Embed Size (px)
Citation preview
Anudit Vikram
Bridging The DivideINTEGRATING OFFLINE & ONLINE CHANNELS FOR B2B MARKETING
/un-oo-dit vik-rum/
SVP, Advanced Marketing Solutions
Data is the key which brings your sales and marketing programs
together.
1 2 3
Defining characteristi
cs of B2B
Marketing
The Offline - Online
ConstructData as the
glue
B2B marketing is different
6
is more important than ever with a projected 3.7%
growth in event marketing and advertising
F2F
Annual Advertising & Marketing Study 2016: B2B Advertising
Outsell
67% of the buyer’s journey is now done digitally
DIGITAL
Three Myths of the ‘67 Percent’ StatisticSirrius Decisions
The B2B dichotomy
BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
7
Experienced class who are now learning the digital
ways
THE DIGITALIMMIGRANT
Newer rank-and-file who have grown up in the digital
world
THE DIGITALNATIVE
The B2B dichotomy
BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
8
The B2B dichotomy
GROWTHENGINE
BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
Marketers need to drive growth, not
simply generate leads … and evolve
from the classic funnel model to an
omni-channel engagement model
It is necessary to connect the online & offline worlds
10
Visits Website
Attends Webinar
Visits Blog
DownloadsCase Study
Signs Up forNewsletter
Online Research Qualification Call
Qualification Call
PersonalizedEmail
Event Invite
EventAttendance
Sales Meeting Purchase
Digital Face-to-FacePhysical
Web Forms
Executive
Decision Maker
Influencer
The B2B buyers journey is complex
BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
11
The marketing stack spans the offline & the online
Anonymous Prospect finds brand content
Digital presence delivers content of interest
Merketing Automation orchestrates ongoing
engagement
Prospect identifies themself, requests
engagement with sales
Lead handed off to sales closer for
qualification pursuit
Website/CMS 3 4 52 31
DMP/ BISEO
Marketing AutomationRetargeting
Website CMS
CRMWeb FormsContact Centers
Activ
ityTe
ch S
tack
BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
12
Inconsistent customer and prospect knowledge results
in reduced marketing performance
INEFFECTIVE SALES
PROCESS
70% of marketers are either unhappy or only marginally
happy with marketing automation ROI
UNACCEPTABLE
CAMPAIGN ROI
Customers are frustrated with generic B2B marketing
programs and irrelevant programmatic content
IRRELEVANT
CONTENT
The disconnect between offline & online is frustrating
BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
It is necessary to connect the online & offline worlds
Data is the glue which connects the systems
14
Data helps align tactics and technologies
Industry IntelligenceCompany Triggers
Decision-Makers
Financial HealthCorporate
LinkagePurchase History
Org ChartIndustry Intelligence
Contact: Email & Phone
Influencers
CookiesAnonymous IdentifiersReferring Domain
Firmographic IntelligenceContact TitlesContact Role/Function
Visitor IntelligenceContent Interaction
GROWTHENGINE
BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
15
Use Data to align the offline and online journey
Anonymous Prospect finds brand content
Digital presence delivers content of interest
Merketing Automation orchestrates ongoing
engagement
Prospect identifies themself, requests
engagement with sales
Lead handed off to sales closer for
qualification pursuit
Activ
ity
Links ”anonymous”
visitor to business identity and
retrieve business attributes
Feeds visitor profile into Marketing
Automation RTP module to drive personalization
Leverages profile data to segment
into relevant nurture streams
Validates lead form data and enrich for scoring and routing
to sales
Delivers accurate account and
contact profiles to CRM
Business Identity Layer – Online/Offline Identifiers, Firmographics, Contacts,
Analytics Layer – Predictive Scores, Risk Indicators, Share of Wallet
DSP Marketing AutomationWebsite/CMS CRMWeb Forms
Tech
Data
BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
Website/CMS 3 4 52 31
16
Generate and consistent and holistic view of your key
performance indicators
USE THE RIGHT
TOOLS
A common identity which can be used and is
persistent across the systems you use
ESTABLISH A
CURRENCY
Recency, Frequency, Completeness of your company and contact
information
KNOW YOUR DATA
The keys to ‘Data-Inspired’ success
BRIDGING THE DIVIDE – INTEGRATING OFFLINE & ONLINE FOR B2B MARKETING
![Which Media Channels do Smart B2B Marketers Use to Drive Leads? [INFOGRAPHIC]](https://img.pdfslide.us/doc/110x75/58a287a01a28ab891a8b74cd/which-media-channels-do-smart-b2b-marketers-use-to-drive-leads-infographic.jpg)
