Presentation for MBA students at Southampton University about what is to do Digital Marketing for B2B today...it is mainly lead generation: Connect, Engage, Monitor and Convert

1. +
Digital
Marketing
for
B2B
Maria Jose Serres
March 2013
@mjserres
#mktB2B
Connect Engage
Measure Convert

2. +
Who am I?
 Maria Jose Serres from
Montevideo, Uruguay
 Degrees in Computer Engineering +
Marketing + Digital Marketing.
 First job with Internet in 1995.
 Worked in B2B most of my life from
development to consulting.
 I’m a Demand Generation Manager at
PEER 1 Hosting, Top 5 Hosting
Worldwide
 Involved in the latest trends &
technologies related digital media.
linkedin.com/in/mjserres
@mjserres

3. +
Why?

4. +
Online and Mobile are Transforming
B2B Commerce
Research by Forrester Consulting
 Overall, the “Online and Mobile are Transforming B2B
Commerce” research yielded three key findings:
 Selling online and on mobile devices represents a
significant new opportunity for B2B companies.
 B2B companies that wait too long to implement
eCommerce assume a big risk.
 Self-service tools are changing the way in which B2B
customers interact with companies.

6. +
Source: Digital Trends 2014 Adobe + Econsultancy

7. +
What is the goal of content?

9. +
Definitions

10. +
B2B
 Business to Business
 Shift in communication but not totally
 From building emotional connections
 To problem solving
 Normally many points are touched before a decision is
made

11. + B2B B2C
Markets
B2B markets are generally small vertical
markets, often niche in size, comprised
of a few thousand sales prospects to
maybe as large as 100,000 prospects.
B2C markets that are typically large
broad markets of tens to thousands to
millions of sales prospects.
Sales Process
B2B sales require consultative selling
(selling based on understanding a
client's needs and developing a
relationship of trust) sometimes from a
two-step level sales organization
including the sellers sales force and a
distribution sales force.
B2C sales are usually direct to the
consumer or involve a retailer. The sales
approach is a traditional product sell of
"convincing the consumer" they need the
product or service being sold.
Purchase Decision
The decision to purchase in B2B sales is
generally driven by need and budgets
therefore; it tends to be a very rationale
decision.
B2C purchase decisions tend to be
made based on want more than need or
a budget and therefore are triggered by
more emotional decisions.

12. +
But keep in mind…
“73% OF PEOPLE WHO READ B2B BLOGS
ARE PEOPLE.”
Tim Washer
Senior Marketing Manager Cisco
(Tweet this now, mention @timwasher)

13. +
Cisco’s way to engage with people

14. +
Definitions
Connect
Reach our target
market, call the
attention, be
relevant.
Engage
Allow our target
market to
act, give them
good call to
actions.
Measure
Stats behind
everything, show
our ROI, assess
your activities.
Convert
Generate leads
& sales.

15. +
Connect

16. +
The issue

17. +
Connect
 It’s about being with the right message, at the right
time when the target market needs us.
 There are many channels to use, identify your target
market to see what they use and what is relevant for
them.

18. +
Timing

19. +
Be there. Be relevant. Be optimized.

20. +
Be there… when they look for you

21. +
..and when they don’t.
“80% of the traffic on your web site is not from people who will necessarily
buy anything. The challenge is engaging with those visitors who are
interested in your product but are still in the evaluation process.”
Chris Golec, Founder and CEO of Demandbase

22. +Bethereeverywhereisneeded

23. +
Be relevant with what you show
Sony Play Station: Case Study by SalesForce

24. +
Be relevant. Talk their language.

25. +
Be optimised.

26. + Now that we have
reached our target
market…
…what’s next?

27. + “Stop thinking about
campaigns and start thinking
engagement.”
Lori Wizdo, Forrester Research

28. +
Engage

29. +
Engage
 Engage is about motivation:
 How to motivate people to engage with us?
 Why they would like to engage with us?
 What do we have to give them in return?
 Call to actions:
 What are the ways to engage with them?

30. +

31. +
Example 100% online, multiple channels

37. +
Measure

38. +
What to measure?
 Visits
 Clicks
 Campaigns
 Sources
 Conversions
 Bounce rate
 Time on page
 Pages visited
 Flow
 ROI
 Lifecycle Metrics
 Lead Generation Metrics
Whatever you need for your specific
objectives/target market/campaigns

39. +
What to measure?

40. +
Example
http://demand.eloqua.com/LP=4047?elqoffer
=GartnerMQ_ZO&elqchannel=google&sls=PP
CSearch_Google_2013&WWMK13054108MPP
002

41. +
What you’ll see when you measure?

42. +
Identify the most visited pages

43. +
Identify where your prospects are

44. +
Customer Journey

45. +
Not only with Google Analytics

46. +
Conversion measurement

47. +
Convert

48. +

49. +
Conversion is about …
 Generate leads
 Generate sales
 Doing the connection and engagement well
 Continue the engagement (remarketing)

50. +
When they Convert?
 You define it…and measure it
 Downloads
 Chats
 Calls
 Webforms
 Purchases
 Page Views
 Visits
 …

51. +
Home made case

53. +
Summary
Connect
Reach our target
market, call the
attention, be
relevant.
Engage
Allow our target
market to act,
give them good
call to actions.
Measure
Stats behind
everything, show
our ROI, assess
your activities.
Convert
Generate leads
& sales.

54. +
Resources
http://b2bdigital.net/ http://b2bmarketing.bizo.com/LP=55 http://blog.eloqua.com/buyer-journey-infographic
http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey
http://mashable.com/2013/04/01/b2b-marketing/ http://socialmediatoday.com/socialbarrel/1650226/second-largest-
search-engine-infographic http://success.adobe.com/en/uk/programs/products/digitalmarketing/1401-30364-
econsultancy-digital-trends.html http://wptribe.net/top-5-google-analytics-reports/
http://www.adampacitti.com/employadam.html http://www.bizible.com/blog/bid/357476/Introducing-AdWords-ROI-
Reporting-for-Salesforce http://www.business2community.com/social-media/social-media-marketing-in-the-b2b-arena-
still-needs-improvement-infographic-0468185 http://www.collaborativegrowthnetwork.com/blog/bid/94881/9-More-
Reasons-to-Invest-in-Inbound-Marketing http://www.demandgenreport.com/industry-topics/demand-generation-
strategies/2484-b2b-marketers-ramp-up-retargeting-strategies.html http://www.executiveboard.com/exbd-
resources/content/digital-evolution/pdf/CEB-Mktg-B2B-Digital-Evolution.pdf
http://www.iabuk.net/about/press/archive/uk-digital-adspend-up-125-to-almost-55bn
http://www.localsearchmasters.com/blog/how-to-perform-a-google-analytics-audit/ http://www.make-it-
rain.co.uk/google-analytics-get-dirty-data-useful-dashboards-help-analyse-data-quickly-effectively/
http://www.pardot.com/marketing-metrics/3-insightful-marketing-metrics-you-should-be-tracking/
http://www.pcworld.com/article/2051368/4-simpler-alternatives-to-google-analytics.html
http://www.slideshare.net/BabcockJenkins/b2-bvsb2c http://www.thedrum.com/news/2013/01/03/unemployed-graduate-
turns-traditional-advertising-hiring-london-billboard-site http://www.thedrum.com/news/2013/11/19/british-airways-
unveils-digital-billboards-remind-customers-how-magical-flying-can http://www.theguardian.com/media-network/adobe-
partner-zone/digital-trends-marketing-2014 http://www.youtube.com/watch?v=WycoJMKzXZ4
http://www.youtube.com/watch?v=XnHBUuG-o18
http://contentmarketinginstitute.com/2014/02/process-measuring-b2b-content-marketing/
http://www.hybris.com/en/news-events/press-releases/131030-b2b-market