B2bblast - b2b digital marketing

MISSION

To increase the knowledge of digital marketing among B2B companies#b2bblast

@Pernilleanderse

pernilleandersenfeedsfloor

B2bsocialmedia.dk

[email protected]

© 2013 Pernille Andersen

http://www.youtube.com/watch?v=E66dgUHez1o

THE FUN IS OVER!!!Now its time for business…

About the donut company


Who am I? B2B DM Enthusiast


https://www.youtube.com/watch?v=w4ooKojHMkA

Agenda1. DILEMMAS• Executives vs. Hipsters• Organizational structures vs. People• Global vs local

2. TRENDS• Kill the campaigns• What if organizations were build around buyer

personas?• Big data, small data, fantastic data, data

overload• Did we forget branding?• You are the expert – show itEXTRA CONTENT• Videos: Why your organization needs to become digital now !!!© 2013 Pernille Andersen

Executives vs. Hipsters


Organizations vs. People Challenges

• Silos• Always on• Complex structures• Lack of resources• Who is in charge…• Openness• Non-risk taken approach

• Change agents

• Competencies

• Where to begin…

• Who to blame…


The Agile Organization

• Small companies – EASY – BUT a matter of resources

• Medium companies – EASY - BUT a matter of competencies

• Large companies – DIFFICULT - a matter of flexibility


Organizations’ Approach to Digital

The digital enterprise

The social enterprise

The strategic digital organization

The ad hoc digital organization

The non-digital organization





The ad hoc digital organization















http://www.youtube.com/watch?feature=player_embedded&v=j3oLfn_nvUQ







Centralized HQ – e.g. marketing

Decentralized - departmentsStrategy

Decentralized - SBUs

Individual employees

Policies

Channel Ownership - e.g. Hub

Drive thought leadership

Daily channel management:Native content, engagement Leads nuturing

Corporate KPIs

Local SEO

Add value to their network

Departmental KPIs

R&D: Product development

Sales: Follow up on leads

Departmental strategies Local KPIs

Key staff blogs & SM accountsBrand hub

Coordinator




Managing Digital Internationally

1) Centralize the strategies and policies and channel ownership

2) Decentralize the engagement – BUT only if competencies are existing - 5% of the total target group, then country spin off

3) Educate the organization – joint development

= Amplify the global activities© 2013 Pernille Andersen

Agenda1. DILEMMAS• Executives vs. Hipsters• Organizational structures vs. People• Global vs local

2. TRENDS• Kill the campaigns• What if organizations were build around buyer

personas?• Big data, small data, fantastic data, data

overload• Did we forget branding?• You are the expert – show itEXTRA CONTENT• Videos: Why your organization needs to become digital now !!!© 2013 Pernille Andersen

http://www.youtube.com/watch?v=V6Q34ID2n1Q

Purpose of company

Real time monitoring &

response

Earned

Content strategy

PaidOwned

Gap analysis

Lead focus Brand building

Generic thought leadership

Share of voice analysis

Value added analysis

Branding strategy

Customer insights


KILL The Campaigns

• Back to company purpose – why are you here?

• Think long term first - SEO, Brand building

• Think short term second – lead generation

• Think strategy, think educational content


Purpose of company


response

Earned

Content strategy

PaidOwned

Gap analysis





Branding strategy

Customer insights


B2B Buyer PersonasIt begins and ends with the customer

Understand your customer and where they get their information from

Expert vs. non-expert buyers

Add content to the buying process and toward different roles

Make them visible !!© 2013 Pernille Andersen

Persona 1 Persona 2 Persona 3 Persona 4RoleAttitudeKnowledgeChannelsThought processReferencesKey considerationsValue added contentTop of mind brandsKey questions at each stage of the customer journey / sales funnel

B2B Buyer Personas


Purpose of company


response

Earned

Content strategy

PaidOwned

Gap analysis





Branding strategy

Customer insights


Content Marketing“is an umbrella term encompassing all marketing formats that involves the creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential customer bases”.

ASK THE CUSTOMERS !

2 target groups for content: customers and search engines

Educate, add value, review

External agencies = amplify contentInternal company = experts


Context Marketing• Understanding future intend• What is the consumer doing?• Where is the consumer?• Which device is the consumer using?

According to Martin Lindstrøm “the time is ripe for the next generation of contextual branding – the art of sending the right message, to the right audience, at the right time”.


Digital Mission Statement:

FeedsFloor

The mission of FeedsFloor’s digital content marketing activities is to increase the knowledge and usage of digital and social media marketing within b2b industries.


Content Strategy

KPIs

Content sources: - What kind of content are you already creating?- What kind of content do you need to create?

Editorital / content calender

Channel strategy


Purpose of company


response

Earned

Content strategy

PaidOwned

Gap analysis





Branding strategy

Customer insights


Big data, small data, fantastic data, data overload – 404

• Go back to your KPIs• Stop harrasing your customers – unless…• Customer insights• Test, review, test again

• Team up with sales – this is the area where silos can be broken and a agile organisation can emmerge - aaahhh


Purpose of company


response

Earned

Content strategy

PaidOwned

Gap analysis





Branding strategy

Customer insights


Digital Brand Management Model


Digital Brand Management

CorporateCommunication

Strategy

Flexibility

CorporateIdentity

Image–IdentityGap

Design Gap

Strategicposition

Change

FitGap

ImplementationStage

Analysis

DevelopmentStage

Sym

bolic

Value

s

RationalValues

Consumption Zone

Corporateimage position cube

Market

Dynamics

Positioningfacets

CorporateCommunication

Strategy

Flexibility

CorporateIdentity

Image–IdentityGap

Design Gap

Strategicposition

Change

FitGap

ImplementationStage

Stage

DevelopmentStage

Sym

bolic

Value

s

RationalValues

Consumption Zone

Corporateimage position cube

Market

Dynamics

Positioning

Consumption Gap


Design gap

If differences exist between the ideal corporate identity and corporate strategies and what is being communicated or where it is being communicated a Design Gap appears.

What is the difference between overall company strategies and actual market communication?


Consumption gapBrand consumption means the way consumers engage and what consumers say about the brand online (earned media).

Cco-producers of a corporate or product brand (B2B prostomer).

This means that stakeholders have a great influence on the brand creation process and image of a company.


Fit gap• Might do all the right things - but metrics still poor

• Competitors positioning stronger

• Compare owned, paid and earned media to revise digital efforts


Purpose of company


response

Earned

Content strategy

PaidOwned

Gap analysis





Branding strategy

Customer insights


Generic Thought Leadership

“the perceived advantage an organization achieves in the minds of its stakeholders in relation to a theme or topic that is of central importance to its business. Thought leadership is a perishable perceptual grant by your stakeholders”.

Source: A company andylark.blogs.com/andylark/2010/04/what-is-thought-leadership.html © 2013 Pernille Andersen

https://www.brighttalk.com/webcast/7687/44883

Generic Share-of-Voice Analysis

In the product category how large is your share-of-voice?

- e.g. SEO rankings


Value Added Analysis

• Quality of content

• Instead of asking employees what do you think customers want? Ask the customer directly what do you want to know about?

• How does your company add value to the customers decision making process

• Middle management vs. Top management• Gatekeepers


Purpose of company


response

Earned

Content strategy

PaidOwned

Gap analysis





Branding strategy

Customer insights


Centralized HQ – e.g. marketing

Decentralized - departmentsStrategy

Decentralized - SBUs

Individual employees

Policies

Channel Ownership - e.g. Hub

Drive thought leadership

Daily channel management:Native content, engagement Leads nuturing

Corporate KPIs

Local SEO

Add value to their network

Departmental KPIs

R&D: Product development

Sales: Follow up on leads

Departmental strategies Local KPIs

Key staff blogs & SM accountsBrand hub

Coordinator


Examples of content:

ArticlesSocial media postsBlog postsPicturesVideoeBooksNewsletters

WhitepapersCase storiesWebinarsResearch reportsInfographicsGames


Examples of channels:

WebsiteTwitterLinkedInGoogle+FacebookFeedsFloorYoutube

VimeoPinterestSlideshareResponsive designMobile appIndustry platforms


http://hr-bureauet.dk/

Now Dell has a new product

https://www.youtube.com/watch?v=Vr7lju5xgdY

Business

B2bblast - b2b digital marketing