B2 b marketing - Vinay Krishna - Jigserv Digital

• B2B Marketing Facts

• B2B Marketing Challenges

• Digital Trends leading to new Challenges & Opportunities

• B2B Buyers Purchase Journey (Zero Moment of Truth)

• How to integrate your marketing into the buyers Purchase Journey

• Analysis of what channels work well for Online B2B Marketing

• Importance of Marketing Automation and calculation of ROI

• Summary

Source: Advertising Age – published May 19,2014

74% Percentage of B2B marketers include

Content Marketing in their go-to-market

strategy

66% B2B Marketing

organizations are

required to prove ROI on Marketing spends

$24B Projected size of the

CRM market in 2018

53% Percentage of B2B

marketers using Marketing

Automation

23.5% of b-to-b marketers expect

to spend between 50%

and 74% of their budgets on digital in 2014

93%

Of B2B Buying decisions start with

Internet Search for relevant content

Average B2B Buyers decision making journey is 7 Months

long, how to create sustained

PERSONALIZED

engagement?

How do I

best ALLOCATE my

budgets across growing number of media

channels?

B2B Buyers complete

57% of the DECISION

MAKING journey

before contacting suppliers!!

How to ascertain

the ROI on the Marketing

Investments?

How to integrate marketing

to drive the core BUSINESS PRIORITIES?

How to market in the

increasingly DIGITIZED WORLD?

Personalized Experiences

Multi-channel, and Socially Connected

World

Data driven real-time decisions

Digital is now an integral part of

business strategy

Core Business

Digital

Digital

Core

5

Stimulus Second Moment of Truth

First Moment of Truth

Supplier Contact Product / Service Experience



Supplier Contact Product / Service Experience



93% of B2B buyers begin their buying process using

Internet SEARCH

SEARCH – Organic + Paid



Business buyers do not contact suppliers directly until

57% of the purchase process is complete

SEARCH – Organic + Paid CONTENT MARKETING – Whitepapers, Case Studies,

Demo Videos, Reviews, Testimonials, etc



CONTENT MARKETING – Whitepapers, Case Studies,


SEARCH – Organic + Paid MARKETING AUTOMATION – CRM, LMS, marketing analytics

53% of B2B marketers using marketing automation



74% of B2B marketers include content marketing in

their go-to-market strategy

CONTENT MARKETING – Whitepapers, Case Studies,


SEARCH – Organic + Paid CONTENT MARKETING –Reviews, Testimonials, etc

Which becomes the next person’s ZMOT

MARKETING AUTOMATION – CRM, LMS, marketing analytics

https://www.youtube.com/watch?v=mEl1fiqLCVM



SEARCH IS TOP TACTIC FOR ATTRACTING AND

CONVERTING VISITORS

Source: Marketing Sherpa 2012 Lead Generation Benchmark Survey (n=1,915)

Organic Search, email marketing &

Paid Search continue to be the top

tactics for driving traffic

Top Traffic Sources for Volume

Organic Search & email marketing

beat all other tactics for driving

engagement (converting traffic)

Total Traffic VS. Converting Traffic of

Online Channels

CRM / LMS / MARKETING ANALYTICS

Ab

ility to vie

w &

analyze

the

full

wate

rfall

BENCHMARKING: Demand generation waterfall

IMPRESSIONS

CLICKS

LEADS

MQLs

SQLs

SALES

0.5% - 1%

4% - 9%

53% - 68%

50% - 57%

23% - 31%

IT Industry Average

Leading B2B companies are also measuring and tracking “Marketing Contribution to Sales Pipeline(SQLs)”

• B2B Buying process starts with a Internet Search for relevant information – Show up

• Winning the ZMOT is very important – Content is King

• E-Mail is still a key channel – Personalize and Engage through relevant content

• Tracking the conversion funnel is important – Automate and Optimize

www.jigservdigital.com

VINAY KRISHNA

+91 -9819234691

[email protected]

THANKS !