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B2B PLATFORM
MARKETING STRATEGY
& INBOUND MARKETING
GIORGIO SOFFIATO - @GIORGIOSOFF
B2B platform marketing strategy and inbound marketing
B2B platform marketing strategy and inbound marketing
COSA CI HANNO INSEGNATO FINO AD OGGI:
• CHE NON POSSIAMO PRESCINDERE DALLA
CUSTOMER JOURNEY
• CHE I BIG DATA CI PERMETTONO DI
SVILUPPARE AZIONI DI INTELLIGENCE
AVANZATA
• CHE L’UTILIZZO DEL SERVICE DESIGN E DI UN
APPROCCIO CLIENTE CENTRICO FARÀ LA
DIFFERENZA
OK MA…
COSA ACCADE IN CONTESTI “NON LINEARI”?
B2B platform marketing strategy and inbound marketing
COME INNOVARE LA COMUNICAZIONE DI
BUSINESS CONSOLIDATI?
B2B platform marketing strategy and inbound marketing
STRA-
TEGY
A LIVELLO STRATEGICO È FONDAMENTALE DERIVARE DALLA CUSTOMER
JOURNEY UN CONCRETO APPROCCIO DI DIGITAL MARKETING, MAPPANDO:
PUNTI DI
INTERAZIONE
PUNTI DI
CONVERSIONE
SEO
E NL
CAMPA-
GNE ADV
E DEM
CONTENT
E SOCIAL
CASA
MADRE
WEBSITE/
LANDING
LEAD
NURTURING
ANALYSIS
MARKET-
PLACE
DIGITAL
ROI
CRM
LA DIFFICOLTÀ RISIEDE NELL’INTEGRAZIONE DI:
MULTI CANALITÀ
OBIETTIVI STRATEGICI
E TATTICI
AL NETTO DEI CANALI DISPONIBILI
UN TEMA CHE NON TUTTI CONOSCONO: LA
SATURAZIONE DEL TARGET NEI CONTESTI
MEDIA
LA RELAZIONE TRA BRAND AWARENESS E LEAD GENERATION È A NOSTRO
AVVISO “IL GRANDE TEMA” DA AFFRONTARE:
CONVERSIONE
ASSIST
PER MAPPARE E VALORIZZARE
QUESTA SITUAZIONE SONO
NECESSARI:
• SISTEMI DI TAG MANAGEMENT
AVANZATI
• REMARKETING DINAMICO E
APPROCCIO PROGRAMMATIC
• MA SOPRATTUTTO, UNA
CONTENT STRATEGY DI
SUPPORTO
CHI L’HA
FATTO?
BANCA IFIS
BANCA IFIS: OVERVIEW DI INDIRIZZO
IL DATO
Fonte: State of inbound marketing report
RACCONTARE UN CONTO DEPOSITO
VENDERE IL FACTORING
ESTREMIZZANDO IL CONCETTO DI PERSONAS
RAGGIUNGENDO IL TARGET CON UN PROGETTO DI LUNGO PERIODO
http://www.mondopmi.com/
ED INNOVANDO CONTINUAMENTE LA CONTENT STRATEGY
http://www.mondopmi.com/
IL TOOL:
ACTIVE
CAMPAIGN
https://www.activecampaign.com
IL KPI
NUMERO DI CLIENTI GENERATI PER
CANALE (CON MODELLO DI ATTRIBUZIONE)
SAS
IL DATO
Fonte: State of inbound marketing report
Chi sbaglia a pianificare, pianifica di sbagliare
SAS PROGETTO DI DETTAGLIO
SAS PROGETTO DI DETTAGLIO
GENERARE INTERESSE SULLA DATA VISUALIZATION
MASSIMIZZARE IL BUZZ CON UNA CAMPAGNA DEDICATA
http://www.skande.com/data-visualization-201411.html
VADO A COMPARARE
QUESTI NUMERI CON LA
COPERTURA MEDIA
IL TOOL:
OUTBRAIN
https://www.outbrain.com
IL KPI
NUMERO DI CONTATTI A TARGET GENERATI
DALLA STRATEGIA DI INBOUND
MARKETING
WHAT’S
IN THAT
FOR ME?
UNA CAMPAGNA DI INBOUND MARKETING
GENERA ROI, MA GARANTISCE ANCHE FORTE
IMPATTO POSITIVO SULLE SUCCESSIVE
ATTIVITÀ. IL CONTENT, INFATTI, DIVIENE UN
APPROCCIO DI DIALOGO CON L’UTENZA
PRIMA CHE UNA TATTICA DI LEAD
GENERATION
MARKETING AUTOMATION, MEDIA
AUTOMATION E ANALYTICS SONO PARTE
INTEGRANTE DELLA STRATEGIA, NON “NICE
TO HAVE"
L’AZIENDA DEVE GOVERNARE, L’AGENZIA
DEVE ISPIRARE, PROGETTARE ED ESEGUIRE,
È UN LAVORO DI SQUADRA, PIÙ CHE IN OGNI
ALTRA ATTIVITÀ DI MARKETING
GRAZIE
1 3 5

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