Far

B2B buyers are already
through their buying
cycle when they
approach vendors.
60%
Engagement
11
Digital Marketing 2018 ONWARDS
Company
Website,
Video & Mobile
News-paper
Direct Mail
TV
Email
WEBRadio
PPC
Outdoor
SEO
WEB

This is thought leadership, brought to life through
compelling content
It’s not aimed at
everyone but at
targeted leads.
Incites action by
guiding not forcing
CONTENT MARKETING USES YOUR INSIGHT TO
CREATE RELEVANT, INTERESTING AND ENGAGING
CONTENT TARGETED AT POTENTIAL LEADS AND
CUSTOMERS
THAT SELLS WITH THEM
12
Content Marketing In A NUTSHELL

IT’S THE EXACT OPPOSITE
Advertising
(Outbound)
Sell
Distract, interrupt
Budget
A hammer
Content Marketing
(Inbound)
Help, teach, advise
Attract, connect, interact
Brains
A magnet
13
So is CONTENT MARKETING Another Form of Advertising?

14
The Customer Journey is CHANGING

PURCHASEINTENTHIGHLOW
Social
Post
Website
/ Online
Potential Leads
Goal: Brand Awareness
1.
Direct
Contact
Leads
Goal: Product Knowledge
2.
Opportunities
Goal: Closed Deal
3.
15
The 3-STEP GUIDE
to Generate More
Leads & Active
Customers back to
your website

16
2. B2B Go to Market Digital
STRATEGY

Go to Market Digital Strategy
A) Marketing Focus & KPIs
B) B2B vs. B2C way of marketing marketing
C) Website SEO Audit & Optimization
D) Advertising Strategy on FB/IG, Google & LinkedIn
17

Source: State of Inbound 2017 Report18
A) Marketing focus & KPIs

1. Converting contracts/leads to customers
2. Growing traffic to the website
3. Providing the ROI of your marketing activities
19 Source: State of Inbound 2017 Report
A) Marketing focus & KPIs
MOST IMPORTANT KPIs FOR MARKETERS
IN ASIA

20
Email & CRM
Own your owned
MEDIA & DATA

21
B) B2B vs B2C Marketing

22

23
B) B2B vs B2C Marketing Purchase process
B 2 B P U R C H A S E P R O C E S S I S
T O T A L L Y D I F F E R E N T T H A N B 2 C
P U R C H A S E P R O C E S S
Note ROPO: Research Online, Purchase Online

Whether we're shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet
has changed how we decide what to buy. Google calls this online decision-making
moment the Zero Moment of Truth, or simply, ZMOT. The ZMOT refers to the moment in the
buying process when the consumer researches a product prior to purchase.
24

• Localized websites domain in the countries
you are active for example .sg .my .au
• Local SEO
• Local sales staff
• Languages localized in all marketing activities
• Localized (product/services)
• Localized blog content
• Images/videos localized
25
B2B CHECK LIST
GOING DIGITAL

26
C) What is a SEO
website AUDIT?
Website audit is a full analysis of all the factors that affect
website’s visibility in search engines.
This standard method gives a complete insight into any
website, overall traffic and individual pages. Website audit is
completed solely for marketing purposes
Source: Wikipedia

Features Of A ‘Good’ Business Website
That Attracts Targeted Visitors To Help Fulfill
My MARKETING/ BUSINESS Objectives
‘Well Branded’
‘Lead Generating’
‘Revenue Generating’
27 Source: Wikipedia
Website OBJECTIVES

28
How to Start Your WEB AUDIT
1. Free website tools you can use to
audit your web property:
Link: https://www.webpagetest.org/
Select location as Singapore or relevant
countries where your brand is active

29
How to Start Your WEB AUDIT
2. Other website links you can use
https://gtmetrix.com/
https://tools.pingdom.com/
https://www.webpagetest.org/
https://developers.google.com/speed/pagespeed/insights/
Note:
Select location as Singapore or relevant nearest countries where your brand is active (if possible)

30
Results web AUDIT
Problems are usually found in: Video, images, font & page sizes

Keep Visitors On Your Website
Load Your Site
Quickly!
Website Optimization
31 Source: Wikipedia

Profitable Startup, In Business For 5 Years
Before
via gtmetrix.com
After
Result
1. 80% improvement in people NOT leaving the site immediately
2. 68% improvement in how much of the site is browsed
Case Study Website OPTIMIZATION

STEPS PURPOSE
Use smaller image sizes
( http://compressjpeg.com/ )
Smaller file size loads faster.
Enable Gzip compression for your website
( https://gtmetrix.com/enable-gzip-compression.html )
Compressing reduces the overall size of your website,
allowing it to download faster.
Leverage browser caching
( https://gtmetrix.com/leverage-browser-caching.html )
Allows static website content to be stored with the end
user to improve future loading times.
33
WHAT YOU CAN DO
Source: Wikipedia

STEPS PURPOSE
Make sure every page on your website has a title & meta
description that is descriptive
To control how your search results look like on Google.
Create a sitemap.xml file
( www.xml-sitemaps.com )
To tell Google which pages you want to show in their
search results.
Set up a robots.txt file for your website
( http://tools.seobook.com/robots-txt/ )
To give permission to Google to index your website.
Create an account on Google Webmaster Tools
( https://www.google.com/webmasters/tools )
To inform Google that your website exists.
Submit your sitemap to Google Webmaster Tools To speed up how quickly Google indexes your website
pages.
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How to be FOUND…

35
Website ranking FACTORS
A L L T H E I M P O R T A N T E L E M E N T S T H A T I M P A C T
Y O U R S E A R C H R A N K I N G S I N A P E R I O D I C T A B L E
S T Y L E .
Source: Wikipedia
• Content
• Links
• (GOOGLE) Rank Brain

36
What to do for your On-Page SEO?
• Optimize Your Website
Indexable
Fast Loading
Mobile Friendly
• Create Content
Creating High Quality Content
• Optimize Content
Titles
Meta Description
Headline Analysis For Social Shares

37
4. What Do Higher Rankings Mean For Your Business?
More visibility for your business that results in
Greater volume of qualified traffic to your website that
leads to
More conversions to leads / sales that
IMPROVES your bottom line!

When you search for your brand name:
e.g. ‘2Stallions’
38
Results by doing THIS

39 Source: Ahrefs
How to TRACK your website SEO rankings?
Website audit SEO off site (Ahrefs is a paid tool)

40
YOUR KEYWORDS
RANKING
Source: Ahrefs

41 Source: Ahrefs
YOUR KEYWORDS
RANKING

42 Source: Ahrefs
YOUR TRAFFIC
GROWTH

43
D) Digital/Marketing Strategy
Planning B2B

For instance, our marketing objectives have been:
‣ Increase brand awareness: Main priority as low brand awareness results in low sales
‣ Drive sales online and offline at…. : High priority but lower priority than brand awareness as sales
conversions are only trackable offline..
44
Marketing OBJECTIVES

Awareness
The target audience gets
exposed to the brand via
touch points.
Mindset:
“I want to know..”
Consideration
The target audience evaluates the
brand. Provide information they need
to make the decision to evaluate.
Mindset:
“I want to choose..”
Purchase
The target audience
selects the brand and
makes the purchase.
Mindset:
“I want to buy..”
Advocacy
The customer shares their
experience and views,
effectively championing
the brand.
Mindset:
“I want to engage..”
45
Understand the Basic
User JOURNEY
O u r s t r a t e g y w i l l s t i l l r e m a i n f o c u s e d o n
t h e b a s i c u s e r j o u r n e y . T h e r e ’ s s t i l l l o w
b r a n d a w a r e n e s s a n d i n o r d e r t o d r i v e
s a l e s , c o n t e n t s h o u l d s t i l l f o c u s o n r a i s i n g
a w a r e n e s s f i r s t t o p u s h t h e m d o w n t h e
m a r k e t i n g f u n n e l .

46
Awareness
• Content Marketing
• Social Media Posts
• Search Ads
• SEO
• Google Display Network
(GDN)
Consideration
• Search Ads
• Remarketing
• Email Marketing
• Social Media
Advertising
Purchase
• Search Ads
• Social Media Advertising
• Email Marketing
Advocacy
• Social Media
• Email Marketing
Digital STRATEGY &
the CUSTOMER
JOURNEY
T h i s i l l u s t r a t e s t h e d i f f e r e n t
d i g i t a l c h a n n e l s w e C A N u s e t o
t a r g e t t h e d i f f e r e n t s t a g e s o f t h e
c u s t o m e r j o u r n e y .

47
EXAMPLES Marketing Objectives & KPIs
B a s e d o n m a r k e t i n g o b j e c t i v e s , w e s e t t h e K P I s ( i . e . o n 2 4 A p r i l 2 0 2 0 ) a s s u c h :

48

49
SEM Campaign STRUCTURE

04 | The Blueprint for Successful Content
5
0
3.B2B Case Study

51
Technology Brand Challenges
O N LY O N E W E B S I T E
01 L O W T R A F F I C
02
L I M I T E D L E A D S
03 L O W M Q L s
04

52
Q U A L I F I E D L E A D S M O R E C O N V E R S I O N S M O R E W E B S I T E L E A D S
CAMPAIGN
OBJECTIVES

53
SEO DELIVERY - RESEARCH & ANALYSIS
W E B S I T E A U D I T
01 K E Y W O R D R E S E A R C H
02
C O M P E T I T O R S A N A L Y S I S
03 B A C K L I N K A N A L Y S I S
04

54
SEO DELIVERY - IMPLENTATION & OPTIMISATION
O N - P A G E
01 O f f - p a g e
02

55
Campaign Solutions
S E O + T R A F F I C + C O N V E R S I O N S C O U N T RY S P E C I F I C
W E B S I T E S

56
MARKETING TO SALES QUALIFIED LEADS
PERFORMANCE
€XXX, XXX
Whole of 2018
Growing pipeline from website leads
The pipeline generation in 2018 from web forms was just Euro XXX,XXX and in 2019 the pipeline from January to June 2019 is Euro
X,XXX,XXX. This represents a growth of 2619% more pipeline than the previous year.
€
X,XXX,XXXJan – Jun 2019
2619%
G R O W T H

58
Company Mindset & Transformation

61
Analyze online trends & behavior
https://neilpatel.com/blog/coronavirus/

62
7 Action points Go to Market Digital Strategy
62
https://www.bluecorona.com/blog/recession-marketing-strategies/
1.Don’t arbitrarily cut your marketing budget
Building and maintaining a brand that consumers recognize and trust is one of the best ways to reduce risk when
the economy takes a turn for the worst. That’s why, in each recession cycle, the companies with a strong brand
presence have come out on top.
2.Do a deep dive of your target audience’s recession behavior
Slide 73 HBR
3.Analyze and track everything—now
During a recession, knowing exactly what return each marketing investment is providing and why will be your key
to not just survival, but growth. Digital marketing has long been accepted as the best low-cost, high-return
marketing strategy, largely due to measurability and targeting capabilities
4.Focus on existing customers
5.Increase conversion rates by testing, tweaking, and repeating

63
7 Action points Go to Market Digital Strategy
63
6. New Markets
In times of crisis, B2B eCommerce businesses pivot and take on new business structures. As B2C experiences
shortages, customers turn to the source, leading to B2B2C and D2C scenarios. Other B2Bs see new opportunities
where previously there were none.
7.Omnichannel B2B eCommerce
Worldwide stay-at-home orders mean a large influx of customers moving online, straining digital
commerce merchants from B2C, B2B, to B2D. As people remain isolated and the need for essential goods
remains high, they turn to online shopping.
https://oroinc.com/b2b-ecommerce/blog/b2b-commerce-and-coronavirus-business-impact-and-long-
term-trends/

M a r k e t i n g A u t o m a t i o n B o o t c a m p
65
6. EMAIL MARKETING &
MARKETING AUTOMATION:
WHAT’S THE DIFFERENCE

66
Why Email
MARKETING?
• There are 3.9 billion email accounts in 2019
• Open rates for email marketing messages range from
10-30% with click-through averaging at 2-3%.
• A user that’s opted in to your emails is much more
receptive and likely to take an action

How About Marketing
Automation THEN?
Difference between email marketing & marketing automation
Many believe that Marketing Automation is just Email
Marketing on steroids but it is so much more…
Marketing Automation has the power to save time and
increase revenue while offering all the functions of
most email marketing services.

68
Why Marketing AUTOMATION?
W h a t d o e s t h a t m e a n ?
MARKETING AUTOMATION ALLOWS BUSINESS TO
NURTURE POTENTIAL LEADS WITH HIGHLY
PERSONALISED, USEFUL CONTENT, CONVERTING
THEM FROM LEAD INTO DELIGHTED CUSTOMERS.
It guides them through your
sales funnel
Content that discusses
their problems and
concerns while
introducing your business
as a solution.
It doesn’t just stop with leads. Marketing
automation helps keep customers engaged.

69
Feature comparison
Email Marketing VS Marketing Automation
• Sends Mass Emails
• Tracks Open Rates and Clicks
• Easy to Build Landing Page
• Easy to Build Web Forms
Email Service*
Provider
Marketing
Automation
*Email service providers can be zoho, mailchimp and many others

70
Email Service*
Provider
Marketing
Automation
• Easy to Create Multi-Step Campaigns
• Integrates with all Direct Mail, Social Media,
and More
• Data Deduplication and Normalization
• Scores Leads
Feature comparison

71
Email Service*
Provider
Marketing
Automation
• Recycles and Nurtures Leads
• Ensures Only Qualified Leads go to Sales
• Measures the impact on Marketing Initiatives
on Revenue
Feature comparison

72
Is Marketing Automation RIGHT For Your
ORGANIZATION?
• Your customer buying process lasts longer than a week
• Sending emails alone does not seem to drive sales
• Your marketing team needs an easier way to create and send targeted, multi-
touch email campaigns
• You sell different products or services to different demographics

• You want to send different messages to different titles and industries
• Your sales people are complaining about the quality of leads your marketing team is
delivering
• You want to know which of your marketing campaigns are the most effective
• You can’t tell if you should be spending more or less money on marketing
73
Is Marketing Automation RIGHT For Your
ORGANIZATION?

74
Benefits of Marketing
AUTOMATION
Your
Company
Increase Lead
Volume &
Quality
Decisions
Based On
Data
Close More
Sales
Build Reputation
Do More
With The
Same Team
Nearly 80%
of top-performing companies have used
marketing automation >2 years

75
WHAT CAN YOU AUTOMATE?

76
What CAN I automate?
MEDICAL SERVICES:
Dentist, Orthodontist, Physiotherapy

77
EDUCATION:
Tuition/Childcare centre, Schools, Universities
Success STORIES

78
LEISURE:
Sports, Adventure, Travel, Beauty, Fitness And
many more.
Success STORIES

79
When repetitive processes are automated, small business
owners can instead devote time to the goals that really
matter-like GROWING the BUSINESS
Success STORIES

80
Whether you’re meeting new potential customers or responding to those who have
already called or emailed, automated processes allow you to gain and retain leads
more quickly and efficiently.
1. LEADS
2. SALES
Think of automation software as the project manager for your sales
team. While software helps your team focus on the most important
tasks ahead, it also keeps track of leads who aren’t yet ready to buy,
ensuring progress at every stage of the sales journey.
What processes to AUTOMATE?

81
Automation software encourages customers to buy and buy again—even if they
forget to reorder, abandon a shopping cart or let a credit card expire.
3. E-Commerce
4. Customer Service and Engagement
Automation allows you to treat customers as you would if you had more time. Help
customers immediately, respond to their feedback and even send wishes for a happy
birthday.

82
Hosting an event keeps you busy enough. Let automation handle some of the details,
like registrations, confirmations and promotion.
5. EVENTS
And MANY MORE things to AUTOMATE..

83
How to increase
conversions?

2 S t a l l i o n s
Remember that a conversion is not the
same as a purchase. A conversion might
be signing up for a free newsletter or
downloading a free whitepaper. But every
conversion has real, measurable value
for the company, even if there is no cash
exchanges hands.
Key metrics include:
§ conversion rate
§ click-through rate
§ bounce rate
§ social media conversion rate
MICRO CONVERSIONS

∂
Videos Images Carousel
Collection Offers Images Dynamic
Canvas ads can be created to work with most of the
above ad types
Videos Images Carousel
Offers Images
2 S t a l l i o n s
FACEBOOK & INSTAGRAM ADVERTISING OPTIONS

2 S t a l l i o n s
FACEBOOK & INSTAGRAM ADVERTISING FLOW

∂
2 S t a l l i o n s
LINKEDIN ADVERTISING OPTIONS
Sponsored Content Dynamic Ads Text Ads Carousel Ads Video Ads
Sponsored Content Dynamic Ads
Sponsored Inmail
Sponsored InMail Lead Gens Forms
Video Ads
Sponsored Content
Sponsored InMail

2St allions
Lead magnet capture email

2St allions
Lead magnet capture email
• Discounts
• Free Stuff or Give Away
campaigns
• Stand a change to win

90
7.How to Create Customer
Personas

91
• TOP LEVEL
e.g. Sales & Revenue
• PRIMARY OBJECTIVE
E.g. Brand Awareness Or Thought Leadership
• SECONDARY OBJECTIVE
E.g. Build a Community
Define BUSINESS
OBJECTIVES
B E F O R E W E B E G I N T O C R E A T E T H E C U S T O M E R
P E R S O N A S , W E N E E D T O H A V E C L E A R
B U S I N E S S O B J E C T I V E S .

92
BUSINESS OBJECTIVES
BUSINESS OBJECTIVES BUSINESS IMPACT (REASON WHY)
Sales.
Help the sales team close sales more quickly.
Allow us to engage a full time sales person.
Community.
Develop a loyal community who interact with our brand
socially.
A loyal community can help us gain more eyeballs allowing
sales team to close sales effectively.
Thought Leadership.
Develop name recognition and respect.
Again to get greater visibility for content and more organic
traffic.

93
A persona is a detailed depiction of
your perfect visitor/customer.
You can have more than 1 for your
business but we recommend no more
than 3.
What is a PERSONA?

94
Why do you need PERSONAS?
Content
• To craft the right message
• For focused company communication
• To humanize marketing
Sales
• For sales/marketing positioning
• To improve your sales funnel

95
CUSTOMER
PERSONA
B2B
Rachel Wong
Marketing Manager
Social Media Marketing
Key decision-maker
32YEARS OLD
$90,000/yr
Urban Location
Master’s Degree
Married, No Kids
Goals & Challenges
• Save time online
• Find interesting content to share
• Maximize social media resources
Values & Fears
• Values dependability, clarity,
good UI, fast support
• Objects to pricing and poor value
value proposition during sales
process
Elevator Pitch
Use buffer to schedule post to your
favorite social profiles. We’ll even
show you the best content to share,
and you can add with one click.
Marketing Message
• Ultimate social media scheduling
tool
How We Can Help
• Schedule posts to a queue
• Content suggestions
In The
Industry
04
YEARS
95

96
How to create your own PERSONA
1) Collect Data (‘WHO’) Google Analytics

97
Understand the Interests of your VISITORS
Affinity categories are used to reach potential customers, to make them aware of your brand or product. These are users higher in the purchase funnel, near the beginning of the
process.
In-market audiences: Users in these segments are more likely to be ready to purchase products or services in the specified category. These are users lower in the purchase
funnel, near the end of the process.

98
Understand
where your
visitors comes
from
(CHANNELS)

99
How to create
YOUR OWN
PERSONAS
(for those without analytics)
Create a demographic survey for
the ‘WHO’ and send it out to as
many people as possible
2) Conduct Surveys

100
(for those without analytics)
• Face to face or phone. Reach out to your customers/readers
or prospects
• This section informs more of the ‘WHO’ and the ‘WHAT’,
‘WHY’ & ‘HOW’
• Conduct a minimum of 3 interviews & ask qualitative
questions
3) Conduct Interviews
How to create
YOUR OWN
PERSONAS

102

103
Thank You

B2b digital marketing strategies

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